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Mobile Coupons Ecosystem Analysis & Marketing Channel Strategy 2011-2016

Juniper Research Limited
November 7, 2011
SKU: JUN6661680

Abstract Table of Contents Search inside this report Related Reports

Overview

20 Forecast Tables & 16 Charts: Global & Regional
6 Year Market Analysis by Redemption Rate & Value
Assessment of 9 Key Mobile Coupons Players

This cutting edge report unlocks the potential of the mobile coupons market, pinioning the developments and challenges which accompany the emergence of new variants, delivery methods and consumer targeting. An analysis of various mobile coupon business models, distinguishing vouchers and daily deals from true discount mobile coupons, as well as a breakdown of applications used to distribute mobile coupons, are included.

In addition to defining the new dimensions of mobile coupons in the mobile commerce ecosystem, retailers, payment providers and MNOs will find relevant strategic recommendations for key and adjacent players in the mobile coupon industry. This study encompasses not only the mobile coupon's journey from issue to redemption, it also illustrates to readers the worth of data gathered from the coupon process towards enhanced customer loyalty.
Benefits of this Report:

Quantified market sizing for mobile coupons segmented by number of users, number of coupons (both issued and redeemed), average redemption rate and mobile marketing channel.
Detailed appraisal of the key enabling position that mobile coupons play in the mobile commerce market between mobile advertising, payments and loyalty.
Vendor analysis, matrix and strategic assessment of executive-level mobile coupons players.

Key Questions Answered:

What is the difference between a mobile coupon, a mobile voucher and a mobile "daily deal"? How do their business models differ?
What are the unique benefits of mobile coupons and what is the global and regional size of the mobile coupons market?
What are the advantages, disadvantages and capacities of the different mobile coupon marketing channels (SMS, MMS, Mobile Email, Mobile Web, Mobile Apps and NFC)?
What are the main hurdles to overcome for a successful mobile couponing campaign and what redemption rates can be achieved?
What is the future of mobile couponing? What sort of targeting will increase redemption rates?
Do MNOs play a key part in the mobile coupon ecosystem? What other players can capitalise on their position in the mobile coupons market?
How can mobile coupons be used by bricks and mortar retailers to win back customers from online storefronts and increase lifetime loyalty?

Executive Summary

ES1 Introduction

ES2 The Mobile Coupon in Context

ES3 The Mobile Coupon Ecosystem

ES4 Market Trends, Drivers & Constraints

ES5 Mobile Coupon Market Forecast

ES6 Recommendations

Mobile Coupons in Context

1.1 Mobile Commerce

Figure 1.1: Mobile Commerce Market Segmentation

1.1.1Mobile Payments

1.1.2 Mobile Retail Marketing

Figure 1.2: The Retail Customer Journey

1.1.3 Mobile Coupons & Vouchers and Mobile Loyalty

i. Mobile Coupons & Vouchers

Figure 1.3: Mobile Coupon & Voucher Variants

1.2 What Is a Mobile Coupon?

Figure 1.4: Mobile Coupon Roles

1.3 Why Use Mobile Coupons?

1.3.1 The Revenge of the ‘Bricks-and-Mortar’ Retailer

1.3.2 The Holy Grail of Mobile Couponing

The Mobile Coupon Market

2.1 The Mobile Couponing Ecosystem

Figure. 2.1: The Mobile Couponing Ecosystem

i. Mobile Marketing Agency

Figure 2.2: Mobile Marketing Agency Portfolio/Platform Example

ii. Daily Deals Issuer

iii. Mobile Web/Application Aggregator

iv. Payments Provider

v. Brand, Merchant & Retailer

vi. POS Vendor

vii. Mobile Network Operator

2.2 The Mobile Couponing Process

2.2.1 ‘Closed Loop’ Couponing

Figure 2.3: Closed Loop Couponing

i. Validation

ii. Analytics

iii. Real Time Control

2.2.2 Brand Promotion Couponing

Figure 2.4: Brand Promotions

2.2.3 Daily Deals Couponing

Figure 2.5: Daily Deals

Figure 2.6: Groupon Business Model

2.3 Mobile Coupon Lifecycle Options

Figure 2.7: Mobile Coupon Lifecycle Options

Figure 2.8: Simple Coupon Lifecycle Example

2.3.1 Discovery

Figure 2.9: Mobile Coupon Discovery Options

2.3.2 Reply

Figure 2.10: Mobile Coupon Reply Options

2.3.3 Delivery

Figure 2.11: Mobile Coupon Delivery Options

2.3.4 Targeting

Figure 2.12: Mobile Coupon Targeting Options

2.3.5 Offers

Figure 2.13: Mobile Coupon Offer Options

2.3.6 Redemption

Figure 2.14: Mobile Coupon Redemptions Options

2.3.7 Validation

Figure 2.15: Mobile Coupon Validation Options

Market Trends, Drivers and Constraints

3.1 Introduction

Figure 3.1: Mobile Coupon Market Trends, Drivers & Constraints

3.2 Trends

3.2.1 The Ecosystem Opportunity

3.2.2 Brands, Merchants and Retailers getting Onboard

3.2.3 Enter the Payments Providers

3.2.4 Operators Excluded?

3.2.5 Driving Towards User Loyalty

Figure 3.2: Google Wallet Home Screen

3.3 Drivers

3.3.1 User Drivers

i. Economic Downturn

ii. Convenience

iii. Social Networking

Figure 3.3: Twitter User Coupon Service

3.3.2 Technology Drivers

i. Smartphone Growth & User Experience

ii. The Rise of the Mobile App

Figure 3.4: iCircular Coupons App

iii. NFC Coupons

Figure 3.5: Jiepang NFC Smartposter

iv. Tablets & eReaders

Figure 3.6: Kindle Coupon

v. Enhanced Security

3.3.3 Marketing Drivers

i. Paper & Online Coupon Dissatisfaction

ii. Cost Savings & Environmental Benefits

iii. Proximity Marketing

iv. Multiple Channel Synergies

v. Instant Campaigns

vi. Smart Targeting

Figure 3.7: Kiip Game Reward

Figure 3.8: Coupon Targeting Platform Example

vii. Smart Offers

Figure 3.9: The ‘Scratch & Save’ Coupon

Figure 3.10: The ‘Countdown’ Coupon

viii. Higher Redemption Rates

3.4 Constraints

3.4.1 User Constraints

i. Privacy

ii. Managing the Coupon on the Phone

3.4.2 Technology Constraints

i. POS Redemption Technology

3.4.3 Marketing Constraints

i. Marketeer & Retailer Mindset

ii. Retailer POS Investment

iii. Retailer Redemption Logistics

iv.. Success Measurements

v. Over-Success & Retail Dependency

vi. Rural Markets

Market Forecasts

4.1 Introduction

4.2 Forecast Approach

Fig 4.1: Juniper Research Forecast Approach

4.3 Changes to the Forecast

4.4 Forecast Methodology

Figure. 4.2: Outline Mobile Coupon Forecast Methodology

4.4.1Mobile Coupons Issued

Figure 4.3: Mobile Coupons Issued Source Reports

Figure 4.4: Generic Mobile Marketing Channel Coupons Issued Methodology

4.5 Mobile Coupon Users Forecast

4.5.1Mobile Subscriber Base

Figure 4.5: Mobile Subscriber Base (m) Split by 8 Key Regions 2011-2016

Table 4.1: Mobile Subscriber Base (m) Split by 8 Key Regions 2011-2016

4.5.2 Mobile Coupon User Base

Table 4.2: Mobile Subscriber Base (%) Who Use Mobile Coupons Split by 8 Key Regions 2011-2016

Figure 4.6: Mobile Coupon User Base (m) Split by 8 Key Regions 2011-2016

Table 4.3: Mobile Coupon User Base (m) Split by 8 Key Regions 2011-2016

4.6 Mobile Coupons Issued Forecast

4.6.1 SMS Mobile Coupons Issued

Figure 4.7: Number of SMS Mobile Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.4: Number of SMS Mobile Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

4.6.2 MMS Mobile Coupons Issued

Figure 4.8: Number of MMS Mobile Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.5: Number of MMS Mobile Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

4.6.3 Mobile Email Coupons Issued

Figure 4.9: Number of Mobile Email Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.6: Number of Mobile Email Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

4.6.4 Mobile Web Coupons Issued

Figure 4.10: Number of Mobile Web Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.7: Number of Mobile Web Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

4.6.5 Mobile App Coupons Issued

Figure 4.11: Number of Mobile App Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.8: Number of Mobile Web Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

4.6.6 NFC Mobile Coupons Issued

Figure 4.12: Number of NFC Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.9: Number of NFC Coupons Issued Per Annum (m) Split by 8 Key Regions 2011-2016 .. 70

4.6.7 Mobile Coupons Issued By Mobile Marketing Channel

Figure 4.13: Mobile Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016

Table 4.10: Mobile Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016

4.6.8 Total Number of Mobile Coupons Issued

Figure 4.14: Number of Mobile Coupons Issued Per Annum Across all Channels (m) Split by 8 Key Regions 2011-2016

Table 4.11: Number of Mobile Coupons Issued Per Annum Across all Channels (m) Split by 8 Key Regions 2011-2016

4.6.9 Mobile Coupons Issued Per User

Figure 4.15: Average Number of Mobile Coupons Issued Per Annum Per Mobile Coupon User Split by 8 Key Regions 2011-2016

Table 6.12: Average Number of Mobile Coupons Issued Per Annum Per Mobile Coupon User Split by 8 Key Regions 2011-2016

4.6.10 Mobile Coupons Users By Mobile Marketing Channel

Figure 4.21: Mobile Coupon Users (m) Split by Mobile Marketing Channel 2011-2016

Table 4.10: Total Number of Mobile Coupon Users (m) Split by Mobile Marketing Channel 2011-2016

4.7 Mobile Coupons Redeemed Forecast

4.7.1 Mobile Coupons Redeemed Per User

Figure 4.17: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User Per Annum Split by 8 Key Regions 2011-2016

Table 4.11: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User Per Annum Split by 8 Key Regions 2011-2016

4.7.2 Total Number of Mobile Coupons Redeemed

Figure 4.18: Total Number of Mobile Coupons Redeemed Per Annum (m) Split by 8 Key Regions 2011-2016

Table 4.12: Number of Mobile Coupons Redeemed Per Annum (m) Split by 8 Key Regions 2011-2016

4.8 Mobile Coupon Retail Redemption Value Forecast

4.8.1 Average Mobile Coupon Redemption Value

Table 4.13: Average Mobile Coupon Redemption Value ($) Split by 8 Key Regions 2011-2016

4.8.2 Total Mobile Coupon Redemption Value

Figure 4.19: Total Mobile Coupon Redemption Value ($m) Split by 8 Key Regions 2011-2016

Table 4.14: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2011-2016

4.9 Redemption Rate

Figure 4.20: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016

Table 4.16: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016

Vendor Analysis

5.1 Vendor Landscape

Figure 5.1: Mobile Coupon Vendors

5.2 Vendor Analysis

5.2.1 New Vendor Assessment Criteria

Table 5.1: Vendor Capability Assessment Factors

5.2.2 Limitations and Interpretation

5.2.3 Vendor Matrix Positioning - 2011

Figure 5.2: Global Mobile Coupon Vendor Positioning Matrix 2011

i. Summary

ii. On Track Vendors

iii. Vendors Exceeding Expectations

iv. Vendors with Further Potential

5.3 Vendor Profiles

5.3.1 Commidea

5.3.2 Eagle Eye Solutions

5.3.3 Hipcricket

5.3.4 IMImobile

5.3.5 i-movo

Figure 5.3 Booker Coupon

Figure 5.4: i-movo Redemption & Staff Instructions

5.3.6 PayWizard

5.3.7 Poynt

Figure 5.5: Poynt Days Inn Coupon Campaign

5.3.8 Proxama

5.3.9 Telmap

Figure: 5.6 Telmap Optus App

Glossary

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