MC2 the Mobile Codes Consortium
A Hewlett Packard consortium is promoting a new use of barcode technology to revolutionise retailing and accelerate mobile internet adoption.
The consortium is led by Hewlett Packard, Publicis Groupe, Gavitec AG - mobile digit, & Neomedia Technologies
The aim of the consortium is to create the industry standard for a new mobile marketing ecosystem based around camera phones and 2D barcodes.
For example, in a café, a mobile handset camera is pointed at an advertisement, poster, leaflet or beer-mat. By clicking, and reading the barcode the user is directed towards a web page designed specifically for that location.
The internet content received is relevant to the precise time and location of that user; and the advertiser can track exactly which piece of paper generated the user response.
Unlike RFID, which requires technology to be available at both ends of the connection, 2D barcodes offer a simple, virtually no-cost method for marketers to allow their customer to connect immediately from symbol to relevant web-page.
Thursday, 1 March 2007