OMA Update On Mobile Code Standards

The OMA recently published an April 2008 Technical Plenary Summary stating that a 2D barcode white paper has been completed and is currently in consistency review. The summary also noted that a requirements document has been started with initial sections populated.

Last December the Mobile Codes Consortium (MC2) announced it had carried out initiatives which lead to GSM Association (GSMA) and Open Mobile Alliance (OMA) activities to accelerate mass mobile marketing using 2D barcodes.

The Mobile Codes Consortium, the cross-industry group created to promote unified standards in camera cell-phone barcode reading technology, in conjunction with the GSM Association and the Open Mobile Alliance, continues to bring large scale adoption of mobile codes closer to reality.

Dr. Frank Müller, Director of Intellectual Property and Strategy at NeoMedia Technologies, said: "The commitment of GSMA and OMA gives important impetus for the worldwide development of mobile marketing based on using 2D barcodes. The barcode reading technology, enabling people with mobile phones to read mobile codes and immediately connect to content and services, makes the mobile Internet much more accessible for consumers and likewise offers advertisers various opportunities for innovative, well-directed and cost-effective marketing approaches with precise response evaluation."

William "Chip" Hoffman, CEO of NeoMedia Technologies, said: "We are creating the mobile equivalent of 'hyper-text' for broadcast and print media. Like SMS, a standard technology used by all carriers world-wide, mobile barcodes allow Brands and Consumers to interact on static media the same way they do on the web; cross-country and cross-carrier. With this wireless technology and the associated systems supporting it, old-media becomes new-media."

Thomas Curwen of Publicis Dialog and co-chairman of the Mobile Codes Consortium, added: "Now that we are making real progress, we will now start work with the marketing industry to ensure that their needs are taken into consideration in the developing standards."

The Open Mobile Alliance (OMA) delivers open specifications for creating interoperable services that work across countries, operators, fixed and mobile terminals. Driven by users’ needs and the expanding market for data services, the member companies of the Open Mobile Alliance stimulate the adoption of new and enhanced information, communication and entertainment services. The Open Mobile Alliance includes contributors from all key elements of the wireless value chain, and contributes to the timely and efficient introduction of services and applications.