Abstract
Overview
- Fully Revised Forecast Suite
- Impact of mobile & tablets on retail marketing
- Couponing, advertising & augmented reality
This third edition of Juniper's report into Retail Marketing on mobile devices
provides an in-depth analysis of retailer strategies within the mobile and
tablet environment and assesses the opportunities presented by two critical
arenas in the mobile commerce space: couponing and advertising. It includes
an updated set of forecasts, value chain and ecosystem analysis, key trends
and case studies. This new study provides an invaluable guide to anyone
seeking to work within the mobile retail space.
What This Report Covers
The report explores the changing consumer mobile experience and how this is
impacting on mobile's role within multichannel retail marketing, focusing on
key issues such as the emergence of the consumer tablet and the possibilities
offered by AR (augmented reality). It provides an analysis of mobile's impact
on both retail shopping channels and the mobile couponing ecosystem, assessing
how the challenges and opportunities facing players have evolved, and
highlighting the drivers and constraints that will shape the marketplace of
tomorrow.
Expert analysis is backed up by interviews with and commentaries from leading
players across the mobile marketing value chain, including BuzzCity, Eagle
Eye, Greystripe, Hipcricket, Opera, Telmap, Valassis and Velti. It also
includes a series of strategic recommendations designed to enable agencies,
brands, retailers, couponing aggregators and operators to maximise their
opportunity in this fast evolving market.
Market Forecasts
This report brings together in a single volume the key forecasts from Juniper
Research's Mobile Coupons and Mobile Advertising reports, including:
- Mobile/Tablet Coupon users
- Mobile Coupons issued and redeemed
- Coupon Redemption values
- Total Mobile Adspend
- Mobile Adspend per device
Coupon Redemption values and adpsend are also combined to provide the total
value of the mobile retail marketing space.
Key Questions
- 1. How much will mobile retail marketing be worth by 2017?
- 2. What strategies should players across the value chain employ to
maximise their opportunities in mobile retail?
- 3. How has NFC been utilised in the couponing space?
- 4. What are the key constraints on mobile couponing deployments and
adoption?
- 5. Which markets offers the greatest medium-term potential for mobile
couponing?
- 6. What strategies should brands employ to optimise the success of mobile
campaigns?
- 7. What are the primary distribution channels for mobile advertising?
- 8. How will mobile advertising adapt to the rise of the tablet?
- 9. What is the advertising potential of location-based technologies?
- 10. Who are the major players in the mobile retail space?
Companies Referenced
Interviewed: 2ergo, Amobee, BuzzCity, Eagle Eye, Greystripe,
Hipcricket, InMobi, Mobilistar, NCH, Opera Software Group, Proxama, Telmap,
Valassis, Velti
Profiled: 4th Screen Advertising, Amazon, AT&T, Blippar, Digby, eBay,
Facebook, Fetch Media, Foursquare, Hipcricket, Jumptap / Vibram, Nike Branded
Apps, O2, Scanbuy, Shopkick, ShopSavvy, Target, Telenor, Telia Denmark, Time
Warner Cable, Total Immersion
Mentioned: 1-800 Flowers.com, 7-Eleven, Adelya, Adfonic, AdMarvel,
Admob, AKQA, Alcatel, American Airlines, American Eagle Outfitters, Apple,
Argos, Augme Technologies Inc, Autotrader, Babies ‘R' Us, Barclaycard,
Belle Tire, Best Buy, Brooks Brothers, Cabela's, Cadbury, Chennai, Clear
Channel, Coca Cola, CodeBroker, Columbia Records, Commidea, Costco, COUPIES,
Crate and Barrel, Debenhams, Diageo, Direct Line, Dish, Disney, Domino's,
Eagle Eye, Equinox, Fandango, FHM, Gap, Golfsmith, Google, Green Flag,
Groupon, H&M, Heinz, hoppr, Hotels.com, Ingenico, InMobi, ITN, ITV, JCPenny,
KFC, Kraft, Krispy Kreme Doughnuts, Live Nation/Ticketmaster, Lowe's, Lucidity
Mobile, Lufthansa, Luup International, Macy's, McDonald's, Metro Herald,
MillerCoors, MLB, Mobclix, Mobestream Media, Mobile Interactive Group,
Natwest, Nearbuy Systems, Nestle, Nokia, NTT DoCoMo, Ocado, Orange, Orvis,
PayPal, PETCO, Proctor & Gamble, Quattro Wireless, Raiffeisen Bank, RedPlum,
Samsung, Save, Sega, Simon Property Group, SingTel, SK Telecom, SkyScanner,
Somo, Sprint, Starbucks, Tagtile, TapBot, Target, Telecom Italia, Tesco, The
Guardian, The Home Depot, The Sports Authority, The Sun, The Wet Seal, TRUSTe,
TheTrainline.com, T-Mobile, Toys ‘R' Us, Turkcell, Twitter, TwtQpon, Ugg
Australia, Unilever, United, Valpak, Velti, VeriFone, Verizon, Vivitech,
Vodafone, Vouchercloud, Waitrose, Walgreens, Warner Bros, West Elm, Wrigley's,
Xbox, Yellow Pages, Yowza!
Extra Info
8 key regions includes:
North America, Latin America, Western Europe, Central & Eastern Europe, Far
East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle
East.
Author Profile
Dr. Windsor Holden is Research Director with Juniper Research. He has
authored more than 40 full length reports for Juniper Research, including four
editions of its much heralded Mobile Entertainment series.
Windsor has extensive experience in consultancy: he has led bespoke market
sizing and forecast projects for a wide variety of Juniper Research clients,
and has conducted due diligence on a mobile content aggregator for a leading
financial institution. Windsor has a PhD from the University of Leeds and is
also a former Research Fellow of the Institute of Communications Studies,
University of Leeds.
Table of Contents
Executive Summary
- ES1. Introduction
- ES2. Mobile Coupons
- ES3. Mobile Advertising
- ES4. Mobile Retail Marketing Forecasts
- ES5. Recommendations
1. Mobile Retail Marketing Defined
- 1.1. Introduction: The Mobile as Retail “Hub”
- 1.2. Mobile Commerce
- Figure 1.1: Mobile Commerce Market Segmentation
- 1.2.1. Mobile 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
- Figure 1.3: Driving and Enabling Mobile Retail: Mobile Broadband and
Smart Device Growth, 2007-2012 (m)
- Table 1.1: Driving and Enabling Mobile Retail: Mobile Broadband and
Smart Device Growth, 2007-2012 (m)
- 1.4.1. The Mobile Retail Channel
- Figure 1.4: The Mobile Device in the Retail Customer Journey
- Figure 1.5: Mobile Location Services Applied to Retail
- 1.4.2. The State of Multichannel Retail Marketing
- Table 1.2: Google/Ipsos Smartphone User Study - Multichannel Retail
Purchase Process
- 1.4.3. Recent Trends in the Mobile Retail Experience
- i. e Commerce is Migrating to a Mobile/Nomadic Environment
- Figure 1.6: mCommerce vs ‘Fixed' eCommerce (%), Split by 8 Key
Regions, 2017
- Table 1.3: mCommerce vs ‘Fixed' eCommerce ($m), Split by 8 Key
Regions, 2017
- ii. The Rising Profile of the Tablet as an eCommerce/mCommerce Vehicle
- iii. Brands are beginning to Embrace AR
- a. Case Study: Total Immersion
- Figure 1.7: TryLive Eyewear
- b. Case Study: Blippar
- Figure 1.8: Wrigley's 5 Gum Blipp
- iv. Mobile POS
- Figure 1.9: AisleBuyer Mobile App
- 1.5. The Mobile Retail Market
- 1.5.1. The Evolution of the Mobile Retail Market
- Figure 1.10: Mobile Retail Market Evolution
- 1.5.2. Mobile Retail Marketing Forecasts
- Figure 1.11: The Mobile Retail Marketing Opportunity ($m) Split by
Coupons & Advertising 2012-2017
- Table 1.4: The Mobile Retail Marketing Opportunity ($m) Split by
Coupons & Advertising 2012-2017
- Figure 1.12: The Mobile Retail Marketing Opportunity ($m) Split by 8
Key Regions 2012-2017
- Table 1.5: The Mobile Retail Marketing Opportunity ($m) Split by 8 Key
Regions 2012-2017
2. The Mobile Retail Value Chain
- 2.1. eCommerce & mCommerce Players
- 2.1.1. eBay Mobile
- Figure 2.1: eBay Mobile Transaction Volumes ($m), By Billing
Mechanism, 2008-2012
- a. Developing the “couch commerce” revenue opportunity
- 2.1.2. Amazon
- Figure 2.2: Amazon Mobile Shopping
- 2.2. Mobile Marketing Agencies & Loyalty Specialists
- 2.2.1. 4th Screen Advertising
- 2.2.2. Fetch Media
- 2.2.3. Hipcricket
- 2.3. Smartphone App Developers
- 2.3.1. ShopSavvy
- 2.3.2. Digby
- 2.3.3. Shopkick
- Figure 2.4: ShopKick Store Hardware
- 2.4. Mobile POS Vendors
- 2.4.1. Square
- Figure 2.5: Square Card Reader
- 2.5. Retailers & Merchants
- 2.5.1. Heal's & Digby (UK)
- Figure 2.6: Heal's Mobile Site
- 2.5.2. Target
- 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 2.7: Retail Shopping Channels
- Figure 2.8: Retail Shopping Channels - Impact of Mobile
- 2.7.2. Mobile Retail Players
- Figure 2.9: Mobile Retail Players
3. 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 Couponing Trends, Drivers & Constraints
- 3.4.1. Trends in the Mobile Couponing Space
- i. Market Consolidation
- ii. From Passive to Interactive Consumer
- iii. Location is Key
- iv. Redemption Patterns are Shifting
- v. Brands Leveraging the Retail Database
- vi. Brands, Merchants and Retailers getting On-board
- vii. Enter the Payments Providers
- viii. Driving Towards User Loyalty
- Figure 3.4: Google Wallet Home Screen
- ix. Mobile Couponing Accelerating in Emerging Markets
- 3.4.2. Driving Mobile Couponing
- i. User Drivers
- a. Economic Downturn
- b. Convenience
- c. Social Networking
- ii. Technology Drivers
- a. Passbook May Galvanise the Couponing Space
- Figure 3.5: Passbook Coupons
- b. The Rise of the Mobile Wallet
- c. Smartphone Growth & User Experience
- d. The Rise of the Mobile App
- e. NFC Coupons
- Figure 3.6: Proxama NFC Smartposter
- f. Rise of A2P SMS
- g. Enhanced Security
- iii. Retail/Marketing Drivers
- a. Paper & Online Coupon Dissatisfaction
- b. Media Fragmentation is Reducing Campaign Reach
- c. Mobile Coupons Drive Retail Footfall and Brand Engagement
- d. Cost Savings & Environmental Benefits
- e. Proximity Marketing
- f. Multiple Channel Synergies
- g. High Rates of Malredemption in Traditional Couponing
- h. Instant Campaigns
- i. Smart Targeting
- Figure 3.7: Kiip Game Reward
- Figure 3.8: Coupon Targeting Platform Example
- j. Smart Offers
- k. Higher Redemption Rates
- 3.4.3. Constraints on the Mobile Couponing Opportunity
- i. User Constraints
- ii. Technology Constraints
- Figure 3.9: The NFC Consumer Journey
- iii. Marketing Constraints
- 3.5. Mobile Coupon Market Forecast
- 3.5.1. Mobile Coupon User Base
- Figure 3.10: Mobile Coupon User Base (m) Split by 8 Key Regions
2012-2017
- Table 3.1: Mobile Coupon User Base (m) Split by 8 Key Regions 2012-2017
- 3.5.2. Mobile Coupons Issued By Mobile Marketing Channel
- Figure 3.11: Mobile Coupons Issued (%) Split by Mobile Marketing
Channel 2012-2017
- Table 3.2: Mobile Coupons Issued (%) Split by Mobile Marketing Channel
2012-2017
- 3.5.3. Total Number of Mobile Coupons Redeemed
- Figure 3.12: Number of Mobile Coupons Redeemed Per Annum (m) Split by
8 Key Regions 2012-2017
- Table 3.3: Number of Mobile Coupons Redeemed Per Annum (m) Split by 8
Key Regions 2012-2017
- 3.5.4. Total Mobile Coupon Redemption Value
- Figure 3.13: Total Mobile Coupon Retail Redemption Value ($m) Split by
8 Key Regions 2012-2017
- Table 3.4: Total Mobile Coupon Retail Redemption Value ($m) Split by 8
Key Regions 2012-2017
- 3.5.5. Redemption Rate
- Table 3.5: Mobile Coupons Redeemed (%) Split by Mobile Marketing
Channel 2012-2017
- Table 3.6: Mobile Coupon Redemption Rate (%) Split by 8 Key Regions
2012-2017
4. Mobile Advertising: Campaigns & Market Forecast
- 4.1. Introduction
- 4.2. Categorising Mobile Advertising
- 4.2.1. Types of Advertising
- Figure 4.1: Types of Mobile Advertising
- 4.2.2. Mobile Advertising Channels
- Figure 4.2: Mobile Advertising Channels
- i. Message Based Advertising
- a. SMS Advertising
- b. MMS Messaging
- c. Targeting Advertising Messages
- ii. In-Content Advertising
- a. Case Study: Nike Branded apps
- Figure 4.3: Nike Training Club
- Figure 4.4: Nike+
- b. Case Study: Google AdWords
- Figure 4.5: AdWords App Targeting
- iii. Mobile Internet Advertising
- a. Case Study: Jumptap/Vibram
- Figure 4.6: Vibram Expandable Banner Campaign
- b. Case Study: Time Warner Cable
- Figure 4.7: Time Warner Cable Campaign
- iv. Ringback Tone Advertising
- v. Idle Screen Advertising
- 4.3. Trends in the Mobile Advertising Market
- 4.3.1. Rich Media Ads Are Becoming Richer
- Figure 4.8: Examples of Rich Media Ads on Yahoo!'s Australian Display
Network
- 4.3.2. The Evolution of the Ad Technologies
- Figure 4.9: Augmented Reality Example
- 4.3.3. The Rise of Analytics
- 4.3.4. Consolidation of the Market
- Figure 4.10: Consolidation in the Mobile Advertising Market
- 4.4. What is Driving Mobile Advertising?
- Figure 4.11: US Internet Advertising Spends ($bn) 2002 - 2011
- Figure 4.12: Comparing Ad Units on Tablets and Smartphones
- Table 4.1: Relative Reach of UK Media 2011
- 4.5. Constraints on Mobile Advertising
- Figure 4.13: Hardware/Software Versions of Apple's iPhone
- 4.6. The UDID Problem
- 4.7. The Market for Mobile Advertising
- Figure 4.14: Total Mobile Advertising Spend ($m) Split by 8 Key Regions
2012 - 2017
- Table 4.2: Total Mobile Advertising Spend ($m) Split by 8 Key Regions
2012 - 2017
- Figure 4.15: Adspend ($) Per Mobile/Nomadic Device per Annum Split by 8
Key Regions 2012-2017
- Table 4.3: Adspend ($) Per Mobile/Nomadic Device Per Annum Split by 8
Key Regions 2012-2017
Retail mCommerce: Mobile & Tablet Marketing, Advertising & Coupon Strategies 2013-2017 published by Juniper Research in January 23, 2013. This report price starts from US $ 2720.
