(keitai-l) Virtual Couponing in Japan

Hi,

We recently ran an interview with Pepsi's UK Marketing Director focusing on
the appeal of utilising mobile phone SMS/texting to promote his brands - (ie
Pepsi/Tango/Robinsons)
http://www.mobileyouth.org/view_item.php/216

In the interview Andrew Marsden said "We would like to gain a better
understanding of
virtual couponing i.e. using mobiles to direct consumers to certain outlets
and using
mobile credits to redeem against certain products.”

Now I know any bus dev guy worth his salt should be on the phone to Marsden
as we speak
pitching for a 100million Euro Pepsi messaging deal... but that's not the
point of this
post. I wanted to know what the situation was in Japan with "virtual
couponing" . Insight
please - any experts out there ? What are the FMCGs doing in Japan regarding
virtual couponing ?
I am aware of the prepay solutions such as Cmode -  but really that's akin
to the McDonalds/Starbucks plan hatched
recently where you need to pre-load the account with money (which I fear is
highly unlikely
- who'd prepay a McDonald's account anyway?).

Thanks for any insight in advance...

Graham Brown
http://www.mobileyouth.org
"Mobiles, Youth, Marketing - what else do you need ?"



[ Need archives? How to unsubscribe? http://www.appelsiini.net/keitai-l/ ]