Mobile Barcodes and the future of Mobile Marketing

Online Marketing is taking over traditional marketing but still suffer from the lack of good metrics and measurement. At the same time is Mobile marketing growing promising thrilling opportunities to reach the customer even more direct and personlised. And it is an attractive option if you look how the cellphone is used and present all the time – no need to emphasize on that.

Scott Shaffer at the Pondering Primate talks about "Mobile Bar Code Reading as the Next Technology Wave". He brings up the idea of how billions of hyperlinks can be created over night by just assigning one to every existing 1D barcode on product packages.

CamClic is a strong entrant focusing on helping companies to create interactive communicaiton with their customers via product packages. This is done via the 1D barcode and a java software on the customers cellphone. On CamClic’s blog it can be read how CamClic together with global leaders in the Pharmaceuptical Industry have identified the needs and the applications for "The Real World Web" that will be attractive and a value for patients/consumers interacting with pharmaceuptical products with their mobile phones. The platform for patient "Real World Web" services is now beeing created.

Mobile Marketing and Barcodes are moving into an exciting era now. Several companies are into 2D barcodes – mainly as technology providers – which has alread been adopted in Japan some time ago. Other solutions are utilising picture recognition of product packages and rfid and NFC (near field communication) that enables the phone to act as a wireless reader. The only problem I have seen with mobile marketing is the promise and future possibility but no real practical opportunity that can deliver value today (maybe until CamClic?). 2D barcodes that recieves the most publicity is not standardised and is yet not in the value chain making it a good large scale solution. It has to be put on every product separetly if to be used. And how do you know what reader to use when there are so many different? Another threshold is the mobile industry itself. There is a large amount of platforms and models so applications has to be customised for each handset and network.

CamClic’s idea make very much sense using existing standardised identifiers such as the 1D barcode to deliver content to the user. Using a barcode on a package doesn’t even need any training, everyone knows it can be scanned to get information such as price.

I believe there will be an interesting development of the mobile industry and that we will see a consolidation of platforms; symbian, linux, windows and openmobile. Nokia is as usually ahead of the competition realising they have to move higher up in the value chain offering value added services and content. 

So even if mobile marketing has a great promise I believe it to be more critical to really be able to measure it. Online marketing still has problems because it cannot be measured accurate enough which barely makes sense since it ought to be the perfect medium for metrics and measurement.

~ by Andreas Sigurdsson on January 22, 2008.

2 Responses to “Mobile Barcodes and the future of Mobile Marketing”

  1. Scott Scaffer is a scam artist. He only write about a company when paid. He only likes to tell half the truth and not the whole story.

  2. […] Of course there is a tremendous amount of products with an existing 1D barcode. Why not link these some people must have thought. Clever idea, especially when additional information can be retrieved directly on your phone as […]

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