Chat with Jonathan Bulkeley CEO of Scanbuy
I missed Jonathan Bulkeley at CTIA because he thought our meeting was at 10.30am and I thought it was at 10am. But today we found the time to catch-up again and I asked for some and update and any news on the ten new mobile operator deployments he mentioned during his presentation at CTIA.
As, I started, Jonathan said that he wanted to talk a bit before we got to the interviews. He said that there is a lot of discussion and confusion about proprietary vs open and how the mobile barcode eco-system should evolve.
Jonathan said that he wanted me to understand how he was looking at the market. He said that the standardised and open codes platform is based on the success of Japan – where there is an open platform. But Japan is not Europe and the question needs to be asked as to “why” there is success in Japan. He mentioned that KDDI and DoCoMo saw barcodes as a way to make money and it worked. They got data traffic.
In Europe, we are behind and flat-rate fees are already emerging. So the Japan scenario does not work. In Europe mobile operators need to find a way to make money from barcodes. With flat rates going down – advertising is the next business model. Advertisers will pay to their brand on mobile and operators can then generate incremental value. This is the future and to get there – we need barcode readers on all mobile devices.
So the next part of the equation is getting the right software on the device. So all parties need to agree on a code.
I pressed on this issue and asked what code – isn’t that the issue?
He said that, I think that it doesn’t have to be an opensource code – it can be a proprietary code that works well and is well adopted.
So, I asked what codes do you use?
He said, we can read QR, Datamatrix and Easy Code. We favour Easy and that is the most deployed. So, I said, your aruguement is that if Easy Codes are used everywhere - then they can become the standard. It should be based on what is used and not opensource? He said Yes.
So, I said. Are you infringing on NeoMedia’s patents?
He said, “No. Not to my knowledge”. But the word standardisation is wrong and needs to be replaced with “consistent implementation”.
I moved on.
I said, where are you new deployments.
He mentioned trials and deployments in Spain (Telefonica), France (SFR), Denmark (TDK), Brazil (Vivo) and several he can’t disclose.
Lastly I asked when will barcodes be huge –the answer 3-5 years.
What we think?
Jonathan seemed upbeat and open. He slightly avoided one question I asked on handset manufacturers codes –but due to the pain in my finger when typing – I forgot to go back and grab him on that one!
I also did ask him who his biggest threat was – and he said that no one was really making him shake in his boots. I got the impression he is confident that Scanbuy is an EU leader.
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4 Responses to “Chat with Jonathan Bulkeley CEO of Scanbuy”
dumbass
Comment made on April 10th, 2008 at 7:03 pmBena some great articles - keep up the good work
Yes, Scanbuy is a good optical reader and works well with their proprietary codes - EZ. Jonathan is greatly experienced, has done great things for Scanbuy and is doing a great job at finding applications for Scanbuy’s EZ application.
But using a proprietary code does regrettably have limitations when you begin to think further on it.
Imagine realistically, if you use a non standard code then optical readers have to read that code, and therefore that code has to be on whatever may need to be read by the reader, and so you need that program to read and that code on all that needs to be read… see where I’m heading?
The fact is that yes QR (not DataMatrix!) were used in Japan - because of the kanjii they required a code to handle their immense alphabet and QR could contain more (with a special macro lens to read it because it’s a ‘big’ code) and the govt. ensured NTT Do Co Mo put readers on the phones to enable this. In Europe not all phones have macro lens.
Why hasn’t it got farther in Japan? Because it’s not just about ‘direct access to url’s’ and realistically the codes should and can do a whole lot more than that + QR is ‘relatively’ big - i.e. that matters on cross-media, packaging, adverts anywhere with limited space - and that’s a lot of places!
DataMatrix is 60% smaller than QR. DataMatrix is truly a world standard - open source code - along with the more familiar, but limited function, 1D codes. These two codes are chosen by many businesses and industries - see GS1 standards for packaging etc. and you’ll get that confirmed.
So, to offer a true cross-media solution, a global standard for business, that is already well established and implemented - it’s DM.
There are so many opportunities to use this excellent optical reading through mobile - the question is - making sure you choose the right system to achieve your goals long term - not simply being wowed by the technology and taking a quick fix while you’re in a state of razzle dazzle.
Comment made on April 11th, 2008 at 3:00 amBena
Love the Job you did on the CTIA in Los Vegas
Where you able ascertain a time frame from any of the participants when 2d barcode will become available and not a trial. It appears Johnathan thinks 3-5yrs for full blown acceptance. In Japan it took 18month to go from start to 50percent of population..That would take us to 2009 sometime if going by Johnathans earliest time frame. Has there been mention by the carriers if they are willing to support preloading or limtied lanuches or a slow rollout in some parts of the U.S. Also seems like the standards for using 2D might be drafted by June /July 2008 time frame.. Can this be what brands and carriers are waiting on?
Sounds like a great product Just been hearing it for a while and haven’t been able to try it.
Thanks in Advance
Comment made on April 11th, 2008 at 9:46 amAndrew. I think all of this depends on the ability of mobile operators to embrace barcodes.
I am not sure what mobile operators are waiting on -but I think there is just so much confusion in the advertising, marketing, barcode, coupon and NFC market.
With so much to choose from operators are going with what can be deployed the fastest - this is usually advertising.
I think 3-5 years is a reasonable estimate. But I do feel that NO barcode company is being aggressive enough and taking the bull by the horns.
Mark - thanks for your comments too!
Comment made on April 11th, 2008 at 11:32 amLeave a Comment