Coupons Inc. has partnered with Yahoo to let consumers discover and redeem coupons from their phones while on the go.

Papa John's Pizza will be the first advertiser to use the new mobile platform. Powered by Yahoo, the platform will be available for free for the next year to help speed industry adoption.

"The mobile platform we announced is about bringing scale and definition to the nascent market for mobile coupons," said Steven Boal, CEO of Coupons Inc., Mountain View, CA. "To date, mobile coupons has been a niche offering by a few players and has not delivered any meaningful scale."

This deal extends the relationship that Coupons Inc. and online giant Yahoo have for online coupons.

Mobile coupons are considered a promising source of revenue for retailers, with McDonald's (see story), Borders, Starbucks, Subway (see story) and hair salon chain Supercuts running successful efforts.

"Advertisers continue to look to Coupons to reach the right consumers for their brand across the interactive landscape," Mr. Boal said.

"We're the largest distributor of coupons online, and extending that leadership into the mobile space allows advertisers to reach incremental audiences with their offers in a medium that fits their lifestyles and offers opportunities for highly relevant, timely engagement with consumers," he said.

Coupons Inc. is a print and interactive coupon service provider. It provides clients with coupon promotional opportunities to appeal to key customer demographics.

Clients and licensees using Coupons Inc. services include Johnson & Johnson, General Mills, Kimberly-Clark, Kraft Foods, Clorox, Kroger and Valassis. All 800 brands in its network will be able to use Coupons Inc.'s mobile platform.

"We've brought real scale to the printable coupon business and a set of industry best practices and standards that help brand marketers, retailers and consumers get the most from online coupon promotions," Mr. Boal said.

"The market for mobile coupons needs that same guidance and this initiative brings that to the marketplace," he said.