FMCG/CPG giant Procter & Gamble is partnering with mobeam to create a mobile couponing system that makes electronic coupons presented on a mobile device readable by the laser scanners used at the checkout, without any additional POS equipment.

mobeam is working with manufacturers to engineer its Light-based Communications (LBC) technology, which converts the data from a barcode into a beam of light, into new lines of handsets, which the technology expected to be tested in market in 2012.

Jeff Weedman, vice president of Procter & Gamble global business development, says: “We are excited about the potential for this new technology and our partnership with mobeam to make shopping simpler and faster for consumers. Couponing is a great way for shoppers to try new products or save on the trusted brands their families have come to love. If that can be easier, faster and less costly for shoppers and retailers, we want to help bring it to life.” 

Couponing currently represents a $3.7bn (£2.4bn) segment of the consumer packaged goods market in N. America, with more than 300bn coupons distributed every year.