Can a Coupon Live Inside a Cellphone?

In a blurb in the New York Times, the newspaper asks, "Can a Coupon Live Inside A Cellphone"?

It seem that the once radical idea of the internet coupon has given way to a whole new breed of couponing - sending coupons via cellphones.

The article continues that Jupiter Research asked which types of coupons would be most appealing to consumers, to which 70% replied "none of the above."

THE REAL WORLD RETAILING TAKEAWAY
Discounts are not the way to build a business and build a brand.

If you have to discount through coupons, then you're in trouble. We've all learned that once you train your customers that you offer discounts, they'll wait until they get the discount until they shop again.

This is the dreaded and deadly retail death spiral, which most retailers are trying to pull themselves out of. But the current "economic downturn" is throwing that endeavor off track. The theme park industry is notorious for this practice. And in research, most consumers decided to visit the theme park, then look for the coupon - the exact opposite of what the coupons were intended to do.

Don't get caught up in discounting or couponing via the internet, cell phones or any other newfangled ways that technology dreams up to reach consumers.

My question is: How do retailers hold employees accountable when the coupon is in digital form as there won't be a paper trail to tie out the till?

Maybe this technology has escaped me…could somebody clue me in?