01/11/11
By Karen Moss
A new report from Juniper Research has found that the total redemption value of mobile coupons will exceed $43 billion globally by 2016. The huge increase is eight times the $5.4 billion spent this year as coupons are increasingly delivered by mobile apps.
The report found that mobile coupons – sitting at the intersection of advertisements, payments and loyalty schemes, is a key catalyst for the m-commerce market.
Especially for bricks-and-mortar retailers and are now appearing as an integral part of almost every new mobile wallet launch.
Innovative targeting techniques are being used to deliver mobile coupons to users not just based on location, but also with knowledge of the consumer’s lifestyle, work patterns and real-time activity extending even to social networking and gaming opportunities.
The report stressed, however, the importance of users freely “opting-in” to mobile coupon schemes and not being subjected to indiscriminate and unwanted promotions.
Report author David Snow says: “Mobile coupons are going mainstream. Cost effective mobile coupon campaigns are now within the reach of smaller retailers providing them with an easy way to drive profitable footfall and build customer loyalty. To ignore the potential of mobile coupons would be to ignore the future of m-commerce.”
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