After taking a 21% stake in Invitation Digital Limited (IDL) in May 2012, Vodafone has today announced it has increased its shareholding of IDL to 57%, the controlling stake, with the first option to raise its direct shareholding in the future.
Initial plans are set to extend mobile voucher provider Vouchercloud beyond the UK as part of Vodafone's broader mobile commerce strategy. Today sees the launch of Vouchercloud in the Republic of Ireland. Further country launches - and details of Vouchercloud integration within Vodafone's other m-commerce activities - will be announced in due course.
Offline Convergence for Performance Marketing exampled through Vouchercloud
Vouchercloud's presence within Performance Marketing has been evident over the past 18 months. Picking up a Performance Marketing Award in 2011 in the 'Best Use of Mobile' category was only the start, and followed up in 2012 with two highly commended entries, one for their multi-channel work with retailer White Stuff.
Their work with Debenhams wowed judges within the 'Best Use of Mobile' campaign as they were able to showcase one of the first truly successful examples of convering online and offline through the use of geo-located mobile discounts.
Their offline redemption model for existing affiliate campaigns is an example of much needed innovation as the multi-channel nature of many publishers continues to push more boundaries across the marketing spectrum to this day.
Vodafone Group Commercial Development Director Tobin Ireland said: “Mobile couponing is set to grow rapidly across Vodafone's businesses as cost-conscious consumers increasingly turn to their smartphones to hunt for bargains and collect loyalty points. We look forward to working more closely with Vouchercloud in future as m-commerce services become ever more central to consumers' daily lives."
IDL Chief Executive and Co-founder Scott Davidson said: “Our vision is to build the world’s leading mobile couponing business, making it easy for consumers to save money and get the best deals from a wide range of retailers, wherever they are. We are delighted that Vodafone shares our vision of the future and look forward to a long and successful partnership.”