Mobile Discovery: What Is It Really Going To Take?
Posted on April 8, 2008
I feel as though I have heard (and admittedly said) the words, "this is the next big thing, it is huge in Asia" a thousand times. This statement is of course in reference to the Quick Response (QR) codes or 2D bar codes.
A few questions to ask are, why have response codes not taken off in the US? What is it going to take take to proliferate this technology? Is it possible that the fact that this is huge in Asia is merely a sociological difference and this type of activity will never be that popular in the US?
I found this case study today that sheds some light on these questions. Let me know what you think.
Tags: QR codes, mobile, mobile discovery
Apr 09, 2008
I didnt like this video. over 4 minutes long total and 3 minutes into it I still had no idea what the technology was or how it works. i still dont understand why this is a game changer – at least not from this video.
probably not the response you were hoping for here…
Apr 10, 2008
Scanbuy and Mobile Discovery really shot themselves in the foot with this 2D barcode trial at Case Western Reserve University.
I am afraid Scanbuy’s CEO Jonathan Bulkeley and Mobile Discovery’s CEO David Miller really missed the mark here. This was a simple 2D barcode implementation, and Scanbuy and Mobile Discovery couldn’t even get it right.
Perhaps Case Western Reserve University should have stuck with industry leader NeoMedia Technologies … The company that Case originally trialled with.
http://neom.com/fileadmin/pdf/case_study_NEOM/CaseWesternTrial-CaseStudy.pdf
Lets just hope that Scanbuy and Mobile Discovery haven’t damaged the mobile code ecosystem too badly.
Apr 10, 2008
Jeremy
First off, I never hope for any type of response on the blog, so long as I get them
I think that if you do some research on QR Codes and how people are using them to integrate traditional media with interactive media this may be more useful for you.
How about this, here is a link to a few articles that I have tagged QR Code (I thought I had tagged more, I will work on that)
http://del.icio.us/platter/“qr+codes”
Have a look and let me know your thoughts.
Apr 10, 2008
Streetstlyz
I am assuming you work for NeoMedia.
Perhaps you can define “industry leader” and share with us why you feel NeoMedia has the competitive advantage.
Adam
Apr 10, 2008
Hi Adam,
I beleive NeoMedia’s involvement in the Mobile Codes Consortium gives them the competitive edge over Scanbuy.
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.
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.
It should also be noted that:
Scanbuy’s indirect resolution process, which they use for their proprietary EZcode, is infringing on NeoMedia Technologies’ core patents.
Scanbuy uses the indirect encoding method for their barcode resolution process.
Indirect encoding (patented by NeoMedia) is the process of linking the target information to an index (364528 for example) and putting that unique identifier into a 1D UPC/EAN or 2D barcode. The code reader on the mobile phone reads the barcode and sends the code data over the Internet to a central resolution server that will tell the mobile phone what action is associated with the index, i.e. access a URL, download media, initiate a phone call, ect.
NeoMedia Technologies has a suite of twelve issued patents covering the core concepts behind linking the physical world to the electronic world dating back to 1995.
http://neom.com/13.html
NeoMedia brought suit against Scanbuy in 2004. Litigation has been ongoing.
May 13, 2008
[...] for Wikipedia(TM) Articles”. Somehow they must have known that one of my passion points is discovery (as it relates to navigating the web) as it is my belief that social media lay at the cross roads [...]
Jun 03, 2008
Mobile Discovery’s Code Management Platform is the core of the system. David Miller continues to be recognized as an industry leader and continues to speak at industry events as a subject matter expert. Check Mobile Discovery’s web site in the News section.