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Retail Technology, Retail technology News

Mobile coupon poised for growth, analyst reports

Tuesday December 15 2009

Mobile apps revolution helps push mobile coupons market to tipping point, says Juniper Research  

Mobile apps revolution helps push mobile coupons market to tipping point, says Juniper Research

 

According to a new report from juniperresearch.com, entitled ‘Mobile Coupons & NFC Smart Posters: Strategies, Applications & Forecasts 2009-2014,’ consumer usage of mobile coupons will see users exceed 300 million globally by 2014, principally in developed markets, with the ‘apps’ revolution triggering the growth of new mobile coupon services.

 

The researcher observed that, as more and more users acquire smartphones, they will want to exploit the improved capabilities of their devices with new features and services, especially when it is going to save them money. For marketers, mobile coupon campaigns sent using location based applications can be much more effectively targeted than the scattergun approach of traditional coupons.

 

Dynamic marketing goes mobile

 

Howard Wilcox, senior analyst at Juniper Research, explained: “We found that with the growth of smartphones, a growing number of coupon-specific downloadable apps are being launched, often linked to location based searches. For example, when you are in the mall and you have your smartphone on you with your downloaded coupons app, then you should be able to find your way to a good offer nearby.”

 

However, the mobile coupons report identified a number of market constraints. For example, some users could be reluctant to share their mobile number to participate in coupon schemes due to the danger of spam and fake coupons – privacy is a concern to many. Despite this and the lack of progress on near-field communications (NFC) coupons because of the poor availability of NFC phones, the mobile coupon usage is still set to triple over the next five years.

 

Smartphone strongholds drive adoption

 

Further findings included that the average revenue per user (ARPU) from NFC coupons and smart posters will exceed ARPU from NFC payment transactions and that North America and Western Europe are to be major regions for mobile coupon usage in 2014.

 

Mobile Coupons whitepaper and further details of the study, ‘Mobile Coupons & NFC Smart Posters: Strategies, Applications & Forecasts 2009-2014’ can be freely downloaded from the Juniper website.