Mobile Tagging: Bridging the Gap - Mobile Portland

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

Feb-092 Mobile Tagging: Bridging the Gap

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.


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

Feb-09Mobile Tagging: Bridging the Gap4

Definition and graphic from Wikipedia


Photo board

ISO Standards Tag Technologies


QR Code Datamatrix Aztec

“The good thing about standards is that

there are so many to choose from.”

Proprietary Tag Technologies


and many, many more…

ColorZip BeeTag Microsoft

TagEZ Code Shotcode

Practical limitations


The Declaration of Independence (7990 characters)

Case Studies


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


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


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


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

Feb-09Mobile Tagging: Bridging the Gap13 From CTIA Camera‐Phone based barcode scanning White paper

Recent Handset Adoptions


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:


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


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


Thank You!


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.
