Press Release: Mobile Coupon Redemption Values to Exceed $43bn globally by 2016, Driven by Better Targeting and Mobile Apps
Hampshire, UK - 1st November 2011: A new report from
Juniper Research has found that the total redemption value of mobile coupons
will exceed $43 billion globally by 2016 as coupons are increasingly delivered
by mobile apps. This is an eightfold increase from $5.4bn in value to be
redeemed this year.
Pivotal Role of M Coupons
The report found that mobile coupons,
sitting at the at the intersection of advertisements, payments and loyalty
schemes is a key catalyst for the mobile commerce market, especially for bricks-and-mortar
retailers and are now appearing as an integral part of almost every new mobile
wallet launch.
Increasingly innovative targeting
techniques are also being used to deliver mobile coupons to users not just
based on location, but also with a holistic knowledge of the consumer's
lifestyle, work patterns and real-time activity extending even to social
networking and gaming opportunities.
The Importance of Opting-In
The report stressed, however, the
importance of users freely "opting-in" to mobile coupon schemes and not being
subjected to indiscriminate and unwanted promotions. Handled properly, the mobile coupon builds
customer loyalty as the user enters into a permission-based exchange of
information with the brand, merchant or retailer, so that only relevant coupons
are received.
According to report author David Snow,
"Mobile coupons are going mainstream. Cost effective mobile coupon campaigns
are now within the reach of smaller retailers providing them with an easy way
to drive profitable footfall and build customer loyalty. To ignore the
potential of mobile coupons would be to ignore the future of mobile commerce."
Other
findings from the report include:
·
The integration of mobile coupons and mobile payment data
is rare and an untapped opportunity
·
Redemption rates are set to rise in North America and
Western Europe after a few years of experimentation and growing user acceptance
The Mobile Coupons Whitepaper is available to download from the Juniper website together with further
details of the study ‘Mobile
Coupons Update: Ecosystem Analysis & Marketing
Channel Strategy 2011-2016.
Juniper Research provides research and analytical services to
the global hi-tech communications sector, providing consultancy, analyst
reports and industry commentary.
Jess Hanslip
Juniper Research
T: +44(0)1256 830 001
E: jess.hanslip@juniperresearch.com
Author
Related Reports
- Mobile Coupons. - Ecosystem Analysis & Marketing Channel Strategy 2011-2016
- The Mobile Coupons Briefing
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