200 Million Mobile Coupon Users by 2013, Says Juniper Research

Coupons delivered and redeemed via mobile phones are forecast to be
used by some 200 million mobile subscribers globally by 2013,
according to a new study by Juniper Research.

The Juniper Research report determined that the mobile coupons market
is currently most advanced in Japan and Korea, but that growing
numbers of mobile coupon services are being offered in the USA and
Europe across all the main retail sectors including restaurants,
entertainment, shopping and grocery. The developed nations of the Far
East, North America and Western Europe are forecast to account for
the major part of the market by 2013.

Report author Howard Wilcox gave more details: "Today the
overwhelming majority of coupons are paper-based, but the mobile phone
is the ultimate individual marketing device and mobile coupon pilots
show greatly increased redemption rates -- often double digit

The Juniper report highlighted the increased benefit in user
convenience and the greater efficiencies for organisations operating
mobile coupon campaigns as the two key benefits for the adoption of
promotional coupons on the mobile platform. However some significant
hurdles were identified, including the lack of suitable point of sale
(POS) infrastructure at the supermarket checkout allowing for the
quick and easy redemption of coupons, which is critical to the
consumer shopping experience.

Nearly all mobile coupon usage today is in the Far East region.
However by 2013 Western Europe and North America will together
account for almost 20% of coupon redemption values. Technology is
also a factor, with most mobile coupons today delivered by a code
(often bar code) and SMS. In future, Near Field Communications (NFC)
will become popular in this application.

The Juniper Research study provides an analysis of the trends and
issues affecting this market, exploring how the mobile coupons market
will develop. The report provides forecasts of user take-up, coupon
redemptions and values. The report also presents profiles of 6 key
vendors and 12 mobile coupon trials and services pioneering in this
developing market.