It looks like Google is one step closer to being the one stop shop for all forms and mediums involving advertising.
With a little help from technology, Google could become a mobile marketing powerhouse.
First Google needs to build an option on the Google menu for "COUPONS" and the owner of that coupon would pay Google for every coupon printed from a "coupon search". A coupon is just a different type of keyword with a barcode.
I call it Pay-Per-Coupon
The user, after finding the coupon he wants, inputs his mobile number and coupon (2d code or 1d code/barcode) is sent to the phone for in store scanning. Google then builds a database of numbers for their mobile marketing platform.
Google is just starting to work with coupons online.
As soon as 1d code (barcode) can be sent via MMS, I see Google owning the mobile couponing space.
In the mean time, I see them buying a 2d code application company and being "the" mobile marketing company of choice.