2D mobile bar code readers: breakthrough for marketers
March 10, 2007 at 10:00 UTC 56 comments
Before I get into this let’s do a little backtracking. Traditional 1D bar codes hold limited data; however, it is expected they will continue to co-exist alongside the new data-hefty 2D barcode. The first 2D bar code was invented in 1988; but since then, it has been re-designed many times. In fact, the 2D has egressed from the “stacked ” design to the more familiar matrix design (above). The Aztec code invented by Andy Longacre of Welch Allyn in 1995 has entered our cultural lexicon; it is seen on t-shirts and construction clap-boards among others. You will see it more.
There are over 20 2D symbologies available today. What’s nifty about them is that they can carry so much information that they do not have to be checked against databases–all the data necessary is on the bar code.
OK now for a look at the players. Motorola has recently acquired Symbol Technologies, reknown for their bar code readers; this will give Motorola a clear advantage. One of the most active spaces for bar code software is its application in the mobile phone sector. Among the major players are Scanbuy (which signed a global partnership with Nokia in 2004), Mediaseek, Mediastick (Japanese player), Nokia (who seems to be going direct according to their end user agreement) and Neomedia (USA). Have I missed some?
Camera cell phones are the common rudiment enabling this technology. So now consumers can point, scan and get coupons on the spot. That’s better than Googling a brand on your phone browser and waiting for information that probably won’t be relevant. It’s just not practical.
In the meantime, companies have joined together in Europe(HP Labs, Gavitec (owned by Neomedia) , Publicis (an ad agency?) and Neomedia), to develop a Mobile Codes Standard standard, MC2 (that MC two D). Who knows if in this dog-eats-dog world the group will grow.
So if I seem to be making a case for bar code phones, it’s because I am. Guess what else a souped up camera-phone with bar code software can do? Gavitec has gone a step further to inspire marketers in the mobile market. (Don’t miss Gavitec’s excellent on-site videos if you want to “get it” fast). It features Neomedia’s capabilities with ticketing, couponing, payment, loyalty, transport ticketing wherever you are– the possibilities astound. Here are some projects already in play with Gavitec:
- McDonald’s Portugal
- Bus tickets in Spain
- H&M promotional campaign in Germany
- Movie premiere tickets in Turkey
- Payment in Switzerland
- See the video below to get a broader perspective!
Gavitec has made great headway as the leader in mobile ticketing.This provides Neomedia a marketing engine for its patented software. Imagine, no more waiting at ticket booths or purchasing locations. More time to live.
Look for omniscience of the matrix bar code in our society–on everything from ads, through outdoors posters to products. Unlike RFID (which is being met with much criticism for privacy matters) it is not conceived to follow you but rather to enable you with information, access and opportunity. However! these bar codes’ data effectively travel in the SMS network; perhaps scrutiny as to the security of the information is due. After all we are talking about cell phones where conversations can be heard by other parties. Remember what Prince Charles said to Camilla in the privacy of their SMS network?
The big question that remains unanswered is how will retailers repond to this soon to be ubiquitous application? Will they fear encroachment on their house brands or slotting revenue tactics? Retailers are control freaks.
Anyway this is my take so far. I am engaged. This is truly a fantastic space to watch.
Footnote: I can only hope Neomedia will be smart enough to demo at Plexus 2007 : The Marketing Conference & Demo this fall in Toronto, an international event for business and marketers. If they can go to Spain and Turkey, they come here too. US needs to pay more attention to its good neighbor.
Entry filed under: Digital Imaging, Mobile Marketing, Very cool. Tags: .
1.
Swampthing | March 10, 2007 at 10:00 UTC
Thank you for speaking the truth.
Your opinion means much to all.
2.
streetstylz | March 11, 2007 at 10:00 UTC
Marie,
Great post regarding 2D smartcodes.
Did you know that Symbol licensed NeoMedia’s intellectual property in 2001?
Ron Goldman, Symbol’s senior vice president, Mobile Computing, said “Symbol now has the ability to offer our customers access to NeoMedia’s intellectual property, technology and services. We see this as empowering the development of exciting, new Web-enabled devices and applications, and as an important step in developing scanning applications for businesses and consumers via the Internet.”
With Motorola’s acquisition of Symbol, and Symbol’s license of NeoMedia’s patents, it will be interesting to see what developments lie ahead for this powerhouse trifecta.
Lots of consumer brands, media companies, and ad agencies are very interesting in NeoMedia’s mobile qode platform — Both in Asia, Europe, and North America. This is definitely a hot space to watch, and we will definitely see the adoption of NeoMedia’s smartcodes in 2007 and beyond.
Best always,
Sean
3.
Marie Germain | March 12, 2007 at 10:00 UTC
Hey Sean: Yes the possibilities for a 2D bar code reader are endless. I just hope one sector in particular will support you i.e. retail. Retailer databases are broken into frequently unbeknownst to the public. What is Neomedia offering to protect the customers data?
Why don’t you get someone to send me that nifty video at Gavitec, where the “avatar-like” character is purchasing a bus ticket and I willl upload. Gets the idea across.
No I did not know you had licensed to Symbol. How does this relationship with Motorola affect other handset customers? Are you primarily dealing with the carrier channel? I am guessing your marketing play will be along the lines of Blue Tooth–a relatively “default solution”. Perhaps you need more marketing dollars. Your reader Qode must get more buzz. I think the user market is ripe for it. It is maturing and ready for something new. And let’s not leave out biz users. Just gotta get those codes out there!
4.
streetstylz | March 12, 2007 at 10:00 UTC
Thank you for the gracious reply Marie
Once we put the finishing touches on infusing Gavitec’s Lavasphere technology into our qode platform, qode will be able to read Aztec codes, Datamatrix, and QR codes. This is absolutely critical in our march towards a universal code reader.
Will we soon see QUALCOMM embed qode on all of their future CDMA chips? As you know, the mobile BREW operating system accounts for a very large percentage of all handsets in the United States.
I agree whole heartedly with you regarding the retailers and protecting customer data, which is certainly of the highest importance. What if you had a gift card that was “qode enabled”? Upon purchase, the consumer could immediately register their card while in the store and add an extra layer of security to prevent on-line transactions in the case of card loss and gift card fraud in general.
In addition, with a NeoMedia smartcode on the back of the gift card, the consumer can use their mobile phone to click on the smartcode and access promotions, coupons, and information about local community events targeted towards the consumers interests.
As an avid reader of your blog, thank you again for the support and I will be in touch.
Best always,
Sean
5.
scott shaffer | March 12, 2007 at 10:00 UTC
I compiled a list of all of the Physical World Connection companies
here (link temporarily disabled).
6.
bo who? | March 12, 2007 at 10:00 UTC
Scott,
I do not mean to throw stones but your site does not link to Qode or Neomedia Technologies web sites. For some reason your agenda speaks for itself.
Your views are one sided. You discuss only what you want to hear and only half the truth.
7.
Michael V | March 12, 2007 at 10:00 UTC
Scott Shaffer is completely biased and has lost complete credibility of his Blog.
Not only does Scott refuse to cover NeoMedia on his blog, he purposefully mistyped NeoMedia’s website address on his list of Physical World Connection companies. And now he has changed the link to the company who helps finance NeoMedia, Cornell Capital.
Scott is a private investor in Scanbuy and sadly his negative agenda is quite clear.
8.
mobileman | March 13, 2007 at 10:00 UTC
Scott, your link to neomedia does not work on your site. It goes to another site.
9.
KK | March 13, 2007 at 10:00 UTC
Make a note that in Scott Shaffer’s blog on his list of PWC that he has now listed NeoMedia link as http://www.cornellcapital.com/.
Previously the Neomedia link was given a correct link…two years ago as http://www.neom.com
http://web.archive.org/web/20060424154105/http://theponderingprimate.blogspot.com/2005/06/physical-world-connection-companies.html
And yet right now the link was given an incorrect link as “http://wwwneom.com” as one word “wwwneom”
http://theponderingprimate.blogspot.com/2005/06/physical-world-connection-companies.html
And you say it’s a bias-free blog?
Don’t believe me?
How come no “qode” coverage on his blog when you already did and recognized the full (and better) potential than anything else?
Thanks for blogging about Neomedia.
10.
Marie Germain | March 13, 2007 at 10:00 UTC
I have one word to say to the lot of you: Meeeow. LOL What a competitive field. There’s enough kibble for everybody. It’s a huge market. A huge opportunity.
Scott, I allowed your comment (for now) even though it was too short and spammy. In return, why not be transparent and fix that link. If not, I will have to delete the link. This blog is for the readers’ advancement, for truth and discovery. I sorta liked your list–but there should be no hidden agenda.
11.
john c. | March 13, 2007 at 10:00 UTC
Scott:
You should be ashamed of yourself, in continuing to try and fool your readers into ignoring Neomedia, who is THE major player in the PWC business. Because of their technology and patents, and international work, NEOMEDIA is the one to watch, and you should be ashamed to use your BIASED blog to squash the major players in this world and pump the minor leaguers that you happen to have financial investments/interests in.
12.
Marie Germain | March 13, 2007 at 10:00 UTC
Scott: I went to your list and you have removed Neomedia and Qode completely–even though they requested to be included, accurately. I do not wish to disappoint my readers. So I am deleting your link because I do not allow spam as a practice. When you have time tell us more about Scanbuy and perhaps re-send the list complete.
13.
brewskih | March 13, 2007 at 10:00 UTC
Marie
The individuals involved in the cat fight(meeeow) are not representatives of NEOM. They are investors from the IHUB website, who have mercifully pumped NEOM for over 2 years now. What ever Scotts issues with NEOM are, I believe he has every right to remove any player from his list and his blog he so desires, just as you control what you put on your blog. You would also agree no blog will cover all aspects of the PWC space since there is just too much to cover. Matter of fact the poster to this blog STREETSTYLZ claimed he was going to do his own blog which would be fair and unbiased and put SCOTT to shame. Go check his blog after over a month and see if its fair and unbiased, and includes every article about the PWC space.
I might add those pumping NEOM have done everything in their power to shut up the Nay Sayers and got them banned or jailed on IHUB because their agenda isnt the same. So dont believe a one of them when they say they are fair and unbalanced and expect others to be the same.
I was one of those nay sayers, who was reported over and over for the same things those posters are doing to date. Of course the more complaints against one poster the higher liklihood they will be banned from a board. Problem is I was 100 percent right about NEOM since Dec 2005, and Streetstylz and the others have been 100 percent wrong.
I would hope you dont let them draw you into their little game, and ruin your blog as well. NEOM still has a very hard row to hoe, to come up with the money to settle the price guarantee with 12snap, and all the talk about HP and the consortium is due to Gavitec and their reader and not NEOMs QODE. They keep referring to QODE as the universal reader, and at this time the best anyone knows, QODE can only read AZTEC codes. HP, Gavitec and the consortiums main focus is on QR and Data Matrix codes which are quickly becoming the standard around the world. Aztec is seldom mentioned.
Also if you check Gavitecs website they too focus on the prior two codes. Most their readers do not mention Aztec as one of the capabilities.
So the reason NEOM is in this consortium is because they now own Gavitec, and in my opinion has very little to do with QODE.
You also might be interested in knowing that there was a trade show recently, and the managers of that show have decided to put a group together to set standards themselves. That show involved hundreds of the industry leaders and not the 4 or 5 that are a part of HPs consortium. So its still up in the air just whose standards will adopted down the road.
By the way ask Streetstylz to provide a reference to where he states Qualcom will be embedding qode on all its chips. There has been no announcement of that, just as their has been no announcement to date that QODE even operates on BREW. Yes they are listed as a developer of BREW but that dont mean a whole lot.
14.
Marie Germain | March 13, 2007 at 10:00 UTC
Brewskih: Ouch! Your industry needs to display a little more grace lest you negatively affect the whole space. You don’t identify yourself (isn’t that a vernacular for beer?). Blogs are about transparency. I am asking. When you make statements like this you should be prepared to face the response. Truth is unimpeachable. But your lack of transparency does not help your cause.
The fact is the list left Neomedia out and purported to be a great list. It’s like listing leading automakers and leaving Ford out. C’mon. It also stated that those left out where by their own choice. Why did the list owner not respond to the cries to get Neomdedia listed? As Dr. Phil would say, “you need to get real”. If the new blogger you mention has bad intentions that remains to be seen. Why won’t Scott be the bigger man?
I’m not on any side. Not a shareholder. I’m just saying….
Ya there are a lot of politics here. I think the investors are best leaving the patent owners and players to handle this. I think the inventors, lab folks and thinkers involved in the whole space should be raised up. Any takers?
But I won’t hush anybody up. This is a democracy.
My complaint was that the comment made by Scott was spam. Those who wrote re Neomedia made a real effort to put in a good comment. The list owner provided less than one line and a link to his site. This usually goes to trash. And then I got the cry about the veracity behind the link. This is certainly the last spam I let through. It tends to bite one in the A**.
What’s the hold out with the list maker? Pride or prejudice?
15.
Ninja | March 13, 2007 at 10:00 UTC
Marie,
You are witnessing a cat fight alright. That is how passionate the investors like myself are in this field…specifically concerning NEOM.
But I really wanted to comment on your openness in telling everyone up front about yourself. Very admirable indeed.
These other bloggers should state wether they’re paid or compensated in any way, shape or form…or even if they are investors in that particular company. And it should be in their “about me” page. Only then will you have true transparency.
Thanks
Lenny
16.
Marie Germain | March 13, 2007 at 10:00 UTC
Thanks Lenny but may I publish your email? The only two who have made themselves accessible in these comments are Sean and Scott (the object of so much vitriol). The web must get more transparent. We behave much better when people can see us. Right now this is like drivers hiding in their hunks of metal, flipping each other. I do hate that about blogs. No one should take these comments seriously until their authors are known.
Yes, it’s nice to see passion. But this is something else.
17.
dlethe01 | March 14, 2007 at 10:00 UTC
Hi Marie,
Datamatrix, QR, and Aztec codes will be the standard of choice.
Dennis Hettema, founder and CEO of OP3, said “…Nowadays I wouldn’t be surprised if we’re talking 50 to 60 players. Most of these companies will use an open standard code such as a datamatrix, QR or Aztec code…”
http://www.revenews.com/heatherpaulson/2006/10/exclusive_interview_shotcodes.html
Kaywa reader, for example, can only support right now 42 phones. Kaywa reader can scan QR code.
http://reader.kaywa.com/phones
flytip.com wrote “It’s a cool idea, but let’s not hold our breath about QR codes popping up in U.S. advertisements anytime soon. Most U.S. mobile phones are still not QR code compatible and WAP penetration amongst users still stands at a lowly 15%”
http://mobile.kaywa.com/mobile_market/growing-mobile-markets-growing-qr-code-usage.html
Mr. Roger Fischer, Founder and Ceo of Kaywa, said ” PS: I also think that in 2 years, macro functions for our handsets will become common place and then we can use even smaller sizes.”
http://www.gotomobile.com/archives/qr-codes-in-america
D. Le The
18.
Houdini | March 14, 2007 at 10:00 UTC
The unequivocal pivot point to this entire difference of opinions here is as follows: 1.) A Universal Standard will be established by the MC2 consortium shortly, and all its subscribers will set the precedent as to which bar code or series of bar codes will be deployed and under which set of circumstances they maybe be utilized, e.g. public domain for advertisers, marketers, consumers, etc.; private domian for closed-loop mobile internet access involving government, private sector industries and so on. 2.) A Universal Reader is here now, and can read both QR as well as DataMatrix codes. Additionally, HP Labs and Gavitec maybe be seeking to incorporated qodes Aztec OS into said Universal Reader.
The Universal Reader will soon emerge to coincide with the standards sought to be established by MC2 for mass market appeal, ease of use and overall ubiquitous acceptance. NeoMedia, along with their subsidiary Gavitec, are at the forefront on both counts cited above.
More importantly are the protections afforded them, as they now have 35 approved patents with another 53 pending; all of which have previously establised an international footprint in both North America as well as in Europe.
Why do you think NextCode launched with SMART carrier services in the Phillipines while ScanBuy is targeting China? Because these territories are clearly outside the international footprint of NeoMedia’s patents. This is a stark reality check for anybody who does not think that NeoMedia is not important in the PWC space. Even the Pondering Primate understands this, as he along with Phillips Investments, LLC, conducted a thorough patent investigation into NeoMedia’s patents long before he and Tobin Smith of ChangeWave acquired a position in them; albeit one would suspect that he was more inclined to perceive their RFID patent protection as the more important and hence, his prime motivating factor to acquire NeoMedia stock.
The same can be said of what Symbol Technologies did in 2001, when they made an offer to acquire NeoMedia’s patents for an undisclosed sum. Follow which patent inventors left Symbol and joined with NeoMedia, and you will undoubtedy understand the importance of what is going on behind the scenes regarding Neomedia’s patents.
The Pondering Primate may seek to profit from a financial windfall from ScanBuy, as he may have taken a private placement with them. He is understood to have introduced Nately Kogan of Hudson VC to ScanBuy in Feb., 2006, in order to line up an intital $10Mil. round of funding. Hence, if ScanBuy goes IPO or is acquired by MSFT…I will leave the rest to you.
19.
Ninja | March 14, 2007 at 10:00 UTC
Hi Ms. Germain,
I have no problem with that. I think along your lines also, that everyone behaves much nicer if their email address is out there. I mean the real address and not the type that are generic/similar to Yahoo or Google dot com.
My guess is that your not going to find a similar reaction among the majority of the posters. If it was a requirement, most people wouldn’t post at all. That is especially true for the bashers or bullies.
So if you want to post it, you have my permission. I have nothing to hide.
Lenny
20.
Marie Germain | March 15, 2007 at 10:00 UTC
Hey Lenny: I am glad that we are digressing off topic a little into transparency. There is too much garbage emanating from faceless commentors as you state. I’m quite a fan of creators of value. People who are by nature negative folks have found an ideal outlet on the internet. This is why many blogs require subscription now and public blogs like this take heat. It is consistent with the widening gap in social values. At least there is moderation. WP offers all options.
It was a heated post. In the end we got a very interesting snapshot of the market at this stage of the game. The players, the technologies, the politics, the dynamics. Not bad. I will read it again and try to commit it to memory.
Perhaps we have not heard the last word.
21.
Ninja | April 2, 2007 at 10:00 UTC
Hi Marie,
Now that there is a polite tone to this site, it seems as if the bashers lost interest. Why is it that no one wants to be civil any more?
I’m wondering if you had a chance to visit the CTIA show in Orlando, FL.? It seems as though there was plenty of information presented, but like all the other shows, it will take a couple of days to reach the masses.
There was a nice article in the New York Times. I’ve only read the online version that I thought was great. Remember that I’m a shareholder so I’m biased.
Here is the link to that article:
http://www.nytimes.com/2007/04/01/business/01codeside.html?_r=2&oref=slogin&oref=slogin
Let me know what you think.
Lenny
22.
Marie Germain | April 2, 2007 at 10:00 UTC
Hey Lenny! Frankly, it’s kinda silly that this platform does not get installed before the phone leaves the plant as it does in China. The day is young. Keep plowing away. Perhaps they like to pass on the charges to the customers here–often it is about money.
In the end the price point reflects the sophistication of the phone to some degree. But it’s not a good idea for cell phone makers to manufacture basic brands and souping up with fee on top of fee–technologies won’t get adopted that way. People are not just buying tools or toys–they are buying image, freedom and access. There are a lot of new brands to be born in pre-souped-up-phones. It’s not about Nokia or Motorola. Its about Chocolate or Krazr or the many brands that are are zygots in my brain. Rome was not built in day–but it was built!
23.
Rick May | April 5, 2007 at 10:00 UTC
Ms. Germain:
A note from an outsider. I am here because our firm spent two years going through all the companies and patents, reviewing the blogs, etc. Our company uses camera cell phone technology for US Security – around the world. The correct choice of technology vendor was naturally very important. In this period of time it became clear early on who provided fair information and who seemed to be ghost writers for technology companies.
That said, it was easy for us to pick NeoMedia technologies. We do not use Qode. We use the technology. We needed to be where the patents were solid, and where coverage around the world was solid. I know there may be challenges to this comment – but we are all technology people – and the decision was clear. NeoMedia.
Rick
24.
Ninja | April 6, 2007 at 10:00 UTC
Hi Marie,
We are now begining to see all of the different types of codes being put on the packages of all different types items. Depending on which country that you live in and the ad agency being used, the different codes are slowly begining to appear to the public.
One company is ONE Water They sell bottle water with the main purpose of helping to raise money and awareness for those who are less fortunate than us. This is one of those companies that is good for the world. They are a not-for-profit company. The link to their site is below.
http://www.we-are-one.org.uk/
There is a video that is on YouTube that tells you about the work that ONE water is doing. I’ll admit that I was impressed with the whole idea. The video can be viewed here:
http://youtube.com/watch?v=9 9jeRTOUnM
Now NEOM’s QODE is being used in a campaign for ONE water. I found an article on Sean’s website that will give you more information and can be viewed at:
http://streetstylz.blogspot.com/2007/04/neomedias-qode-makes-one-water.html
As a shareholder, I’m proud to be indirectly tied to this campaign. What a great way to introduce the masses, to the different types of codes. People will start looking for these codes on everything.
Lenny
25.
Marie Germain | April 6, 2007 at 10:00 UTC
Hey Lenny: The YouTube URL is malformed. Can you resend?
Went to your blog. Curious about the doubling of codes. I see the traditional bar code will stay for awhile for merchandisers. This is a plus for Qode–because it’s not an all or nothing play. It’s win-win for the merchant and the shopper (and Qode). Great stuff.
The info window was hard to read at your blog. Can you send me a better quality image of the label and window info to display? ( we will manipualte to show well here). In fact, if you have those on other brands/uses too that would awesome. I want to get this stuff live on my branding 2.0 blog too.
Geez I must start buying stock!
Happy Good Friday to all you passionate investors. You guys are a fine example of stock value promotion–more companies and investors should be engaged in this way.
26.
Ninja | April 6, 2007 at 10:00 UTC
Hi Marie,
This is a copy of the link right from the YouTube web page. I don’t know why it didn’t work, but if the same thing happens, the name of the video is “One Water in Africa”.
I watched the video again and I have to say that if you never saw it, it should impress you with their effort.
I will try to have the blogger himself send you some clearer information. I don’t have the savy computer skills like some.
Lenny
27.
Marie Germain | April 6, 2007 at 10:00 UTC
Lenny: Just an underscore missing in the URL. Saw it. Thanks.
Water in Africa–good thing. Qode’s 2d barcodes used to explain the virtue of choosing One. I get it. Do you know that sales will increase by at least 10% if a brand tethers itself to a cause? Wonder if the code will send them to the YouTube movie too.
There’s too little space on the bottle and frankly a benevolent organization cannot afford airtime. Good move.
28.
Marie Germain | April 7, 2007 at 10:00 UTC
Rick: Indeed when a technology is good patents can be at risk. e.g. Rim. Glad you put Neomedia to the test–what a good endorsement. But what is RapidID (your link) about? When you say “US Security” do you mean in general or governmental affairs. Identity and security is taking the front seat in all discussions and plans right now. Every platform, network and device will have to answer to this. Breaches are almost out of control–most people are unaware of the scale of the problem. I am a simpleton–are we talking about algorithms, bar code ID itself–what makes Neomedia more secure? I queried about this before within this string and never got an answer. Do tell.
29.
Rick | April 7, 2007 at 10:00 UTC
Ms. Germain:
Rapid ID customers use camera cell phones to capture pictures of “assets” – anywhere in the world. Our customers take a picture, including asset identification information. The customer transmits the picture to our system, via cell phone number or email, from their cell phone. We have a powerful software system that picks out everything we can from the picture, such as a name on a shirt, a company logo, a vehicle license plate, a tail number on an aircraft, ISO number on a shipping container, etc. We get the time/date stamp from the photo transmission, AND the location from the phone. (There is naturally, an alarm process based on some specific criteria.) We forward the photo to the agency or company taking the picture along with text of all the data in the picture. What does this provide? This provides a searchable record with a picture attached.
Rapid ID is used in many ways. One, tracking the movement of an asset. For example, DHS requires a movement history of assets such as Intermodal Containers prior to their landing on US ports. A simple camera cell phone picture provides location information along the route. Another example – in Asia, a company is using the Rapid ID system for Proof of Delivery – to make them look like FedEx or UPS. When a delivery is signed, a cell phone picture of the signed delivery receipt is transmitted. Rapid ID analyzes the picture, picks out the bar-code/deliver document number, the location of the delivery, and forwards to the delivery company. In minutes, the proof of delivery information, including the signature picture, is on-line at the delivery company computer. It is immediately searchable because Rapid ID has picked out the number information an attached to the picture.
In all cases, using the camera cell phone to capture a picture which is then sent to a system for processing, is NeoMedia owned technology.
Rapid ID was recently purchased by Smart Move of Denver, Colorado. The reason for the purchase is that US mobile asset owners are now required to provide proof of asset ownership/location (Sarbanes-Oxley accounting rules). A company can take an inventory in the field and send pictures of asset numbers. Rapid ID sends a full item/location report to the company. A company starting this week needs to record the empty trailers parked at depots when a full trailer is picked up and taken from the yard. In a very short time, it is easy for a large trailer fleet to learn the location of their assets. Smart Move has expanded their services to include the technology for the Sarbanes-Oxley accounting needs in the USA.
Hope that clears up Rapid ID. As you can see, this is a heavy use of NeoMedia patents – but not use of Qode.
While we rely on individual NeoMedia patents, we registered for patent purposes, the use of Camera Cell Phones for the use of Location and Tracking. The world in front of us is very big.
Rick
30.
Marie Germain | April 7, 2007 at 10:00 UTC
Rick: ahh. Is this is about Neomedia’s image search technology rather than its aztec code (my impetus for this post)? You know it was the scientist at Microsoft labs that guided me to Neomedia, claiming they were more advanced with this technology. I posted about this way back, http://plexusity.wordpress.com/2006/09/02/nifty-image-search-engines-blow-the-lid/
What I like about RapidID is the “rapid” part–for Homeland Security this has been a chief problem. The Intermodal containers is one of our weakest port-of-entry points. A journalist on a gag order confessed to me how anthrax had made its way into our ports in such containers years ago–no proof but ….I’m just saying…it has been a weakest link. There is no ID–evidence– like an image with a date and a place. This would have helped the Bush administration a great deal at the UN–the WMD thin “show and tell” demo was archaic in consideration of this technology. I realize there is great commercial value but for security at our civic infrastructures, it’s not a moment too soon. How long have agencies been using this technology with Rapid ID? I’m guessing it is under 24 months.
31.
Rick | April 7, 2007 at 10:00 UTC
Ms. Germain:
I commented at this location when I saw a challenge to NeoMedia’s strong patent position. Not sure how I came across this challenge – possibly on a NeoMedia internet search. In any case, we send pictures to a central system where a decision is made – that is NeoMedia. NeoMedia uses Qode to provide an interactive process. We use Rapid ID to receive and digest the picture, then forward.
We understand the patents, probably similar to Symbol’s understanding. That is – If we use a handheld device to send information to an online decision process, it is a NeoMedia patent. I will not be long when everyone discoveres such processes as RFID readers that transmit to a central system where a response is sent to the reader – is covered by NeoMedia. Picture or RFID read – no difference.
Good luck here – interesting reading. Sorry to drag you away from your original comment re 2D barcode. Take a look at the DOD’s UID Forum site.
Anyway, back to work.
Rick
32.
brewskih | April 11, 2007 at 10:00 UTC
Marie,
You started this discussion with the following quote
“There are over 20 2D symbologies available today. What’s nifty about them is that they can carry so much information that they do not have to be checked against databases–all the data necessary is on the bar code.”
However the comments have turned to qode and how superior it is, as well as how important its patents are.
You might be interested to know, that qode does in fact require a resolution server(or database) to take the user to content on the web. Therefore qode and NEOMs patents can not be compared to data matrix or QR codes, where as you stated all the data is stored right in the code.
Neoms patents, and their process is as follows.
1. The user takes a picture of a bar code with their cell phone.
2. That picture of the code(AZTEC CODE) is then sent to a resolution server where that server looks at the picture, and determines what the URL should be.
3. Then the URL for that picture is sent to the users cell phone.
4. The users cell phone browser launches the URL and takes them to the website.
Datamatrix and QR codes, as you appropriately mentioned do not require this 2 server process. The URL is embedded directly in the code. So the process is quite different and does not involve Neoms patents at all. With a QR or datamatrix code, the user takes a picture of the code. The cell phone software locates the URL in that code and directly takes you to that web site. No resolution server involved at all.
The other misconception is that qode is a type of code. Qode is nothing more then a code reader which at this time can not read QR or datamatrix codes or any of the other non standard codes like shotcode etc. Qode at this time reads AZTEC 2D codes and that is all it reads for 2D codes. Neoms subsidiary, Gavitec, also developes code readers. If you look on their site the main codes their readers read are QR and Datamatrix. So currently if you want to read all 3 standard codes, Aztec, QR, and Datamatrix, you would need two readers on your phone, Gavitecs Lavasphere and Neoms Qode.
The HP consortium also at this time is focused on QR and Datamatrix, so the AZTEC code that qode reads is not a primary code being developed by the consortium, Gavitec or others in the field other then NEOM.
Rick May has it right when he stated that in his process the picture is sent to a server and then the data pulled out of the picture, thus using NEOMs technology. But QR and Datamatrix DO NOT use that process and do not infringe NEOMs patents anywhere in the world. Comments like Houdinis above are very misleading about the technology and why certain companies are operating in certain countries as opposed to countries where NEOMs patents are.
By the way you referred to Aztec codes as belonging to NEOM in your last comment to Rick. NEOM doesnt own any code, just owns a code reader that can through a resolution server determine a web address URL and send that URL to your phone. Gavitec is different and can read standard codes but they also own no codes.
33.
Marie Germain | April 11, 2007 at 10:00 UTC
Hello Brewskih: Thanks for more clarity and your diligent comment. I learn a little bit more with every comment. I am writing a post for our marketing audience about the whole realm. Where can I reach you? Do you work for Datamatrix? I may need to interview you. My email is on my about page. Thanks for being kinder to all this time round.
34.
KK | April 11, 2007 at 10:00 UTC
Marie,
Neomedia is in the process on completing a “universal reader” and will be under the qode name. It is the not the universal reader right now but very soon.
See – http://www.neom.com/docs/investor_relations/2006NeoMedia_Mobile.pdf
qode® is a patented technology that links activated smartcodes, barcodes and keywords to the mobile Internet.
Just a reminder, Marie, there are people out there who are determined to drag down Neomedia because they already recognized that their patents are extremely valuable. One well recognized mobile company offered $250 million dollars for the patents. Neomedia refused.
I suggest you talk to Neomedia Technologies executives for further clarification.
35.
Marie Germain | April 11, 2007 at 10:00 UTC
Hello KK (please next time give me your real name) and Brewskih (please also give we your name)–I am a propronent of the Code of Conduct (COC) for blogging launched by O’Reilly in the valley. One of its lynchpins is the end of anonymous commenting.
I am truly interested in this mobile/code space because if consumers worldwide are empowered by mobile devices and marketers have found a truly new outlet, it’s makes a great story. I am just beginning to realize its enormous potential. But I won’t take sides. It appears in this thread that Neomedia is favored–and I aim to find out why. The story I am writing needs time to build. I welcome any new developments or information you can add here to speed this process. If there are folks posting here that remain anonymous than perhaps I should take those comments lightly. I wish to write responsibly. I am more interested in the use of the devices and their technology. And I don’t want to get side-tracked into RFID which lags behind this technology. In fact, I wonder if this technology will side-swipe (no pun) RFID. Although I should draw a comparison. Why don’t you Neomedia guys send me the whole enchilada to experience hands-on? (Shipping address on our site at Plexus2007 dot com)
36.
Michael Verteck | April 11, 2007 at 10:00 UTC
Mrs. Germain,
The truth of the matter is that HP, Gavitec, and NeoMedia are in fact working on a universal code reader that will be capable of reading UPC/EAN, Datamatrix, Aztec, and QR codes. These codes were selected because they represent the standard codes that are most widely used today both in the public and private sectors.
The Mobile Code Consortium will be meeting again in May to further their already successful efforts in bringing a code-agnostic universal code reader to the market to be supported and adopted globally by carriers and handset manufacturers.
In February 22 parties attended the Mobile Codes Consortium meeting in London, consisting of Carriers, OEM’s, and technology companies such as Vodafone, France Telecom, Telefonica, Deutsche Telekom, Hutchison Whampoa, Telecom Italia, and Cingular just to name a few. With such predominate backing from these 22 deeply involved parties, MC2 will certainly set the global standards for mobile smartcode dissemination.
Regards,
Michael
37.
Marie Germain | April 12, 2007 at 10:00 UTC
Hello Michael:
I am glad to read your comment. Frankly there are so many codes that the effect is “babel” and fragments the industry.
Are you saying we are coming down to four codes or that the new readers will be robust enough to read all codes? Hence the agnostic comment.
I am also assuming that this is related to the 2D only and not the vertical bar codes, correct?
When do you think this universal capability will be ready to go?
38.
streetstylz | April 12, 2007 at 10:00 UTC
With this rapidly evolving mobile landscape progressing at break-neck speed, new companies have emerged with innovative mobile smartcode reading platforms aimed at creating a interconnected world where every physical object can be linked to the Mobile Internet.
While companies such as Gavitec, NeoMedia Technologies, Kaywa, and Semacode have opted to utilize the three open-code standards: Datamatrix, QR, and Aztec, other companies such as Nextcode, Shotcode, and Beetagg have chosen to utilize their own proprietary 2-dimensional barcodes.
As a result, adoption has been slow since no standards body currently exists. According to Tim Kindberg, a researcher at Hewlett-Packard, “The more competitive mobile communications markets that exist in other countries make it harder for agreement on technology to emerge in these places. It’s been on the verge of happening for some time now – the technology is there, but the problem is the fragmentation in the market.”
With so many 2-dimensional smartcodes and mobile code reading platforms congesting the market, Mr. Kindberg teamed up with Publicis Groupe and Zenith Optimedia, along with mobile code reading innovators and industry leaders Gavitec and NeoMedia Technologies to form the Mobile Codes Consortium.
According to the Consortium, “Our goal is to create a consortium for a new Mobile Marketing ecosystem based around camera phones and 2D barcodes. A market-driven, open-standards approach will allow 2D barcodes to act as a catalyst in Mobile Internet adoption, mirroring the growth of web adoption over the last ten years.”
http://www.mobilecodes.org/
39.
Marie Germain | April 13, 2007 at 10:00 UTC
Geewhiz Sean, with the competitive nature of this environment I can’t see a consensus unless the consortium can get widespread signatories. Eventually, force builds with one group. But, the outcome is just not clear.
While this is going on, progress is slowed in N.A. with few using the technology. Let’s forget about the rest of the globe which is progressing nicely. Why on earth is this not settled here? When will this get into handsets here? I can’t imagine the players (mfrs and carriers) adopting this until readers can capture the lion’s share of codes. But hey I have not seen a 2D code on anything yet. It’s not like you are asking mfrs to drop their current codes–you are adding a second code. The cost of entry seems low to me. So that leads me to this question:
Q: Who right now is marketing the use of codes? Who’s getting them on billboards, on ads, on products tags, on blood bags and toe tags. Is this Publicis, ZenithOptimedia, Neomedia? Without 2D codes there is nothing to read. This is a Herculean marketing task. Everyone is a candidate.
Q:I would imagine that the fact your reader requires a resolution server gives you the flexibilty to add any code. This is used as a detriment according to Scanbuy (extra step, speed). All data buried within one code increases the fragmentation–makes them all proprietary–and I don’t think the carriers nor the makers will endure that. But I am just a layperson. You’d have to get the competition to agree to license their codes to you. I am off here? I need you to finish the picture.
40.
Ninja | April 13, 2007 at 10:00 UTC
Hi Marie,
Now I have to admit that one of IHUB’s premier finder of news found this tid-bit that I would like to share with you.
As you stated before, this space is huge and in it’s infancy. So here we have a company that just announced that it is using NEOM’s QODE to help its business goals.
I’m listing it here so you can see for yourself how the mobile phone is going to change the way commerce is transacted today. Marketing firms are just now starting to see this.
I see that this type of news is going be common in the marketing arena.
Remember that I’m biased.
You can view this at:
http://www.announcemobile.com/
It is another feather for NEOM.
Lenny
41.
Marie Germain | April 13, 2007 at 10:00 UTC
Hey Lenny: Checked out AnnounceMobile–nice site. Well explained as to how the device works. This is certainly an interesting new space. Whole businesses can be started from this. If you could give me a contact there I would like to interview them.
42.
Bob Adams | April 16, 2007 at 10:00 UTC
The following quote from Brewskih’s April 11th post raises some serious questions as to the vialbility of Neomedia Qode, IMO. I am not a technologist and so do not lend myself as an expert on any of it. So someone please correct me where I am wrong. If software exits to install direct URL’s on the codes (i.e. datamatrix, QR) then Neomedia’s patents will be worthless one day, no?
Full disclosure: I am long NEOM 125k shares at $.08. I am not a basher, just want to get at the truth. Raging Bull and I Hub are pretty much a joke, IMHO.
Great blog Marie.
“Neoms patents, and their process is as follows.
1. The user takes a picture of a bar code with their cell phone.
2. That picture of the code(AZTEC CODE) is then sent to a resolution server where that server looks at the picture, and determines what the URL should be.
3. Then the URL for that picture is sent to the users cell phone.
4. The users cell phone browser launches the URL and takes them to the website.
Datamatrix and QR codes, as you appropriately mentioned do not require this 2 server process. The URL is embedded directly in the code. So the process is quite different and does not involve Neoms patents at all. With a QR or datamatrix code, the user takes a picture of the code. The cell phone software locates the URL in that code and directly takes you to that web site. No resolution server involved at all.
The other misconception is that qode is a type of code. Qode is nothing more then a code reader which at this time can not read QR or datamatrix codes or any of the other non standard codes like shotcode etc. Qode at this time reads AZTEC 2D codes and that is all it reads for 2D codes. Neoms subsidiary, Gavitec, also developes code readers. If you look on their site the main codes their readers read are QR and Datamatrix. So currently if you want to read all 3 standard codes, Aztec, QR, and Datamatrix, you would need two readers on your phone, Gavitecs Lavasphere and Neoms Qode.”
43.
brewskih | April 18, 2007 at 10:00 UTC
Bob,
You are technically correct. It all comes down to which code becomes the most popular of the now 4 standard codes. Thats right there is now a 4th code developed by microsoft that has been approved as a standard code. It uses a combination of color with the data imbedded directly into the code. Apparently they have been working on this for sometime, if its already been approved as a standard code. So this universal reader that many speak about, now will have to decode 1 more standard code, if its going to be a universal reader that at least is universal when talking about standard codes. I doubt seriously it will ever be universal in the sense that it will read all the proprietary codes.
Marie
You asked about whether there are people using 2D codes in one of your comments. Check any package that you recieve from UPS. They developed their own code, and as one of the largest package transfer companies, I doubt they will change it for any standards consortium. The US government and the Postal Service both are using Data Matrix codes which you will see on a lot of your mail, especially if its coming from financial institutions, and the postage printed with a postal meter.
As to the second question, no you are not off base. If its a patented proprietory code and NEOM wishes to include it in its universal decoder(when they ever get such a thing) they would in fact have to pay licensing fees to the owners of the code.
What many do not understand is that NEOM does not have the patents on code readers. They have the patents on a specific process for reading the codes. There are several companies like Gavitec out there who have developed code readers without violating NEOMs patents. Gavitec is just one example of such a company who had their own code readers already developed and out there, before they even merged with NEOM. Kaywa is another example. So when it comes to whose code reader will become the most adopted, that will depend on the users experience and how well each reaader performs, as well as what reader the manufactures decide to pre install. But there will be several readers available, from several companies. I expect that if QR and Data Matrix become the default standards, any reader that reads them will do fine on any camera phone. And I believe that if Asia sticks with QR as appears to be happening thus far, that would by default become the most popular, since Asia is the largest market for trade in the world right now. Imagine how many products come into the US from Asia, that would all have the QR codes on them. Yes there will be more then one code, and I dont see that ever changing, but I dont believe AZTEC will be the favorite.
44.
Ninja | April 18, 2007 at 10:00 UTC
Hi Marie,
I guess that this would be a response to the post above.
I was just on Jeff Mould’s blog page and he clearly explained the reasons for chosing QODE.
It is a good read and maybe it will help Bob understand what makes NEOM and their patents work in the customer’s favor. It can be found here:
http://blog.announcemobile.com/2007/04/17/why-qode/
Having the ability to take the customer to wherever you choose is a HUGE choice that others with their static code readers can not provide. Plus, you would be able to change any information that you want, whenever you want to.
Think of it as having the ability to send the user to different locations depending on where YOU wanted the user to go versus having all users go to the same site according to the where the “static code” takes them. Maybe it is just because you changed something and now you want the customer to see different information that you believe is better.
Using other systems that are in place now, you would have to change the code on the packaging label.
For example, we’ll say that the manufacture wanted you to get a free sample of anything. He embeds that information in the code. Half way through the campaign, they decide to offer something else instead. The only way to do this is by changing the information on the code.
Think about how many thousands of items if not millions of items would be sitting in warehouses, in transit, or on store shelves. Do you now recall them to change the code? How long will it take to deplete your inventory? Obiviously there is a huge amount of money involved, so you probably wouldn’t do a recall because of a error in the code or you just wanted to update something.
The other thing to note is the time from when the item is packaged to the time it is ready and waiting for the consumer. Remember that you put everything on the code and it is permanent.
Using NEOM’s Qode, you have the ability to change this whenever you decide.
So using the above example, you now decide that the promotion is going to change. Instead of having all of the packages with the “old” information, you tailor the campaign to take you to a different “URL” or just change the information that will be sent to your phone.
It is that easy. Which one would you choose?
Lenny
45.
Marie Germain | April 18, 2007 at 10:00 UTC
Hey Lenny: I’m with you. I get it. Static bad. Resolution server good. Connections are getting faster. Marketers must be able to turn on a dime. Qode is on the right track in my opinion. Yes everybody… I am weighing in.
Question though: if Qode gets licensed to read QR or other proprietary codes will it be for the purpose of reading the static data or perhaps bringing that data to life too at their server? And if the latter, wouldn’t that render QR et al kinda redundant?
46.
Jeff Mould | April 18, 2007 at 10:00 UTC
Hi Marie,
As a regular, quiet, reader of your blog I wanted to try and answer your question above. The code, whether Aztec, Data Matrix, or QR only contains the information. It is how the code is interpreted by the application or server that it is acted upon. So once the qode reader is capable of reading other codes formats (i.e. Data Matrix and QR) theoretically they will be able to do the same thing as the current Aztec codes that qode uses can do.
The power behind the patents is not in the code or the reader, but in how the reader and code interact and how the information is provided. With NeoMedia’s patents it all plays in to the code being interpreted by the phone and transmitted as a whole to the server where it is decoded and the proper response is returned to the application or phone.
The idea behind a standard is to make it easier for the developers to have one format to work with. Then based on that format they can build their application to do whatever they want. In the case of NeoMedia the application is serving highly customizable, dynamic responses to the code, thus the qode technology.
Anyway, hope that helps a little. If you would like to discuss offline please feel free to contact me at my e-mail address provided.
Jeff
47.
Michael Verteck | April 19, 2007 at 10:00 UTC
brewskih has it all wrong regarding Microsoft’s new proprietary HCCB barcode.
It has NOT been approved as a standard code. And it does in fact utilize a centralized resolution server.
HCCB is a proprietary high-density 2D color barcode, which contains error correction and color calibration information. To decipher the 2D code, the code is scanned, then compared to the stored information on the server. It evaluates the textual information of the 2D code using a highly accurate proprietary OCR algorithm, and compares the result to the stored textual information, again, on the server.
Note the following:
On Monday, Microsoft announced that the International Standard Audiovisual Number International Agency (ISAN-IA), the Swiss agency charged with administering the ISAN numbering system, has licensed HCCB technology and plans to incorporate it into an authentication system for weeding out legitimate motion pictures, video games, broadcasts, and digital video recordings from forgeries.
Hardly a new barcode standard. ISAN only licensed the Microsoft HCCB barcode for authentication purposes. In addition to anti-counterfeiting security protection for CDs, DVDs, Video Games, ect.
Regards,
Michael V
48.
Bob Adams | April 19, 2007 at 10:00 UTC
Brewskih, Ninja, Marie, Jeff, Michael thanks for your comments. Jeff nice blog.
Brew, it would appear that the argument for routing through a server is compelling. Any rebuttal?
Any comments on Roger Pavane’s departure? Rather short stint wasn’t it?
Bob
49.
brewskih | April 19, 2007 at 10:00 UTC
Marie
Ninjas remarks in response 44 are totally false, and this just illustrates how mis information gets spread.
He states that to change the direction of any code except NEOMs AZTEC you have to replace the code on the packaging. That is totally false. I hope you did take the time to go read Jeff Moulds blog and specifically his answers to my questions. You will then understand by Ninjas comments are totally false.
First of all ALL codes once they are printed on an item are static codes. You can not change the data in that code once its been printed onto something. Their is no such thing as a dynamic code, where the data inside the code can be manipulated after its been printed to a label or a poster etc.
The dynamic aspect is what happens with that code after its been clicked on by a scanning device. And as Jeff has acknowledged there are different ways to make that process dynamic. The one Qode uses is the picture is sent to a back end server. A programmer or administrator can change the URL in the server to take you do a different website then the initial website that was programmed into the code. The very same thing can be achieved with a data matrix or qr code or any other proprietary code. All the server administrator or web page host has to do is a simple URL redirect which takes about the same amount of time as it would take to change the URL in NEOMs patented process.
So its not a one time use code as Ninja suggests. Lets say for example COKE is using qr codes for their promotions. Lets say the 1st month they have a contest where you click on the code and win something. So they put these codes onto all their coke bottles. OK, after the first month lets say they want to change their promotion from a contest to just information about their products. Their web administrator simply goes into the server at their web site, and changes the URL for that contest code so now when a user clicks that code COKES servers redirect you to their home page, whether it be on a wap web site or standard internet site.
As you see the code still out there on all those bottles isnt thrown away, its now used to bring the user to a new site.
The other dynamics, as Jeff has acknowledged such as age or location or sex etc., can be built directly into the decoder on the cell phone, and thus dont require a back end server either.
So the arguement that one code is dynamic while the others arent is a false statement. All codes are static. The processes are whats dynamic. And there are different processes or methods to achieve the same goals, for all technology out there including bar codes.
And by the way, an inhouse server by any company does not use NEOMs patented process either. All major web sites use servers and have since the web was developed so if coke directs you to cokes web site that is not using NEOMs process.
Then there is the comment by Michael above about the color codes from Microsoft not being an approved standard code. The governing body for media codes(ISAN) licensed the code and intends to start using it by the end of the year. That in itself illustrates they have approved the code as a standard for media such as music DVDs movies etc, since they are the body responsible for administering the codes. But in case theres any doubt about whether they just licensed the code without approving the code, here is a news article where it states the code has been approved by the ISAN. Read the 3rd paragraph.
http://www.tech.co.uk/computing/peripherals/news/microsoft-whips-palette-out-creates-barcodes?articleid=1227842491
50.
brewskih | April 19, 2007 at 10:00 UTC
Jeff,
You made the following comment, and isnt this why NEOMs process has a limited capability compared to other code readers?
“The power behind the patents is not in the code or the reader, but in how the reader and code interact and how the information is provided. With NeoMedia’s patents it all plays in to the code being interpreted by the phone and transmitted as a whole to the server where it is decoded and the proper response is returned to the application or phone. ”
I say limited, because as you acurately describe, NEOMs process requires a web connection, to send the picture to their back end server, to be decoded, and then a response is returned to the users cell phone. With the other readers there is not internet connection requirement right? Lets say I want to store someones business card on my phone. As I understand it I take a picture of the code on their card and my decoder records all the information displayed on the code, ie Name, phone number etc. With qodes process, that code has to be sent to their server to decode the information and then send it back to my phone.
Or what about nutritional information such as that being provided by Mcdonalds in Japan using qr codes. The user clicks the code on the wrapper and the cell phone display shows them the nutritional values on that burger or fries they are eating etc.
You say that when(and thats a big if) qode finally becomes able to read qr and data matrix codes, their process will remain the same as it is now, requiring the codes to be sent to their back end server for decoding. Isnt the decoding process better left at the users hand held device, thus if they just want information, they dont need to connect to the internet to get such information.
I know you might say internet access on cell phones is cheap. Well for many cell phone users even 10.00 a month isnt cheap, but thats a whole other discussion, for when the market is more ready for this technology.
51.
Marie Germain | April 19, 2007 at 10:00 UTC
Brewskih: We are talking about apples and oranges. There are benefits to both. The static QR code is great because yes you escape the download time and the internet expense. But right now Qode’s set-up does make that information dynamic–that’s important too. Frankly, the code should trigger both actions sequentially–the first reads the static info and if outdated (“best before” date in static info), going live seeks the update. Then it’s no longer either or. My lay opinion is we are splitting hairs.
If QR and Datamatrix have propulsion overseas what is holding them up here? Why is this technology not substantively in devices in NA yet? Why are 2D codes not substantively on products yet? Let’s not debate the code, readers, servers for this round. Let’s get into market acceptance. Who is responsible for getting manufacturers to place the codes on their products here? Is the fragmentation in the code enabling sector slowing adoption? Now that Microsoft is in the market with a code you should be concerned. What has to happen to get me buying a device that has the reader and having something to point it at?
52.
Jon | April 19, 2007 at 10:00 UTC
The qode® platform can be EITHER static OR dynamic–that’s the beauty of it…and its process is patented…and with very, very BROAD patents too. Also, qode® is in fact SEPARATE from the patents–qode® is just one rendition of the process protected by NeoMedia’s patents. That’s why NeoMdia is licensing its patent portfolio as well as offering the qode® product. I’m not sure Brewski understands the nuances of all this…and the fact that a universal reader is key to wide spread use of codes in general. A universal reader will be capable of ‘turning on and reading’ any symbology, IF the symbology owner/user will pay for the privilege. (Gavitec, little old NeoMedia’s sub, provides an edge there as well, especially with Gavitec’s Lavasphere reader/couponing handling capabilities.)
BTW, Marie, great blog. Why don’t you interview Jeff???
53.
Howard Elliot | April 19, 2007 at 10:00 UTC
Marie, I thought that “real” names were to be used on your blog. Why does that not apply to “brewskih” who has been kicked off of many boards for doing the same things that he is now doing here—spreading mis-information in GIANT, column- long ramblings.
Regards,
Howard
54.
Houdini | April 20, 2007 at 10:00 UTC
Jon, excellent commentary. Also, don’t forget that qode will be open sourced, as described by Chas Fritz during the recent CC. This will be a giant step in the right direction for them. Look for new media company endorsements, as qode is the single most prolific portal for mobile gateway connections available, Couple that with their new Universal Reader and you have a powerful 1-2 punch.
55.
Ninja | April 20, 2007 at 10:00 UTC
Hi Marie,
Bruce is technically correct that what I wrote is incorrect as stated. You’re absolutely correct about splitting hairs. I
This is an excerpt from the patent office in regards to one of NEOM’s patent:
“Second, placing URLs on printed material (whether or not in bar code format) requires manufacturers to redesign products, packaging and/or advertisements, and many manufacturers may be reluctant to do this. Third, pervious proposal, if the network address is changed, the package needs to be redesigned, and packages already in the marketplace will have incorrect address information”.
To get a better explanation, one needs to read Jeff’s blog. He does a much better job of describing how the different processes work.
I guess the example that I would use is that there are many ways to go from your house to a store. You might take one route while the next person goes to the store a different way. You both got there, and it is the way that you got there that counts.
Lenny
56.
Marie Germain | April 24, 2007 at 10:00 UTC
I am going to close this thread for now. We have had a good go at it. I wish you all success. The future is inevitable.