Cognizant big on mobile couponing

Thanuja BM, Bangalore
Financial Chronicle

Betting on mobile applications as a growth area, IT major Cognizant is developing a new solution for mobile couponing.

Mobile couponing is a process of receiving and redeeming merchant discount coupons electronically using a mobile instrument and network instead of conventional paper coupons.

Said R Viswakumar, AVP, global technology officer, Cognizant: “We are exploring this emerging business need and developing a solution by identifying and creating specific technology components.”

The solution would be piloted in Cognizant first and then launched along with merchants, mobile operators, banks and payment companies in a phased manner.

The trans-border company has discussed the idea with a few existing clients and the response so far has been encouraging, said Viswakumar.

Researches suggest that mobile phones are fast replacing 300 billion paper coupons issued every year in the US. Brands such as Burger King, Dairy Queen, Victoria’s Secret, Unilever and ShopRite have starting using mobile coupons in various forms.