Mobile tagging
mobile tagging (tagging= identify) means reading out a 2d- or 3d-barcode by using a camera in a mobile device.
It is possible to save various data types in the codes, although in terms of mobile tagging predominantly url are ciphered . After decoding these codes, the user can be directly linked to the corresponding website.
Graphical illustration of the process
File:Mobile tagging process.jpg
The history of mobile tagging
Mobile tagging is rooted in Asia or rather in Japan. It was developed in 2003 and ever since it has been used in several fields of mobile marketing. By now Densos' QR Code in Asia and the Data Matrix, which was created in the US, have established themselves as the most popular 2d-barcodes. Both are ISO-standardised. The reason for the success of mobile tagging, besides the flexible and multiple fields of application, is the quick, precise and customer-driven access to information. According to the principle of physical world connection (see also Object hyperlinking), the user is able to gather digital information immediately by scanning a two-dimensional barcode, for example in an advertisement.
In Europe so far, mobile tagging is not widely used. Indeed, several campaigns in relation to physical world connection have been launched, however a standard for multi-dimensional barcodes is still missing. At present, the so-called Mobile Codes Consortium (MC2), which was founded by the companies Publicis Groupe, Hewlett-Packard Laboratories, is working on creating European standards for codes and readers. Furthermore, the MC2 includes companies like KPN, Deutsche Telekom, Nokia and Telefónica O2 Europe. One of their goals is to install readers on mobile phones by default.
Codes and readers
Currently about 70 different types of barcodes and their specific versions exist and are mostly in use in the field of logistics. In terms of mobile tagging, the number of codes is essentially restricted to a dozen types. For reading out 2d-barcodes it is essential to install specific software, a reader, on the mobile device.
The reader uses the camera of a mobile phone for the mobile tagging process and is available free for downloading. The producers of the reader are very involved in developing solutions to increase the number of compatible mobile phones. Most services on the corresponding websites offer the download directly onto the mobile device or PC. In addition, many providers offer the user a generator for creating their own codes.
Due to the absence of a standard code, the readers are faced with the same problem. One the one hand there is a remarkable number of readers which aren't able to identify barcodes apart from their own proprietary codes. One the other hand there are several readers which were created to read out non-proprietary codes like the QR Code and the Data Matrix. Overview of the relevant mobile-tagging codes:
Application areas
At present, mobile tagging is not only finding its way into the day-to-day-life of many Asians, it also concerns Europeans. There have already been a couple of campaigns in the fields of commercial, public and private tagging. The vision behind mobile tagging is the idea of an absolute convergence between information media. Mobile tagging connects static information carriers with the Internet and encourages the interactive behaviour of the user. At least this is not the only reason why leading experts are firmly convinced that performance in the European markets will almost reach Asian levels in the forseeable future.
Commercial tagging
Commercial tagging includes the use of multi-dimensional barcodes, especially in the fields of mobile marketing and advertising. Showcases in this context are additional information on products (e. g. the nutrient content on hamburgers), direct downloads (e. g. free ringtones, clips or mobile games) and the direct link to a specific site of a company. Particularly in the field of commercial tagging it is vital for the code to be able to be branded (= it is possible to integrate a logo in the code).
Public tagging
In terme of public tagging, barcodes serve as a hyperlink to additional information on public information carriers. This information may include maps, customer reviews or other non-commercial advice.
Private tagging
In view of private tagging, personal motives come to the fore. Besides the opportunitity for creating direct hyperlinks on blogs or profiles, it is possible to participate immediately in online auctions (e. g. barcodes on cars with ebay hyperlinks). Furthermore barcodes allow services like saving data automatically in the contact list of mobile phones by scanning a code printed on business cards. In addition to a higher user friendliness, private tagging offers novel opportunities for self-presentation.
Weblinks
Mobile Tagging- web portal for mobile tagging
Mobile Codes Consortium (MC2)- Official website