Interview with David Miller Mobile Discovery and Iain McCready NeoMedia

I have written long and often on NeoMedia and a little bit on Mobile Discovery so today was a great chat about the mobile barcode market and the vision for the future.  A longer indepth report of the interview (one on each company) will be written after CTIA.

I am doing it like this as my mind started spinning during the interview with the potential of the mobile barcode market and synergies of engagement and growth.  In fact, being in the US I nearly even jumped up and gave David Miller the CEO of Mobile Discovery and Iain McCready CEO of NeoMedia a “high five” at one point.

I didn’t – but I did think about it!

Why?

Well. In many markets globally eco-systems have been created but have been broken by a lack of involvement, trust and mutual development in the field. Politics or fear of competition has often meant that young business or new companies are not effectively supported.  So, in this interview – nothing was official said but I could a meeting of the minds evolving.

What am I talking about?

OK.  I meet mobile agencies, mobile operators, vendors and publishers daily. They all see the potential of the mobile barcode or interactive advertising space but are not sure how to move or run a campaign. Barcodes are so common to everyone globally and the market is educated on what barcodes look like. In this light it is a no brainer to use mobile barcodes for advertising. Again it is a no brainer that users know how to engage with a mobile barcode or short code.

The problem lies in that the arsenal of enterprise companies realize the potential but don’t know how to personally monetize it for their business. The success of the mobile barcode market lies in ensuring this monetization can occur simply.

In particular, brands, agencies and publishers are willing and have wanted to deliver and use mobile barcodes in marketing and interactive campaigns but have not known how.

In this particular point in time the eco-system for mobile barcodes has been created. Empowerment is step two and a quick follow on from that is monetization.

So, when NeoMedia asked me to sit down with them and Mobile Discovery my mind started ticking and by the time they started speaking today – I was a loaded gun.

But first of all highlights of the interview

Bena: How are we going to accelerate the mobile barcode space?

David Miller: Before I tell you – would you mind if filled you in about me.

Bena: Sure!

David Miller: I worked at Sprint for five years my role was to research and accelerate the mobile 2D barcode space. I didn’t want to create applications for the phone but to provide an interactive mobile advertising solution.

Bena: A barcode ad server?

David Miller: No. To create a web portal self service solution for mobile barcodes enabling the content management of campaigns.

Bena: A mobile advertising platform for the mobile barcode space?

David: I prefer the term advertising network.

Bena: Got it! So (looking at Iain McCready) how are we going to accelerate the mobile barcode space?

Iain: By creating strong partnerships and synergies to align all companies for the next growth phase.

Bena: So you have the barcodes and the platform and now the aim is to make sure that interactive for brands and monetization is next.

David and Iain: Exactly.

Bena: That sounds great because sometimes markets fail or are slower than necessary to grow because of lack of collaboration with similar companies.

David and Iain: Exactly. (High Five moment was right about now!)

Part 2 and 3 next week.