Mobile coupons seem as common of an idea as any mobile feature we use today; however, the idea of a mobile coupon is much simpler than the execution of one. It is estimated 77% of 
the world population are mobile subscribers, providing retailers and marketers unparalleled access to valuable consumers around the globe. Unfortunately, until the barriers for mobile coupons are addressed, consumers will still be cutting along the dotted lines.
What's the hold up?
Retailers are behind the times.
Most retailers just aren't up to date and have incompatible POS systems. Many coupon companies need to install costly software or a widget into a retailer's POS system to enable any kind of mobile coupon functionality. The expense to update is just too great.
Readability is poor.
The reflective sceens on smartphones are difficult for older, more widely used laser scanners to read. The newer, uncommon optical scanners (also known as "imagers") are the best for scanning smartphones.
There's a lack of knowledge.
Employees and consumers aren't always sure how it works. Consumers have a difficult time finding relevant coupons and once they do locate them, then what? On the other side, employees are usually not trained how to handle mobile coupons at check-out.
Not always the best experience.
As mentioned earlier, if consumers have to work too hard to find the coupon and endure a rocky redemption process, is it really worth it?
Must meet standards.
Like most new technologies, there are many gray lines when it comes to mobile compliancies. However, the standards that retailers, manufacturers and advertisers must follow can create speed bumps or even barriers.
What are the benefits?
Flexibility is key.
Retailers can be more nimble and cost effective when offering savings digitally. They're not tied to print schedules and can more easily update offers and expiration dates.
Mobile is the sweet spot.
Newspapers typically service older subscribers. The mobile demographic skews younger and more affluent.
Almost anyone can play.
Securing advertising in weekly circulars can be difficult. The lower threshold for mobile advertising gives smaller companies a chance to get in the game.
You get to know people.
Mobile coupons have the ability to provide retailers more information about their consumers, including demographics and locations.
Check out this Forbes blog for more info.
Who's doing it right?
Target hit the bull's eye.
Target took advantage of being one of the first nationwide retailers to roll out scannable mobile coupons in their stores. This retail giant texts customers mobile coupons that can be redeemed at the cashier with a simple scan. So far, Target is the only retailer fully equipped to do such coupons and be compliant with disability requirements.
What's next?
The mobile wallet.
NFC (near-field technology) also known as "PayPass" technology is the direction many retailers are heading. Retailers like the use of this technology since their credit card machines are already equipped with it.