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このレポートは、携帯端末向けクーポン市場を詳細に調査・分析し、また2016年までの市場予測データも掲載しています。

Overview

As newspaper readership declines and consumers increasingly look online for savings, digital coupons are gaining significant momentum. Digital coupons represent the fastest growing segment of the coupon industry, and accounted for 10% of all coupons redeemed, up from 1% in 2006. In 2011, the market for online coupons is expected to reach $5 billion, with mobile just 15% of the overall online market. However, ARCchart expects mobile's share of the digital coupon market to steadily grow over the coming years, reaching revenues of $9 billion by 2016.

There are a number of reasons for engaging in a mobile coupon campaign including: increased repeat purchase, increased product awareness, introduction of a new product, selling excess stock inventory, targeting specific demographics, trading-up consumers, and responding to competitive changes in the market. This study provides an analysis of the global mobile coupon market.

Topics of coverage include:

• What is a mobile coupon/voucher?
• The Groupon affect
• The mobile coupon value proposition
• Industry ecosystem
• Profiles of the key coupon players
• Business models
• Recent M&A activity
• Distribution and redemption technologies
• Case studies of selected mobile coupon campaigns
• Global and regional marketing sizes and forecasts

Companies and organisations mentioned, discussed or reviewed include:

Answers and opinions are provided with respect to the following essential questions:

• How is the traditional print media combating the challenge from digital coupons?
• How will NFC impact the mobile coupon market?
• Will QR codes, Microsoft Tags and JAGTAGs co-exist or will one dominate?
• What portion of the digital coupon market will mobile account for by 2016?
• How will average consumer voucher spending evolve over the coming years?
• Is there really a danger of coupon saturation leading to consumer apathy?
• Is there a coupon revenue opportunity for mobile operators?
• How are the leading social networking players exploiting mobile coupons?
• Does it make sense for brands to take a direct-to-consumer approach for their coupon distribution?
• What is the coupon opportunity for Google Wallet?

目次

A. INTRODUCTION

A.1 | How Do Mobile Vouchers Work?
A.2 | The Mobile Voucher Value Proposition

B. GROUP BUYING & COUPONING COMPANIES

B.1 | Daily Deals
B.2 | The Groupon Affect
B.3 | LivingSocial Goes Mobile
B.4 | SavingStar Replicates the Newsprint Coupons
B.5 | Coupons.com Targets Social Media

C. MOBILISING COUPONS

C.1 | ‘Groupon Now’ Given Prominence by Groupon
C.2 | Smartphones Open the Door
C.3 | Strong Consumer Support & Awareness

D. MOBILE COUPON MARKET STRUCTURE

D.1 | Value Chain
D.2 | Competitive Pressures
D.3 | Mobile Operator Positioning
D.4 | Google Attacks the Coupon Market
D.5 | Social Networking Companies
D.6 | Newspapers & Print Advertisers Attempt Move to Mobile

E. MARKET TRENDS

E.1 | Coupon Saturation Leading to Consumer Apathy
E.2 | Coupon Ninjas
E.3 | Mobile Wallet
E.4 | Merchant-specific Mobile App
E.5 | Time and Location-Based Strategies
E.6 | Improvement in Phone Cameras
E.7 | Near Field Communications
E.8 | Better Analytics
E.9 | Market Limitations

F. M&A ACTIVITY

G. TECHNOLOGY OVERVIEW

G.1 | Distribution & Redemption
G.2 | Readable Codes or Tags
G.3 | NFC
G.4 | Bluetooth
G.5 | Mobile Apps
G.6 | Geofencing

H. FORECASTS

H.1 | Mobile Coupon Market
H.2 | Average User Spend
H.3 | Delivery Technology

I. CASE STUDIES

I.1 | 2Ergo & Ladbrokes
I.2 | Orange Wednesdays & Buongiorno
I.3 | O2 UK - You Are Here
I.4 | American Express Offers On-Demand Coupons

List of Figures

Figure 1 - Mobile vouchers workflow
Figure 2 - Groupon revenues by quarter: 2009 - 2011
Figure 3 - Schematic of the Groupon business model
Figure 4 - Groupon quarterly unique visitor growth: 2010 - 2011
Figure 5 - Groupon customer acquisition cost: 2010 - 2011
Figure 6 - Revenues and coupon volumes compared for Groupon, LivingSocial & Google
Figure 7 - Groupon Now as proportion of total Groupon North American revenues
Figure 8 - Average deal economics for Groupon & Groupon Now compared
Figure 9 - Installed base of smartphones and non-smartphone handset: 2011 - 2016
Figure 10 - Mobile coupon value chain
Figure 11 - Brands disintermediate voucher providers
Figure 12 - Google favourite places
Figure 13 - Google Wallet on the Nexus S 4G handset
Figure 14 - FourSquare digital coupon
Figure 15 - Shipment of NFC-enabled handsets: 2011 - 2015
Figure 16 - Performance of mobile coupon compared with various traditional coupons
Figure 17 - QR Code structure
Figure 18 - QR storefront
Figure 19 - Use of tags or QR Codes for lunchtime promotions
Figure 20 - Tags and QR Code designs compared
Figure 21 - Microsoft Tag in action
Figure 22 - JAGTAG
Figure 23 - Google’s Nexus S smartphone with embedded NFC
Figure 24 - Starbucks geofencing coupon promotion in London
Figure 25 - Global mobile coupon redemption revenue: 2011 - 2016
Figure 26 - Mobile coupon revenue by region: 2011 - 2016
Figure 27 - Mobile coupon revenue as a subset of online coupon revenue: 2011 - 2016
Figure 28 - Global mobile coupon revenue by handset type: 2011 - 2016
Figure 29 - Estimated average annual user coupon spend by handset type: 2011
Figure 30 - Mobile coupon revenue by coupon delivery technology: 2011 - 2016
Figure 31 - Orange Wednesdays promotion
Figure 32 - Orange Wednesday pizza promotion