2.6 billion mobile coupons will be issued to mobile users and a total of almost USD 87 billion worth m-ticketing transactions will be made by 2011, according to a report on mobile ticketing. The report points out that mobile coupons are becoming an increasingly important tool for brand owners and retailers to provide a ‘push to purchase’ capability for mobile marketing and advertising campaigns. However, researchers say that some mobile operators are reluctant to adopt mobile tickets.