MOBILE WORLD CONGRESS — The mobile barcode sector is gaining momentum.
On Monday, Neustar Inc. (NSR) said it’s working with Visa to provision a 2D barcode reader application through mobile operators. Neustar’s mobile barcode clearinghouse platform will help companies that distribute barcode readers to work with other companies that create barcode marketing campaigns. And Neustar is launching a commercial pilot program and wants advertising agencies, apps developers and mobile providers to take part.
“Establishing standards for the interoperability of barcode technology across global networks is a critical step in making large scale mobile services, like mobile offers, a reality,” said Prakash Hariramani, senior business leader at Visa Inc. “This is but one example of the many mobile services we plan to deliver to financial institutions, merchants, consumers and network operators.”
Neustar said it’s giving marketers and network operators a new way to access mobile content and services.
“Barcodes offer direct response accountability through measurable ROI and enable advertisers to adjust their content based on near-real-time tracking of each campaign’s performance,” said Diane Strahan, Neustar vice president, in a press release. “For consumers, barcodes offer an exciting ‘shortcut’ to accessing rich content, helpful information and m-commerce.”