Even as mobile advertising struggles to gain acceptance among carriers, brands and consumers, the mobile phone quickly is becoming a replacement for the 300 billion paper coupons issued every year in the U.S. Industry forces are converging in today's market to create the perfect storm for mobile coupons to take off: Consumers are increasingly price-sensitive, revenue is harder to come by, and mobile phones are nearly ubiquitous.rnIn the past month, big names such Burger King, Dairy Queen, Victoria's Secret, ShopRite and Unilever have gotten on board with mobile coupons in various forms, and according to Howard Wilcox, analyst with Juniper Research, where the big brands go, the rest of the industry soon will follow. Juniper expects coupons issued via mobile phones to increase by 30% during the next two years alone.
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