Juniper Research defines a mobile coupon as “a coupon sent to and stored on a mobile phone that can be exchanged for a rebate, a financial discount etc. at a retailer or merchant when the consumer purchases a product.” Mobile coupons and mobile ticketing are closely inter-related. It is important to understand what is on offer in ticketing because coupons use the same technology and can be often integrated with tickets to improve the commercial offer to customers.