NeoMedia shows off Optical Messaging Interchange at Mobile World Congress

NeoMedia Technologies is due to showcase its NeoReader (a barcode reader) at Mobile World Congress.

What is the NeoReader?
Well the NeoReader is away for consumer to use their mobile phones to interact with multimedia, pictures, codes and images everywhere. The NeoReader is a way of making the mobile Internet more accessible ready to use for consumers.

How?
Well basically it provides one-click access to read any barcode.

Barcode?

A barcode is a display form of 1D or 2D code that looks like a series of dots rather than one very long URL. Generally, consumers take a picture of the barcode and the NeoReader technology in the device visualises the results of the code into a mobile site or a coupon.

Who needs this?
Marketing is getting more and more personal. This means that consumers need to have the choice to find something and access it immediately without always receiving or being pushed advertisements or promotions. when this happens marketing campaigns become better and more targeted. They also offer a platform for a multitude of other mobile barcode or coupon services.

So what is NeoMedia’s vision?

From the press release:

The long-term vision of NeoMedia Technologies is to create, in collaboration with recognized leaders in telecommunication infrastructure management, a worldwide infrastructure for the processing of optically initiated transactions — called the Optical Messaging Interchange. This interchange would provide the mass reach required by Brands and Advertisers, while enabling operators to leverage their investments in networks and subscribers. By embracing open standards, full interoperability, and by being barcode symbology agnostic, NeoMedia Technologies, Inc. wants to provide a global infrastructure to insure that all transactions requested by end users “work” as intended, all parties are compensated correctly, and that the technology achieves mass adoption. In doing so, NeoMedia enables a seamless, secure, and reliable platform for mobile commerce, advertising, and communication using barcodes and mobile devices. NeoMedia’s mission is to offer new ways to make mobile Internet transactions effortless and more accessible while enhancing customer value and convenience.

What we think?
Say what you want about NeoMedia, the company is now focused on doing everything right to make huge successful strides in the barcode space. Qode (the original service offering) has been killed and the focus for the company is much tighter than ever before.

Its very easy to criticize NeoMedia. Indeed, it has lost a lot of its empire; but, I think it can win it back. Today; out of all the barcode companies it is making very positive strides to create a barcode ecosystem. Standardisation of barcode readers is essential. NeoMedia is learning from its mistakes, no doubt the previous management did make a few; but the outcome is looking rosie.

Getting competitors to sing the same tune is vital now and NeoMedia needs to start to focus on educating the consumers. This is really where, how and when barcodes will gain more traction in mobile and the only way Neom or NeoReader will be a household name.

Rating: Come and have a code if you think you are hard enough

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