According to some predictions in 2009, mobile couponing was ripe for takeoff. While relatively few mobile users had redeemed a coupon through their phone, many were interested, and Yankee Group predicted an increase in the number of mobile coupons redeemed in North America in 2010 from 200,000 to 2.3 million.
But consumers have been slow to climb on board. According to a September 2010 survey conducted by OnePoll for mobile transaction network mBlox, fewer than 15% of US mobile subscribers have redeemed a mobile coupon. This is about twice the penetration Yankee Group found in 2009.
I don’t ever expect mobile couponing to scale alongside mobile phone penetration.
Mobile Phone Analysts who think the numbers alone drive the story will continue to be proven wrong.