Groupon's latest offering, a mobile service called Groupon Now, lacks a significant social element, writes Austin Carr. That means the deals giant is forfeiting the me-too factor that merchants hope to capture with social promotions, he writes. "Groupon has managed to get by so far without a social network: The steep discounts and nature of their group deals were enough incentive for the service to spread to friends by word of mouth. But Groupon Now, which is made up of deals you have to jump on immediately, loses that edge -- users won't have time to get their friends involved for spur-of-the-moment purchases," Carr writes.

Related Summaries