The first time that someone thought to write on a tablet that could be lifted and hauled rather than writing on a cave wall, print became the ultimate portable media. Today, mobile media devices such as smartphones and iPads have become a primary source of portable media from which we can obtain information and communicate with one another. In fact, the average consumer has three things with them at all times-car keys, a wallet/purse, and a cell phone.

According to comScore, the U.S. saw a 55% increase in smartphone subscriptions between 2011 and 2012. There were a total of 98 million smartphone subscribers during 2012, accounting for over 40% of all U.S. mobile users. Meanwhile, ScanLife reported that QR code scans increased by 300% between 2010 and 2011. Nellymoser, a Massachusetts-based mobile marketing and technology company, indicated that QR code usage jumped 617% from January 2011 to December 2011 in the top 100 magazines.

There were a total of 98 million smartphone subscribers during 2012, accounting for over 40% of all U.S. mobile users.

On October 29, 2012, the U.S. Postal Service released its promotions calendar for 2013-offering discounts on first-class and standard mail by integrating mail with mobile and emerging technologies. There is a clear drive on the part of the USPS to make print integral to the direct marketing mix by making it interactive. The 2013 USPS promotions include direct mail mobile coupon and click-to-call, emerging technology, and mobile buy-it-now. All of these promotions are pending approval from the Postal Regulatory Commission.

Direct Mail Mobile Coupon and Click-to-Call Promotion
This promotion encourages mailers to integrate direct mail with mobile technology. The USPS is offering business mailers two ways to participate and achieve greater value in the mail that they create and produce. To be eligible for a 2% postage discount, mailers can use a mobile barcode or other technology on their mail pieces, leading the recipient to a digital coupon or a site that initiates a one-touch phone call on a mobile device. According to the promotion description, high growth in digital coupons (mobile/online) is expected to continue as Internet and smartphone adoption increases, consumer comfort with technology rises, and newspaper circulation declines. This promotion seeks to drive awareness and increase the value of direct mail coupons in today's digital world. The physical mail piece must be a coupon. The promotion runs from March 1 through April 30.