Retailers are encouraged by mobile coupons' high average redemption rates, as the number of coupons offered this year is likely to increase by more than 50% to 10 billion, Juniper Research predicts. "There's recognition amongst retailers that mobile isn't just something that they ought to do; it's something that they have to do if they wish to remain competitive. ... Mobile coupons are very much part of that process," said Juniper's research director, Windsor Holden.

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