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Industry Bodies Agree to Promote Single Standard for Mobile Barcodes

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GSM Association (GSMA) and the Open Mobile Alliance (OMA), two of the global mobile phone industry's representative bodies have agreed to support the addoption of a single standard for barcode "coupons" and readers on mobile phones.

MC2, the cross-industry group created to promote unified standards in camera cell-phone barcode reading technology, has brought large-scale adoption of mobile marketing closer to reality. The members of the group, NeoMedia Technologies Inc., Publicis Groupe, Hewlett-Packard, Deutsche Telekom, KPN, Nokia, Qualcomm and Telefonica O2 Europe, have convinced the representatives of the GSMA and OMA that the time has come to cooperate globally and advance the mobile barcodes standards in partnership.

Dr. Frank Mâ╝ller, Director Intellectual Property and Strategy at NeoMedia Technologies, Inc, said: "The commitment of GSMA and OMA gives important impetus for the worldwide development of mobile marketing based on using 2D barcodes. The barcode reading technology, enabling people with mobile phones to read mobile codes and immediately connect to content and services, makes the mobile Internet much more accessible for consumers and likewise offers advertisers various opportunities for innovative, well-directed and cost-effective marketing approaches with precise response evaluation."

This month, the GSMA and OMA will launch a landmark exercise, which aims to deliver technology and marketing industry standards for mobile codes. Whereas the GSMA is starting to encourage mobile operators to adopt interoperable business models for mobile codes and raise the profile of this technology within the industry, the OMA will work simultaneously to specify the technical standards.

Now that the leading industry bodies are on board and support the standards for mobile barcodes, the MC2 will signal to the marketing industry that it can start planning now about how it will deploy them. Mobile marketing and mobile tagging are now becoming a true reality worldwide and the industry should be prepared for it.

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Tags: deutsche telekom  gsm association  qualcomm  o2  kpn  telefonica  gsma  telefonica o2  barcode  open mobile alliance