What it is: Cellfire is a digital coupons company that allows users to access coupons on their mobile phones based on their location.
Why Google should buy it: Digital coupons aren't so different than the text ads that Google displays on its search results pages that offer deals and discounts. A deal for Cellfire could help Google's advertising partners bring their marketing tools to the physical world of supermarkets and stores. That could be a good deal for Google, its partners, and consumers.
Why Google shouldn't buy it: Digital coupons are cool, but not everyone is embracing them. Procter & Gamble recently ended what it called a digital coupon "experiment," and other advertisers and companies have yet to sign on.
Will it happen? Seems like it. If digital coupons take off, Google could strike advertising gold with a company like Cellfire. If not, it probably won't need to invest too much to buy it.