1. The above mobile application could not accessed by all of mobile phone users (e.g. Traditional non-smart-phone users) which is incompatible with mass marketers role of Coca-Cola.
2. Active visual effects by Flash format is the main element on Coca-Cola's messages in their offical website and advertisements, and those are not allowed by SMS delivery and which means Coca-Cola can only send simple text messages to those consumers only.
3. Most of mobile marketing campaigns are launched on Western countries which is ignoring the potential segments in Asia. For example, My Coke Rewards can only be participating by US residents only.
In particular, to China audiences, the headcounts of massive Online and mobile are growing larger and larger every year. According to projections from Forrester Research, China will have 1.3 billion subscribers and 957 million mobile Web users by 2014. Therefore I believe that Coca-Cola could gain extraordinary benefits in developing mobile marketing in Asia.
Source : MobileMarketingWatch