A new study from Juniper Research forecasts that consumers will embrace mobile coupons over the next few years, redeeming nearly $7 billion in discounts by 2011. During the same timeframe, brand owners and retailers will issue close to three billion coupons to mobile phone users.

According to a Cellular-news report on the research, marketers are turning to this new type of campaign because of the associated cost savings, increased ARPU, one-to-one marketing opportunities, higher conversion rates, lower fraud rates and the introduction of new value-added mobile services.

The marketer researcher also found some challenges that need to be overcome for the mobile couponing sector to truly take off, including the reluctance of some retailers to use them.