Who is the Mobile Barcode Leader?
I was asked this question last week in Macau by one of the largest mobile operator networks in the world. For the first time, I paused and thought before I commented.
I pondered for a while and then I said, I think that some readers are making waves and finding a mobile barcode reader leader is possible –but in the current market – a mobile barcode leader isn’t clear.
Then, I paused again and I said, “well, actually – you could call NTT DoCoMo the existing leader in mobile barcodes for its championing of the product and early adoption”.
I thought that QR code adoption in Japan is the heart of the market and the number of mobile barcodes in Japan must lead over the Western world. I am not sure, but this is what I thought when being put on the spot.
The operator said (sorry, he didn’t give me permission to say which one or what his name was), “so there is no barcode leader?” I saw fire in his eyes and ambition to ensure that barcodes were on his agenda ASAP to become the Chinese leader and I responded.
I said, “we are in a world governed by patents”.
He said, “everyone forgot China in a world of patents we can click our fingers and own or develop what we like”.
I didn’t respond but just widened my eyes as I could see his brain cells expanding above his head as ideas for mobile barcodes flew around – then he said again, “no barcode leader – are you sure?”.
This time – I went through each player and did a short history –
I explained that NeoMedia was a leader in the traditional barcode reading market – but mass adoption of barcode readers on Nokia phones could changed that.
I explained about proprietary codes and 2D codes and what the difference was and he asked me about some case studies. I explained that the US market was in turmoil because CTIA is playing favourites (hence taking the market a step backwards) and how smaller players with consumer offers are stealing a lead in certain markets (UK). We then spoke about Android and how one of the first ever Android applications focuses around mobile commerce, coupons, search and discovery.
It then got funny as he said something in Chinese and man ran out only to appear five minutes later with a G1 device. I was amazed. Here I was in China and the only experience or know how this operator had was from the G1 Android Scan service that was developed by someone out to win a development contest. It amazed me even more as he didn’t know that Nokia had a scanner or much about other competitors.
It went on.
What does reader look like? I got out my iPhone and showed him the NeoReader and then the Nokia Scanner on the N73.
He looked at me and said, “you help me with strategy?” I laughed and said, “I didn’t have time but I would introduce him to everyone that he wanted to know”.
He was familiar with picture taking barcode reading but he simply fell over when the Nokia Scan service made a noise when it was scanning the barcode. It was so funny, because that is how I felt when I first used it! Something so little can make a huge huge difference to user experience and give it that “wow” factor.
Even though I said it at the front end of our chat – he pulled me up on standards once more – he asked my view on proprietary codes.
This could be a grey area for me as I know that operators love proprietary but I feel that only standardisation and an open system will pave the way and deliver true mobile barcode success. I told this in quite a few more words and we spent time deliberating what the best business model was.
More on this to follow and Cian is now working on our list of Top Mobile Barcode vendors… if you want to be in this list email benagomo@gmail.com and cc: cian@gomonews.net
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13 Responses to “Who is the Mobile Barcode Leader?”
Interesting question but I think you should clarify what you mean? like what kind of format? Sounds like you are speaking about 2D barcodes only.
Are you speaking of those providing reader software? Not sure anyone is a leader. There are so many free readers that there is no model left in monetizing reader software. Docomo provides readers to the Japanese market, by far the leading market by usage. 3GVision provides the reader technology that powers a couple readers (i-nigma, Kaywa) in the Western world. Nokia provides a good reader that is found on many Nokias. Quickmark is quite popular too. Then there are tons of bit players beyond these free ones.
Are you speaking about patents? well that ignominious title belongs to Neomedia, likely, though the USPTO has already invalidated one of their key patents, calling into question many shady patents in this area. The core 2D technologies, like QR Code and Data matrix, are not patented (well, they are, but the owners have agreed to not enforce the patent). The common, obvious uses and formats in this area are not patented.
Are you speaking about employing 2D barcodes? Tons of sites and companies use barcodes, there are too many to discuss. In the area of ads, Google has eperimented a bit with 2D barcodes in print ads. Scanbuy has done an excellent job marketing EZCode and promoting its use in various campaigns.
Are you speaking of 1D codes? well obviously those have been in use throughout the world for ages. In the context of mobile, and recent history, I think it’s clear that the Android G1 and its barcode apps are getting the most attention.
Comment made on November 27th, 2008 at 1:19 pmYes - I agree. Cian is going to split the barcode companies into groups similar to what he did for http://www.gomonews.com/moso
and I think I have an idea of who “our” three leaders are from a vendor perspective.
thanks bena
Comment made on November 28th, 2008 at 8:06 am@ Sean
Educate yourself on how the USPTO patent reexamination process works:
http://www.uspto.gov/web/offices/pac/mpep/documents/2200_2201.htm
NeoMedia’s patent ruling was non-final:
http://i35.tinypic.com/nnjnz5.png
Nothing has been invalidated. I’d hate to think you were trying to purposefully mislead the public.
According to NeoMedia’s CEO Iain McCready, “We are committed to open and reasonable licensing of our patents, but that doesn’t mean companies can just ignore us and go ahead anyway.”
Comment made on November 29th, 2008 at 11:33 amInteresting question. Our company challenge is not what reader is a standard, but what will be the standard code worldwide. Like most companies, we have projects around the world. We have chosen Data Matrix ECC200 for the standard. It is widely used, can be found in major industrial countries, is probably the standard in China (where we have major projects) and is quickly read by the NeoMedia software. The CTIA in the USA made a decision which seems to be self serving rather than anything that can be considered a standard leader. Who is the leader? You are asking which commercial handset reader is the leader. That is not the question for international companies. We need to read a code in China one day and the UK the next day, and the USA the next day, etc. So - to answer the big question - which bar code is a standard. The bar code to use is Data Matrix. Anyone stating different has an agenda that is not truly a universal standard. And any handset reader that cannot read this code on a MAJORITY of handsets around the world is also a leader. Again, that is NeoMedia.
Comment made on November 30th, 2008 at 1:13 amTwo standards - DataMatrix ECC200 and NeoMedia - around the world.
Clear choice!
Please allow me to correct a fast typing mistake in my previous comment. Near the end of the comment - I should have said
Comment made on November 30th, 2008 at 1:20 am” ..any handset reader that CAN read this (DataMatrix) code on a MAJORITY of handsets around the world is also a leader.”
@ Sean Owen
Isn’t Dennis G. Priddy the inventor of the DataMatrix Code?
http://74.125.45.132/search?q=cache:zmCFoe3Ck2cJ:www.adams1.com/patents/5124536.pdf+Dennis+G.+Priddy&hl=en&ct=clnk&cd=6&gl=us
Isn’t Dennis G. Priddy now employed by Neomedia Technologies as SVP Operations?
http://www.neom.com/86.html?&tx_ttnews%5Btt_news%5D=264&tx_ttnews%5BbackPid%5D=17&cHash=2126017835
Also, not sure I follow your rationale concerning “The core 2D technologies, like QR Code and Data matrix, are not patented (well, they are, but the owners have agreed to not enforce the patent).” Would you kindly elaborate?
Cheers.
Comment made on December 1st, 2008 at 3:20 amBena I always love your comments I think its gonna be a very interesting year in the 2d arena.I think its time for these companies to start to think different and live outside the box Its a NEW YEAR coming.You know at this time there isn’t any leaders yet until someone makes a killer program to get mass adoption and create that buzz what we all been waiting for.UpCode USA has several new products the will launch Jan 1st 2009 from the USA first and that will also feed our channels in 43 countries to follow.This game is like playing chess and there are a few good players in the 2d world.I respect all of them and wish them well for the New Year but its time to live outside the box new tricks and new models is where it is at.There are some very big developments we are undertaking and the announcements will be made very soon with a very large global PR campaign.I wish all the code companies success for 2009 and Merry Christmas.
Comment made on December 3rd, 2008 at 1:49 pmThank-you Jerald.
I have indeed found a winner for the mobile barcode leader and a runner up - but I am stuck on the number 3.
I was considering UpCode - do you have any information on your reach for the enterprise??
Comment made on December 3rd, 2008 at 4:23 pmBena
Bean you know Upcode has one 3 awards this year Mobile Rules Enterprise solution of the year, Campaign of the year with Nestle Alien Program in Philippines and also European application mobile award of the year with Public transportation I personally recieved these awards and you say we are considered Thank You so much.Well I guess I can leak it UpCode Solutions USA has a new product for the new year and its called Pockett Pages it will be definitely a game changer for the 2d arena and the world will love it.We have been very quite about certain projects but know I think its time to let the cat out the bag :).wwww.pockettpaqes.com the countdown begins.:)Thanks Bena for this great space and a great year with gomo.
Comment made on December 3rd, 2008 at 10:00 pmBena I made a typo sorry I meant WON not one ooops….
Comment made on December 3rd, 2008 at 10:04 pmJerald: Not having much luck pulling up that website. Is it live yet?
Comment made on December 4th, 2008 at 2:38 amNo Larry not to Jan 1st 2009 but all I can tell you is there is alot of players behind the door thats all I can tell you but you will love it the world will love it.:)
Comment made on December 4th, 2008 at 4:07 amLarry,
Jerald mistyped the URL.
See here:
http://www.pockettpages.com/
Comment made on December 4th, 2008 at 8:42 pmLeave a Comment