Telenor Group, a Norwegian based mobile operator with close to 150 million mobile subscriptions, has swayed their focus to coupons by acquiring Liquid Barcodes, the largest provider of mobile coupons in Norway. According to recent press release, the firm has extensive experience delivering loyalty concepts for its customers within retail business for everyday and specialty items.
“We believe mobile coupons and similar loyalty concepts have considerable potential, and we want to take a strong position starting with the Nordic region,” said Svein Henning Kirkeng, head of e-commerce within Telenor Digital Services, in a recent press release.
Telenor has a strong footprint in Central and Eastern Europe and Asia with a leading Nordic position in mobile, broadband and TV services. In tandem with its 51 per cent controlling stake in Norwegian coupon solutions provider Valuecodes, Telenor claimed it will become the leading mobile coupon player in Norway and have a strong foundation for further expansion through the acquisition.
“With our strengthened focus on mobile coupons and value codes, Liquid Barcodes will bring valuable expertise and experience that makes the development of mobile loyalty concepts even more relevant for brands and retailers. Telenor will now take an even stronger position within this area,” Kirkeng added.
According to the Telenore website, coupons have been a widespread marketing tool for quite some time, but in Norway promotional gifts were first permitted in 2009. This means that Norway is still an immature coupon market, but at the same time, a significant portion of the country’s coupons are most likely to be distributed directly on mobile phones.
In addition, in a Telenor press release the company explained that the advantage of using the mobile phone is that you always carry it with you. Through digital solutions it’s easier to create personalized offers, ensure more efficient distribution of these offers and gain better understanding of user behavior. In addition, other related services on the mobile can be offered, such as punch cards, gift vouchers, bonus cards, loyalty cards, etc.
Telenor established Value-codes with Payex in 2010 to take a position in the mobile coupons and value codes market. Through its acquisition of Liquid Barcodes, Telenor will drive this development forward.