At any one time, there are a number of overseas trends that will be touted as the next big thing in the United States, yet stubbornly never achieve the anticipated explosion of popularity.

Nutella, soccer and effective bank regulation come immediately to mind.

But perhaps one of the most striking examples in recent years is the non-voice commercial use of the mobile phone, still lagging behind in the U.S. However, unlike hazelnut spreads or futbol, one mobile initiative, namely the mobile coupon, is on the verge of explosive growth.

The mobile coupon, the digital younger brother of the time-tested mainstay, isn't completely new.

Some form of mobile coupon has been around for most of the decade - at least since SMS became widely available.

But now, at the end of 2008, as consumers want to save a buck or 10, and marketers and retailers are seeking high-impact, low-cost ways of reaching value-seeking consumers, mobile coupons have finally found their time.

The convenience of redemption, immediacy of value and efficacy in driving both revenue and feedback provided by mobile coupons are driving that trend; as more businesses embrace the mobile medium as a legitimate marketing portal, the more mCoupons will proliferate among retailers.

To prove this argument, a study by Juniper Research estimated that by 2011, retailers worldwide would be sending out nearly 3 billion coupons to mobile phones.

Just as the Internet transformed the ubiquitous coupon in the 90's, the explosion of marketing through the mobile medium has once again transformed the coupon.

Mobile couponing is gaining acceptance among retailers as they recognize the mobile coupon's ability to promote sell-through, contribute to an opt-in database, introduce new products or trials, and track consumer behavior - all at a significantly lower cost-per-touch than traditional print coupons.

Mobile coupons have also become easier for consumers to navigate and use.

But while the U.S. still trails Europe and developed Asia in this market (Europeans have widely adopted scanable barcodes displayed right on the handset screen, eliminating the need for a numeric coupon code), the evolution of handset technology has eliminated many previously-daunting hurdles in this area.

With more graphical capability supporting more complex (and tamper-proof) coding, it may become feasible for retailers to invest in mobile barcode technology and complete the relevance of mobile couponing across the entire consumer cycle.

Subscription-based services to support mobile coupons are becoming less necessary, eliminating a substantial barrier to consumer adoption.

Importantly, consumers are more comfortable with their mobile phones than they once were: 40 percent of all mobile users engage in non-voice communication activity with their phones (including SMS messaging and other functions), a significant increase since the beginning of the decade.

And apart from cost benefits and increased marketing opportunities for retailers and the convenience and value-addition for consumers, the mobile coupon's lack of environmental impact is significant.

Consumers, even in the current climate that emphasizes value, value and more value, still recognize the social aspect and appreciate the fact that no forests were eliminated so they can save 15 percent on a sale item.

Despite all the technological advancements that have facilitated the rise of mobile coupons, it is ultimately the evolution of attitudes among consumers, marketers and retailers that is contributing to their acceptance.

Acceptance will only continue to rise as their myriad benefits are revealed, both for value-conscious shoppers and revenue-driven businesses.

This is the time for mobile coupons to shine. In our current trading environment, the mobile coupon could be a very bright light indeed.

Eric Holmen is president of SmartReply Inc., as company specializing in opt-in mobile and relationship marketing campaigns. Reach him at .