Firms are increasingly using the mobile media for communication and promotion and Short Message Service (SMS), in particular. This study investigates consumers' intentions to redeem mobile (m-) coupons. Results from a survey of 370 mobile phone users in Austria indicate that consumers' attitude toward and perceived control of m-coupons affect their intention to redeem such coupons. The effort involved in redeeming m-coupons strongly affects consumers' attitudes toward m-coupons, and fear of mobile spam influences consumers' perceived control with regard to commercial SMS. Value seekers are more sensitive to the effort involved in redeeming m-coupons and to mobile spam than are other consumers. The results suggest that firms should not overwhelm consumers with m-coupons, consider the usability of m-coupons in deciding the right offer, and educate their consumers about how to use the m-coupons. © 2008 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.