Im Jahre 2011 sollen laut Juniper Research nahezu drei Milliarden mobile Coupons an Handybesitzer ausgeliefert werden, in einem Gesamtwert von knapp sieben Milliarden US$.
The new Juniper study finds that mobile coupons are becoming an increasingly important tool for brand owners and retailers to provide a `push to purchase‘ capability for mobile marketing and advertising campaigns. The key issues driving the move to mobile coupons include:
– Cost savings on campaigns
– An increase in ARPU
– One-2-one marketing opportunities
– An increase in customer retention for mobile operators – lower churn
– Higher conversion rates
– The expansion of mobile value added services
– Reduced fraud
However, Juniper identified some notable challenges for the sector, including a hesitancy from some retailers to adopt mobile coupons. In addition, some retailers would have to change from using laser scanners to optical readers that use the required CCD, technology to read barcodes, especially 2D barcodes from mobile phones.
Other key findings from the report include:
• 2.6 billion mobile tickets set to be delivered by 2011
• Early use of mobile barcode technology will be gradually complemented by the emergence of NFC (Near Field Communication)
• A total of almost $87 billion worth of mobile ticketing transactions by 2011
Juniper Research defines a mobile coupon as „a coupon sent and stored on a mobile phone that can be exchanged for a rebate, a financial discount etc. at a retailer when the consumer purchases a product.“ When compared to their paper cousins, mobile coupons offer a number of distinct advantages allowing the coupon issuer a direct connection between themselves and the consumer using the coupon. Quelle
Mehr zum Thema gibt es in der Studie „Mobile Ticketing & Coupon: Strategies & Markets 2007-2011“, die es bei Juniper ab 1.490 Britischen Pfund gibt. Mehr, u.a. ein Whitepaper, gibt es hier.