I am currently developing a loyalty platform for a leading quick service restaurant chain in USA. The platform is based on a "Mobile Plus Cloud" architecture where all complex functionality is hosted on a cloud platform while the user accesses this functionality on his/her handset through web services. We are planning to market this loyalty solution to other quick service restaurant chains where all the cloud functionality remains the same and can be reused across partners. The only thing that changes is the skin on the mobile app for partner branding.

We have a beta version of this app on both the android and iPhone app stores. Some of the exciting features of this app include loyalty reward point calculations, digital coupons, in-app promotions, push notifications and last but not the least location based check-in. We have integrated this app with the Point of Sale (POS) terminals of our partner stores and are now in the process of rolling out the end to end solution where the customer can use his/her points to buy rewards and the redeem those rewards at the POS.

We are also scheduled to put in features related to in-App purchases using mobile payments through NFC technology.

I am deeply interested in research studies that focus on the cost effectiveness of alternate marketing channels such as digital media, social networks and mobile apps versus traditional media (both above the line and below the line).

I am also interested in studies that focus on user behavior on smart phones. In particular I am keen to know more about how to engage the mobile user and provide a rich user experience.

So any pointers on the above would be very helpful.