Sprint intros ScanLife mobile marketing app

I have followed the mobile code reading space over the years with great interest and intrigue. In particular, a company by the name of NeoMedia Technologies.

During Web 1.0, a company by the name of Digital Convergence licensed the patents of NeoMedia Technologies to facilitate the launch of the "CueCat.

The :CueCat was a revolutionary product launched back in 2000 that came way before its time. It had tremendous disruptive potential from a technology standpoint, but the drawback with the :CueCat was that it was a "tethered" device -- meaning the user could only scan barcodes while seated in front of their personal computer. The customer had no mobility and could not take the device with them.

Flash forward to today, mobile barcode reading is an everyday part of the popular culture in Japan and Korea. The technology is just now beginning to emerge in Europe with North America not too far behind.

NeoMedia and it's wholly owned subsidiary Gavitec are both active members of the Mobile Codes Consortium with technology leader HP, marketing powerhouse and advertising agency Publicis Groupe, cell phone manufacturer Nokia, QUALCOMM, along with wireless carriers O2, Deutsche Telekom (T-Mobile), and KPN.

Last December, the Mobile Codes Consortium created initiatives that led to activities within the Open Mobile Alliance (OMA) and the GSM Association (GSMA) to accelerate mass mobile marketing using mobile codes.

www . mobilecodes . org

NeoMedia also recently launched the NeoReader, which features NeoMedia’s patented resolution technology combined with Gavitec’s ultra-small footprint and platform independent algorithms. It is able to read and decipher all common non-proprietary 2D codes (Data Matrix, QR, Aztec) as well as URL embedded 2D codes and all 1D UPC/EAN/Code 128 open source codes. The NeoReader supports direct and indirect code linking, which guarantees maximum interoperability with already existing platforms like 2D Data Matrix Semacodes, and Japanese QR links. This allows the user to click on a variety of codes with a single application installed on their mobile device.

www . neoreader . com

NeoMedia Technologies has a suite of twelve issued patents dating back to 1995 covering the core concepts behind linking the physical world to the electronic world through 1D UPC/EAN and 2D barcodes.

www . neom . com

These patents have been licensed by Digital Convergence, Symbol/Motorola, and Virgin Entertainment.

In 2004, NeoMedia brought suit against Scanbuy. The complaint stated that Scanbuy had constructive notice of the existence of the patents-in-suit, and, despite such notice, failed to cease and desist their acts of infringement, and continued to engage in acts of infringement. NeoMedia's complaint sought compensatory damages for infringement by Scanbuy with those damages to be trebled due to the willful and wanton nature of the infringement. NeoMedia also sought to preliminarily and permanently enjoin Scanbuy from their infringing activities.

Litigation between NeoMedia and Scanbuy has been ongoing.

For me, I'm not so sure about this space. I've seen about a dozen start-ups come and go that all promise just about this same solution. I remember a company named Barpoint in 2000, and I also have a Cue:cat in a box behind me. It's nice to see that one of these companies actually struck a carrier deal.

But I don't think previous failures were just about being "too early for its time". The main problem is that the startups pushing the idea just don't have the clout required to get a standard barcode format though. And in fact, they don't want a standard too badly, or they would have little differentiation from their competitors.

Moreover, we're a long, long way from convincing advertisers, ad designers, and visual people from "uglifying" their magazine ads with barcodes that work only with some small subset of magazine readers.

Furthermore, the value proposition of these barcode readers is greatly diminished in a day and age when extra information is only as far away as a URL or a google search. Is it easier for me to fire up the ScanLife application, and take a picture of a barcode, or to type a search in the Google window (on either a PC or a phone)? The comment above thinks barcode scan solutions were ahead of their time, I say their time has come and gone.

Lastly, people only want to view *some* specific things on their phone. Pricing information comes to mind. But really, when reading a magazine and seeing a Estee Lauder ad, will people really want more information so badly that they'll browse through it on their phone, or will they wait till they have a more comfortable setting at their PC?

Sign me up as dubious. I see people willing to scan barcodes on product boxes at stores, but I don't see magazine ads doing any more than a pilot project.

Derek Kerton
www.kertongroup.com