Mobile Coupons are expected to be one of the biggest winners of the current global recession. Juniper Research forecasts* that the redemption value of mobile coupons will increase by over 30% by 2010.
Juniper Research found that the twin effects of shoppers needing to save money and merchants keen to make sales will combine to have a positive impact on overall demand.
Mobile coupons are attractive to both consumers and vendors as they can be targeted at specific groups of customers, matched against particular interests and purchasing patterns. This is an advance on the previous approach of the same coupon for everyone.
We believe that merchants will see targeted, quick one-to-one marketing campaigns via mobile coupons as a valuable marketing weapon. Considering that mobile coupons offer much better redemption rates and are more cost effective, they should be a win-win approach for innovative retailers.
There are some serious hurdles to overcome, including the lack of suitable point of sale (POS) infrastructure for the quick and easy redemption of coupons, which is critical if they are to succeed.
Despite this, Juniper Research expects that more than 100 million mobile phone users around the world will use mobile coupons in 2010, in particular in North America, Western Europe, the Far East and China.