At first blush, it is puzzling that Groupon, a mobile and online advertising company, now is in the mobile payments business. But there are logical reasons, both tactical and strategic, for doing so, one might argue. For starters, the particular part of the mobile advertising business Groupon is in is facing dramatic reductions in average revenue per ad, and some concern about consumer disengagement.
That isn't to say the business has no legs. Local advertising and media research firm BIA/Kelsey projects that U.S. consumer spending on online deals will reach $3.6 billion in 2012, doubling last year's figure of $1.8 billion. By 2016, spending is forecast to hit $5.5 billion, though year-on-year growth rates will slow to single digits.
BIA/Kelsey forecasts that, going forward, online deals will become an anchor for a platform of non-advertising small-business services. These services include instant mobile deals, loyalty products, promotions, reputation management, transaction processing and e-commerce.
But neither is the business growing so fast it can support all the new competitors in the field.
So Groupon is betting that a significant share of retail transactions will be made using mobile payments. So as its original business grows, Groupon can diversify and grow its own revenue streams by becoming a transaction processor.
That helps Groupon grow its revenue much faster, right now, while its mobile and online advertising business segment grows.
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