NeuStar targets brands with new bar code interoperability
By Mickey Alam Khan
April 2, 2009
DianeStrahan, vice president of mobile services at NeuStar, and IainMcCready, CEO of NeoMedia Technologies, at the NeuStar booth at CTIAWireless April 1, 2009
LAS VEGAS – Short code registry NeuStar has launched new technologythat allows mobile phones to scan and process two-dimensional bar codesregardless of the mobile service provider, scanning technology used ortype of bar code symbology.
Based on open standards, the globalpilot program is designed to show interoperability among leading barcode campaign managers, symbologies and code reader technology viaNeuStar’s third-party central clearinghouse and registry services.
“We’recreating a ubiquitous interoperable solution just like short codes,”said Diane Strahan, vice president of mobile services at NeuStar,Sterling, VA.
“WhatNeuStar is trying to do is take the third-most popular mechanism on thephone – the camera – and make it become the next direct responsevehicle,” she said.
Program participants comprise 3GVision,Mobile Discovery, NeoMedia Technologies and Mobile Tag – all key barcode scanning players in Japan, Australia, France and the UnitedStates.
NeuStar graphic explaining bar code interoperability
ScanBuy, New York, is the only major bar code player not to participate in this effort.
Creatingthe underlying infrastructure for interoperability may accelerate theuse of mobile coupons and bar codes for marketing campaigns.
NeuStaris targeting brands, mobile service providers and mobile marketingfirms with this new global bar code interoperability. As a result,wireless carriers will also benefit from the increased revenue.
The advantages are not lost on mobile bar code specialist NeoMedia.
“It’simportant to prove the interoperability of a standard system and Ithink it’s been a blocker before,” said Iain McCready, CEO of NeoMedia,Atlanta.
“If agencies and brands are confident they can reach thewidest possible audience, it makes it very easy for them to engage andparticipate [in bar code programs],” he said.
First step to mass market
WhatNeuStar’s program does is link the various bar code readers in themarket to create an open and scalable service for brands, consumers andwireless carriers.
“It makes a mass market,” said Pete Langlois, senior manager of mobile services at NeuStar.
Linear or stripped EAN/UPC bar codes are typically used for inventory and point-of-sale transactions.
Butthe 2D bar codes preferred for mobile offer consumers a short cut tocontent, information and mobile shopping without the need to type a Webaddress or search for a site on the browser.
Besides linking theconsumer who clicked the bar code to a Web address, indirect 2D barcode systems use location, language and other data shared by theconsumer. Advertisers can thus deliver dynamic, tailored content, withthe added benefit of ROI measurement.
NeuStar is eyeing thepotential of 2D bar codes for advertisers and brands to leverage acrosstheir packaging and print and online media buys.
“They can put a bar code in whatever traditional media they have and make it interactive in one click,” Ms. Strahan said.
NeuStaris already an established presence in mobile. All companies who need ashort code – the five or six-digit number to which keywords are texted– have to be registered through NeuStar.
“It’s another solution we’re providing to brands for them to directly engage with their customers,” Ms. Strahan said.
“It’sactually what NeuStar does,” she said. “We play a central role to allowan ecosystem or marketplace to scale and service the needs of all theplayers.”
Dr. Mike