Neustar Becomes NeoMedia's Licensing Agent

Neustar recently announced a landmark agreement with NeoMedia Technologies to have Neustar act as the exclusive patent licensing agent in the US for NeoMedia’s intellectual property for two-dimensional (2D) barcodes. The agreement creates a “one stop shop” for consumer brands to simply and affordably use barcodes to deliver exciting new applications, services and compelling content to mobile consumers.

The addition of Neustar’s central registry services to NeoMedia’s patented barcode technology also means that brands now will be able to offer barcode marketing to consumers regardless of which mobile service provider or barcode reading software a consumer’s mobile device uses. The Neustar/NeoMedia collaboration enables brands to offer more targeted and dynamic communication options to mobile consumers, beyond simply taking them to a general website.

"Neustar is committed to establishing an open, consistent, and easy opportunity for brands to deploy 2D barcodes that reach the widest audience possible,” said Diane Strahan, Vice President of Mobile Services at Neustar. “This licensing agreement, combined with Neustar’s interoperable 2D barcode pilot launched in March, provides the advertising and mobile operator community confidence for a more rapid commercialization of mobile barcodes."

"Customers and the advertising community can now easily secure a clear and predictable path to licensing and implementing NeoMedia’s patented barcode technology,” said Iain McCready, CEO of NeoMedia. “Advertisers have been waiting for a reliable and scalable barcode system, and with this agreement, mobile barcode technology can now fulfill its promise of turning mobile devices into ‘point-of-sale’ catalysts for mobile commerce."