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- A. INTRODUCTION
- A.1 How Do Mobile Vouchers Work?
- A.2 The Mobile Voucher Value Proposition
- Drives In-store Sales
- Saves Printing
- Measurability
- Proximity Marketing
- Allows Retailers to Test Mobile Commerce
- Broad Appeal
- Recession Leads to Bargain Hunters
- Cost Effectiveness
- Appeals to a Key Demographic
- A.3 Business Models
- Types of Mobile Coupons
- Coupon Aggregator Model
- B. GROUP BUYING & COUPONING COMPANIES
- B.1 Daily Deals
- Signs of Saturation
- B.2 The Groupon Affect
- B.3 LivingSocial Goes Mobile
- B.4 SavingStar Replicates the Newsprint Coupons
- B.5 Coupons.com Targets Social Media
- C. MOBILISING COUPONS
- C.1 ‘Groupon Now’ Given Prominence by Groupon
- C.2 Smartphones Open the Door
- C.3 Strong Consumer Support & Awareness
- Preference for Mobile Interaction
- High Awareness of Mobile Apps
- Privacy
- D. MOBILE COUPON MARKET STRUCTURE
- D.1 Value Chain
- Enabler
- Distribution
- Carrier Involvement
- Non-Carrier Involvement
- Consumption
- D.2 Competitive Pressures
- Direct to Consumer
- The Amazon Challenge
- D.3 Mobile Operator Positioning
- Mobile Operators Fight Back
- Telenor and PayEx form Valuecodes
- Churn Reduction
- O2
- Vodafone
- Telefonica
- Verizon
- D.4 Google Attacks the Coupon Market
- Google's Favourite Places Program
- Google Wallet
- D.5 Social Networking Companies
- FourSquare
- D.6 Newspapers & Print Advertisers Attempt Move to Mobile
- iCircular
- E. MARKET TRENDS
- E.1 Coupon Saturation Leading to Consumer Apathy
- E.2 Coupon Ninjas
- E.3 Mobile Wallet
- E.4 Merchant-specific Mobile App
- E.5 Time and Location-Based Strategies
- E.6 Improvement in Phone Cameras
- E.7 Near Field Communications
- E.8 Better Analytics
- E.9 Market Limitations
- Limited Mobile Coupon Reach
- Limited Coupon-Ready Audience
- Challenge of Replicating Traditional Coupons
- Costs to Scale
- Potential to Slow Checkout Process
- Lack of Standards
- Over-Saturation
- F. M&A ACTIVITY
- 2Ergo Acquires ActiveMedia Group (Nov 2009)
- Amazon Invests $175 million In LivingSocial (Dec 2010)
- Qype Acquires Cooldeals (Mar 2011)
- nSphere Acquires Peekaboo Mobile (Mar 2011)
- Alex Springer Acquires kaufDa (Mar 2011)
- LivingSocial Acquires GoNabit (June 2011)
- Zave Networks Acquired By Google (Sept 2011)
- Google Acquires DailyDeal.de (Sep 2011)
- Coupons.com Acquires CouponStar (Oct 2011)
- G. TECHNOLOGY OVERVIEW
- G.1 Distribution & Redemption
- SMS and MMS
- Chip & Pin Voucher Redemption
- G.2 Readable Codes or Tags
- QR Codes
- Mobile OS Support
- Reading and Decoding Challenges
- Storefronts with Scannable QR Codes
- Microsoft Tag
- JAGTAG
- G.3 NFC
- Challenges with NFC Adoption
- NFC Carrier Billing
- Google & NFC
- Apple’s iCoupons
- Patents
- G.4 Bluetooth
- G.5 Mobile Apps
- G.6 Geofencing
- H. FORECASTS
- H.1 Mobile Coupon Market
- Regional Breakdown
- Online versus Mobile Coupons
- Revenue by Device Type
- H.2 Average User Spend
- H.3 Delivery Technology
- I. CASE STUDIES
- I.1 2Ergo & Ladbrokes
- The Solution
- Results
- I.2 Orange Wednesdays & Buongiorno
- The Solution
- The Results
- I.3 O2 UK - You Are Here
- I.4 American Express Offers On-Demand Coupons
- List of Figures
- Figure 1 - Mobile vouchers workflow
- Figure 2 - Groupon revenues by quarter: 2009 - 2011
- Figure 3 - Schematic of the Groupon business model
- Figure 4 - Groupon quarterly unique visitor growth: 2010 - 2011
- Figure 5 - Groupon customer acquisition cost: 2010 - 2011
- Figure 6 - Revenues and coupon volumes compared for Groupon, LivingSocial & Google
- Figure 7 - Groupon Now as proportion of total Groupon North American revenues
- Figure 8 - Average deal economics for Groupon & Groupon Now compared
- Figure 9 - Installed base of smartphones and non-smartphone handset: 2011 - 2016
- Figure 10 - Mobile coupon value chain
- Figure 11 - Brands disintermediate voucher providers
- Figure 12 - Google favourite places
- Figure 13 - Google Wallet on the Nexus S 4G handset
- Figure 14 - FourSquare digital coupon
- Figure 15 - Shipment of NFC-enabled handsets: 2011 - 2015
- Figure 16 - Performance of mobile coupon compared with various traditional coupons
- Figure 17 - QR Code structure
- Figure 18 - QR storefront
- Figure 19 - Use of tags or QR Codes for lunchtime promotions
- Figure 20 - Tags and QR Code designs compared
- Figure 21 - Microsoft Tag in action
- Figure 22 - JAGTAG
- Figure 23 - Google’s Nexus S smartphone with embedded NFC
- Figure 24 - Starbucks geofencing coupon promotion in London
- Figure 25 - Global mobile coupon redemption revenue: 2011 - 2016
- Figure 26 - Mobile coupon revenue by region: 2011 - 2016
- Figure 27 - Mobile coupon revenue as a subset of online coupon revenue: 2011 - 2016
- Figure 28 - Global mobile coupon revenue by handset type: 2011 - 2016
- Figure 29 - Estimated average annual user coupon spend by handset type: 2011
- Figure 30 - Mobile coupon revenue by coupon delivery technology: 2011 - 2016
- Figure 31 - Orange Wednesdays promotion
- Figure 32 - Orange Wednesday pizza promotion
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