Mobile Barcoding – New Revenue Opportunity for Mobile Operators
Mobile World Congress 2009
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The Opportunity
A new technology extending the reach of ‘traditional’ media into the new
mobile world
A new solution linking traditional media and the mobile internet
A simple, one-click transaction delivering an interactive, multimedia experience for
consumers
A measurable marketing tool captures and analyzes consumer behaviors in real time
Innovative and consumer-desirable provides opportunity to reach early adopters and be
seen as cutting edge
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Marketplace Dynamics
Demand for consumer control is permeating the marketplace
The “Brand Experience” is critical to building a relationship with consumers
The mobile device is the most important & passion inspiring mode of technology for the youth market and young adults
Brands face increasing pressure to justify ROI on marketing spend
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Marketplace Dynamics
Until now - mobile marketing has been complex & difficult for advertisers to execute
Until now - the mobile marketing experience has been frustrating & difficult for consumers
Until now – traditional media was neither mobile nor measurable
Now there’s a solution ……..
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Mobile Barcoding Explained
Mobile Barcodes are printed symbols that provide consumers with easy access to interactive mobile content
Mobile Barcodes dramatically broaden the scope of the mobile marketing experience
Mobile Barcodes transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge
Leverages unmeasured media (packaging, direct mail, in-store display, etc) that adds to the potential ubiquity of the medium
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Applications Extend Far Beyond Advertising
Enter promotional contests
Participate in surveys
Receive coupons Preview movies Research products Download ringtones
and games Book tickets And much more…
Use mobile barcodes to:
Mobile Barcodes will add Value to Advertisers…and Mobile Operators
Mobile barcode technology has been validated and is gaining momentum in the marketplace
The cost of entry to use the technology is low Insights & learnings gained now will be invaluable
as market penetration deepens Media inventory has already been purchased –
mobile barcodes provide a new consumer channel to leverage it
Advertisers entering this space will be seen as innovators…and get credit for understanding their customers
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About NeoMedia Technologies
NeoMedia solutions allow mobile devices with cameras to read 1D and 2D mobile barcodes…providing “one click” access to mobile content
Combining this technology with advanced analytics & reporting capabilities revolutionizes the way advertisers market to mobile consumers and provides a lucrative revenue stream for carriers
NeoMedia provides the infrastructure to make 2D camera barcode scanning and its associated commerce easy, universal, and reliable – worldwide
The User Experience – How it Works
Scan code on Advertisement
Click to connect to
content
View Web Content
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The Mobile Barcode Ecosystem
Ecosystem participation from mobile operators and handset manufacturers is critical in order to create widespread consumer “enablement”
Brands & Agency Partners create and fund the codes – the currency for the ecosystem (advertiser pays vs. end-use pay model)
NeoMedia’s Mobile Barcode Vision
Interoperable and Based on
Open Standards
Indirect vs. Direct Encoding
•Function across multiple carriers, handsets, resolution services and code formats
–Ensuring consumer experience is positive and reliable worldwide
•Employ system of indirect encoding with external resolution service
–Supports greater system flexibility & intelligence
–Provides a safer & more relevant consumer experience
–Creates more value for the ecosystem
NeoMedia firmly believes that in order to achieve ecosystem cooperation and gain widespread adoption, mobile barcode technology must be:
The Time is Now for Mobile Barcodes
The technology works.Advertisers are showing interest.Consumers are experimenting.
All that’s missing is the infrastructure to support consumer & advertising demands…
The Keys to 2009: Educate & Aggregate
Educate the advertising community on the simplicity and power of mobile barcodes
Listen to their needs and build solutions that address them
Aggregate users… establish an open and standardized mobile barcode platform to attract scalable advertising revenue to the medium.