I found the article that McDonald formed a joint venture with DoCoMo using mobile phones company's services to distribute e-coupons and gather customer information for marketing.
At that time, the user were limited for Docomo, but now every mobile user like Au and Soft Bank can use this service. Here is no McDonalds, however, when you go to Tokyo and Nagaoka, why don't you try it.
http://search.japantimes.co.jp/cgi-bin/nb20070227a4.html
http://www.mcdonalds.co.jp/fanclub/mcd/index.html
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