SPOTLIGHT: Retailers to send up to 3B mobile coupons to phone users

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 US$7 billion of discounts redeemed. The new 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:

- Cost savings on campaigns
- An increase in ARPU
- One-2-one marketing opportunities
- An increase in customer retention for mobile operators--lower churn
- Higher conversion rates
- The expansion of mobile value added services
- Reduced fraud

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