Telefonica Launches Content-Selling Scheme Using Barcode Technology
Spanish mobile operator Telefonica Moviles Espana (TME) reports that its mobile barcode platform, supplied by wireless commerce solutions provider Scanbuy, is ready for launch. TME will use the platform to let its Movistar subscribers access to content by pointing their cameraphones at a two-dimensional barcodes contained in advertising, on TV, business cards or websites. Scanbuy’s service platform will allow content providers to create, manage, and monitor their barcodes and to launch couponing and ticketing campaigns by sending barcodes within SMS or MMS messages. Press release
I think the world is going to find that Japan was correct with picking the Direct method for barcode scanning. The Direct method encodes the URL, Phone Number, Vcard, Shortcode/SMS Msg into the code itself.
The indirect method is where the code is routed to a server and then redirect to the content. Indirect code scanning companies claim they can do better 'tracking', etc but I do not believe it. Tracking can also be done with the direct method by adding a variable to the URL or SMS msg. I think these indirect reader companies just built their technology without realizing phone processor power and imaging would improved to the point it has so that that we can now store and process alot more data into a single 2d code(not just an ID#). I think they also underestimated everyone elses ability and demand to track and report their own campaigns.
There are two primary methods of 2D barcode symbology encoding: direct encoding and indirect encoding.
In a direct encoding method, the target information itself is directly encoded in a 2D barcode. The code reader on the mobile phone translates the code data and takes an immediate local action.
Indirect encoding is the process of linking the target information to an index (364528) and putting that unique identifier into a 2D barcode. The code reader on the mobile phone reads the 2D code 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.
The Indirect encoding method offers obvious advantages over the direct method, and presents huge application areas for carriers, handset manufacturers, consumer goods, media, and retailers.
Listed below are just a few of the many advantages of indirect encoding:
* Indirect codes are small: The code size varies depending on the amount of information encoded in it. As indirect codes only compress an index, they have the adequate size to be successfully read and decoded by the mobile phone. However direct codes, containing a URL for example, are mostly too large and not appropriate for printed media.
* Indirect codes compress unlimited information: While direct codes allow limited data to be carried in the code in order to be read by the code reader application, indirect codes can be created limitless. The target information linked to the index contained in the code can vary and be as long as the client or code owner needs it. The variety of inputs possible is lager for indirect than direct codes that can contain UPC, EAN, ISBN and other product codes as well as keywords.
* Indirect codes ensure added durability and maintain advertising continuality: The central resolution server manages the content indexed to each indirect code, allowing clients and code owners to easily update information without having to change codes. New or additional information would simply involve changing the content linked to the index and not the code itself. Indirect codes remain the same and keep linking to the proper data while direct codes are unusable any longer. Using the direct method, if a website changes and a webpage is removed, the URL encoded within the 2D barcode will be incorrect. The direct code will not link to the appropriate website and all materials (e.g. newspapers, ads, billboards, books, etc.) where the direct code has been placed will be erroneous and out of use. However, the index encoded 2D barcode remains the same making indirect codes durable and always up-to-date.
* Indirect codes make the most of the advertisement utilization: Besides their durability and long-term use, small and smart indirect codes can be discreetly placed in any kind of print or attached on any information display surface, such as advertising panels, billboards, walls, enabling any mobile phone user to access digital information and therefore maximizing the advertising utilization. As advertising space costs in given media vehicle are significant and mostly very high, the budget-minded advertiser or agency will not use any ad space for large direct codes which will impact the communication's goals.
* Indirect codes maximize the addressable handset market: Being small, discreet and durable, indirect codes can be read and decoded by a large number of mobile phones currently available on the market and not just a handful of handsets. Depending on the camera lens, optics, resolution and illumination, not every mobile phone is able to read large direct 2D barcodes.