Rating: Hmm, now I’m hungry, what’s for breakfast?
They Say: Wireless Watch Japan are reporting that McDonald’s Japan have announced that mobile users now have the ability to purchase their fast food through the inbuilt e-wallet coupon in their Japanese mobile and in-store Felicia and DoComo iD Readers.
From May 20th, 175 restaurant locations will be equipped with the iD Readers to take part at launch date and McDonald’s are hoping to have a desired completion of all 3,800 restaurants by 2009.
McDonald’s Japan has been active in the mobile space since 2003 and claim to have 10 million registered users.
According to Wireless Watch Japan “Some interesting points made in the presentation relate to their concern about the demonstrated cost / benefit of mainstream marketing, specifically televison ads, and the desire to have a finer market segmentation integrated for CRM. However, this loyalty points program only works with the iD reader by DoCoMo, so customers on KDDI and SoftBank Mobile are excluded for the time being.
We say: I wish there was as much pushing of boundries in the UK retail sector with mobile technology. Japan is just so far ahead. One thing that really cuaght my eye was the stat of 10 Million users. I wonder what the intrinsic value of that is? What is current value of a mobile users registration details? Whatever the value, that DATA is worth an awful lot to the advertising department.