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市場調查報告書
預付卡在6個通路中的成功策略
A Guide to Achieving Greater Prepaid Volume: Six Channels That Drive Prepaid Success
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預付卡在6個通路中的成功策略 是由出版商Mercator Advisory Group, Inc.在2009年01月所出版的。
這份英文市場調查報告書包含26 pages, 2 exhibits 價格從美金2950起跳。
本報告書內容包括：預付卡在6個主要通路中的動向調查分析、各通路的特色、各通路的市場機會等。內容綱要摘記如下：
第1章 介紹
第2章 預付商場的間接流通
- 開放迴路：禮品
- 開放迴路：GPR
- 封閉迴路零售業者的禮品卡
- 封閉迴路的線上服務（例：數位內容・長途電話・手機通話時間等）
- 透迥非競爭零售合作夥伴的間接流通
- 開放迴路：禮品
- 開放迴路：GPR
- 封閉迴路零售業者的禮品卡（aka店内流通禮品卡）
- 封閉迴路的線上服務（例：數位內容・長途電話・手機通話時間等）
- 經由網站的直接流通（針對消費者）
- 開放迴路：禮品
- 零售銀行的市場機會
- 開放迴路：GPR
- 封閉迴路零售業者的禮品卡
- 封閉迴路的線上服務（例：數位內容・長途電話・手機通話時間等）
第3章 對企業直銷的間接流通（獎勵/回饋/禮品用）
- 開放迴路：禮品
- 開放迴路：可再儲值的獎勵（GPR）
- 封閉迴路零售業者的禮品卡
- 封閉迴路的線上服務（例：數位內容・長途電話・手機通話時間等）
第4章 透過網路向企業銷售的間接流通（獎勵/回饋/禮品用）
- 開放迴路：禮品
- 開放迴路：GPR
- 封閉迴路零售業者的禮品卡
- 封閉迴路的線上服務（例：數位內容・長途電話・手機通話時間等）
第5章 預付卡網路整合業者的間接流通
- 開放迴路：禮品
- 開放迴路：GPR
- 封閉迴路零售業者的禮品卡
- 封閉迴路的線上服務（例：數位內容・長途電話・手機通話時間等）
第6章 總論
圖表
Abstract
NEW RESEARCH REPORT BY MERCATOR ADVISORY GROUP
This report from Mercator Advisory Group, "A Guide to Achieving Greater
Prepaid Volume: Six Channels That Drive Prepaid Success" delivers a in-depth
analysis of six different channels utilized by the prepaid industry and then
evaluates the impact each channel has on four different prepaid product
segments: One Loop Gift Cards, Open Loop General Purpose Reloadable (GPR)
cards, Closed Loop Retailer Gift Cards and Closed Loop Online Services prepaid
cards typically used to deliver online music, games, and telecommunication
services. The six channels evaluated include: 1) Issuer Indirect via
Prepaid Mall Distribution; 2) Issuer Indirect through Non-competitive
Retail Partners; 3) Issuer Direct via Web Site Distribution (to
consumers); 4) Issuer Indirect via Direct Sales to Businesses (for
incentives/rebates/gifts); 5) Issuer Indirect via Internet to
Businesses (for incentives/rebates/gifts), and; 6) Issuers Indirect via
Prepaid Internet Aggregators.
This research indicates that today the retail channel has proven instrumental
in achieving high volume, as indicated by the fact that six of the ten fastest
growing market segments have achieved their volume primarily through retail
distribution. However it also finds that the number of cards sold through the
internet has increased dramatically of late, but that some segments remain
unable to leverage the internet channel for reasons explained in this report.
This report is the second in-depth look at prepaid card distribution models
conducted by Tim Sloane, Director of the Prepaid Advisory Service for
Mercator Advisory Group and the author of this report who states;
“There have been several dramatic changes in the structure of
prepaid channels and this report will help program managers of both open and
closed loop products better plan their distribution strategies. It is amazing
how sophisticated some program managers are in regards to their channel
strategy while at the same time most others appear to lack any understanding
of channel differentiation. For example, digital content providers typically
demonstrate the most immature channel strategies, even as Apple clearly
demonstrates that huge volumes are possible when you move digital content into
the world of physical gift cards. This report also takes a special look at how
consumers that purchase prepaid cards for budgeting purposes represent a huge
challenge and opportunity to financial institutions that control the
consumer' s DDA account. While to date retail banks have not been hugely
successful in prepaid, it appears a major opportunity is
approaching.”
Highlights of this report include:
- Almost all prepaid products are delivered to market through only six
different distribution models.
- Today, the retail channel has proven instrumental in achieving high
volume, as indicated by the fact that six of the ten fastest growing market
segments have achieved their volume primarily through retail distribution.
- All prepaid program managers have an opportunity to tap into the
consumer' s use of prepaid as a budgeting tool, but the financial institutions
that hold the consumer' s DDA have the most too lose if they fail to claim the
funds as a first-mover advantage.
- Mercator Advisory Group expects Amazon' s entry into the incentives market
will apply significant pressure on the existing Prepaid Aggregator Model
because Amazon' s approach shortens the path to fulfillment for the incentive
recipient while leveraging Amazon' s shipping and consumer communications
expertise.
- Digital content providers, have the most immature channel strategies. With
the notable exception of Apple, which has entered most distribution channels
with its gift card, the other online music and gaming web sites have generally
failed to grasp the benefits associated with offering a physical gift card.
- While retail channels have dominated prepaid distribution through 2008,
there are several indicators that selling through the internet is finally
starting to drive significant volume for some prepaid categories - although
not all.
- The line between internet prepaid aggregators and incentive fulfillment
house is very thin, with almost all online aggregators trying to play in both
markets.
Table of Contents
- 1. INTRODUCTION
- 2. ISSUER INDIRECT VIA PREPAID MALL DISTRIBUTION
- Open Loop - Gift
- Open Loop - GPR
- Closed Loop Retailer Gift Cards
- Closed Loop Online Services (e.g. Digital Content, Long Distance, Mobile
Minutes, etc.)
- ISSUER INDIRECT THROUGH NON-COMPETITIVE RETAIL PARTNERS
- Open Loop - Gift
- Open Loop - GPR
- Closed Loop Retailer Gift Cards (aka In-Store Distributed Gift Cards)
- Closed Loop Online Services (e.g. digital content, long distance, mobile
minutes, etc.)
- ISSUER DIRECT VIA WEB SITE DISTRIBUTION (TO CONSUMERS)
- Open Loop - Gift
- Retail Bank Opportunities
- Open Loop - GPR
- Closed Loop Retailer Gift Cards
- Closed Loop Online Services (e.g. Digital Content, Long Distance, Mobile
Minutes, etc.)
- 3. ISSUER INDIRECT VIA DIRECT SALES TO BUSINESSES (FOR
INCENTIVES/REBATES/GIFTS)
- Open Loop - Gift
- Open Loop - Reloadable Incentive (GPR)
- Closed Loop Retailer Gift Cards
- Closed Loop Online Services (e.g. Digital Content, Long Distance, Mobile
Minutes, etc.)
- 4. ISSUER INDIRECT VIA INTERNET TO BUSINESSES (FOR
INCENTIVES/REBATES/GIFTS)
- Open Loop - Gift
- Open Loop - GPR
- Closed Loop Retailer Gift Cards
- Closed Loop Online Services (e.g. Digital Content, Long Distance, Mobile
Minutes, etc.)
- 5. ISSUERS INDIRECT VIA PREPAID INTERNET AGGREGATORS
- Open Loop - Gift
- Open Loop - GPR
- Closed Loop Retailer Gift Cards
- Closed Loop Online Services (e.g. Digital Content, Long Distance, Mobile
Minutes, etc.)
- 6. CONCLUSION
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