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BizReport : Mobile Marketing : December 20, 2011

Mobile coupon POS scanning problems solved?

Mobile coupons are a hit with consumers, until they get to the checkout where many are frustrated by scanners being unable to read the barcode. New technology from mobeam could solve the problem and get checkout queues flowing again.

by Helen Leggatt

mobeamLogo.pngThe speed and ease with which mobile coupons can be distributed is being hampered by redemption difficulties at point of sale. Few are aware that when Starbucks launched its mobile coupon campaign the café chain had to replace all of its scanners for the app to work.

As it currently stands mobile coupons presented at point of sale usually need to be printed, manually keyed in by the checkout assistant or downloaded to a loyalty card.

"As impossible as it seems, even to technologists in the mobile industry, a vividly displayed barcode cannot be read by the typical barcode scanner," said Nick Holland, senior analyst with Yankee Group.

"The inability for a red laser scanner to read information displayed on a smartphone is not a small problem. This limiting factor is stalling important innovation as the retail industry is stuck waiting for next generation mobile technology to go mainstream."

However, new technology developed by mobeam could speed up the redemption process and negate the need for stores to change their current checkout equipment. It works by converting barcode data on mobile devices into a beam of light that can easily be read by the 165 million red laser barcode scanners currently in use around the globe.

"mobeam's technology addresses virtually every POS environment," said Chris Sellers, CEO of mobeam. "mobeam is solving a significant problem for consumers, brands, retailers and every other player along the retail value chain. The potential for mobeam's light based communications technology - from mobile couponing to ticketing to mobile content - promises to be a tremendous industry game changer."

Tags: barcode scanner, ecommerce, in-store, mobeam, mobile coupon, mobile marketing, point of sale, retail marketing

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  • Cynthia

    Wonderful news for all common customers,as well as for retailers. Mobeam deserves our admiration as it could solve the problem with advanced technology. It may be possible in the near future that all of us can be shop with mobile coupons from RetailMeNot,Groupon or CouponSnapshot with our smartphones. So exciting. Every process can be complete in the mobile device and it will save us more time and make shopping become faster and more convenient.



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