Thursday, July 24, 2008

OMA Publishes Mobile Code White Paper

The OMA recently published a comprehensive white paper addressing important components of the mobile code ecosystem, such as different symbologies, usage scenarios, and direct versus indirect encoding,

The white paper aims to stimulate a global market in which barcodes act as enablers for camera-equipped handsets to access content and services. Some technologies already exist; for example, in Japan, 2D barcode scanning is in widespread use.

However there is fragmentation in the worldwide market currently, due to the variety of approaches to the questions of which barcode symbologies should be supported, what format of data they should contain, and how reader software should behave when barcodes are read.

The Open Mobile Alliance aims to halt fragmentation by providing guidelines on existing standards as well as creating specifications to address interoperability needs as they arise. Once enough mobile code readers that follow those guidelines are deployed on consumer handsets, marketing organizations and publishers will be able to include mobile codes as links to online content and services with confidence, in advertising and promotional campaigns, and in printed and displayed media of many kinds.

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.

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