Mobile Codes Consortium – MC2
Publicis Groupe, Hewlett Packard Laboratories,
Gavitec AG - mobile digit, & Neomedia Technologies
A new use of an existing technology emerged 2 years ago in the Far East that could revolutionise and
accelerate mobile internet adoption and, to a different extent, messaging and voice across the globe. For
this to happen, the various stakeholders in the industry must coordinate over some key decisions.
This document is a mission statement for the mobile industry, to create a consortium for a new mobile
marketing ecosystem based around camera phones and 2D barcodes. A market-driven, open-standards
approach will allow 2D barcodes to act as a catalyst in mobile internet adoption, mirroring the growth of
web adoption over the last ten years.
The vision is already reality
Outside, in a café, a mobile handset camera is pointed at an advertisement, poster, leaflet or beer-mat. In
just one click, the user arrives at a webpage designed specifically for that location. No struggle with the
compromised navigational systems of mobile websites; no wait – just the instant fulfillment of the user’s
needs. The spontaneity of the response encourages an internet connection there and then; the internet
content is relevant to the precise time and location of the user; the advertiser can track exactly which
piece of paper generated the user response – and the mobile handset has enabled a trouble-free and
relevant experience of the web that is potentially more useful to website provider and user alike. And of
course, the mobile industry benefits from increased usage of the internet over mobile handsets.
This is the reality now – but only in a few special campaigns. With a coordinated approach, it is within
reach as a mass phenomenon. It just needs the mobile industry to deliver the technological infrastructure
and business framework to enable this new stage of adoption.
Marketing is the key catalyst in adoption, as it was in the growth of