Mobile Coupons & NFC Smart Posters: Strategies, Applications & Forecasts 2009-2014

Published by: Juniper Research Limited

Published: Nov. 1, 2009 - 122 Pages

Table of Contents

Glossary

Executive Summary

ES1 Introduction

ES2 Mobile Retail Marketing Opportunity

ES3 NFC Retail ARPU Compared to Payments ARPU

Figure ES.1: NFC Mobile Marketing Coupons & Smart Posters Global ARPU ($) 2009 - 2014

Table ES.1: NFC Mobile Marketing Coupons & Smart Posters Global ARPU ($) 2009-2014

ES4 Mobile Coupon Technology

ES5 Drivers & Constraints

Figure ES.2: Mobile Coupons: Summary of Market Drivers & Constraints

ES6 Market Developments

ES7 Mobile Coupons Market Projections

ES7.1 Mobile Coupon Users

Figure ES.3: Average Mobile Phone Users (m) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014

ES7.2 Mobile Coupon Traffic

Figure ES.4: Total Number of Mobile Coupons Redeemed (m) Split by 8 Key Regions 2009 - 2014

Table ES.2: Total Number of Mobile Coupons Redeemed (m) Split by 8 Key Regions 2009 - 2014

ES7.3 Mobile Coupon Retail Redemption Values

Figure ES.5: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2009 - 2014

Table ES.3: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2009 - 2014

ES8 NFC Mobile Coupons Market Projections

ES8.1 NFC Mobile Coupon Users

Figure ES.6: Average NFC Mobile Phone Users Who Download Mobile Coupons (m) Split by 8 Key Regions 2009 - 2014

ES8.2 NFC Mobile Coupon Fee Value

Figure ES.7: NFC Mobile Coupons Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

Table ES.4: NFC Mobile Coupons Redemption Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014

ES9 Smart Posters Market Projections

ES9.1 Smart Poster Users

Figure ES.8: Average NFC Mobile Phone Users Who Download Product Information from Smart Posters (m) Split by 8 Key Regions 2009 - 2014

ES10 Smart Poster Fee Value

Figure ES.9: NFC Smart Poster Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

Table ES.5: NFC Smart Poster Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

ES11 Recommendations

1.Technology and Segmentation

1.1 Introduction

1.2 Definition

1.3 Technology

1.3.1. Barcode

Figure 1.1: One-Dimensional Barcode

Figure 1.2: Two-Dimensional Barcode (PDF417)

Figure 1.3: Two-Dimensional Barcode

Figure 1.4: Two-Dimensional Barcode (MaxiCode) (DataMatrix)

Figure 1.5: Two-Dimensional Barcode (QR Code)

1.3.2 SMS

Figure 1.6: bCODE SMS Coupon

1.3.3 Mobile Web and Downloadable Smart Phone Apps

Figure 1.7: mobiQpons Downloadable Coupon App

Figure 1.8: Yadahome Social Network Site

1.3.4 Bluetooth

1.3.5 Contactless RFID - NFC

i. Technology

Figure 1.9: Typical NFC Implementation

ii. Uses

Figure 1.10: Oyster Card Using MIFARE Technology

Figure 1.11: Uses of NFC

iii. Security

1.3.6 Contactless RFID - FeliCa

i. Standards & Specification

Figure 1.12: Sony FeliCa IC Card and Reader/Writer

ii. Security

Figure 1.13: Sony FeliCa Security Features

Figure 1.14: FeliCa Networks Platform Management

Figure 1.15: Uses of FeliCa

2. Market Trends, Drivers and Constraints

2.1 Introduction

2.2 Mobile Commerce Market Synopsis

Figure 2.1: Mobile Commerce Market Segmentation

Figure 2.2: Telstra 1H 2009 Mobile Revenues Split by Voice and Data

2.3 Mobile Coupons Drivers & Constraints

Figure 2.3: Mobile Coupons: Market Drivers & Constraints

2.3.1 Drivers

i. User Demand

Figure 2.4: UK Mobile Media Usage - Orange Survey Result

ii. Smartphone Growth

iii. Cost Savings

iv. Increase in ARPU

v. One to One Marketing

vi. Enhanced Security

vii. Reduced Churn for Mobile Operators

viii. Environmental Benefits

ix. Mobile Value Added Services (MVAS)

x. Higher Redemption Rates

xi. Convenience

2.3.2 Constraints

i. Availability of Capable Handsets

ii. MMS Issues

iii. Mobile Barcode Reading Issues

iv. Operators Excluded?

vi. Ecosystem Incentivisation

vii. Retailer Participation

viii. Managing the Coupon on the Phone

ix. Danger of Spam

3. Vendor Strategies

3.1 Introduction

3.2 Vendors

3.2.1 ActiveMedia Technology

i Strategy Update

ii VoucherNet Product Update

Figure 3.1: VoucherNet Product Overview

iii SMS vs. Barcodes

iv Vertical Markets

v Market Insight

3.2.2 Augme Mobile

i Strategy Update

Figure 3.2: Augme Mobile Consumer Response

ii USA Market

iii Future Market Prospects

3.2.3 bCODE

Figure 3.3: bCode MediaPlane 220

3.2.4 BlueAd

Figure 3.4: Bluead Unicast Screenshot

3.2.5 Cellfire

Figure 3.5: Cellfire 3.0 Mobile Coupon Process

Figure 3.6: Cellfire Category Filtering

Figure 3.7: Selected Cellfire Advertisers

3.2.6 Eagle Eye Solutions

i Strategic Developments

ii Market Trends

3.2.7 i-movo

i Company Update

ii Products

Figure 3.8: i-movo Secure Digital Voucher

Figure 3.9: i-movo Controlled Digital Voucher

iii Market Trends

3.2.8 Innovision

i. Products and Markets Update

Figure 3.10: Topaz Tags

ii. Top Market Trends & Issues

3.2.9 Mobiqa

Figure 3.11: Mobiqa mobi-coupon

3.2.10 NeoMedia

i Company Update

ii Products

Figure 3.12: Neomedia EXIO Module

Figure 3.13: Neomedia XELIA Scanner

iii Recent Developments

3.2.11 Nokia

i. Products and Markets Update

Figure 3.14: Nokia 6216 Classic

ii. Top Market Trends & Issues

Figure 3.15: Evolution of Mobile Financial Services

3.2.12 Pierhouse

3.2.13 Twinlinx

Figure 3.16: Twinlinx My-Max NFC Sticker

3.2.14 ViVOtech

i. Products and Markets Update

Figure 3.17: ViVOtech POS Product Range

Figure 3.18: ViVOtech Strategic Development Areas

ii. Top Market Trends & Issues

3.2.15 Yowza!!

4. Mobile Marketing: Coupon Campaign Strategies

4.1 Mobile Marketing Growth

4.2 Alcoholic Beverages: Coors Brewers (UK)

4.3 Pharmacy: DocMorris (Germany & Netherlands)

4.4 DIY: Hornbach (Austria)

4.5 Soft Drinks: Lucozade (UK)

Figure 4.1: Lucozade Mobile Marketing Campaign Invitation

4.6 Coupon Service: NTT DoCoMo Toruca (Japan)

Figure 4.2: NTT DoCoMo ToruCa in Use

Figure 4.3: NTT DoCoMo ToruCa in Use

4.7 Cinema: Orange Wednesdays (UK)

Figure 4.4: Orange Wednesdays

4.8 Clothing & Household Goods: JC Penney (USA)

4.9 Coupon Service: SK Telecom OK CouFun Service (Korea)

4.10 Supermarket: Spar (South Africa)

4.11 Coffee Shops: Starbucks (USA)

4.12 Leisure: Sunglass Hut (Australia)

Figure 4.5: Sunglass Hut “Look Famous” Mobile Coupon Campaign

4.13 Location Based Service: Verizon Daily Scoop (USA)

5. Smart Poster Campaign Strategies

5.1 Smart Posters: Early Days

5.2 Mass Transit: BART (USA)

5.3 NFC Trial: Citi Tap and Pay (India)

5.4 Action Sports: LG Sports (USA)

Figure 5.1: LG Action Sports Bluezone Campaign

5.5 Public Transport: RMV (Rhein-Main-Verkehrsverbund) (Germany)

5.6 Baseball: Seibu Lions (Japan)

5.7 Cinema: Softbank (Japan)

5.8 Railways: Suipo (Japan)

Figure 5.2: Suipo Smart Poster

6. Mobile Coupons Market Forecast

6.1 Introduction

6.2 Methodology

6.2.1 Geographical Splits

6.2.2 Approach and Assumptions

Figure 6.1: Mobile Coupons Market Forecast Methodology

6.3 Growth of the Cellular Market

6.3.1 Global Cellular Subscriber Market

Figure 6.2: Mobile Subscriber Base (m) Split by 8 Key Regions 2009 - 2014

Table 6.1: Mobile Subscriber Base (m) Split by 8 Key Regions 2009 - 2014

6.4 Coupons Market Developments

Figure 6.3: Orange Exposure 2 Survey - Popular Mobile Commerce Offerings

6.5 Mobile Coupon Users

Table 6.2: Mobile Phone Users (%) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014

Figure 6.4: Average Mobile Phone Users (m) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014

Table 6.3: Average Mobile Phone Users (m) Who Redeem Mobile Coupons Split by 8 Key Regions 2009 - 2014

6.6 Mobile Coupon Traffic

Figure 6.5: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User Split by 8 Key Regions 2009 - 2014

Table 6.4: Average Number of Mobile Coupons Redeemed Per Mobile Coupon Split by 8 Key Regions 2009 - 2014

Figure 6.6: Total Number of Mobile Coupons Redeemed (m) Split by 8 Key Regions 2009 - 2014

Table 6.5: Total Number of Mobile Coupons Redeemed (m) Split by 8 Key Regions 2009 - 2014

Figure 6.7: USA Total Coupons Distributed 1999 - 2008 (billions)

6.7 Mobile Coupon Retail Redemption Value

Table 6.6: Average Mobile Coupon Retail Value ($) Split by 8 Key Regions 2009 - 2014

Figure 6.8: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2009 - 2014

Table 6.7: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2009 - 2014

7. NFC Coupons Market Forecast

7.1 NFC as a Retail Device

7.2 NFC Mobile Coupon Users

Figure 7.1: NFC Mobile Phone Users Who Download Mobile Coupons as a % of All NFC Users Split by 8 Key Regions 2009 - 2014

Table 7.1: NFC Mobile Phone Users Who Redeem Mobile Coupons as a % of All NFC Users Split by 8 Key Regions 2009 - 2014

Figure 7.2: Average NFC Mobile Phone Users Who Download Mobile Coupons (m) Split by 8 Key Regions 2009 - 2014

Table 7.2: Average NFC Mobile Phone Users Who Download Mobile Coupons (m) Split by 8 Key Regions 2009 - 2014

7.3 NFC Mobile Coupons Download Traffic

Figure 7.3: Total Number of NFC Mobile Coupons Downloaded (m) Split by 8 Key Regions 2009 - 2014

Table 7.3: Total Number of NFC Mobile Coupons Downloaded (m) Split by 8 Key Regions 2009 - 2014

7.4 NFC Mobile Coupons Downloads Fee Value

Figure 7.4: NFC Mobile Coupons Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014101

Table 7.4: NFC Mobile Coupons Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014

7.5 NFC Mobile Coupons Redemption Fee Value

Figure 7.5: NFC Mobile Coupons Redemption Rate (%) Split by 8 Key Regions 2009 - 2014

Table 7.5: NFC Mobile Coupons Redemption Rate (%) Split by 8 Key Regions 2009 - 2014102

Figure 7.6: NFC Mobile Coupons Redemption Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014

Table 7.6: NFC Mobile Coupons Redemption Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014

7.6 NFC Mobile Coupons Total Fee Value

Figure 7.7: NFC Mobile Coupons Total Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014104

Table 7.7: NFC Mobile Coupons Total Fee Value ($m) p.a. Split by 8 Key Regions 2009 - 2014

7.7 NFC Mobile Coupon ARPU Opportunity

Figure 7.8: NFC Mobile Coupons ARPU ($) Split by 8 Key Regions 2009 - 2014

Table 7.8: NFC Mobile Coupons ARPU ($) Split by 8 Key Regions 2009 - 2014

8. Smart Posters Market Forecast

8.1 Smart Poster Potential as a Retail Device

8.2 NFC Smart Poster Users

Figure 8.1: NFC Mobile Phone Users Who Download Product Information from Smart Posters as a % of All NFC Users Split by 8 Key Regions 2009 - 2014

Table 8.1: NFC Mobile Phone Users Who Download Product Information from Smart Posters as a % of All NFC Users Split by 8 Key Regions 2009 - 2014

Figure 8.2: Average NFC Mobile Phone Users Who Download Product Information from Smart Posters (m) Split by 8 Key Regions 2009 - 2014

Table 8.2: Average NFC Mobile Phone Users Who Download Product Information from Smart Posters (m) Split by 8 Key Regions 2009 - 2014

8.3 NFC Smart Poster Product Information Download Traffic

Figure 8.3: Total Number of NFC Smart Poster Product Information Downloads (m) Split by 8 Key Regions 2009 - 2014

Table 8.3: Total Number of NFC Smart Poster Product Information Downloads (m) Split by 8 Key Regions 2009 - 2014

8.4 NFC Smart Poster Product Information Download Fee Value

Figure 8.4: NFC Smart Poster Product Information Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014

Table 8.4: NFC Smart Poster Product Information Download Fee Value ($m) Split by 8 Key Regions 2009 - 2014

8.5 NFC Smart Poster Product Sale Fee Value

Figure 8.5: NFC Smart Poster Product Sale Fee Value ($m) Split by 8 Key Regions 2009 - 2014112

Table 8.5: NFC Smart Poster Product Sale Fee Value ($m) Split by 8 Key Regions 2009 - 2014

8.6 NFC Smart Poster Total Fee Value

Figure 8.6: NFC Smart Poster Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

Table 8.6: NFC Smart Poster Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

8.7 NFC Smart Poster ARPU Opportunity

Figure 8.7: NFC Smart Poster ARPU ($) Split by 8 Key Regions 2009 - 2014

Table 8.7: NFC Smart Poster ARPU ($) Split by 8 Key Regions 2009 - 2014

9. NFC Mobile Marketing Opportunity

9.1 NFC Coupons and Smart Posters Fee Value Forecast

Figure 9.1: NFC Coupons and Smart Posters Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

Table 9.1: NFC Coupons and Smart Posters Total Fee Value ($m) Split by 8 Key Regions 2009 - 2014

9.2 NFC Coupons and Smart Posters ARPU Forecast

Figure 9.2: NFC Mobile Marketing Coupons & Smart Posters Global ARPU ($) 2009 - 2014

Table 9.2: NFC Mobile Marketing Coupons & Smart Posters Global ARPU ($) 2009 - 2014

Abstract

Expanded forecasting suites for Mobile coupons, NFC smart posters, NFC coupons

• Mobile coupon and smart poster campaign strategies
• ARPU analysis for NFC Smart posters

The mobile coupon and NFC coupon forecasts include retail redemption value, redemption rates, mobile coupon user forecasts and total mobile coupons and NFC coupons redeemed. For NFC smart posters, the number of smart poster users are forecast as well as the number of product information downloads and product sales from smart posters.

The report looks in depth at the key developments within the mobile coupons market over the past 12 months and a number of key interviews with leading mobile coupon vendors, coupon scheme operators and mobile marketing agencies are presented.

Key questions answered by this report:

• How many mobile subscribers will use their mobiles to redeem coupons over the next five years?
• Which will be the leading regions in the market in 2014?
• What will be the size of overall mobile coupon redemption values?
• How large will be the NFC coupons and smart posters ARPU opportunity?
• What are the trends, drivers and constraints affecting the development of the market?
• What will be the regional trends in mobile coupon values over the next five years?
• How are mobile coupons currently being used by brands and merchants around the world?

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