NeoMedia Wins Latin American With Telefonica

Bems, the leading Spanish provider of mobile solutions based on 2D barcodes, has partnered with US-based industry leader NeoMedia Technologies to distribute 2D barcode solutions throughout Latin America.

Earlier today, Bems announced it had been chosen by Telefónica International as its exclusive partner to develop a 2D barcode business in Latin America for the next 4 years.

Bems has chosen NeoMedia as their primary technology and platform vendor for mobile barcode reading and campaign management, with a key focus on the brand marketing and advertising sectors. In addition, Bems will promote NeoMedia hardware solutions related to ticketing and couponing. As a key part of this platform, NeoReader will be the preferred barcode reader for pre-installation on handsets and all code transactions will be routed through the NeoMedia infrastructure. The solution will be distributed to markets including Argentina, Brazil, Chile, Columbia, Ecuador, El Salvador, Guatemala, Mexico, Nicaragua, Panama, Peru, Venezuela and Uruguay.

This initiative to promote 2D barcode technology is part of a wider strategic plan for the operators to introduce cutting edge tools for mobile to the Latin-American market. Operators will leverage the expertise the Bems/NeoMedia partnership provides in areas such as technology, marketing, R+D and an extensive sales force to enable the widespread adoption of this technology.

"The alliance with NeoMedia represents an important step towards delivering the best technology to Bems and providing an advantaged position in the implementation of the agreements with Telefónica for the Latin-American market," commented Javier Mañas, Chairman of Bems.

Based in Madrid, Spain, Bems is known as the go-to company for 2D barcodes and has developed solutions for a wide range of brands, distributors, intermediaries, public and private institutions, retailers and media groups. It has worked with some of the world’s most influential organizations - from Warner Brothers to Yell and Bacardi. Bems strives to unite best of breed technology with creativity to achieve the best results for its clients.

NeoMedia Technologies, based in Atlanta, Georgia is the global leader in mobile barcode scanning solutions. NeoMedia’s technology allows mobile devices with cameras to read 1D and 2D barcodes and provide “one click” access to mobile content. Combining this technology with advanced analytics and reporting capabilities revolutionizes the way advertisers market to mobile consumers.

"As we’ve consistently maintained, commercialization of barcodes calls for an open and interoperable market that can provide the scale needed for brands and advertisers to exploit the benefits of the mobile marketplace. We feel that our work with Bems and gaining entry to the Latin American market is yet another step closer to global adoption of this powerful technology," commented Iain McCready, CEO of NeoMedia.

The 2D barcode market is increasingly gathering momentum as its potential as both a valuable marketing tool and the ideal way of delivering services via the mobile web are being realized.

Bems and NeoMedia will implement the interoperable standard of 2D barcodes based on the recommendations of the GSM Association, guaranteeing compatibility with other global operators, not only in Latin America, but also throughout the rest of the world.

To succeed with this new "2D barcode Ecosystem," the active participation of all industry players from operators and manufacturers of mobile devices to developers and mobile marketers is needed. Bems will aim to create models of collaboration with all of them and to generate the scale that is needed for the space to develop to its full potential.

It is expected that operators in Latin America signaling their commitment to an open operating environment via this initiative will lead the way to unifying the marketplace and encourage other operators and brands to invest in mobile barcoding as a marketing channel.