市場調査レポート

モバイルクーポン市場の分析・予測

Mobile Coupons: Market Analysis and Forecasts

発行 ARCchart 商品コード 228482
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
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モバイルクーポン市場の分析・予測 Mobile Coupons: Market Analysis and Forecasts
出版日: 2012年01月18日 ページ情報: 英文
概要

デジタルクーポンはクーポン市場で最も成長しているセグメントであり、全クーポンの10%を占めています。2011年のオンラインクーポン市場は50億米ドルに到達すると予測されており、モバイルクーポンが占める割合はオンラインクーポン市場全体の15%でした。今後、デジタルクーポン市場に占めるモバイルクーポンの割合は着実に増加し、2016年までには収益が90億米ドルへ達すると見られています。

当レポートでは、モバイルクーポン市場について調査し、市場構造、市場動向、M&A活動および技術概要などを分析、市場予測および主要企業のケーススタディを盛り込んで、概略以下の構成でお届けいたします。

イントロダクション

グループ購入・クーポン企業

  • Daily Deals
  • Grouponの影響
  • LivingSocialがモバイルへ進出
  • SavingStarはネットワーククーポンを複製
  • Coupons.comはソーシャルメディアをターゲットに

クーポンのモバイル化

  • Grouponの'Groupon Now' が有名
  • スマートフォンが門戸を開く
  • 強い顧客サポート・意識

モバイルクーポン市場の構造

  • バリューチェーン
  • 競合圧力
  • モバイルオペレーターのポジショニング
  • Googleがクーポン市場を攻撃
  • ソーシャルネットワーキング企業
  • 新聞社・印刷工億種がモバイルへの移行を試みる

市場動向

  • クーポンの飽和状態が顧客の無関心を招く
  • Coupon Ninjas
  • モバイルウォレット
  • 商人専門のモバイルアプリケーション
  • 時間・ロケーションベースの戦略
  • 携帯カメラの改善
  • NFC
  • より良い分析
  • 市場の限界

M&A活動

  • 2Ergoは ActiveMedia Group を買収(2009年11月)
  • Amazonは LivingSocial に1億7500万ドルを投資(2010年12月)
  • Qypeは Cooldeals を買収(2011年5月)
  • nSphereは Peekaboo Mobile を買収(2011年5月)
  • Alex Springerは kaufDa を買収(2011年5月)
  • LivingSocial はGoNabit を買収(2011年6月)
  • Googleは Zave Networksを買収(2011年9月)
  • Googleは DailyDeal.de を買収(2011年9月)
  • Coupons.comは CouponStar を獲得(2011年20月)

技術概要

  • 流通および回収
  • 読取コード・タグ
  • NFC

予測

  • モバイルクーポン市場
  • 平均ユーザー支出
  • 配信技術

ケーススタディ

  • 2Ergo & Ladbrokes
  • Orange Wednesdays & Buongiorno
  • O2 UK - You Are Here
  • American Expressはオンデマンド型クーポンを提供

図表

目次

Abstract

image1

Overviews

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:

  • 2Ergo
  • ActiveMedia
  • AirMiles
  • Amazon
  • American Eagle
  • American Express
  • AMEX
  • Apple
  • Associated Press
  • AT&T
  • Best Buy
  • Blockbuster
  • Buongiorno
  • Citibank
  • Coca-Cola
  • Coupon Sherpa
  • Coupons.com
  • CouponStar
  • Eagle Eye Solutions
  • FaceBook
  • FeliCa Networks
  • Ford Motors
  • FourSquare
  • Gap
  • Google
  • Groupon
  • HBO
  • infoEther
  • kaufDA
  • Ladbrokes
  • Levi
  • LivingSocial
  • Loopt
  • Macy's
  • MasterCard
  • McDonalds
  • Microsoft
  • Mobiqpons
  • Motorola
  • Nectar
  • Nokia
  • nSphere
  • O2 UK
  • Odeon
  • Orange UK
  • PayEx
  • Placecast
  • QderoPateo
  • Qwikker Solutions
  • Qype
  • Safeway
  • SavingStar
  • Shopkick
  • Sprint
  • Starbucks
  • Subway
  • T-Mobile USA
  • Target
  • Telefonica
  • Telenor
  • Tesco
  • Valuecodes
  • Velti
  • Verizon
  • Visa
  • Vodafone UK
  • VoucherCloud
  • Walmart
  • YOOSE
  • Yowza
  • Zave Networks
  • Zed

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?

Table of Contents

A. INTRODUCTION

  • A.1 How Do Mobile Vouchers Work?
  • A.2 The Mobile Voucher Value Proposition
    • Drives In-store Sales
    • Saves Printing
    • Measurability
    • Proximity Marketing
    • Allows Retailers to Test Mobile Commerce
    • Broad Appeal
    • Recession Leads to Bargain Hunters
    • Cost Effectiveness
    • Appeals to a Key Demographic
  • A.3 Business Models
    • Types of Mobile Coupons
    • Coupon Aggregator Model

B. GROUP BUYING & COUPONING COMPANIES

  • B.1 Daily Deals
    • Signs of Saturation
  • 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
    • Preference for Mobile Interaction
    • High Awareness of Mobile Apps
    • Privacy

D. MOBILE COUPON MARKET STRUCTURE

  • D.1 Value Chain
    • Enabler
    • Distribution
      • Carrier Involvement
      • Non-Carrier Involvement
    • Consumption
  • D.2 Competitive Pressures
    • Direct to Consumer
    • The Amazon Challenge
  • D.3 Mobile Operator Positioning
    • Mobile Operators Fight Back
      • Telenor and PayEx form Valuecodes
    • Churn Reduction
      • O2
      • Vodafone
      • Telefonica
      • Verizon
  • D.4 Google Attacks the Coupon Market
    • Google's Favourite Places Program
    • Google Wallet
  • D.5 Social Networking Companies
    • FourSquare
    • Facebook
  • D.6 Newspapers & Print Advertisers Attempt Move to Mobile
    • iCircular

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
    • Limited Mobile Coupon Reach
    • Limited Coupon-Ready Audience
    • Challenge of Replicating Traditional Coupons
    • Costs to Scale
    • Potential to Slow Checkout Process
    • Lack of Standards
    • Over-Saturation

F. M&A ACTIVITY

  • 2Ergo Acquires ActiveMedia Group (Nov 2009)
  • Amazon Invests $175 million In LivingSocial (Dec 2010)
  • Qype Acquires Cooldeals (Mar 2011)
  • nSphere Acquires Peekaboo Mobile (Mar 2011)
  • Alex Springer Acquires kaufDa (Mar 2011)
  • LivingSocial Acquires GoNabit (June 2011)
  • Zave Networks Acquired By Google (Sept 2011)
  • Google Acquires DailyDeal.de (Sep 2011)
  • Coupons.com Acquires CouponStar (Oct 2011)

G. TECHNOLOGY OVERVIEW

  • G.1 Distribution & Redemption
    • SMS and MMS
    • Chip & Pin Voucher Redemption
  • G.2 Readable Codes or Tags
    • QR Codes
      • Mobile OS Support
      • Reading and Decoding Challenges
      • Storefronts with Scannable QR Codes
    • Microsoft Tag
    • JAGTAG
  • G.3 NFC
    • Challenges with NFC Adoption
    • NFC Carrier Billing
    • Google & NFC
    • Apple's iCoupons
      • Patents
      • G.4 Bluetooth
      • G.5 Mobile Apps
      • G.6 Geofencing

H. FORECASTS

  • H.1 Mobile Coupon Market
    • Regional Breakdown
    • Online versus Mobile Coupons
    • Revenue by Device Type
  • H.2 Average User Spend
  • H.3 Delivery Technology

I. CASE STUDIES

  • I.1 2Ergo & Ladbrokes
    • The Solution
    • Results
  • I.2 Orange Wednesdays & Buongiorno
    • The Solution
    • The Results
  • 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
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