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BizReport : Mobile Marketing : January 10, 2010

JagTag overcomes smartphone capabilities barrier to mobile marketing

A major barrier to the widespread adoption of marketing with 2D barcodes in the U.S. remains device limitations and, more often than not, that users are required to download special software to their devices to utilize the technology. A new company, JagTag, aims to change all that with its introduction of 2D "brandcodes".

by Helen Leggatt

Connected consumers rarely go shopping without their mobile phones. In the last year or so, this has prompted mobile marketers to look closely at the role mobile handsets can play in the shopping experience.

Many mobiles can be turned into barcode readers via which marketers can give on-the-spot discounts, provide in-depth product information or price comparison data all while the consumer stands in the store aisle. However, this often requires the user to download specific software.

So what, you ask, are JagTag's "brandcodes"? In a nutshell, they are unique 2D barcodes that are readable via any mobile phone with a camera and require no additional software to enable the end user to use it. Therefore, for the less technical-savvy mobile users, this is a halfway house and easier to get to grips with.

As many bloggers on the topic of mobile marketing point out, JagTag's offering isn't anything new and somewhat cumbersome. And, while the technology for mobile barcodes is evolving rapidly, it will work best when more consumers carry sophisticated phones on high-speed Internet connections. In Japan, for instance, where the adoption of 3G phones is particularly high, consumer packaging, catalogs, and posters have been featuring 2D barcodes for some years.

Tags: 2D barcodes, barcodes, mobile marketing, mobile phone

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