Screenvision and Sprint Cast bCODE for Mobile Coupon Play
Posted by Adena on Oct 28, 2009 in Mobile Marketing
Screenvision and Sprint have teamed up with bCODE to create the world’s largest mobile coupon redemption network. Sprint mobile customers now can receive special concession stand savings via mobile coupons in 500 participating U.S. movie theaters.
Mobile coupons are big business. Juniper research forecasts that the redemption value of mobile coupons will increase by over 30% by 2010. With the recession bringing budget matters into light in the majority of households, coupons, both print and digital, have come back into fashion. Juniper reports that the biggest hurdle for mobile coupons is the point of sale (POS) infrastructure at checkout for redemption of coupons.
The Screenvision, Sprint and bCODE model may be one other companies need to follow in order to set up large mobile coupon networks. By teaming the retailer, phone carrier, and coupon tech company, mobile coupons get past many of the hurdles on all these ends typically holding the mobile marketing services from reaching their full potential.
A bCODE is a secure and encrypted text message (SMS) that can be scanned. The coupon included in the code can be redeemed at a MediaPlane interactive, touch-screen mobile marketing device that reads the code and provides digital content, offers and entertainment.
While the MediaPlane may work well for the Screenvision and Sprint partnership, the challenge for bCODE, or any of the plays in the mobile coupon space, is still getting the POS devices installed at retailers. But with more case studies available to boost, the company with the best technology and success stories will have a good shoot at driving the marketplace, and shutting out other players. In the meantime, though, it will be difficult to convince most companies to buy and implement the hardware necessary to run these programs.
Do you think mobile marketing coupon players should team together to promote a single, open-garden POS device to expedite growth, or is it necessary for companies to maintain proprietary technology in order to be competitive?
techiegeek | Oct 28, 2009 | Reply
Nice idea but will never be mainstream as someone has to spend the $$$$ on the interactive touch screen.
As the article say the best play is getting into the EPoS and you should look to the UK where there is a company that is integrating up and down the high street using Chip n Pin technology that already exists.
Ola Ayeni | Oct 29, 2009 | Reply
I am not a nay sayer either but getting retailers/small local or neighbor businesses to participate will still be a hard thing.
The value of mobile couples is to use it at the local ends not just for national players.
POS integration is a big problem, buying an expensive app to integrate( not nowadays) is not in the plan of man businesses whether big or small.
While this is a good idea. Adoption by mainstream is still going to be way out of reach.
Adena | Oct 29, 2009 | Reply
@techiegeek and @Ola — I agree that the hardest part is the PoS technology and getting it into retailers — both nationally and at the local level (esp at the local level, as Ola points out). I’m keeping my eyes peeled for any players who have a cost-efficient and easy-to-implement solution.
Richdys | Oct 30, 2009 | Reply
Lovely technology but still requires hardware at POS. Works for movies, airports, concert venues but the big money is in creating a system that replicates the paper/upc/fsi/retail scanner/reconciliation system today. While some retailers currently have image scanners that can handle the limited display quality of a mobile phone most do not and it is the height of understatemen that this represents difficulties for the retailer. What is often overlooked is no retailer is going to allow a system that slows down the check out process. Redeeming multiple coupons from a single mobile phone is going to take time. There is no win for the retailer if it takes twice as much time at register to conduct a consumer transaction even if it achieves a 30% increase in redemptin. The ultimate mobile coupon solution is NOT down the path of replicating single coupon swipes using the mobile phone as a replica of paper printed upc codes.
Nicole Thompsen | Dec 22, 2009 | Reply
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