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Mobile Coupons: Market Analysis and Forecasts

ARCchart
January 1, 2012
79 Pages - SKU: CCEQ3807880

Abstract Table of Contents Related Reports

As newspaper readership declines and consumers increasingly look online for savings, digital coupons are gaining significant momentum. Digital coupons represent the fastest growing segment of the coupon industry, and accounted for 10% of all coupons redeemed, up from 1% in 2006. In 2011, the market for online coupons is expected to reach $5 billion, with mobile just 15% of the overall online market. However, ARCchart expects mobile's share of the digital coupon market to steadily grow over the coming years, reaching revenues of $9 billion by 2016.

There are a number of reasons for engaging in a mobile coupon campaign including: increased repeat purchase, increased product awareness, introduction of a new product, selling excess stock inventory, targeting specific demographics, trading-up consumers, and responding to competitive changes in the market. This study provides an analysis of the global mobile coupon market.

Topics of coverage include:

What is a mobile coupon/voucher?
The Groupon affect
The mobile coupon value proposition
Industry ecosystem
Profiles of the key coupon players
Business models
Recent M&A activity
Distribution and redemption technologies
Case studies of selected mobile coupon campaigns
Global and regional marketing sizes and forecasts

A. INTRODUCTION
: A.1 | How Do Mobile Vouchers Work; A.2 | The Mobile Voucher Value Proposition; Drives In-store Sale; Saves Printing; Measurability; Proximity Marketin; Allows Retailers to Test Mobile Commerce; Broad Appeal; Recession Leads to Bargain Hunter; Cost Effectiveness; Appeals to a Key Demographic; A.3 | Business Models; | Types of Mobile Coupons; | Coupon Aggregator Model
B. GROUP BUYING & COUPONING COMPANIE
: B.1 | Daily Deals; Signs of Saturatio; B.2 | The Groupon Affec; B.3 | LivingSocial Goes Mobile; B.4 | SavingStar Replicates the Newsprint Coupons; B.5 | Coupons.com Targets Social Medi; Mobile Coupons: Market Analysis and Foreca
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; | Distributio; Carrier Involvement; Non-Carrier Involvemen; | Consumptio; D.2 | Competitive Pressures; | Direct to Consume; | The Amazon Challeng; D.3 | Mobile Operator Positioning; | Mobile Operators Fight Bac; Telenor and PayEx form Valuecode; | Churn Reduction; O2; Vodafon; Telefonica; Verizon; D.4 | Google Attacks the Coupon Marke; | Google's Favourite Places Program; | Google Wallet; D.5 | Social Networking Companie; | FourSquar; | Facebook; D.6 | Newspapers & Print Advertisers Attempt Move to Mobil; | iCircula
E. MARKET TRENDS
: E.1 | Coupon Saturation Leading to Consumer Apath; 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 Communication; E.8 | Better Analytics; E.9 | Market Limitations; Limited Mobile Coupon Reac; Limited Coupon-Ready Audience; Challenge of Replicating Traditional Coupons; Costs to Scal; Potential to Slow Checkout Process; Lack of Standard; Over-Saturation
F. M&A ACTIVIT
: 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 Redemptio; G.2 | Readable Codes or Tag; | QR Codes; Mobile OS Suppor; Reading and Decoding Challenges; Storefronts with Scannable QR Codes; | Microsoft Ta; | JAGTA; G.3 | NFC; | Challenges with NFC Adoptio; | NFC Carrier Billing; | Google & NF; | Apple’s iCoupon; Patents; G.4 | Bluetooth; G.5 | Mobile App; G.6 | Geofencing
H. FORECASTS
: H.1 | Mobile Coupon Market; | Regional Breakdown; | Online versus Mobile Coupon; | Revenue by Device Type; H.2 | Average User Spen; H.3 | Delivery Technolog
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 Figu
: Figure 1 - Mobile vouchers workflo; Figure 2 - Groupon revenues by quarter: 2009 – 2011; Figure 3 – Schematic of the Groupon business model; Figure 4 - Groupon quarterly unique visitor growth: 2010 - 201; Figure 5 - Groupon customer acquisition cost: 2010 - 201; Figure 6 - Revenues and coupon volumes compared for Groupon, LivingSocial & Google; Figure 7 - Groupon Now as proportion of total Groupon North American revenue; Figure 8 – Average deal economics for Groupon & Groupon Now compared; Figure 9 - Installed base of smartphones and non-smartphone handset: 2011 – 201; 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 coupo; Figure 15 - Shipment of NFC-enabled handsets: 2011 – 201; 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 promotion; Figure 20 – Tags and QR Code designs compare; Figure 21 - Microsoft Tag in action; Figure 22 - JAGTA; 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 - 201; Figure 26 - Mobile coupon revenue by region: 2011 - 201; Figure 27 - Mobile coupon revenue as a subset of online coupon revenue: 2011 - 201; Figure 28 - Global mobile coupon revenue by handset type: 2011 - 2016; Figure 29 – Estimated average annual user coupon spend by handset type: 201; Figure 30 - Mobile coupon revenue by coupon delivery technology: 2011 - 2016; Figure 31 - Orange Wednesdays promotio; Figure 32 - Orange Wednesday pizza promotion

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