Groupon's hyperlocal service is available in 14 cities, marking the company's accelerated move into mobile ahead of an initial public offering. GrouponNow competes with LivingSocial's InstantDeals and Google Offers, which launched this month and will soon be paired with location-based Google Wallet. "For Groupon, a large part of their success so far has been recognition that market share is a land grab," said social media analyst Lou Kerner, who sees that same Groupon strategy developing with mobile.

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