Although consumers are demanding coupons and deals on their phones in increasing numbers, marketers may not be ready operationally to handle this appetite for their promotions.

Coupon Sherpa is letting consumers load grocery coupons to their existing store loyalty card via their iPhone devices.

Ocean Spray is using mobile bar codes to offer coupons and other giveaways to consumers during its mobile sampling tour throughout the United States.

Target is testing instant coupons in select stores with additional on-demand promotions planned for the future as mobile coupon enrollment grows.

SavingStar is letting consumers store coupons on their mobile device and present them at the point-of-sale via the company’s iPhone and Android apps.

GeoQpons has introduced a mobile application that lets consumers access thousands of coupons, deals and offers from their favorite brand retailers.

New York-based Italian restaurant L’asso will distribute mobile deals to consumers via a new service dubbed PeopleDeals, choosing the platform over Groupon to avoid having to share revenue.

Valpak has teamed up with junaio to use the company’s augmented reality application to push geo-targeted coupons from nearby businesses.

What will separate retailers who are successful with mobile couponing from those who are not will be the approach they take to mobile coupons.

More than half of smartphone owners are using their devices to enhance their shopping experience by comparing prices, finding store locations and checking for discounts, including two-thirds of those under 35.