Marketing technology vendors are helping issuers pump up their transaction volume by transferring mobile-coupon redemption to a debit or credit card.

Merchants have been eager to capitalize on the growing popularity of smart phones by sending discount offers to on-the-go consumers. Until now, however, redemption was not easy; coupons received on a phone typically had to be redeemed via the phone itself. And large retailers, for the most part, could not accept mobile coupons at the point of sale unless they had new scanners or had trained their employees to enter promotional codes on cash registers, said Paul Harkins, the chairman and chief executive of OfferIQ.

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