Ein Mitglied der Google Familie

Seite 1 www.DailyDeal.de

Ein

"We understand that the new rule is mobile first.“ (Eric Schmidt, 2010)

www.DailyDeal.de


M-Couponing – another buzz word or where does the journey

moves to?


Content

(1) Couponing @ a glance

(2) Outlook: M-Couponing in the future

Choice Purchase Redemption

Are we talking about M-Couponing here already?


DailyDeal‘s history in mobile couponing

Seite 5 www.DailyDeal.de Seite 5

Promising stats for the growth of M-Couponing over the next years

Seite 5

• M-Couponing to reach worldwide $9bn by 2016

• 741 million mobile subscribers in Europe

• Mobile devices to surpass PCs by 2013 => 491mn smartphones shipped in 2011

• 33% of mobile searches are tied to local

• 20% of all search traffic will be mobile by 2012

• Mobile coupon redemption to reach 8% globally in 2016

• 100+ million users interact with Facebook via a mobile devices

• 53% of mobile users would allow targeting ads

• 36% of people are interested in receiving grocery coupons on their mobile phone

• One-third of U.S. teens text at least 100 times per day

Source: International Telecommunications Union, (Nov 11), Gartner (Nov 11), Google (Q4 2011),

Juniper Research (Nov 11), RBC Capital Markets, IDC (Dec 11)


Couponing as a marketing tool

For merchants couponing is a great success: no effort, no risks, transparent and efficient. At record speed.

Brand-awareness

New customers

Revenue


Couponing as an efficient way to acquire new buyers

42,9%

27,3%

7,3%

22,5% Yes, of course

Probably

I don't think so

Definitely not

29.8% of all German customers can only be won by couponing

Source: KPMG: „Consumer Markets“, September 2011

Would you have used the service even without a coupon?


Coupon buyers are loyal customers

86.3% of all coupon buyers return to our merchants

Source: KPMG: „Consumer Markets“, September 2011

Would you return to the company even without a coupon?

29,2%

57,1%

11,1%

2,5%

Yes, of course

Probably

I don't think so

Definitely not


The German market knows many different players

Offers

Rebates can be used even without an app or a voucher

Performance measurement is impossible

Couponing

Coupons can temporarily be bought online or via mobile apps

Performance measurement and targeting are possible

Coupies

Suitable for small companies (longtail) and FMCG

Adresses new and returning customers

Loyalty

LBS guerdon returning customers

Examples: Customers clubs (Payback) and time cards (Shell club smart, 10stamps)


The market can also be distinguished like this

Seite 11 www.DailyDeal.de www.DailyDeal.de Seite 11

Couponing a code and technology intensive program today

Code128 Code39 Code25 EAN-13 QR-Code

Merchants do not have barcode scanners in place – at least not local WiFi and other connections not necessarily available for direct redemption at POS with couponing provider Couponing is still with a prepaid focus, real-time redemption and payment are not necessarily given today


The evolution of couponing leads to mobile

Discount tickets

Online couponing

Mobile couponing

Discount tickets were one of the most common tools for customer retention in the early and middle 20th century.

Reaching a pre-defined revenue, customers got a one-time rebate in p.e. supermarkets.

Online couponing revolutionized marketing and sales in 2010 and 2011.

Companies won new customers and boosted their brand awareness, offering introductory prices for services and products online.

Mobile couponing fits perfectly with modern life: Already 48.6% of all Germans use a smartphone; 44.2% (plan to) buy coupons via their mobile device.*

Mobile devices will pass PCs as the access device of choice by 2013** *Source: GS1 Germany & ECC Handel: Mobile Couponing, September 2011

**Source: Gartner, 2011


Couponing 0.0 to Couponing x.0 – The end is not here yet!

Couponing 0.0 Couponing 1.0 Couponing 2.0 Couponing x.0

FREE OF CHARGE

but

PULL MARKETING

PREPAID

but

still PULL

MARKETING

PREPAID

but

still PULL

MARKETING, although

Deals are promoted in

PUSH MARKETING

manor

PAYMENT &

REDEMPTION

HAPPEN AT ONCE

Mobile Advertising: SMS, MMS, mobile Display

Seite 14 www.DailyDeal.de www.DailyDeal.de

How will M-Couponing be a success? Key Takeaways outside M-Couponing

Phase 1

CUSTOMER ACQUISITION

Phase 2

GENERATE REPEAT PURCHASERS

Phase 3

CREATE LOYALTY & WOW YOUR USERS


Our approach on mobile couponing


Mobile users love DailyDeal

Source: GfK survey, February 2012

21,1% 24,4%

33,0%

40,8%

36,3%

25,0%

2,0%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

40,0%

45,0%

Awareness of DailyDeal, broken down into internet use

Awareness of DailyDeal


Mobile users love DailyDeal

Source: GfK survey, February 2012

21,1% 24,4%

33,0%

40,8%

36,3%

25,0%

2,0%

0,0%

5,0%

10,0%

15,0%

20,0%

25,0%

30,0%

35,0%

40,0%

45,0%

Awareness of DailyDeal, broken down into internet use

Awareness of DailyDeal


Our apps ensure a comfortable user experience

Choice Purchase Encashment


Couponing is an increasing business…

Source: DailyDeal, intern reporting, February 2012

0

100

200

300

400

500

600

700

800

Sold

co

up

on

s, in

Th

ou

san

ds


…and mobile couponing a reason for success


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up

on

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a m

ob

ile d

evi

ces,

in

Th

ou

san

ds

0

5

10

15

20

25

30


Atm mobile boosts our revenue by ca. 10%


1,91% 9,25%

98,09% 90,75%

Revenue share (mobile) Revenue share (non mobile)


Outlook: Instant Couponing

Creating win-win-win-situatons within seconds

DailyDeal, pasta‘s ready! Pasta half off at Luigis‘s? Great!


Ein Mitglied der Google Familie Your discount for your 1st purchase – Test it now!


Kai Herzberger, MBA

Chief Marketing Officer (CMO)

Saarbrücker Straße 37a

D-10405 Berlin

Germany

Tel. +49 (0)151 – 40 229 600

[email protected]

Ein Mitglied der Google Familie Thanks for your interest

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