NEW YORK – Location is a crucial part of accurately targeting a mobile consumer and it can also be used to push out mobile rewards.

While offering a mobile incentive helps drive traffic in-store and build relationships between companies and consumers, are retailers targeting customers in the right way to increase their revenue?

Wireless carriers are uniquely positioned to drive effectiveness of mobile marketing programs and propel the growth of mobile commerce, according to industry experts.

AT&T has beaten its competitors to the punch by becoming the first wireless carrier in the United States to offer a large-scale, location-based mobile marketing program to consumers and advertisers.

British retail giants Marks & Spencer and House of Fraser are distributing location-based mobile coupons to opted-in O2 subscribers.

White House Black Market is rolling out location-based mobile FashionAlerts in 26 stores to provide customers with discounts, sales and style tips.

Tribune Media Services is letting mobile application developers using the Placecast MatchAPI to integrate movie showtimes and theater locations into their offerings.

Consumer receptivity to opt-in mobile marketing and intent to visit stores is growing, according to a new Harris Interactive survey commissioned by Placecast.

Retailers are increasingly using mobile to drive consumers into physical stores, according to 1020 Placecast.

Placecast, a creator of a location-based marketing platform, has raised an additional $3 million in Series B funding to expand its ShopAlerts location-based marketing service.