Written by: Editor
3/10/2010 8:04 AM

A new report from Juniper Research has found that one to one marketing allied to the rapid proliferation of smartphones will be among the key drivers of a mobile retail market which is anticipated to exceed $12 billion by 2014. The mobile marketing and retail strategies report found that the mobile retail sector - defined by Juniper as comprising mobile coupon redemption values, smart poster fees and advertising expenditure – would initially be dominated by coupons. However, it noted that mobile advertising expenditure would exceed coupon redemption values by 2013 as digital adspend is increasingly transferred into the mobile space. Increasingly the retailing industry and brands are becoming aware of, and implementing the mobile device into, the retail cycle. According to report co-author Howard Wilcox: “Retailers have recognised that, even ahead of their wallets, people will usually make sure they do not leave home without their mobile device. The mobile channel offers merchants the opportunity to differentiate from their competition and acquire customers that become loyal.”

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