In its latest report, Juniper Research talks about mobile coupons, predicting that their total redemption value will exceed $43 billion globally by 2016, which is an eightfold increase from $5.4 billion to be redeemed this year.
According to the research company, mobile coupons represent a key catalyst for the mobile commerce market, especially for bricks-and-mortar retailers and are now appearing as an integral part of almost every new mobile wallet launch. What’s more, modern coupon technologies go beyond location, adding a holistic knowledge of the consumer’s lifestyle, work patterns and real-time activity to the equation.
However, the report stressed the importance of proper handling of mobile coupon schemes to push promotions only to the users who freely “opted-in.”
On the bright side, Juniper predicts that the integration of mobile coupons and mobile payment data is rare and an untapped opportunity. Furthermore, it predicts the rise in redemption rates in North America and Western Europe after a few years of experimentation and growing user acceptance…