While short message service( SMS) and direct calls were the main means of communication used in the early phase of mobile marketing, the spread of smartphones has significantly expanded the range of marketing options. Smartphones provide location-based services( LBS) to users. This means that consumers receive specific offers and messages from companies in their area, depending on their geographical location. An important prerequisite for this, however, is the user's permission, or permission marketing. An increasingly used mobile service that combines mobile marketing with location-based services is mobile couponing.