Interview with Iain McCready CEO NeoMedia on the mobile barcode vision for mobile operators

  
‘Rolling out the barcode ecosystem is a no-brainer for carriers. There are no upfront fees, it generates a brand new revenue stream, it increases traffic on the network and it provides fantastic new services to the people they value the most – their customers’ Iain McCready CEO NeoMedia

Iain McCready CEO of NeoMedia had some insightful perspectives on mobile marketing, mobile barcodes during our interview. But from the tone of voice and focus that he took, it was his insight into the operator market that left a lasting impression.

This was a surprise as I had thought that NeoMedia would focus on the brands but increasingly Iain mentioned that it was operators that were hungry for barcodes.

I allowed him to take the driving seat and he explained, “the debates about mobile marketing have become sterile. We know and operators know that mobile barcodes simply earn consumer attention. They are simple affordable and mobile is one of those attributes that if the channel isn’t maximised then it’s lost”.

Bena:  so what you are saying is that we are there. Operators are hungry for this because it’s a no cost implementation strategy.

But what about interaction and education for consumers?
Iain: Bena. Mobile operators or carriers should be focused on creating a high-quality user experience. They have the target markets. We can then step in and supply the right mobile marketing via mobile codes that spawn user interaction.

Bena: You make it sound simple!

Iain: It is simple. NeoMedia has conceived and designed the perfect mix of fun and appropriation in our services. They have a classic user experience for the enterprise or consumers. In the past few months we have so many case studies of operator results globally that are subtly designed but deliver the results.

 
Bena: So for mobile operators what are the key values moving forward?
Iain: Sustained consumer interest by core market segments including youth – the ones that build brand vision.  The market is fast-changing so we want to provide a service that changes with the market and grows and adds value to daily life.

Bena: OK. I buy that! But now on to something slightly trickier. What about the patents?

Have any conclusions been drawn?

Iain: Bena. I am extremely positive. Good. NO. GREAT news will hit the market shortly.

Bena: WOW.  That extremely optimistic and great.  Only because I am a fan of one standard I really hope it works out for you.

But… what about CTIA?

Iain: CTIA has made a mistake. A body such as that shouldn’t have chosen one code. We have great talks with the GSMA and the OMA and CTIA has gone out on a limb and will likely regret it.

Iain then went into a list of things that they were working on with standards bodies – I won’t paraphrase it all but in short –

Bena: So what do you think of Microsoft Tag?

Iain: I congratulate any company that enters the mobile barcode space. This is a great market to be in and we happy to speak and talk to the competition. I only worry about new readers in the market. We have years of experience and we provide GREAT quality and a great experience for the majority of codes.

Our effort has taken more than a decade and coming in saying you can match it in six months just doesn’t stick. We have the best Universal reader in the market and its mass adoption proves it.

OK Iain. We will be hearing a lot from NeoMedia this week. I will be interviewing Laura Marriott tomorrow. Thank-you for your time.