Google 2D barcodes for Place Pages proves mobile barcodes are the glue for the mobile search marketplace

So many amazing deals have been nurtured in the mobile barcode space over the past three years. It’s a pity that Google has to enter the space to get noteworthy media attention. Even though I would like to discuss how stories are vetted by the media for significance, at this point I am merely highlighting that Google is only one tiny player in a mobile barcode space that has intensive potential.

Google is creating a postcard  style 2D barcode sticker programme as part of its Place Pages programme to extend its local mobile search experience.

How?
Google has teamed up with QuickMark. An app will be available on the iPhone and Android devices. The first 40K downloads are free and in shops postcard type stickers will be made available saying something cheesy like “I’m a Google Favourite take a picture of my code for more”.

Cheesy?
Oh. Yes. The cheesyness of this campaign with the stickers and local search and postcards is what is going to make it a success. I have to say it is obvious Google hasn’t used an agency for this and some geek in the office drew this up on the back of his Bionade mat.

Failure?
I have to mention that I do think this will be a success but if I am honest, not everything 2D barcodes and Google works.. remember the Print barcode scheme?

But?
The struggle for mobile barcode dominance hasn’t just began. But with Google taking it to the heart of its local mobile strategy wider implications are unveiled.

The mammoth potential of mobile barcodes doesn’t end at taking a picture of a code and getting a URL on your mobile phone. The adventure starts here. The fact that Google is giving this a brand name and putting the focus on local search and business uncovers the start of a vivid and bright spark in the search based multimedia and barcode space.

Shopsavvy  is a part of this stream of barcode based shopping search applications but real local search with barcodes is a new ballgame. Local search or shop window barcode search topped up with a mobile phone and a barcode cements the start of the next phase in mobile where mobile marketing can significantly chance the mobile landscape.
For example: You see a Places sign you take a picture of the barcode. It tells you what coupons are available in the store but also gives you instant recommendations from friends and peers saying that only 50 meters up the road you can get something better or cheaper….

Many of us would walk up the road.

Q. What will this mean for advertisers?
Q. How much is this worth financially?
A. If successful – mobile market will forget the millions and start playing in the billion dollar space.

The power of mobile outside of voice is relatively untapped. But with a local shop window 2D code service and the power of search plus recommendation – the dynamic of shopping at will – WILL change.

Patents?
We all know that NeoMedia owns the 2D patent  in the US and I am not sure if QuickMark has a deal with Neustar. But I will call NeoMedia today to find out.

I do know that QuickMark is not from the US – I think it is Chinese. Google has toyed with Scanbuy and there were rumours for a sale and moving to a Chinese player is also a strange move.