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Telefónica Sets Up 2D Barcode Agreement Across Latin America

barcode_mobiad.jpgTelefónica has chosen Bems of Spain to be its exclusive partner in developing their 2D barcode business in Latin America. Bems in turn has chosen US-based NeoMedia as the primary technology and platform provider for barcode reading and campaign management.

The companies’ primary focus will be in the areas of brand marketing and advertising. In addition, Bems will market NeoMedia’s ticketing and coupon solutions. The solution will be distributed to markets including Argentina, Brazil, Chile, Columbia, Ecuador, El Salvador, Guatemala, Mexico, Nicaragua, Panama, Peru, Venezuela and Uruguay.

barcode_pepsi.jpg2D barcodes for mobile marketing interaction seem to be gaining traction around the world, albeit more slowly than some industry watchers had hoped. There is still a level of technical fragmentation which needs to be overcome so that all players in the value chain feel confident committing to the approach. However recent campaigns by major brands has such as Pepsi has done a lot towards moving this technology closer to the mainstream.

According the NeoMedia release, the two companies plan to implement the interoperable standard of 2D barcodes based on the recommendations of the GSM Association. This approach should guarantee compatibility with other global operators, not only in Latin America, but also throughout the rest of the world.

“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.” commented Iain McCready, CEO of NeoMedia.

28.10.2009    Tags: ,
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