Juniper Research: Retailers to send almost 3 billion mobile coupons by 2011
By Dusan Belic on Monday, April 28th, 2008 at 2:22 AM PST In Research
According to Juniper Research, up to 3 billion mobile coupons will be issued to mobile phone users by 2011, with just under $7 billion of discounts redeemed.
Juniper suggests 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
The research company, however, identified some notable challenges for the sector, including a hesitancy from some retailers to adopt mobile coupons, as well as some tech-based issues that would see some retailers changing from using laser scanners to optical readers.
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 complimented by the emergence of Near Field Communication (NFC)
- A total of almost $87 billion worth of mobile ticketing transactions by 2011
White papers and further details of the study “Mobile Ticketing & Coupon: Strategies & Markets 2007-2011″ can be freely downloaded from Juniper’s website.
Lots of possibilities with mobile coupons. We will definitely continue to see growth in this area, with more big companies getting involved all the time. I’ve noticed a lot of big chains launch programs recently including Subway, Little Caesars and Hooters.