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Mobile Coupons: Strategies, Applications and Markets 2008 - 2013
Description: This sector focused mobile coupons report provides “the most detailed analysis of the market to
date.” It includes a six year forecasting suite presenting regional data on mobile coupon users,
mobile coupon traffic and mobile coupon redemption value.
Key forecasts include the total number of mobile users who redeem mobile coupons, as well as the
average and total number of mobile coupons redeemed per mobile coupon user, as well as the
average mobile coupon value and the total mobile coupons redemption value.
The report investigates all current mobile coupon technologies including Code, (predominantly
barcode but also SMS and MMS) and Contactless RFID & NFC (Near Field Communication). It also
presents a number of examples of the applications and services that are currently being deployed
for mobile coupons for both commercial and pilot deployments.
Key questions that the report answers:
- 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 2013?
- What will be the size of overall mobile coupon redemption values?
- 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?
- What are the application scenarios for mobile coupons currently around the world?
This report defines a mobile coupon as “a coupon sent to and stored on a mobile phone that can be
exchanged for a rebate, a financial discount etc. at a retailer or merchant when the consumer
purchases a product.” We have found that the term “voucher” is also used to mean a coupon,
although we define a voucher as a coupon given as a gift.
Mobile coupons are becoming increasingly important to brand owners and retailers providing a
“push to purchase” capability for mobile marketing and advertising campaigns. They are often used
in conjunction with a mobile ticket, bundled in a mobile barcode alongside the ticket, allowing for
offers and discounts to be available in addition to the ticketing functionality.
Mobile coupons are an evolution in the history of electronic coupons with the Internet enabling the
ability for the large-scale digital distribution of coupons. With eCoupons, the coupons are
distributed cheaply via different electronic channels, including e-mail and clickable banner-ads. This
capability has given rise to the growth of specialised websites that offer web-enabled store fronts
for coupon advertising and distribution.
Examples of these sites in the USA include CouponPages.com, Valpak.com, Redplum.com and
Dealcatcher.com. This white paper focuses on the technology used in mobile coupons, and provides
a summary of the global market opportunity.
Contents: -Glossary
-Executive Summary
--Introduction
--Mobile Commerce Stream
--Mobile Coupon Technology
--Mobile Commerce Market Trends
--Drivers & Constraints
--Market Development
--Market Projections
--Recommendations
- Technology and Segmentation
-- Introduction
-- Definition
-- Technology
--- Code (predominantly bar code)
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)
--- Contactless RFID - NFC
---- Technology
Figure 1.6: Typical NFC Implementation
---- Uses
Figure 1.7: Oyster Card Using MIFARE Technology
Figure 1.8: Uses of NFC
---- Security
--- Contactless RFID - FeliCa
---- Standards & Specification
Figure 1.9: Sony FeliCa IC Card and Reader/Writer
---- Security
Figure 1.10: Sony FeliCa Security Features
Figure 1.11: FeliCa Networks Platform Management
Figure 1.12: Uses of FeliCa
- Market Trends, Drivers and Constraints
-- Introduction
-- Mobile Commerce Market Trends
--- Tellabs Interview
Figure 2.1: Tellabs Mobile Backhaul Solution
--- Bango Interview
Figure 2.2: Bango Analytics User Data Snapshot
-- Drivers & Constraints
Figure 2.3: Mobile Coupons: Summary of Market Drivers & Constraints
--- Drivers
---- User Demand
---- Cost Savings
---- Increase in ARPU
---- One to One Marketing
---- Enhanced Security
---- Increase in Customer Retention for Mobile Operators
---- Environmental Benefits
---- Higher Redemption Rates
---- Convenience
---- Mobile Value Added Services (MVAS)
--- Constraints
---- Retailer Participation
---- Managing the Coupon on the Phone
---- MMS Issues
---- Mobile Barcode Reading Issues
---- Operators Excluded?
---- Availability of Capable Handsets
---- Ecosystem Incentivisation
---- Danger of Spam
- Vendor Strategies
-- Introduction
-- Vendors
--- Mobiqa
Figure 3.1: Mobiqa mobi-coupon
--- Trinity Mobile Interview
Figure 3.2: Trinity Mobile POS Integrated Fonescan™
--- Eagle Eye Solutions Interview
--- Gavitec Interview
---- EXIO
Figure 3.3: Gavitec EXIO Module
--- MD-20
Figure 3.4: Gavitec MD-20 OEM Code Reader
---- Lavasphere
Figure 3.5: Gavitec Lavasphere Software Product
--- Cellfire Interview
Figure 3.6: Cellfire 30 Mobile Coupon Process
Figure 3.7: Cellfire Category Filtering
Figure 3.8: Selected Cellfire Advertisers
Figure 3.9: Cellfire: Hardees Campaign Summary
Figure 3.10: Cellfire: Hollywood Video Campaign Summary
--- The Light Agency Interview
Figure 3.11: The Light Agency M BAR GO® Platform
Figure 3.12: The Light Agency WAP Voucher
--- bCODE Interview
Figure 3.13: bCode MediaPlane
- Applications and Services Strategies
-- Introduction
-- USA: Ticketscom
Figure 4.1: Ticketscom Home Page
Figure 4.2: Mobile Tickets at Washington Nationals
-- USA: Fandango
Figure 4.3: Fandango For Your Mobile Phone
-- USA: Ikea
-- UK: Corney & Barrow
-- UK: Harveys/ITV
-- Portugal: McDonalds
-- Germany: H&M
Figure 4.4: Gavitec Mobile Coupons at an H&M Shop
-- Germany: Mindmatics
-- Japan: McDonalds
-- Japan: NTT DoCoMo Toruca Service
Figure 4.5: NTT DoCoMo ToruCa in use
Figure 4.6: NTT DoCoMo ToruCa in use
-- Korea: SK Telecom OK CouFun Service
-- Singapore: NETS
-- India: MoneySaver
Figure 4.6: MoneySaver SMS Mobile Coupon Service
- Market Forecast
-- Introduction
-- Methodology
--- Geographical Splits
--- Approach and Assumptions
Figure 5.1: Mobile Coupons Market Forecast Methodology
-- Growth of the Cellular Market
--- Global Cellular Subscriber Market
Figure 5.2: Cellular Subscriber Growth (m) by Region, 2006-2013
Table 5.1: Cellular Subscriber Growth (m) by Region, 2006-2013
Figure 5.3: Cellular Subscriber Base, Market Share (%) by Region 2006-2013
Figure 5.4: Cellular Subscribers Penetration (%) by Region 2006-2013
--- Leading Mobile Operator Groups by Subscriber Base
Table 5.2: Leading Mobile Operator Groups by Subscriber Base (m) Q1 2008
--- Growth of 3G
Table 5.3: Global Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G, 35G/39G) 2008-
2013
Figure 5.5: Global Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G, 35G/39G) 2008-
2013
-- Regional Cellular Market Growth
--- North America
---- Mobile Phone Penetration
---- US Market Structure
---- 3G Adoption
Figure 56: North American Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
Table 54: North American Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
--- South America
---- Diverse Region
---- Mobile Penetration Rates
---- Dominant Technology
---- Players in Region
Figure 5.7: South American Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
---- 3G Deployments
Table 5.5: South American Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
--- Western Europe
---- Mobile Penetration
Figure 5.8: Western Europe Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
---- Market Structure
---- 3G Penetration
Table 5.6: Western Europe Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
--- Eastern Europe
---- Mobile Penetration
Figure 5.9: Eastern Europe Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
Table 5.7: Eastern Europe Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
---- 3G Penetration
--- Far East & China
---- Mobile Penetration
---- 3G Services
Figure 5.10: Far East & China Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
Table 5.9: Far East & China Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
--- Indian Sub Continent
---- Mobile Penetration
Figure 5.11: Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
---- 3G Services
Table 5.9: Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
--- Rest of Asia Pacific
---- Mobile Penetration
Figure 5.12: Rest of Asia Pacific Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
---- 3G Adoption
Table 5.10: Rest of Asia Pacific Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
--- Africa & Middle East
---- Market Background
---- Mobile Penetration
Figure 5.13: Africa & Middle East Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
---- Players
---- ARPU
---- 3G Adoption
Table 5.11: Africa & Middle East Cellular Subscriber Forecasts (m) by Technology (2G, 25G, 3G,
35G/39G) 2008-2013
-- Coupons Market Developments
-- Mobile Coupon Users
Table 5.12: Mobile Phone Users (%) Who Redeem Mobile Coupons, Regional Forecast 2008- 2013
Figure 5.14: Total Mobile Phone Users (m) Who Redeem Mobile Coupons, Regional Forecast 2008-
2013
Table 5.13: Total Mobile Phone Users (m) Who Redeem Mobile Coupons, Regional Forecast 2008-
2013
-- Mobile Coupon Traffic
Figure 5.15: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User, Regional
Forecast 2008-2013
Table 5.14: Average Number of Mobile Coupons Redeemed Per Mobile Coupon User, Regional
Forecast 2008-2013
Figure 5.16: Total Number of Mobile Coupons Redeemed (m) Regional Forecast 2008-2013
Table 5.15: Total Number of Mobile Coupons Redeemed (m) Regional Forecast 2008-2013
-- Mobile Coupon Redemption Value
Table 5.16: Average Mobile Coupon Value ($) Regional Forecast 2008-2013
Figure 5.17: Total Mobile Coupons Redemption Value ($m) Regional Forecast 2008-2013
Table 5.17: Total Mobile Coupons Redemption Value ($m) Regional Forecast 2008-2013
- Standards & Forums
-- Introduction
--- Who is Doing What?
Table 6.1: Overview of Selected Forum Activity
-- dotMobi
-- EMVCo
-- ETSI
--- Members
-- European Payments Council
-- GSM Association
--- Pay-Buy Mobile
Figure 61: Pay-Buy Mobile Ecosystem
--- Members
-- GS1
--- Members
-- International Organisation for Standards (ISO)
--- Members
-- Mobey Forum
--- Members
-- Mobile Marketing Association
--- Members
-- Mobile Payment Forum
--- Members
-- NFC Forum
--- Members
-- Open Mobile Alliance (OMA)
--- Members
-- Smart Card Alliance
--- Members
List of Forecasts
All forecasts are for 2008-2013, except where noted below.2006 – 2007 historical estimates are
shown where stated
Regional forecasts cover 8 regions: North America, South America, Western Europe, Eastern
Europe, Far East & China, Indian Sub Continent, Rest of Asia Pacific, Africa & Middle East.
Split by technology means 2G, 2.5G, 3G, 3.5G/3.9G
- Mobile Coupons
-Mobile Phone Users (%) Who Redeem Mobile Coupons Regional Forecast
-Total Mobile Phone Users (m) Who Redeem Mobile Coupons Regional Forecast
-Average Number of Mobile Coupons Redeemed Per Mobile Coupon User Regional Forecast
-Total Number of Mobile Coupons Redeemed (m) Regional Forecast
-Average Mobile Coupon Value ($) Regional Forecast
-Total Mobile Coupons Redemption Value ($m) Regional Forecast
-Growth of the Cellular Market
-Cellular Subscriber Growth (m) by Region, 2006-2013
-Global Cellular Subscriber Forecasts (m) by Technology
-Cellular Subscriber Base, Market Share (%) by Region 2006-2013
-Cellular Subscribers Penetration (%) by Region 2006-2013
-Regional Cellular Market Growth
-North American Cellular Subscriber Forecasts (m) by Technology
-South American Cellular Subscriber Forecasts (m) by Technology
-Western Europe Cellular Subscriber Forecasts (m) by Technology
-Eastern Europe Cellular Subscriber Forecasts (m) by Technology
-Far East & China Cellular Subscriber Forecasts (m) by Technology
-Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology
-Rest of Asia Pacific Cellular Subscriber Forecasts (m) by Technology
-Africa & Middle East Cellular Subscriber Forecasts (m) by Technology
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