China Unicom: Delivering mobile couponing and loyalty services to the Chinese market

GSMA China Unicom studyThis 32-page white paper produced by the GSMA provides an in-depth study of the development and implementation of mobile operator China Unicom’s mobile couponing and loyalty solutions for the Chinese market.

The paper begins by describing China Unicom’s approach to working with retailers and the development of specific promotional solutions through a partnership engagement process. It explains how the company allocated roles and responsibilities within these partnerships before focusing on the technical architecture and functionality of its Wo wallet retail solution.

The paper continues with an analysis of China Unicom’s marketing strategy and its use of its own NFC logo as a means of stimulating consumers to adopt mobile couponing and loyalty services. It then looks in detail at the implementation of these services in a number of different use cases and identifies their key benefits for consumers, retailers and mobile operators.

The paper concludes by evaluating China Unicom’s experience in the Chinese marketplace and offering practical insights that can be applied in other future mobile couponing and loyalty programs.

This paper has been produced by the GSMA and has been approved by the NFC World+ editorial team.

How to access this report

This 32-page document is available free of charge to NFC World+ Knowledge Centre members (PDF format, 2.2MB).

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This item is part of the Mobile Payments Knowledge Centre.