Publié le 1 décembre 2010, modifié le 6 novembre 2014.
Par La Rédaction

questions pour Laura Marriott, Acting CEO, NeoMedia : avoir une meilleur entente sur l’industrie mondiale du code 2D

Publié le 1 décembre 2010, modifié le 6 novembre 2014.
Par La Rédaction

Voici un livre blanc pour explorer l'histoire et l'évolution des codes barres 2D pour les nombreuses variations différentes disponibles sur le marché aujourd'hui et les meilleures pratiques par NeoMedia. Pour le télécharger un lecteur obligatoire…..

Could you tell us more about NeoMedia?

NeoMedia harnesses the power of the mobile phone in a whole new way with state-of-the art mobile barcode technology. With this technology, mobile phones with cameras transform into barcode scanners, enabling a range of practical and engaging applications including consumer oriented advertising, mobile ticketing and couponing, and business-to-business commercial track and trace solutions. As the market leader in the global mobile barcode industry, our suite of products, services and extensive IP portfolio means we are the only provider able to offer our customers a comprehensive end-to-end mobile code solution.

We offer barcode management and infrastructure solutions, reader solutions and IP licensing, as well as mobile couponing and ticketing products and services. Our current customers include handset manufacturers, platform providers, brands and agencies looking to offer pioneering mobile barcode solutions to their customer base. Core NeoMedia products include NeoReader, a code-scanning software application for mobile devices, and NeoSphere, a reliable, secure and globally available barcode management platform to enable marketing campaigns.

What are your latest projects?

We’ve had a number of projects on the go in the past few months. For example, we recently successfully completed a mobile barcode project for the Austrian Postal Service to launch their new e-postcard initiative. Along with campaign partner IQ mobile, we created an innovative, multi-channel advertising campaign centered on a mobile call to action using barcodes, bringing a key element of interactivity to the other more static channels. By embedding both a 2D barcode and SMS shortcode in all creative elements, consumers were able to directly access and download the application needed to create the e-postcards on their mobile device.

A recent partnership includes an agreement with B! Digital, media company Buongiorno’s mobile marketing and advertising division, to supply them and their customers with mobile barcode capabilities. B! Digital will employ the NeoSphere barcode creation and management system to create and manage mobile barcode campaigns globally, with an initial focus on the North American and Western European markets, enabling Buongiorno’s clients to deliver a richer and more interactive experience to consumers.

We also have an arrangement in place with Samsung Italy to collaborate on delivering mobile enterprise services to customers throughout Italy. The partnership will also see the NeoReader Enterprise application pre-loaded in Samsung’s Omnia II devices, bringing the power of mobile barcode technology to businesses and consumers alike.

In addition, we have also been an active member of the Business to Consumer (B2C) Alliance, a multinational initiative launched by the GS1 standards body in the US and Canada to improve the trustworthiness of product data in mobile and Internet product searching.

Do you have statistics on your users or solution use?

We have not publicly released data in regards to the consumer utilization of our products although may consider doing so in the coming months. In the interim, we would be happy to share some case study data and their success rates. For example, in under three months, the Austrian Postal Service campaign achieved a substantial response rate of one in every thousand (1/1000). In a mobile ticketing initiative around the premiere of Star Wars Episode III in Turkish cinemas launched with Turkcell, more than 30,000 consumers used the 2D barcode on their mobile phone as a ticket at cinema-entrances within one week, resulting in improved customer convenience and yielding cost savings in distribution and administration at the venues.

And when clothing retailer H&M launched a new store using 2D barcode mobile coupons for a free t-shirt, 78 per cent of the consumers who received the push-SMS reacted to the offer within 48hours. More than 100 customers were queuing in front of the store before opening, and two hours after the shop opened, all 2,000 T-Shirts had been given away.

How do you see 2D scanning evolving over the next 12 months? What would be the upcoming changes/trends/tools?

The convenience and opportunities that mobile barcodes offer to brands, enterprises and consumers alike; answering the need for information on the go, interactivity, measurability and traceability; will ensure that the market for mobile barcodes will continue to grow. Already we’re seeing impressive adoption by brands, agencies and operators for use in mobile marketing and advertising campaigns, and this will continue to grow as barriers to adoption such as consumer education, handset installation (pre shipment) and brand awareness are overcome.

Over the next 12 months we hope to see greater industry agreement on global, open standards and interoperability, which will be particularly important for the continued adoption of mobile barcodes; larger volumes of campaigns deployed by the leading players such as Facebook, eBay, Google and Apple, which will help to drive consumer awareness around this media element; and further integration of mobile 2D barcodes in retail whether at-shelf, on pack, etc. for applications ranging from advertising to loyalty to supply chain management.

Our longer term goal is that 2D mobile barcodes become the standard, like the URL address, on advertisements across all market sectors. Once we have industry adoption of global, open standards and broader consumer awareness, this is certainly attainable.

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