Juniper Research predicts that the
redemption value of mobile coupons will increase by over 30% by 2010.
Juniper Research found that the twin effects of shoppers needing to
make economies in their spending and merchants ever keen to make sales
will combine to have a very positive impact on the overall demand for
mobile coupons.
Mobile coupons are attractive to both consumers and vendors as they
can be targeted at specific groups of customers and can be matched
against particular interests and purchasing patterns, as opposed to the
vanilla approach where "everybody gets every coupon" as in the
traditional model.
Mobile Coupons Report
author Howard Wilcox explained: "We believe that merchants will see
targeted, quick one-to-one marketing campaigns via mobile coupons as a
valuable marketing weapon. Considering that mobile coupons offer much
better redemption rates and are more cost effective, they represent a
win-win approach for innovative retailers."
Peter Johnson, VP, Market Intelligence and Strategy from the MMA
(Mobile Marketing Association) says; "Juniper's research confirms the
MMA's own findings that consumers are most likely to respond to mobile
marketing offers that result in clear personal benefits. Mobile coupons
are a prime example of how mobile can be used in this way, combining
relevance with immediate, tangible value for the consumer. We welcome
further research such as this report from Juniper which helps to build
a clearer picture of the way in which mobile marketing will develop
over the next few years."
Other findings from the Juniper Research report:
• With in excess
of 100m mobile phone users globally forecast to use mobile coupons in
2010, Juniper Research sees significant growth across the developed
markets of North America, Western Europe, the Far East and China.
• As well as the key drivers, however, there are some significant
hurdles, including the lack of suitable point of sale (POS)
infrastructure at the supermarket checkout allowing for the quick and
easy redemption of coupons, which is critical to the consumer shopping
experience.
The Juniper Research Mobile Coupons study provides an analysis of
the trends and issues affecting this market, exploring how the mobile
coupons market will develop to 2013. The report provides forecasts of
user take-up, coupon redemptions and values. The report also presents
profiles of 6 key vendors and 12 mobile coupon trials and services
pioneering in this developing market.