Buongiorno is a huge, multinational creator of content for mobile – and it has a strong presence in mobile marketing thanks to its B! Digital division. Today it announces that it will be offering mobile barcode options to all future clients – in a deal with NeoMedia.
What’s the story?
Buongiorno really is a big company – the B! Digital branch only handles its digital marketing assets, including mobile and internet. It serves display ads to mobile, as well as using mobile coupons (see the recent deal with Glamoo), mobile websites, in-app advertising, advergaming and social network marketing.
That’s a very decent list of mobile capabilities – and now it is adding mobile barcodes with NeoMedia.
What’s the deal?
B! Digital will be using the NeoSphere platform from NeoMedia to offer mobile barcodes to marketing clients. NeoSphere handles the creation, management and delivery of mobile barcodes and any content associated with them. Initially, B! Digital will be focusing on North America and Western Europe, but the deal is for a global emplacement. So when B! Digital feels it is ready to roll our barcodes around the world, it has the platform to do it with.
What we think?
NeoMedia has drawn a lot of flack for not exploiting its IP in the mobile barcoding space (amongst other things). This deal with Buongiorno will go a certain amount towards fighting those claims – B! Digital isn’t a small player, and an exclusive mobile barcode deal with them is a big move in Europe. It won’t go all the way towards quieting angry shareholders, but it shows that the company is still capable of making big deals.
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Cian,
I still believe that you should interview Iain McCready and ask the questions I have recently suggested to you, e.g…why when more and more companies are using Neomedia’s IP, have so few thought it necessary to sign a license agreement?