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Retail mCommerce: Mobile & Tablet Marketing, Advertising & Coupon Strategies 2013-2017

Notice
This publication has been discontinued on February 28, 2015.

Overview

Juniper Research is a market leader in the Digital Commerce & Money research area, having built an unrivalled source of market intelligence and forecast data over the past 10 years.

This seventh edition of Juniper's research into mobile commerce provides a strategic assessment of the emerging trends and their implications across all the key mCommerce sectors

Key Features

  • In-depth assessment of the key cross-segment drivers for mobile commerce service usage across the following sectors:
    • Remote Mobile Payments for Digital Goods
    • Remote Mobile Payments for Physical Goods
    • NFC Retail Payments
    • Mobile Ticketing
    • Mobile Coupons
    • Mobile Money Transfers and Remittances
    • Mobile Gambling
    • Mobile Banking
  • Explores key mCommerce drivers such as the transition to ‘couch commerce', the development of carrier billing as a monetisation mechanism for network operators and the emergence of HCE (Host Card Emulation) in NFC (Near Field Communications).
  • Considers strategies for both remote and POS (Point of Sale) commerce, exploring the extent to which mobile is increasingly used by brands and retailers as a means of marrying their digital and physical assets.
  • Invaluable insights from interviews with the leading players across the mobile commerce industry, including CodeBroker, Coupons.com, Eagle Eye, Fiserv, Infobip, Monitise, NXP, Proxama, RetailMeNot, SAP, SimplyTapp, Valpak, Verifone and Visa Europe.

Key Questions

  • 1. What effect will the deployment of Apple Pay have on the NFC ecosystem and on wider consumer adoption?
  • 2. How will increased tablet and app usage impact upon mBanking adoption?
  • 3. How can retailers use mobile coupons for both reach and engagement?
  • 4. Why has international money transfer failed to gain traction in mobile?
  • 5. How can direct carrier billing implementations benefit storefronts, operators and consumers?

Companies Referenced

Interviewed: CodeBroker, Coupons.com, Eagle Eye, Fiserv, Infobip, Monitise, NXP, Proxama, RetailMeNot, SAP, SimplyTapp, Valpak, Verifone, Visa Europe.

Case Studied: ICICI, Payforit, TfL (Transport for London).

Mentioned: 2ergo, 4T, ABRY Partners, Actiepagina.nl, Adobe, Adyen, AFSCM (Association Française du Sans Contact Mobile), Air Kenya, Air Tanzania, Aircel, Airtel Money, Amazon, Amdocs, American Airlines, American Express, Amtrak, Apple, Arriva, B&Q, Banco Sabadell, Bango, Bank of the West, Bankinter, BBC, BBVA, Best Buy, BitPay, BlackBerry, Boku, Bouygues Telecom, BT, BuzzCity, Capital One, Cell C, Consultative Group to Assist the Poor, Chase, Citibank, CoinBase, Costco, Coupon Sherpa, CSC, CUA, Danal, Dialogue, Dianping, DonRiver, East Midlands, eBay , Econet Wireless, EMVCo, Ernst & Young, eServGlobal, Europay, MasterCard, Eurostar Rail, Faceboook, Fandango, fastjet Tanzania, Fig Card, Finextra, First, First ScotRail, Fonix, Foursquare, Fundamo, Gemalto, Globe, Go-Ahead, GoCoin, Google, Groupon, GSMA, Harland Clarke, hoppr, HP, HTC, IATA, IBM, IMF, IMI, IMImobile, Impulse, Inmar, John Lewis, JRA, Kenya Airways, Kroger, KT Corporation, La Caixa, LG, Live Nation, LivingSocial, London Midland, Longships, Lufthansa, M&S (Marks & Spencer), Masabi, MasterCard, mBlox, MBTA, Merseyrail, Microsoft, MLB, Moneris, Moneygram, Movida, Movida, MTN, National Express, Net-M, NTT DoCoMo, NokiA, O2, One Poll, OpenMarket, Orca, Oxygen8, PayBox, PayPal, Privatbank, Privendna Banka Zagreb, Probability, Rabobank, RBS Citizens, RIM, Safaricom, Safarilink, Sainsbury's, Samsung, Sberbank, Singapore Airlines, Smart, SMSC (Service Mobile Sans Contact), Softcard, South West Trains, Southern Railway, Spindle, Sprint, Stagecoach, Syniverse, Synovate, Target, Telefonica, Tesco, Ticketmaster, Ticketscript, Top Vision, Tote, Touch ID, Tracfone, Tripwire, txtNation, Uganda Telecom, UL Transaction Security, United, Valassis, Velti, Veoo, Virgin Atlantic, Visa, Vodacom, Vodafone, Vouchercloud, Walgreens, Wal-mart, Warid, Western Union, Westpac, Weve, World Bank, WorldPay, XL Axiata, Yowza!!, Zain, ZTE.

Data & Interactive Forecast

Juniper Research's enhanced Excel workbook provides a unique set of analytical tools to help enrich the user's understanding of the market, allowing clients to compare select markets side by side in customised charts and tables.

Forecast suite includes:

  • Key metrics for the overall mCommerce market and for each key market segment.
  • Data splits for 8 key regions.
  • Access to the full set of forecast data of more than 20 tables and 1,000 data points.

Table of Contents

1. Market Trends & Competitive Landscape

1. The Mobile Commerce Market Today

  • 1.1. Introduction
  • 1.2. Market Outline
    • 1.2.1. Synopsis
    • 1.2.2. Market Segmentation
      • Figure 1.1: Mobile Commerce Market Segmentation
  • 1.3. Market Segment Definitions
    • 1.3.1. Mobile Payments
      • i. Digital & Physical Goods
      • ii. Contactless NFC
      • iii. Mobile Money P2P (Person to Person) Transfer
    • 1.3.2. Mobile Ticketing and Mobile Coupons
      • i. Mobile Ticketing
      • ii. Mobile Coupons
    • 1.3.3. Mobile Banking
  • 1.4. Driving the Mobile Commerce Market
    • 1.4.1. Device Drivers
      • i. The Ubiquity of the Mobile Handset
      • ii. The Rise of the Smartphone
        • Figure 1.2: Smartphone Shipments (m) Split by Vendor, 2007-2013
      • iii. Emergence of the Smarter Featurephone
      • iv. The Rise of the Tablet
      • v. Rise of A2P SMS
      • vi. Enhanced Security
    • 1.4.2. Brand/Retail Drivers
      • i. The Rise of eCommerce
        • Figure & Table 1.4: B2C/C2C eCommerce Sales ($bn), Split by 8 Key Regions, 2011-2013
    • 1.4.3. MNO Drivers
      • i. ARPU from Traditional Services is Diminishing
        • Figure 1.5: Baseline Analysis of Selected National ARPUs, 2005-2013 (2005=100)
        • Figure 1.6: Monthly ARPU ($), Selected Emerging Markets, 2013
      • ii. Some Operators are Reducing Revenue Share from Billed Content
    • 1.4.4. Secondary Drivers
      • i. Convenience & User Demand
      • ii. First-time Financial Access
      • iii. Real Cash Alternative
  • 1.5. Holding Back The mCommerce Tide: Key Constraints on Growth
    • 1.5.1. Poor User Experience
      • i. Who Owns the Consumer?
      • ii. Service Security and Trust
    • 1.5.2. Business Model & Payouts
    • 1.5.3. Smartphone Fragmentation
    • 1.5.4. Regulatory Hurdles
    • 1.5.5. Transaction Costs

2. The Market for Digital & Physical Goods

  • 2.1. Introduction
  • 2.2. The mPayment Transaction Lifecycle
    • Figure 2.1: mCommerce Payment Process
  • 2.3. The Evolution of Mobile Payment Mechanisms
    • 2.3.1. PSMS
      • i. Disadvantages of/Constraints on PSMS Payment
    • 2.3.2. Credit Card Billing
      • Figure 2.2: Adult Debit Card Penetration in Selected Emerging/Developing Markets, 2012
      • Figure 2.3: Number of Adults (m) in Selected European/North American Markets without Debit Cards, 2012
    • 2.3.3. Direct Carrier Billing
      • i. What is Direct Carrier Billing?
      • ii. Process
      • iii. The Drivers of Direct Carrier Billing
        • Figure 2.4: Percentage of Users that Prefer Carrier Billing if the Option is Available
        • Figure 2.5: Billing Mechanism Conversion Rate Comparison, Low Value Purchases: Credit Card vs Direct Carrier Billing
      • iv. Mobile Web & WAP Billing
  • 2.4. Maximising the Retailer Opportunity in Mobile: mPayment and Beyond
    • 2.4.1. Mobile and the In-store Strategy
    • 2.4.2. Mobile at the Heart of Retail: eBay
      • Figure 2.6: eBay Mobile Transaction Volumes ($m), 2008-2013
        • i. Developing the ‘Couch Commerce' Revenue Opportunity
        • ii. PayPal: from Remote Payments to POS Opportunities

3. The Market for Mobile Ticketing

  • 3.1. Introduction
    • Figure 3.1: Mobile Ticketing Service Integration Progression Steps
    • Figure 3.2: Mobile Ticketing Trends, Drivers & Constraints
  • 3.2. Trends in the mTicketing Sector
    • 3.2.1. mTicketing is Moving Beyond One-2-One Physical Ticket Replacement
    • 3.2.2. Mobile Handsets Increasingly Used for mTicket Validation
    • 3.2.3. Integration with Payments
      • i. Increasing Payment Values
      • ii. Appropriate Payment Facilities
    • 3.2.4. Growing Contactless Infrastructure
      • Figure 3.3: Oyster Card Using MIFARE Technology
    • 3.2.5. The MNO Play
  • 3.3. Ticketing Drivers
    • 3.3.1. User Convenience & Demand
    • 3.3.2. Passbook May Galvanise the Ticketing/Loyalty Space
    • 3.3.3. Dissatisfaction with Paper
      • i. Switching to Mobile
      • ii. Queue Busting
    • 3.3.4. Cost Saving Opportunities
      • i. Air Travel
      • ii. Terrestrial Transport
      • iii. Ticketing Overhead Reductions
      • iv. Environmental Benefits
    • 3.3.5. Enhanced Security & Fraud Reduction
    • 3.3.6. Increased Sales Opportunities
      • i. Personal Marketing
      • ii. Last Minute Sales
      • iii. A ‘Live' Ticket
  • 3.4. Ticketing Constraints
    • 3.4.1. User Experience & Support
      • i. User Interface
      • ii. Security Perceptions
      • iii. User Support & Help
    • 3.4.2. Lack of Clear Business Model
      • i. Mobile Commerce - Financial Institutions Predominate
      • ii. Mobile Ticketing - Facility Operators Predominate
    • 3.4.3. Interoperability
      • i. International Interoperability
      • ii. Regional Interoperability
      • iii. National Interoperability
    • 3.4.4. Infrastructure Limitations
      • i. Mobile Barcode Reading
      • ii. Mobile Web Image Access
      • iii. Closed System Constraints

4. The Market for Mobile Coupons

  • 4.1. Introduction
  • 4.2. What Is a Mobile Coupon?
    • Figure 4.1: Mobile Coupon Roles
  • 4.3. Trends in the Mobile Couponing Space
    • 4.3.1. The Role of the Coupon is Evolving
      • i. From Couponing to Loyalty
    • 4.3.2. Transition from aggregator to retailer specific
    • 4.3.3. Coupon App Usage is Evolving
    • 4.3.4. Couponing Ripe for Investment
    • 4.3.5. Location is Key
    • 4.3.6. Brands Leveraging the Retail Database
    • 4.3.7. MMS is a dying channel for coupon delivery
    • 4.3.8. Retailer Restructuring Conducive to Couponing
    • 4.3.9. Mobile Couponing Accelerating in Emerging Markets
    • 4.3.10. The Number of Coupons Issued will Decline
  • 4.4. The Mobile Couponing Process
    • 4.4.1. ‘Closed Loop' Couponing
      • Figure 4.2: Closed Loop Couponing
      • i. Validation
      • ii. Analytics
      • iii. Real Time Control
    • 4.4.2. Brand Promotion Couponing
      • Figure 4.3: Brand Promotions
    • 4.4.3. Daily Deals Couponing
      • Figure 4.4: Daily Deals
      • Figure 4.5: Groupon Business Model

5. The Market for NFC Mobile Payments

  • 5.1. Introduction
  • 5.2. The Emergence of NFC Ecosystems
    • 5.2.1. Ecosystem Elements
      • i. POS Supplier
      • ii. Secure Element Provider
      • iii. Trusted Service Manager
        • Figure 5.1: Simple NFC Payment Provisioning Architecture
      • iv. Payment Network Provider
      • v. Personalisation Bureau
      • vi. Wallet Developer
      • vii. OS Provider
    • 5.2.2. Monetising the Ecosystems: Contactless Business Models
      • i. ‘Single Player' Consortia
      • ii. 2. Party Consortia
      • iii. MNO-led Consortia
      • iv. ‘Integrated' Consortia
        • Table 5.2: Selected Cityzi/NFC Commercial Services, 2014
  • 5.3. Ecosystem Disruption: Emergence of HCE
    • Figure 5.3: Android Handsets, by OS Version (%), September 2014
    • 5.3.1. Implications of HCE for the NFC Ecosystem
      • i. Implications for MNOs
      • ii. Implications for Financial Institutions
        • Table 5.4: Pilot or Commercial Launches of Financial Institution HCE-based NFC Services
      • iii. Constraints on the HCE Model
      • iv. Ecosystem Standpoints
      • v. Conclusion
  • 5.4. Ecosystem Disruption: The Emergence of Apple Pay
    • 5.4.1. Implications of Apple Pay
      • i. Implications for Contactless Payment Stakeholders

6. The Market for Mobile Money Transfer

  • 6.1. Introduction
  • 6.2. Specific Drivers and Constraints
    • 6.2.1. Consumer Drivers
      • i. Service Security
      • ii. Growth in Migrant Worker Remittances
    • 6.2.2. Constraints
      • i. Inadequate Local Agent Networks
        • Table 6.1: Mobile Money Registered Subscribers (m) and Agent Numbers, Selected Operators, 2012
        • Figure 6.2: M-PESA Mobile Remittance Participant Activities
        • ii. Service Trust
        • iii. Service Localisation and Relevance
        • iv. Case Study: From mChek to ICICI
        • v. Consumer Awareness
          • Figure 6.3: Driving Early Uptake - The Need for Intervention
        • vi. Lack of Interoperability
        • vii. Service Cost
        • viii. Cost of International Money Transfer
        • ix. Network Reliability
  • 6.3. Assessing the Mobile Money Opportunity
    • 6.3.1. The Leading Mobile Money Markets Today
      • Figure 6.4: Africa & Middle East, Registered Mobile Money Users, End 2012 (72.4 million)
    • 6.3.2. The Key Prerequisite: High Mobile Penetration, Low Banking Penetration
      • i. Cellular Market Concentration
      • ii. Penetration of Formal Financial Services
      • iii. Regulatory Environment
      • iv. Political Environment

7. The Market for Mobile Banking

  • 7.1. Introduction
  • 7.2. Developments Shaping mBanking
    • Figure 7.1: Banked, Mobile & Online Banked Individuals Split by 8 Key Regions: 2012-2013
    • 7.2.1. The Global Economic Downturn and the Impact of the Banking Crisis
    • 7.2.2. The Impact of Technological Advances
    • 7.2.3. A New Business Stratagem
    • 7.2.4. Target Market Extension
      • Figure 7.2: Budget Allocation by Banks for Mobile Banking App Development, Survey February 2014
    • 7.2.5. SMS to In-app Contextual Services
      • i. Messaging Service Developments
        • Figure 7.3: Mobile Banking Messaging Types and Characteristics
      • ii. Advanced Messaging Alerts and Process Alerts
      • iii. Customer Marketing Messaging
      • iv. In-App Contextual Messaging Services
    • 7.2.6. Mobile RDC

8. The Market for Mobile Gambling

  • 8.1. Mobile Gambling Hits the Mainstream

2. Market Sizing & Forecasts

1. The Mobile Commerce Market Today

  • 1.1. Introduction
  • 1.2. Market Outline
    • 1.2.1. Synopsis
    • 1.2.2. Market Segmentation
      • Figure 1.1: Mobile Commerce Market Segmentation
  • 1.3. Market Segment Definitions
    • 1.3.1. Mobile Payments
      • i. Digital & Physical Goods
      • ii. Contactless NFC
      • iii. Mobile Money P2P (Person to Person) Transfer
    • 1.3.2. Mobile Ticketing and Mobile Coupons
      • i. Mobile Ticketing
      • ii. Mobile Coupons
    • 1.3.3. Mobile Banking
  • 1.4. Mobile Commerce Forecasts
    • 1.4.1. User Numbers
      • Figure & Table 1.2: Mobile Commerce User Base (m) Split by 8 Key Regions, 2014-2019
    • 1.4.2. Transaction Volumes
      • Figure & Table 1.3: Mobile Commerce Annual Transaction Volumes (m) Split by Key Regions, 2014-2019
    • 1.4.3. Transaction Values
      • Figure & Table 1.4: Mobile Commerce Annual Transaction Value ($m) Split by 8 Key Regions 2014-2019

2. The Market for Digital & Physical Goods

  • 2.1. Introduction
  • 2.2. Digital Goods
    • 2.2.1. User Base
      • Figure & Table 2.1:Total Remote mPayment Users, Digital Goods (m) Split by Key Regions, 2014-2019
    • 2.2.2. Transaction Values
      • Figure & Table 2.2: Total Remote mPayment Gross Transaction Value for Digital Goods ($m) Split by 8 Key Regions, 2014-2019
  • 2.3. Physical Goods
    • 2.3.1. User Base
      • Figure & Table 2.3: Total Remote mPayment Users, Physical Goods (m) Split by 8 Key Regions 2014-2019
    • 2.3.2. Total Mobile/Nomadic Transaction Values
      • Figure & Table 2.4: Total Remote Transactions from Mobile/Nomadic Devices ($m) Split by 8 Key Regions, 2014-2019
    • 2.3.3. eCommerce is Migrating to a Mobile/Nomadic Environment
      • Figure & Table 2.5: Total eRetail Spend on Physical Goods ($m) Split by 8 Key Regions, 2014-2019

3. The Market for Mobile Ticketing

  • 3.1. Mobile Ticketing User Base
    • Figure & Table 3.1: Total Mobile Phone Users (m) Who Use Mobile Ticketing Split by 8 Key Regions 2014-2019
  • 3.2. Mobile Ticketing Transaction Values
    • Figure & Table 3.2: Total Mobile Ticketing Transaction Value Delivered Tickets ($m) Split by 8 Key Regions 2014-2019

4. The Market for Mobile Coupons

  • 4.1. Mobile Coupon User Base
    • Figure & Table 4.1: Mobile Coupon User Base (m) Split by 8 Key Regions 2014-2019
  • 4.2. Mobile Coupon Redemption Value
    • Figure & Table 4.2: Total Mobile Coupon Retail Redemption Value ($m) Split by Key Regions 2014-2019

5. The Market for NFC Mobile Payments

  • 5.1. NFC Retail Payments Forecasts
    • 5.1.1. Assumptions
  • 5.2. User Base
    • Figure & Table 5.1: NFC Handsets & Interim Solutions in Use for Payments (m) Split by 8 Key Regions 2014-2019
  • 5.3. Transaction Values
    • Figure & Table 5.2: Total Value of NFC Retail Payments Transactions ($m) Split by 8 Key Regions 2014-2019

6. The Market for Mobile Money Transfer

  • 6.1. User Base
    • Figure & Table 6.1: Mobile Money Transfer Users (m) Split by 8 Key Regions 2014-2019
  • 6.2. Transaction Values
    • Figure & Table 6.2: Total Value of All Mobile Money Transfers ($m) pa Split by 8 Key Regions 2014-2019

7. The Market for Mobile Banking

  • 7.1. MBPP (Mobile Bill Payment and Presentation) User Base
    • Figure & Table 7.1: Total Mobile Users (m) Who Make MBPP Transactions Split by 8 Key Regions 2014-2019
  • 7.2. MBPP ‘Pull' Service Transaction Value
    • Figure & Table 7.2: Total MBPP Transaction Value ($bn) Split by 8 Key Regions 2014-2019

8. The Market for Mobile Gambling

  • 8.1. Quantifying Mobile Gambling: Wagers & Gross Win
  • 8.2. Methodology
  • 8.3. Mobile Gambling User Base
    • Figure & Table 8.1: Mobile Gambling Service Users (m) Split by 8 Key Regions 2014-2019
  • 8.4. Total Mobile Gambling Wagers
    • Figure & Table 8.2: Total Wager ($m) on Mobile Gambling Services Split by 8 Key Regions 2014-2019
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