Cover story: Brands see high returns from mobile coupons

Brands from the restaurant and retail sectors are poised to ramp up their mobile marketing activity after Starbucks and House of Fraser witnessed record redemption rates using mobile coupons.

Mobile network operators including Everything Everywhere and O2 are feeding this appetite, with the former preparing to debut its own mobile couponing service later this year.

O2 Media has revealed its debut location-based You Are Here campaign to promote Starbucks’ instant coffee product Via achieved a recall rate of 93%.

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