WirelessWeek.com

Unilever plans to begin a trial run of a technology that allows consumers to receive discounts by having a supermarket cashier scan coupons displayed on their handset screen, according to a report in The Wall Street Journal. The test will start on Sunday at a ShopRite store in Hillsborough, N.J.

Marketers have been seeking a way to get brand messages onto cell phones, and the trial marks another step toward convincing consumers to allow advertising messages onto their handsets.   

The system was developed by Samplesaint, a mobile technology firm based out of Chicago.

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