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.