2D barcodes have a lot of potential, especially in the realm of mobile marketing, but a major roadblock for widespread adoption in the U.S. remains device limitations- mainly the fact that users are required to download special software to their devices to utilize the technology, making it not worth it for most consumers.
A new company dubbed JagTag aims to change all that with its introduction of 2D “brandcodes,” or unique 2D barcodes that are readable via any cell phone with a camera, even minimalistic feature-phones, and thereby require no additional software for the end-user to obtain. The new technology marks the first and only viable 2D barcode solution available in the U.S.
It works by utilizing MMS- a user snaps a photo of the barcode, sends it off to a shortcode, JagTag’s platform retrieves the associated content and returns it back to the user via MMS. The platform takes into account several metrics before sending out associated content. When a user sends a barcode off to JagTag, its platform takes into account the user’s phone number and device information, and returns personalized content based on that user’s profile, device capability and the particular brand’s specifications.
JagTag is a self-proclaimed “non-invasive, ‘pull’ mobile media that transforms a marketer’s physical objects into interactive and measurable digital media.” It prides itself as being the only media in the U.S. capable of delivering audio, video and pictures to a mass mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
I’ve long been a proponent of 2D barcodes for marketing potential, and JagTag seems to have hit the nail on the head. Still, the technology seems to be more of an image-recognition technology more than a barcode technology which makes me wonder why marketers would want to use barcodes instead of branded images for consumers to interact with. Companies like SnapTell utilize the exact same methodology, except they use images of physical-world objects instead of barcodes.
To me, physical-world image recognition is a much more powerful technology than 2D barcodes- though underlying factors may contradict completely. What do you think- which provides more benefit? 2D barcodes or physical-world image recognition.
Thanks Justin. Great Article!
Wait. So you have to “text” a barcode image to some MMS number. Wait. And when you finally get something back, you can then open a browser and access the URL? Ouch.
Also talk about eating up bandwidth! You have to send bandwidth-heavy IMAGES through MMS everytime you scan their barcode right?
Sorry, but this isn’t very attractive.
As the natural selection, there’s a technical selection. Iphone offers the best experiment (50% of the mobile trafic). You need a smartphone to enjoy optical recognition (OCR, barcode, image, Augmented Reality) through the Internet network, not the career’s one. only 2D barcode, by MMS is quite a poor experience.
JagTags tries to sell image recognition with a “minitel” system for careers… no ?
It’s definitely a start to a rather complex problem of providing the best method to read 2D barcodes quickly, efficiently and easily…still a long way to go though…
Joe
Right on the ball here. It’s ludicrous that this company is attempting to ride the 2D Barcode wave when the most compelling feature of the latter is the seamless interface. This is nothing more than SnapNOW with an Fugly code. Why not just send an SMS? Why would I take a photo when i can get the same content without the ridiculous gimmicky step???? Sorry…but this bugs me because it’s a blatant attempt to capitalize on a technical advance like 2D coding without doing the heavy lifting.
I blogged about SnapTag when it was recently in the news here:
http://blog.interactivemediums.com/2009/10/16/when-a-barcode-isnt/
Marketers unfamiliar with mobile engagement methods may find services like this useful but I don’t see value beyond making it appear easier for a consumer to use versus texting a keyword. That is not a real big hurdle though.
-Gib Bassett
Interactive Mediums
Gib- Valid point, mobile barcodes are still very much a novelty in the U.S. Since it’s a relatively new concept, consumers might like the uniqueness in the beginning, but long-term viability is limited at best….
Good post regarding SnapTag by the way!
Is that similar to QRcode?
Nate- yes, they’re very similar, JagTag just uses a different pattern for their codes, but they both work the exact same way. It’s likely more of a branding thing than anything….
Anything heavy on the bandwith is a no no. One should look on much better alternative.
Great post tohugh I liked this thing that: It is the first and the only media in the U.S. that is capable of delivering audio, video and pictures to mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
Awesome post and I think I am late at reading this.
i agree with the comment above. Finally something meaningful which is not dependent on Software directly. Good Post!