Mobile Coupons & NFC Smart Posters

Overview

-    Expanded forecasting suites for mobile coupons, NFC smart posters, NFC coupons
-    Mobile coupon and smart poster campaign strategies
-    ARPU analysis for NFC Smart posters

This mobile coupons and smart posters focused report looks in detail at three key emerging segments of the mobile marketing sector, providing analysis and forecasts for mobile coupons, NFC coupons and NFC smart posters.

The mobile coupon and NFC coupon forecasts include retail redemption value, redemption rates, mobile coupon user forecasts and total mobile coupons and NFC coupons redeemed.  For NFC smart posters, the number of smart poster users are forecast as well as the number of product information downloads and product sales from smart posters.

The report looks in depth at the key developments within the mobile coupons market over the past 12 months and a number of key interviews with leading mobile coupon vendors, coupon scheme operators and mobile marketing agencies are presented.

Table of Contents

Executive Summary

1.Technology and Segmentation

1.1 Introduction
1.2 Definition
1.3 Technology
1.3.1. Barcode
Figure 1.1: One-Dimensional Barcode
Figure 1.2: Two-Dimensional Barcode (PDF417)
Figure 1.3: Two-Dimensional Barcode
Figure 1.4: Two-Dimensional Barcode (MaxiCode) (DataMatrix)
Figure 1.5: Two-Dimensional Barcode (QR Code)
1.3.2 SMS
Figure 1.6: bCODE SMS Coupon
1.3.3 Mobile Web and Downloadable Smart Phone Apps
Figure 1.7: mobiQpons Downloadable Coupon App
Figure 1.8: Yadahome Social Network Site
1.3.4 Bluetooth
1.3.5 Contactless RFID - NFC
i. Technology
Figure 1.9: Typical NFC Implementation
ii.  Uses
Figure 1.10: Oyster Card Using MIFARE Technology
Figure 1.11: Uses of NFC
iii.  Security
1.3.6 Contactless RFID - FeliCa
i.  Standards & Specification
Figure 1.12: Sony FeliCa IC Card and Reader/Writer
ii. Security
Figure 1.13: Sony FeliCa Security Features
Figure 1.14: FeliCa Networks Platform Management
Figure 1.15: Uses of FeliCa

2. Market Trends, Drivers and Constraints

2.1 Introduction
2.2 Mobile Commerce Market Synopsis
Figure 2.1: Mobile Commerce Market Segmentation
Figure 2.2: Telstra 1H 2009 Mobile Revenues Split by Voice and Data
2.3 Mobile Coupons Drivers & Constraints
Figure 2.3: Mobile Coupons: Market Drivers & Constraints
2.3.1 Drivers
i. User Demand
Figure 2.4: UK Mobile Media Usage - Orange Survey Result
ii. Smartphone Growth
iii. Cost Savings
iv. Increase in ARPU
v. One to One Marketing
vi. Enhanced Security
vii. Reduced Churn for Mobile Operators
viii. Environmental Benefits
ix. Mobile Value Added Services (MVAS)
x. Higher Redemption Rates
xi. Convenience
2.3.2 Constraints
i. Availability of Capable Handsets
ii. MMS Issues
iii. Mobile Barcode Reading Issues
iv. Operators Excluded?
vi. Ecosystem Incentivisation
vii. Retailer Participation
viii. Managing the Coupon on the Phone
ix. Danger of Spam

3. Vendor Strategies

3.1 Introduction
3.2 Vendors
3.2.1 ActiveMedia Technology
i Strategy Update
ii VoucherNet Product Update
Figure 3.1: VoucherNet Product Overview
iii SMS vs. Barcodes
iv Vertical Markets
v Market Insight
3.2.2 Augme Mobile
i Strategy Update
Figure 3.2: Augme Mobile Consumer Response
ii USA Market
iii Future Market Prospects
3.2.3 bCODE
Figure 3.3: bCode MediaPlane 220
3.2.4 BlueAd
Figure 3.4: Bluead Unicast Screenshot
3.2.5 Cellfire
Figure 3.5: Cellfire 3.0 Mobile Coupon Process
Figure 3.6: Cellfire Category Filtering
Figure 3.7: Selected Cellfire Advertisers
3.2.6 Eagle Eye Solutions
i Strategic Developments
ii Market Trends
3.2.7 i-movo
i Company Update
ii Products
Figure 3.8: i-movo Secure Digital Voucher
Figure 3.9: i-movo Controlled Digital Voucher
iii Market Trends
3.2.8 Innovision
i. Products and Markets Update
Figure 3.10: Topaz Tags
ii. Top Market Trends & Issues
3.2.9 Mobiqa
Figure 3.11: Mobiqa mobi-coupon
3.2.10 NeoMedia
i Company Update
ii Products
Figure 3.12: Neomedia EXIO Module
Figure 3.13: Neomedia XELIA Scanner
iii Recent Developments
3.2.11 Nokia
i. Products and Markets Update
Figure 3.14: Nokia 6216 Classic
ii. Top Market Trends & Issues
Figure 3.15: Evolution of Mobile Financial Services
3.2.12 Pierhouse
3.2.13 Twinlinx
Figure 3.16: Twinlinx My-Max NFC Sticker
3.2.14 ViVOtech
i. Products and Markets Update
Figure 3.17: ViVOtech POS Product Range
Figure 3.18: ViVOtech Strategic Development Areas
ii. Top Market Trends & Issues
3.2.15 Yowza!!

4. Mobile Marketing: Coupon Campaign Strategies

4.1 Mobile Marketing Growth
4.2 Alcoholic Beverages: Coors Brewers (UK)
4.3 Pharmacy: DocMorris (Germany & Netherlands)
4.4 DIY: Hornbach (Austria)
4.5 Soft Drinks: Lucozade (UK)
Figure 4.1: Lucozade Mobile Marketing Campaign Invitation
4.6 Coupon Service: NTT DoCoMo Toruca (Japan)
Figure 4.2: NTT DoCoMo ToruCa in Use
Figure 4.3: NTT DoCoMo ToruCa in Use
4.7 Cinema: Orange Wednesdays (UK)
Figure 4.4: Orange Wednesdays
4.8 Clothing & Household Goods: JC Penney (USA)
4.9 Coupon Service: SK Telecom OK CouFun Service (Korea)
4.10 Supermarket: Spar (South Africa)
4.11 Coffee Shops: Starbucks (USA)
4.12 Leisure: Sunglass Hut (Australia)
Figure 4.5: Sunglass Hut \\\"Look Famous\\\" Mobile Coupon Campaign
4.13 Location Based Service: Verizon Daily Scoop (USA)

5. Smart Poster Campaign Strategies

5.1 Smart Posters: Early Days
5.2 Mass Transit: BART (USA)
5.3 NFC Trial: Citi Tap and Pay (India)
5.4 Action Sports: LG Sports (USA)
Figure 5.1: LG Action Sports Bluezone Campaign
5.5 Public Transport: RMV (Rhein-Main-Verkehrsverbund) (Germany)
5.6 Baseball: Seibu Lions (Japan)
5.7 Cinema: Softbank (Japan)
5.8 Railways: Suipo (Japan)
Figure 5.2: Suipo Smart Poster

6. Mobile Coupons Market Forecast

6.1 Introduction
6.2 Methodology
6.2.1 Geographical Splits
6.2.2 Approach and Assumptions
Figure 6.1: Mobile Coupons Market Forecast Methodology
6.3 Growth of the Cellular Market
6.3.1 Global Cellular Subscriber Market
Figure 6.2: Mobile Subscriber Base (m) Split by 8 Key Regions 2009 - 2014
Table 6.1: Mobile Subscriber Base (m) Split by 8 Key Regions 2009 - 2014
6.4 Coupons Market Developments
Figure 6.3: Orange Exposure 2 Survey - Popular Mobile Commerce Offerings
6.5 Mobile Coupon Users
Table 6.2: Mobile Phone Users (%) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014
Figure 6.4: Average Mobile Phone Users (m) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014
Table 6.3: Average Mobile Phone Users (m) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014
6.6 Mobile Coupon Traffic
Figure 6.5: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User Split by 8 Key Regions 2009 - 2014
Table 6.4: Average Number of Mobile Coupons Redeemed Per Mobile Coupon Split by 8 Key Regions 2009 - 2014
Figure 6.6: Total Number of Mobile Coupons Redeemed (m) Split by 8 Key Regions 2009 - 2014
Table 6.5: Total Number of Mobile Coupons Redeemed (m) Split by 8 Key Regions 2009 - 2014
Figure 6.7: USA Total Coupons Distributed 1999 - 2008 (billions)
6.7 Mobile Coupon Retail Redemption Value
Table 6.6: Average Mobile Coupon Retail Value ($) Split by 8 Key Regions 2009 - 2014
Figure 6.8: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2009 - 2014
Table 6.7: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2009 – 2014

7. NFC Coupons Market Forecast

7.1 NFC as a Retail Device
7.2 NFC Mobile Coupon Users
Figure 7.1: NFC Mobile Phone Users Who Download Mobile Coupons as a % of All NFC Users Split by 8 Key Regions 2009 - 2014
Table 7.1: NFC Mobile Phone Users Who Redeem Mobile Coupons as a % of All NFC Users Split by 8 Key Regions 2009 - 2014
Figure 7.2: Average NFC Mobile Phone Users Who Download Mobile Coupons (m) Split by 8 Key Regions 2009 - 2014
Table 7.2: Average NFC Mobile Phone Users Who Download Mobile Coupons (m) Split by 8 Key Regions 2009 - 2014
7.3 NFC Mobile Coupons Download Traffic
Figure 7.3: Total Number of NFC Mobile Coupons Downloaded (m) Split by 8 Key Regions 2009 - 2014
Table 7.3: Total Number of NFC Mobile Coupons Downloaded (m) Split by 8 Key Regions 2009 - 2014
7.4 NFC Mobile Coupons Downloads Fee Value
Figure 7.4: NFC Mobile Coupons Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014
Table 7.4: NFC Mobile Coupons Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014
7.5 NFC Mobile Coupons Redemption Fee Value
Figure 7.5: NFC Mobile Coupons Redemption Rate (%) Split by 8 Key Regions 2009 - 2014
Table 7.5: NFC Mobile Coupons Redemption Rate (%) Split by 8 Key Regions 2009 - 2014
Figure 7.6: NFC Mobile Coupons Redemption Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014
Table 7.6: NFC Mobile Coupons Redemption Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014
7.6 NFC Mobile Coupons Total Fee Value
Figure 7.7: NFC Mobile Coupons Total Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014
Table 7.7: NFC Mobile Coupons Total Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014
7.7 NFC Mobile Coupon ARPU Opportunity
Figure 7.8: NFC Mobile Coupons ARPU ($) Split by 8 Key Regions 2009 - 2014
Table 7.8: NFC Mobile Coupons ARPU ($) Split by 8 Key Regions 2009 – 2014

8. Smart Posters Market Forecast

8.1 Smart Poster Potential as a Retail Device
8.2 NFC Smart Poster Users
Figure 8.1: NFC Mobile Phone Users Who Download Product Information from Smart Posters as a % of All NFC Users Split by 8 Key Regions 2009 - 2014
Table 8.1: NFC Mobile Phone Users Who Download Product Information from Smart Posters as a % of All NFC Users Split by 8 Key Regions 2009 - 2014
Figure 8.2: Average NFC Mobile Phone Users Who Download Product Information from Smart Posters (m) Split by 8 Key Regions 2009 - 2014
Table 8.2: Average NFC Mobile Phone Users Who Download Product Information from Smart Posters (m) Split by 8 Key Regions 2009 - 2014
8.3 NFC Smart Poster Product Information Download Traffic
Figure 8.3: Total Number of NFC Smart Poster Product Information Downloads (m) Split by 8 Key Regions 2009 - 2014
Table 8.3: Total Number of NFC Smart Poster Product Information Downloads (m) Split by 8 Key Regions 2009 - 2014
8.4 NFC Smart Poster Product Information Download Fee Value
Figure 8.4: NFC Smart Poster Product Information Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014
Table 8.4: NFC Smart Poster Product Information Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014
8.5 NFC Smart Poster Product Sale Fee Value
Figure 8.5: NFC Smart Poster Product Sale Fee Value ($m) Split by 8 Key Regions 2009 - 2014
Table 8.5: NFC Smart Poster Product Sale Fee Value ($m) Split by 8 Key Regions 2009 - 2014
8.6 NFC Smart Poster Total Fee Value
Figure 8.6: NFC Smart Poster Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014
Table 8.6: NFC Smart Poster Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014
8.7 NFC Smart Poster ARPU Opportunity
Figure 8.7: NFC Smart Poster ARPU ($) Split by 8 Key Regions 2009 - 2014
Table 8.7: NFC Smart Poster ARPU ($) Split by 8 Key Regions 2009 – 2014

9. NFC Mobile Marketing Opportunity

9.1 NFC Coupons and Smart Posters Fee Value Forecast
Figure 9.1: NFC Coupons and Smart Posters Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014
Table 9.1: NFC Coupons and Smart Posters Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014
9.2 NFC Coupons and Smart Posters ARPU Forecast
Figure 9.2: NFC Mobile Marketing Coupons & Smart Posters Global ARPU ($) 2009 - 2014
Table 9.2: NFC Mobile Marketing Coupons & Smart Posters Global ARPU ($) 2009 - 2014

Companies Referenced

ActiveMedia Technology, Augme Mobile, BART, bCODE, BlueAd, Cellfire, Citi, DocMorris, Eagle Eye Solutions, FeliCa, Hornbach, i-movo, Inmar, Innovision, JCPenney, LG, Lucozade, Mobiqa, MobiQpons, NeoMedia, NeoMedia, Nokia, NTT DoCoMo, Orange, Pierhouse, RMV (Rhein-Main-Verkehrsverbund), Seibu Lions, SK Telecom, Softbank, Sony, Spar, Starbucks, Suipo, Sunglass Hut, Twinlink, Venyon, Verizon, ViVOtech, Vodafone, Yadahome, Yowza!!