Mobile coupons 'could help consumers save money'

By Stephen Glass (Wednesday, 18th March 2009)
Mobile phone users could find themselves receiving an increasing number of coupons and advertising offers via their handsets over the next 12 months, new research suggests.According to a report by Juniper Research, mobile coupons can offer benefits to both consumers and vendors, with the current economic downturn likely to make their use even more prominent.The firm expects the redemption value of the coupons to rise by almost a third during 2009, fuelled by the desire among shoppers to make savings during the recession and increased sales drives from marketers.Report author Howard Wilcox said retailers are likely to turn to this form of advertising because it can be targeted at specific groups of consumers according to their interests and spending habits.This means they are more cost-effective for marketers and can also bring personal benefits for consumers by offering discounts and reduced sales prices.Peter Johnson, vice-president of market intelligence and strategy at the Mobile Marketing Association, added: "Juniper's research confirms the MMA's own findings that consumers are most likely to respond to mobile marketing offers that result in clear personal benefits.""Mobile coupons are a prime example of how mobile can be used in this way, combining relevance with immediate, tangible value for the consumer."This comes after mobile phone operator Orange announced a deal with Barclaycard earlier this month that will see the development of a number of mobile payment products and services.The companies have pledged to "change the way we pay" by enabling consumers to pay for goods and services simply by waving their mobile phones against a reader at the checkout.
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