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***Oxford University research reveals massive increase in mobile voucher redemption***
***UK businesses ideally placed to profit from approx. £11bn couponing industry by turning to mobile***
LONDON, May 18, 2004 – A study by ActiveMedia Technology, designers of real time m-voucher authentication technology, shows that latest mobile marketing technologies look set to spell the end of traditional cut-out vouchers found on cereal and washing powder boxes. Results show that 58% of people questioned1 are now happy to receive coupons via their mobile phones, which offers businesses high redemption rates and the ability to tap into the highly-lucrative couponing industry in Europe, estimated to be worth approx. £11bn (equating to 8.2bn coupons in UK alone2).
The research, conducted in conjunction with Oxford University, also shows that 68% agreed or strongly agreed that the incentives would have to be something that they had opted-in for – but with redemption rates on m-coupons as high as 86% (based on empirical evidence from past campaigns), many businesses can add value to their core offering through a raft of loyalty-led mobile marketing initiatives, especially in the youth and entertainment sectors.
With recent figures from 2004 Telecoms in Europe – UK & Ireland study – stating that mobile phone penetration in the UK has reached approximately 80% in the UK, wireless devices have become a marketers’ dream. Previous campaigns run by ActiveMedia highlight that, given the right promotion such as two-for-one offers, consumers are more than willing to participate in mobile marketing initiatives.
In a recent nightclub drinks promotion, a staggering 71.9% of people who received an m-voucher redeemed it to enjoy a free drink. In a similar two-for-one cinema ticket trial 86% of participants redeemed the m-voucher, proving that if the end user finds the promotion exciting and personally beneficial they will more than happy to partake.
Ramesh Kumar, Managing Director, ActiveMedia Technology UK, commented: “M-coupons are a powerful method of boosting loyalty, while obtaining data about your customers and it is great news that consumers are becoming more receptive to receiving incentives via their mobiles, provided the offer is rewarding and the campaign managed appropriately. The research shows that, as long as the mobile vouchers give consumers what they want when they want it, redemption rates will be high, as will resulting loyalty and revenues. Through m-coupons, UK companies now have the opportunity to add real value to their core offerings.”
ActiveMedia was instrumental in bringing the Orange Wednesdays two-for-one cinema ticket initiative to market in partnership with flytxt and has worked with leading brands such as Blockbuster, Carphone Warehouse, MTV and Telefonica. ActiveMedia has pioneered RAPOS™ (Redemption At Point Of Sale) technology that enables the delivery and redemption of m-coupons. The RAPOS™ redemption technology closes the loop for mobile-based coupons and tickets allowing quick and secure redemption of high-value items at the point of sale.
ActiveMedia believes that the future will see widespread deployment of m-loyalty service & m-ticketing, where end users can use the handset to receive and redeem the high-value items.
- ENDS -
More on ActiveMedia Technology
Founded in 2001, ActiveMedia Technology is a technology leader and has grown rapidly with offices in the US, UK and India plus a representation in Spain. With a board member on the MMA (Mobile Marketing Association) the company actively promotes industry best practice in the mobile sector.
ActiveMedia Technology’s vision is to deliver products and solutions that activate transactions over the wireless medium. The company is the industry leader with extensive experience in deploying mobile coupons, tickets and m-CRM solutions. Its flagship product RAPOS™ is a scalable product that combines patent pending technologies to deliver and redeem mobile coupons & tickets.
ActiveMedia’s international client list includes Orange UK, Telefonica, Carphone Warehouse, Luminar Leisure, Citibank, ABN-Amro Bank, ING-Barings, Discovery Channel, Sony TV, CNBC, El Cortes Ingles, MTV, Al-Jazeera, India Today Group.
For further information on ActiveMedia Technology please contact:
Nick Clark/Hannah Bailey
Nelson Bostock Communications Ltd
020 7229 4400
1 Sample taken from shoppers in Oxford, as example of typical UK town
2 NCH marketing UK
Published on: 12:00AM on 18th May 2004