New figures from analyst firm Juniper Research estimate that almost 3 billion mobile coupons will be issued to Mobile Users by 2011, with just under $7 billion of discounts redeemed.
The new Juniper study finds 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:
However, Juniper identified some notable challenges for the sector, including a hesitancy from some retailers to adopt mobile coupons. In addition, some retailers would have to change from using laser scanners to optical readers that use the required CCD, technology to read barcodes, especially 2D barcodes from mobile phones.
Other key findings from the report include:
Juniper Research defines a mobile coupon as "a coupon sent and stored on a mobile phone that can be exchanged for a rebate, a financial discount etc. at a retailer when the consumer purchases a product." When compared to their paper cousins, mobile coupons offer a number of distinct advantages allowing the coupon issuer a direct connection between themselves and the consumer using the coupon.
Posted to the site on 23rd April 2008
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