Valpak, which traditionally has delivered local coupons in a blue envelope to consumers’ homes, has been expanding into mobile over the past couple of years. The Windows Phone 8 app and Microsoft Wallet integration point to the company’s need to reach as wide a mobile audience as possible.

“The introduction of the Valpak app for the Windows Phone 8 is part of Valpak’s strategy – to be there for consumers anywhere, anytime, whether that is print or digital,” said Michael Vivio, president of Cox Target Media, parent company of Valpak, Largo, FL.

“We are working with the top players in the mobile space, with integrations for the primary platforms, of which we consider Windows one of the top platforms,” he said.

“Mobile wallets represent the opportunity for Valpak to help merchants connect with consumers. Wallets are built to in part, simplify the consumer mobile experience and help them organize their mobile content – coupons, vouchers, airline and concert tickets.”

Mobile expansion
Windows 8 is one of the fastest growing mobile platforms and is expected to reach 50,000 apps by April.

The Windows Phone Wallet allows consumers to save and redeem coupons, keep airline information, movie tickets and other important information in one convenient space on their handset.

The new Valpak app for Windows Phone 8 can be used to find offers. Users click on offers to add them to their wallet.

When they are at a merchant location, users can launch the wallet, select the Valpak offer and show it to the merchant.

The Valpak app on Windows Phone 8 devices does not require users to make a purchase, sign up for an account or register. Coupons are updated and added continuously.

The Microsoft push follows other recent moves by Valpak to expand its presence in mobile. The company has also integrated its coupons into the new iOS 6 Passbook app and partnered with Roximity to give consumers access to savings while they are on the road.

Additionally, Valpak advertisers can take advantage of the Valpak Business Center, a new mobile and online coupon redemption tracking tool, which allows merchants to track coupon redemptions and usage, giving them a better understanding of their customers.

In addition to the Windows Phone 8 app, Valpak has apps on for iOS, Android and BlackBerry devices as well as a dedicated iPad app.

Saving money
Valpak decided to expand onto the Microsoft platform as consumers’ concerns over rising prices and their desire to find new ways to save money on-the-go show no signs of waning.

The company points to recent data from Juniper Research as supporting the growing demand for mobile coupons, with the number of consumers receiving coupons via mobile devices is expected to rise by 30 percent next year to more than 500 million people. In addition, redemption values will exceed $43 billion globally by 2016, driven by better targeting and mobile apps.

“Valpak has seen a massive increase in mobile traffic – we’ve seen a doubling in six months – as well as phenomenal uptake, or download of our mobile app,” Mr. Vivio said.

“The phone is going to have greater utility as it relates to communicating, saving, transacting – which leads to why mobile wallet will play such an integral part in connecting and why mobile wallet is part of the Windows Mobile,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York