2. What advantages do mobile coupons have for consumers compared to traditional coupons? In Mexico, Starbucks used in-store signs to encourage on-site customers to text the word “Venti” to short code 80080 in order to receive offers for discounts and drink upgrades (see Fig. 7.12). This mobile commerce campaign also included the distribution of postcards in malls, universities, and other public areas that encouraged cell phone users to text “Starbucks”

to the same short code. Consumers who responded via text received instructions for downloading a 2D barcode to their phones.