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Mobile Retail Marketing: Advertising, Coupons & NFC Shopping 2011-2016

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This publication has been discontinued on October 24, 2013.

Abstract

Overview

  • Latest Mobile Retail Developments
  • NFC/Coupons/Advertising Forecasts
  • Mobile Retail Ecosystem Explained

This report investigates the various tools, techniques and mobile channels available to mobile marketers to influence the mobile shopper. The NFC Shopping, Mobile Coupons and Mobile Advertising markets are analysed in depth and supported with regional growth forecasts for each sector. The report surveys the development of the mobile retail market from the standpoint of both the consumer and retailer, whether in physical or online stores.

In addition to market analysis of the mobile retail ecosystem, brands, retailers, mobile marketing agencies, POS vendors and MNOs will find relevant strategic recommendations for key and adjacent players. This study encompasses not only the unique position of mobile in bridging the online and physical retail divide; it also illustrates to readers the dramatically changing nature of the consumer's mobile retail journey and its implications for the retail industry.

Benefits of this Report:

  • Quantified revenue sizing for the mobile coupons, NFC smart posters and mobile advertising markets supported by mobile coupon redemption rates, NFC smart poster downloads and mobile advertising spend per user.
  • Identification of new retail marketing developments including "clicks and bricks" players, NFC shopping initiatives and mobile shopping assistant apps.
  • Updates on 12 significant retail marketing players together with drivers and constraints for each key retail marketing sector.

Companies Referenced

5th Finger, Aircel, Amazon, Apple , Aruba Networks, AT&T, Augme Technologies, Aurora Fashions, BBC, Belle Tire, Best Buy, Blockbuster, Blyk, BP, Brooks Brothers, BSNL, BT, Citi, Clear Channel, Coca Cola, Comet, Commidea, Coors Brewers, CouponCabin, Day's Inn, DeviceFidelity, Digby, Eagle Eye Solutions, eBay, Facebook, Fancharge, FeliCa, Fishlabs, Ford, Gemalto, Giesecke & Devrient, Google, Groupon, Hipcricket, Hypertag, IMImobile, i-movo, Ingenico, JAGTAG, Jo-Ann Fabric and Crafts, John Lewis Partnership, JoS. A. Bank, Karen Miller, KFC, Kiip, LivingSocial, Macy's, MasterCard, Mcdonalds, Meteor, Microsoft, MillerCoors, Millicom, Milo, Mobiqua, Mobitel, Movaya Wireless, MTN, MTS, Navteq, Nearbuy Systems, Nestle, Nokia, Nordstrom, NTT DoCoMo, O2, Optus, Orange, Orange FT Group, PayPal, PayWizard, Pipistrel, Point International, Poynt, Proxama, QT, RBS, RedLaser, Reliance, Reuters, RIM, Safeway, Samsung, Scanbuy, SCVNGR, Seibu Group, SFR, ShareSquare, ShopKick, ShopSavvy, Siemens Networks, SingTel, Sky, Sony, Spotzot, Star TV, StubHub, Tata, Telefonica, Telefonica-O2, Telenor, Telia Denmark, Telmap, Tesco, T-Mobile, Toys R Us, Twinlinx, Twitter, Venda, Verifone, Virgin, Virgin Active, Virgin Mobile, Virgin Money, ViVOTech, Vodacom, Vodafone, Walmart, Watchdata, WHERE, WIN Plc.,Yahoo!

Table of Contents

Mobile Advertising: Campaigns & Market Forecast

Executive Summary

  • ES1 Introduction
  • ES2 Mobile Coupons
  • ES3 NFC Retail Marketing
  • ES4 Mobile Advertising
  • ES5 Mobile Retail Market Forecasts
  • ES6 Recommendations

Mobile Retail Marketing Defined

  • 1.1 Report Scope
  • 1.2 Mobile Commerce
    • Figure 1.1: Mobile Commerce Market Segmentation
  • 1.2.1Mobile Payments
  • 1.2.2 Mobile Retail Marketing
    • Figure 1.2: The Retail Customer Journey
  • 1.2.3 Mobile Coupons & Vouchers and Mobile Loyalty
  • 1.3 The Mobile Phone as a Retail Channel
  • 1.4 The Changing Customer Mobile Experience
  • 1.4.1 The Mobile Retail Channel
    • Figure 1.3: The Mobile Device in the Retail Customer Journey
    • Figure 1.4: Mobile Location Services Applied to Retail
  • 1.4.2 The State of Multichannel Retail Marketing
    • Figure 1.5: Google/Ipsos Smartphone User Study - Multichannel Retail Purchase Process
  • 1.4.3 Recent Trends in the Mobile Retail Experience
  • i. Tablets
    • Figure 1.6: River Island
    • Tablet Shopping App
  • ii. Mobile POS
    • Figure 1.7: AisleBuyer Mobile
  • App
  • iii. Mobile MicroStores
    • Figure 1.8: NFC Mobile
  • Microstore Shopping at Leclerc, Nice
  • 1.5 The Mobile Retail Market
  • 1.5.1 The Evolution of the Mobile Retail Market
    • Figure 1.9: Mobile Retail Market Evolution
  • 1.5.2 Mobile Retail Market Forecasts
    • Figure 1.10: The Mobile Retail Opportunity ($m) Split by Smart Posters, Coupons & Advertising 2011-2016
    • Table 1.1: The Mobile Retail Opportunity ($m) Split by Smart Posters, Coupons & Advertising 2011-2016
    • Figure 1.11: The Mobile Retail Opportunity ($m) Split by 8 Key Regions 2011-2016
    • Table 1.2: The Mobile Retail Opportunity ($m) Split by 8 Key Regions 2011-2016

Mobile Retail Market Development

  • 2.1 eCommerce & mCommerce Players
  • 2.1.1 eBay Mobile
    • Figure 2.1: eBay Mobile Shopping
    • Figure 2.2: eBay Inspiration Shop
  • 2.1.2 Amazon
    • Figure 2.3: Amazon Mobile Shopping
  • 2.2 Mobile Marketing Agencies & Loyalty Specialists
  • 2.2.1 5th Finger 38
    • Figure 2.4: 5th Finger In-Store Mobile Lifecycle
    • Figure 2.5: RedShop Mobile Platform
  • 2.3 Smartphone App Developers
  • 2.3.1 ShopSavvy 39
    • Figure 2.6 ShopSavvy
  • 2.3.2 Digby
    • Figure 2.7: Digby Rich Retailer Branded App
  • 2.3.3 Shopkick
    • Figure 2.8: The ShopKick App
    • Figure 2.9: ShopKick Store Hardware
  • 2.4 Mobile POS Vendors
  • 2.4.1 Square
    • Figure 2.10: Square Card Reader
  • 2.5 Retailers & Merchants
  • 2.5.1 Nordstrom
    • Figure 2.11: Nordstrom Mobile Website
  • 2.5.2 Brooks Brothers & Digby (US)
    • Figure 2.12: Brooks Brothers Mobile Site
  • 2.5.3 Tesco Home plus
    • Figure 2.13: Tesco Home Plus Korea QR Code Campaign
  • 2.6 Mobile Network Operators
  • 2.6.1 AT&T and Digby
  • 2.6.2 Telenor, Telia Denmark and Scanbuy
  • 2.7 Analysis
  • 2.7.1 Retail Shopping Channel
    • Figure 2.14: Retail Shopping Channels
    • Figure 2.15: Retail Shopping Channels - Impact of Mobile
  • 2.7.2 Mobile Retail Players
    • Figure 2.16: Mobile Retail Players

Mobile Coupons: Market Development Trends & Forecasts

  • 3.1 Introduction
  • 3.2 The Mobile Coupon in Context
    • Figure 3.1: Mobile Coupon Roles
  • 3.3 The Mobile Coupon Ecosystem
    • Figure 3.2: Closed Loop Couponing
  • 3.4 Market Trends, Drivers and Constraints
    • Figure 3.3: Mobile Coupon Market Trends, Drivers & Constraints
  • 3.4.1 Trends
  • The Ecosystem Opportunity
  • Brands, Merchants and Retailers getting Onboard
  • Enter the Payments Providers
  • Operators Excluded?
  • Driving Towards User Loyalty
    • Figure 3.4: Google Wallet Home Screen
  • 3.4.2 Drivers
  • i. Economic Downturn
  • ii. Convenience
  • iii. Social Networking
    • Figure 3.5: Twitter User Coupon Service
  • iv. Smartphone Growth & User Experience
  • v. The Rise of the Mobile App
    • Figure 3.6: iCircular Coupons App
  • vi. NFC Coupons
    • Figure 3.7: Jiepang NFC Smartposter
  • vii. Tablets & eReaders
    • Figure 3.8: Kindle Coupon
  • viii. Enhanced Security
  • ix. Paper & Online Coupon Dissatisfaction
  • x. Cost Savings & Environmental Benefits
  • xi. Proximity Marketing
  • xii. Multiple Channel Synergies
  • xiii. Instant Campaigns
  • xiv. Smart Targeting
    • Figure 3.9: Kiip Game Reward
    • Figure 3.10: Coupon Targeting Platform Example
  • xv. Smart Offers
    • Figure 3.11: The 'Scratch & Save' Coupon
    • Figure 3.12: The 'Countdown' Coupon
  • xvi. Higher Redemption Rates
  • 3.4.2 Constraints
  • i. Privacy
  • ii. Managing the Coupon on the Phone
  • iii. POS Redemption Technology
  • iv. Marketeer & Retailer Mindset
  • v. Retailer POS Investment
  • vi. Retailer Redemption Logistics
  • vii. Success Measurements
  • viii. Over-Success & Retail Dependency
  • ix. Rural Markets
  • 3.5 Mobile Coupon Market Forecast
  • 3.5.1 Mobile Coupon User Base
    • Figure 3.13: Mobile Coupon User Base (m) Split by 8 Key Regions 2011-2016
  • 3.5.2 Mobile Coupons Issued By Mobile Marketing Channel
    • Figure 3.14: Mobile Coupons Issued (%) Split by Mobile Marketing Channel 2011-2016
  • 3.5.3 Total Number of Mobile Coupons Redeemed
    • Figure 3.15: Total Number of Mobile Coupons Redeemed Per Annum (m) Split by 8 Key Regions 2011-2016
    • Table 3.1: Number of Mobile Coupons Redeemed Per Annum (m) Split by 8 Key Regions 2011-2016
  • 3.5.4 Total Mobile Coupon Redemption Value
    • Figure 3.16: Total Mobile Coupon Redemption Value ($m) Split by 8 Key Regions 2011-2016
    • Table 3.2: Total Mobile Coupons Retail Redemption Value ($m) Split by 8 Key Regions 2011-2016
  • 3.5.5 Redemption Rate
    • Figure 3.17: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions 2011-2016

NFC Retail Marketing: Vendors & Smart Poster Market Forecast

  • 4.1 Introduction
    • Figure 4.1: Suipo Smart Poster
  • 4.2 NFC & FeliCa Technology
  • 4.2.1 Technology
    • Figure 2.1: Typical NFC Implementation
  • 4.2.2 NFC Forum Interview
    • Figure 4.2: Uses of NFC
    • Figure 4.3: N Mark Logo
  • 4.2.3 NFC in the Device
  • i. Embedded
  • ii. SIM
  • 4.2.4 Interim NFC Form Factor Solutions
    • Figure 4.4: Integration Phase Comparison - NFC and Mobile Broadband
  • i. NFC Stickers
    • Figure 4.5: Twinlinx My-Max NFC Sticker
  • ii. NFC SD Card
    • Figure 4.6: Giesecke & Devrient NFC SD Card
    • Figure 4.7: DeviceFidelity In2Pay microSD NFC Solution
  • iii. NFC Case or Sleeve for Smartphones
    • Figure 4.8: NFC Case for iPhone
  • iv. SIM Card Adaptations
  • v. NFC POS Merchant Payment Device Adaptations
    • Figure 4.9: VeriFone PAYware Mobile Enterprise
  • 4.2.5 FeliCa
    • Figure 4.10: FeliCa to Global Mobile NFC Roadmap
  • 4.3 NFC Retail Marketing Drivers & Constraints
    • Figure 4.11: NFC Drivers and Constraints
  • 4.3.1 NFC Drivers
  • i. Customer Response
  • ii. Transaction Efficiency & Growth
  • iii. Infrastructure Availability
  • iv. MNO Plans and Successes
  • v. Widespread NFC Applications
  • vi. Queue Busting
  • vii. One to One Marketing
  • viii. Smartphone Growth
  • 4.3.2 NFC Constraints
  • i. Device Availability
  • ii. POS Acceptance
  • iii. User Support
  • 4.4 NFC Market Development
  • 4.4.1 Regional Prospects
    • Figure 4.12: Market Development Prospects 2011-2012 for 8 Key Regions
  • 4.4.2 Selected NFC Retail Market Players
  • i. Telefonica, Visa Europe & La Caixa (Spain)
    • Figure 4.13: Sitges Mobile Shopping
  • ii. Ingenico
    • Figure 4.14: Ingenico Tellium Pass Plus NFC POS Terminal
  • iii. VeriFone
    • Figure 4.15: VeriFone VX Evolution POS Device
  • iv. More Magic
  • v. Think&Go NFC
  • vi. ViVOtech
  • 4.5 NFC Smart Poster Market Forecast
  • 4.5.1 Smart Poster Product Information Download Forecast
    • Figure 4.16: Total Number of NFC Smart Poster Downloads (m) Split by 8 Key Regions 2011-2016
    • Table 4.1: Total Number of NFC Smart Poster Downloads (m) Split by 8 Key Regions 2011-2016
  • 4.5.2 NFC Smart Posters Total Fee Value
    • Figure 6.6: NFC Smart Posters Total Fee Value ($m) p.a. Split by 8 Key Regions 2011-2016
    • Table 6.4: NFC Smart Posters Total Fee Value ($m) p.a. Split by 8 Key Regions 2011-2016

Mobile Advertising: Campaigns & Market Forecast

  • 5.1 Introduction
  • 5.2 Mobile Advertising Cmpaigns
  • 5.2.1 SMS Advertising Campaigns
  • 5.2.2 MMS Advertising
  • i. Operators Move Towards Targeted, Opt-in Messaging
  • 5.2.3 In-Content Download Advertising
  • i. In-App Video Advertising
  • a. Case Study: Coke Zero Facial Profiler
  • ii. Mobile TV and Video Advertising
  • 5.2.4 On-Portal Advertising
  • i. Banner Advertising
  • ii. Mobile On-Portal Search
  • 5.2.5 Ringback Tone Advertising
  • 5.2.6 Apps as Advertising
  • 5.2.7 Mobile Internet Advertising
  • 5.2.8 Idle Screen Advertising
  • i. Case Study: Ford Taurus
  • 5.3 Mobile Advertising Drivers & Constraints
  • 5.3.1 Drivers of Mobile Advertising
  • i. Audiences for Traditional Media Are Diminishing
  • ii. Brands Are Increasingly Pursuing Below The Line Strategies
  • iii. Digital Budgets Are Increasing
  • iv. Mobile is Personal
  • v. The Rise of the Smartphone
  • vi. The Rise of the App Store
  • vii. Increasing Mobile and 3G Penetration
    • Table 5.1: Relative Reach of UK Media 2010
  • viii. Leads to Greater Mobile Internet Adoption
  • ix. And Creates Exposure Opportunities
  • a. Case Study: Barclaycard Waterslide Extreme
    • Figure 2.1: Fishlab's Barclaycard-Branded Waterslide Extreme on the iPhone
  • x. The Rise of M-Commerce
  • xi. The Rise of Mobile Social Networking and Web 2.0
  • xii. Mobile Offers Location Awareness
  • xiii. Opt-In
  • xiv. Advanced Targeting
  • xv. Mobile Can Offer Detailed Metrics
  • xvi. Response Rates
  • 5.3.2 Constraints on Mobile Advertising Growth
  • i. Privacy
  • ii. Fragmentation
  • iii. Lack of Optimisation
  • iv. An App Is Not A Strategy!
  • v. Customer Retention
  • vi. Handset Dimensions
  • vii. Cost of Data Services
  • viii. Reach/Visibility
  • ix. Need for Converged/Planned Campaigns
  • x. Relevance
  • xi. Spam
  • 5.4 The Market for Mobile Advertising
  • 5.4.1 Mobile Advertising in the Economic Downturn
  • i. Expectations for Mobile Advertising
  • 5.4.2 Market Development: Key Assumptions by Mobile Distribution Channel 116
  • i. SMS/MMS Advertising
  • ii. MMS Advertising
  • iii. In-Content Download Advertising
  • iv. Mobile Internet Advertising
  • a. Mobile Internet Search Advertising
  • v. Idle Screen Advertising
  • vi. Ringback Tone Advertising
  • 5.4.3 Total Mobile Advertising Expenditure: Current Market & Forecasts
    • Figure 5.9: Total Mobile Adspend ($m) Split by 8 Key Regions 2011-2016
    • Table 5.2: Total Mobile Adspend ($m) Split by 8 Key Regions 2011-2016
    • Figure 5.10: Adspend ($) Per Mobile Handset per Annum Split by 8 Key Regions 2011-2016
    • Table 5.3: Adspend ($) Per Mobile Subscriber Per Annum Split by 8 Key Regions 2011-2016
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