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IP Media Server Featured Article

May 10, 2010

How Integrated Mobile Media Server Will Spur the Growth of Mobile Couponing

By Marisa Torrieri, TMCnet Editor

If you’re like millions of Americans that clip coupons to save on grocery bills, you’ll love some of the new ways mobile coupons can save you hundreds – no paper necessary!

And if you’re a wireless operator, you could rake in hundreds of thousands, by capturing a portion of the growing revenues that manufacturers are willing to pay to promote their products using mobile coupon programs.

Do we have your attention? Assuming so, say hello to RadiSys’ solution for network operators to facilitate this type of transaction, a.k.a., the Integrated Mobile (News - Alert) Media Server.

Providing the service platform technology for mobile couponing is just one of the things RadiSys’ IMMS can do to help carriers grow revenues with their 3G mobile network investments. Adensamer will touch on how coupon programs help carriers generate incremental revenue in different ways next Thursday, May 13, at 10 a.m. ET/7 a.m. PT, during TMCnet’s free RadiSys (News - Alert)-sponsored webinar, “Integrated Mobile Media Server – How to Generate Mobile Service Revenues Beyond Flat-Rate Data Plans.”

“We studied the 3G mobile markets and it became apparent to RadiSys that 3G was creating a trend where handset manufacturers were making a lot of money and content providers were happy,” Ray Adensamer (News - Alert), senior product marketing manager at RadiSys, told TMCnet. “But despite this burgeoning 3G market, it also seemed that mobile operators were increasingly acting as the middleman, relegated to the role of pipe providers instead of capturing any significant 3G revenue upside beyond the data plans.”

Based on recent data, paper-based coupons “have a very low redemption rate of one or two percent. However, the mobile coupon redemption rate is closer to the 15 percent range,” Adensamer said. By managing the communication between manufacturers, retailers and consumers, service providers can use mobile couponing to capture revenue as opposed to simply facilitating a transaction.

“Paper-based means you’re pushing content to consumers, but with mobile couponing, you can get consumers to pull coupons,” he added. “We’ve asked service providers, ‘Why not integrate Interactive Voice and Video Response (IVVR) capabilities with the delivery of mobile coupons to mobile phone?’” For example, consumers see a sale and dial a number to receive a coupon. The IVVR session then could instruct the consumer to opt-in to receive a coupon, get more audio-based or text-based information on the product, or even forward a call to a product expert or sales representative.  A network operator could manage the distribution of coupon through SMS or MMS modes via its networks, and capture revenues through several different business models.

Peter Birkwood, director of product management for RadiSys’ IMMS line, said that mobile coupon programs have already seen success in overseas.

“This is a model we’ve seen in Japan,” said Birkwood, indicating that Turkcell and NTT DoCoMo (News - Alert) have been pioneers in enabling mobile couponing.

Birkwood, Adensamer and their teams at RadiSys’ Hillsboro, Ore., have done some beta testing with partners in Europe and Asia, and have some interesting details on mobile payments to share. Be sure to tune in May 13 for this free morning webinar, and then throw away those paper clippings for good.

Marisa Torrieri is a TMCnet Web editor, covering IP hardware and mobility, including IP phones, smartphones, fixed-mobile convergence and satellite technology. She also compiles and regularly contributes to TMCnet's gadgets and satellite e-Newsletters. To read more of Marisa's articles, please visit her columnist page.

Edited by Marisa Torrieri

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