Coupon clipping is going mobile. Juniper Research estimates almost 3 billion mobile coupons will be issued to mobile users by 2011. And those coupons will yield about $7 billion of discounts redeemed, said the firm. Several factors are driving the mobile coupon market, including cost savings, increased average revenue per user, one-to-one marketing, lower churn, higher conversion rates and reduced fraud. The market faces some challenges, including a hesitancy by retailers to adopt mobile coupons and technology constraints.