mobile tagging: bridging the gap - mobile portland
DESCRIPTION
Mobile Tagging creates a bridge between traditional media and mobile lifestyles by using 2D barcodes which can be read from a mobile phone camera. The potential applications of this are wide-spread and have been successfully used in Japan for years, but there are barriers to adoption in the US. Despite these barriers, both Microsoft and Google have recently announced plans to utilize 2D barcodes. Businesses are warming to the idea of using these codes to help people get to mobile content quickly. The question is how quickly consumers will warm to the idea. Asia has traditionally led the way when it comes to mobile technology, and if this continues to hold true, it won't be long before we see mobile tagging spread in the U.S.TRANSCRIPT
Mobile Tagging: Bridging the GapMobile Portland
February 2009
Paul Dockter
Biography
With Intel for 10 years
Enterprise Architect (i.e.: city planner for a system)
Versed in CDNs, digital signage, marketing metrics,
content systems, portals, security patterns, integration
patterns, SOA, enterprise mash-ups, open source,
application hosting, data centers, etc.
Mobile enthusiast
Hobbies:
Backpacking/hiking, Kayaking, FIRST Robotics
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The Disclaimers The content in this presentation represents my personal opinion and although I
am an employee of Intel Corporation, the statements I make here in no way represent Intel's position on the issue, nor am I authorized to speak on behalf of Intel on this matter.
I believe that innovative companies will come out of the current economic funk much stronger.
The issues presented and questions raised in this presentation have been are painstakingly researched and I have even made an attempt to get my answers correct. People who are sticklers for the truth should rely on their own research.
The opinions in this presentation are well reasoned and insightful, however, they are not the opinions of Intel, Intel’s Information Technology group or their lackeys. Anyone who says otherwise is itching for a fight.
All other trademarks mentioned in this presentation are the property of their respective owners. The use of the word partner does not imply a partnership relationship between myself and any other company.
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What is Mobile Tagging?
Reading a 1D- or 2D-barcode by using a camera in a mobile device
Various data types can be stored in the codes, although for mobile tagging predominantly urls are ciphered
After decoding these codes, the user can be directly linked to the corresponding website
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Definition and graphic from Wikipedia
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Photo board
ISO Standards Tag Technologies
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QR Code Datamatrix Aztec
“The good thing about standards is that
there are so many to choose from.”
Proprietary Tag Technologies
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and many, many more…
ColorZip BeeTag Microsoft
TagEZ Code Shotcode
Practical limitations
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The Declaration of Independence (7990 characters)
Case Studies
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Japan 42% use QR Codes
Encoding standardized in 2000
Introduced to mobiles in 2002
Wide-spread use by 2005 Mega-pixel cameras
Flat rate data plans (80% mobile broadband)
Germany (2008) Linkbox provides information about landmarks & public schedules
Case Western Study (2008) First US Trial
Partnership between all US carriers and Mobile Discover (ScanBuy)
City of Manor, Texas Accessing city / public information
Barriers
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Mobile Broadband adoption rates
Carrier buy-in
Readers pre-installed on phones
No standard Tag technology
Fragmentation due to Patent infringement
QR Codes, Datamatrix are de facto standards
Implementation Models
Direct Indirect
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A code that contains either
1. content for direct consumption
for the handset
2. the address of the service to be
accessed
A code that contains an identifier.
The identifier has to be resolved
in order to access the identified
content or service.
Scan
Decode
Fetch
Create
Scan
Decode
Register
Tag
Mgmt
Service
Resolve
Generate
Recent Developments
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Open Mobile Alliance white paper
CTIA establishes code scan action team
Camera‐Phone based barcode scanning white paper outlines approach
Selecting standards & common approach for indirect codes
Support both EZ Code & Data Matrix
Plans to build an indirect resolution service in 2009
Google Extending ad business into print
Including QR Code generation into APIs
Experimenting with YouTube & other services
Microsoft Tag launched at CES 2009
Mobile World Congress 2009 European leader MTag announced plans to enter US Market
US Patent Office awards NeoMedia amended patent on February 20, 2009
Key Driver is the growth of the Mobile Advertising Market
Indirect Tag Resolution Service/ Clearing House
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Recent Handset Adoptions
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ScanLife/ScanBuy coming pre-installed
Samsung (#3) announced in 2008. Unknown number
LG (#4) Europe soon, with US models to follow
Sprint’s announced plans
Nokia installing QR & Datamatrix code readers
Risks:
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No Tag Trust / Tag Seal Print vs. public signage
Malicious potential Link masks unknown resource
Some readers prompt, others don’t
Privacy Variable Data Printing
Public Perception
Futures
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Signed/Trusted Barcodes
Images with embedded color bar codes
Mobile payment systems
References / Resources
Open Mobile Alliance http://preview.tinyurl.com/OMA-Mobile-Codes
CITA Code Scan White Paper http://preview.tinyurl.com/CTIA-Code-Scan
ABC News: Ahead of the Curve http://abcnews.go.com/Technology/AheadoftheCurve/story?id=6915825
Nokia Code Generation Site http://mobilecodes.nokia.com
EFF : Patent Office to Reissue Narrowed Version of NeoMedia Patent http://preview.tinyurl.com/EFF-NeoMedia-6-199-048
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Thank You!
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Paul Dockter
www.linkedin.com/in/pdockter
Mobile data and communications activities
(among those who have a cell phone or personal data assistant)
% of cell/PDA users who
have ever done this
% of cell/PDA who do
this on typical day
Send or receive text messages 58% 31%
Take a picture 58 15
Play a game 27 8
Send or receive email 19 8
Access the internet for news, weather,
sports, or other Information
19 7
Record a video 18 3
Play music 17 7
Send or receive instant messages 17 6
Get a map or directions to another location 14 3
Watch video 10 3
Source: Pew Internet & American Life Project Survey, December 2007, n=1,704 for those with cell phones or PDAs.. Margin of error is
+/- 3 points.
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