Rating: It’s all about creating the right ecosystem
Mobile barcode specialist, NeoMedia Technologies, has announced a ground-breaking deal with leading handset provider, Sony Ericsson has to pre-installed its NeoReader software across all Sony Ericsson platforms. It’s believed to be the first time that such readers have been standardised on a global basis by one manufacturer.
According to Iain McCready, NeoMedia Technologies’ CEO, previous deals have been done on a piecemeal basis – either with just one mobile phone operator or on a regional basis. NeoMedia’s agreement is truly global.
“It’s all about creating the right ecosystem,” McCready explained. “Previous efforts have been fragmented. Our software is based on open standards and covers all symbologies.”
Indeed, NeoMedia claims compatibility with all standard 1D and 2D barcode symbologies including QR, Data Matrix, Aztec, UPC and EAN. Hence users won’t need to load multiple barcode readers on their handsets.
Robert Westin, business development manager with Sony Ericsson, commented, “We see great potential in the 2D barcode market and support NeoMedia’s strategy to promote and drive the open 2D barcode standards.”
“The challenge is in creating a scalable pool of mobile users capable of scanning barcodes. This partnership with Sony Ericsson will make mobile barcode scanning a simple, out-of-the-box experience for consumers,” McCready added.
Traditionally, 2D barcodes have been utilised to generate URLs for the mobile internet so that consumers don’t have to laboriously key them in.
However, NeoMedia sees these codes as being utilised for initiating any transaction including texts and phone calls.
McCready stressed the importance of being able to track each transaction so that advertisers, for example, can know exactly how many people they’re reaching.
Which is why NeoMedia has created strategic alliances with established barcode clearing houses such as Neustar in the USA.
The NeoReader application will start appearing in handsets across the entire Sony Ericsson range during Q1-Q2 2010.
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Is pre-installation really strategic now ?
Iphone or Android phones are sold with 2 billions pre-installed apps. I think the model has change. At the begining, telco had an open window, then manufacturer, but this window is closed now. What do you think about that ?