Mobile barcodes provide an easy way for consumers to access relevant information and compelling content from anywhere. They are printed symbols that link consumers with interactive content such as videos, music, web pages, coupons, text alerts, movie tickets and more via their mobile phones. Today, mobile barcodes are turning up everywhere -- from newspaper articles, magazine ads and billboards to product packaging, receipts and even business cards. Neustar presented this slideshow at Mobile World Congress 2010 in Barcelona. Read it, and discover more about the many opportunities that mobile barcodes present!

1. Mobile Advertising and 2-D
Barcodes
Entertainment or Essential?
Diane Strahan
Vice President
Registry and Digital Content Services

2. Power of Mobile as a Channel
Barcodes: Easy to Use, Relevant, Flexible, Dynamic, Measureable
Mobile Barcodes are printed symbols that link consumers with interactive content:
Information
» Access to critical information is quick and easy
» Provides relevant information when and where you need it most
Marketing/advertising
» Transforms traditional mediums into interactive digital media – a powerful new media form where print, mobile and web converge
» Dramatically broadens the scope of mobile marketing opportunity
» Leverages unmeasured media (packaging, direct mail, in-store display, etc.) that add to the potential ubiquity of the medium
Entertainment
» Instant access to movie trailers, music, book excerpts, associated meta data
» Drive awareness & excitement for new entertainment releases, introductions/upsell for associated licensed content
Commerce/Retail
» Shortens sales cycles – influences buying decisions in and out of store
» Supports partner marketing, marketing coop and upsell opportunities through product tie ins
Enterprise/Supply Chain Logistics
» Increases supply chain efficiency
» One code - Link marketing, advertising and supply chain where appropriate
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3. Barcodes - Here, There, Everywhere
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4. Mobile Barcodes – The Time is Now
What it is Why care
• The ability to scan an object with a camera Operator
phone and experience • An opportunity for revenue enhancement
(ie advertising, meta data, new services)
» Deep link content
» Pre Populated SMS • Drives data usage and customer satisfaction –
easier method; opt in
» Calendar Event
» Pre populated phone call • Provides key insights into subscribers’ interests for
digital content and additional advertising leverage.
» Other phone invocations
Brand/media
• Already big in Japan, and growing
• Establishes relationships with consumers
worldwide
• Accurately measures campaign performance near
• Satisfying and engaging user experience real-time
• Influences purchase decisions
Advertisers Want It. Retailers Need It.
Operators Can Enhance It.
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5. Why Barcodes Deliver Value
• Competitive against other direct
response media
» Average cost per lead is $.60.
Barcodes can come in at half that
price.
» Comparable to Google Ad-word:
$.69 (2008)
• Converts offline audience to online
relationships – adds measurement
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6. How Brands/Agencies/Advertisers Profit
As Mobile Channel Evolves, Advertisers Personalize To Drive Customer Loyalties
Mobility has the potential to improve
Mobile
advertiser reach & ROI with targeted
and personalized campaigns, reducing
time between customer “awareness”
and “sale”
Internet
Value of
Loyalty Ease of address book/community tie ins
Targeted promote viral return for brand
Media to
Advertisers Ease of payment and POS tie ins for
Action Prospect to takes action on the offer
TV
Barcodes are worth more
becauseconsumers enter the hierarchy here
Desire
Enhance desire by tuned content, more
Radio qualified offer with Metadata
Interest Increase interest with user simplicity,
immediacy & ease
Print
Awareness Grab attention with greater context/relevancy
Evolution of Media & Marketing Value Chain
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7. Interoperability is Essential
• Most campaigns rely on one proprietary • Importantly: Interoperability is critical
symbology, one campaign resolution » Leverage each players’ investment
company and have no mass or scale » Supplies broad reach for brands and
» The result: Industry fragmentation. advertisers
» Provides safety and security of large
» Competing vendors and technologies numbers
resulting in a market unable to sustain
− Standardized systems and competitive
unique point solutions. suppliers
− Clearinghouse provides secured gateway
• Brands who buy advertising demand:
» Reach
» Provides the critical mass required to build
» Targeting and sustain healthy ecosystem
− Peering and point solutions don’t address
» Measurement and
− Competition, innovation and scale matter
» Competitive ROI for their spend
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8. Neustar Supports Players With Different Needs
Large MNOs
Registry
Small MVNOs
Gateway Linking
Content Neustar players and
systems to
provide
reach
Campaign Manager Clearinghouse and create a
marketplace
exchange
Clearinghouse/
Registry
Gateway
Campaign Manager, Campaign Manager,
Publisher Agency
Mobile Application Providers
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9. The User Experience – How it Works
1. A code is scanned and sent through a local gateway to the designated clearinghouse.
2. The CCH does a registry lookup then queries the Campaign Manager for content
3. The URI is sent back to the handset which invokes it, commonly retrieving some remote content
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10. Visa “Check Your Balance” Contest
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11. Get Event Updates Delivered to Your Phone
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12. Barcodes to Download Show Content
Vide
o
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13. NeoMedia “Scan to Give” Campaign
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14. Campaign Manager Partners
Company Contact
Mobile Discovery David Miller, CEO
david.miller@mobilediscovery.com
http://www.mobilediscovery.com
(703) 929-3597
NeoMedia Dean Wood, VP of BD
dwood@neom.com
http://www.neom.com
+447798 853228
3G Vision Maury Margol, Director, U.S. BD
maury.margol@3gvision.com
http://www.i-nigma.com
(770) 289-1769
Mobile Data Systems Joe Spiteri, President & CEO
jspiteri@invisionsoft.com
http://www.mobiledatasys.com
(630) 360-3400
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15. Players and roles
• Brands- pay money for campaigns and fund • Media Company – Publisher of print, video, or
everything - Control system success. May electronic content. Includes magazines, outdoor,
purchase names and codes directly from Registry, television, Internet, etc.
but require CM to resolve.
• Advertising Agency – Acts to coordinate message,
• Campaign Manager (CM)- resolves codes and
placement, and content of advertising, often in
can develop and run mobile campaigns on behalf
coordination with media and CMs
of brands
• Mobile Network Operators (MNOs)– Deploy and • Code Reader – Software on handsets that
support reader proliferation so brands can recognizes barcode symbols and sends traffic to the
advertise to a sufficiently large audience. clearinghouse. Also receives response from CM
Operators can contract with CMs for a share of (through clearinghouse) and launches device
advertising revenues. functions. May also be CM.
• Clearinghouse- Routes traffic from MNO • Registry– Reference database documenting
Subscribers to CMs and back relationship between CMs and the codes they
publish.
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16. Code Resolution Pilot Ecosystem
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17. An Invitation to Participate
• Learn how your company can participate in and gain from the oncoming
mobile advertising market
• Test multiple business models and entry strategies to determine best
approach and sequencing
• Low risk environment
• Industry Supported Initiative
• Standards Based – Interoperable system
Contact barcodes@neustar.biz for more details
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