NeoMedia Technologies, Inc (NEOM)

[kokonutguy]

Once again, why indirect is better than direct in terms of user's security, ease of management, and carriers acceptance.

http://investorshub.advfn.com/boards/read_msg.aspx?message_id=45173038

Also, here's a GSMA White Paper that shares a telecommunication industry perspective on two different service scenarios (direct and indirect mode) (this was put out in 2008 and prior to standardization for indirect code and that barcode interoperability in an ecosystem already proven, that is with Neustar and Neomedia).

The key findings of the GSMA White Paper are:
? There is significant interest in 2D Barcodes technology in different markets around the world
? 2D Barcodes can be used in a direct or indirect mode. The indirect mode enables new business models as it relies on a network server to resolve the identifier and can enrich the information associated to the end user in a secure manner
? While the direct mode provides an easily deployable solution, there are potential security risks, and an indirect mode solution would provide a safe, secure and trusted environment
? Under an indirect mode, regional and international interoperability is needed to ensure good customer experience. Ubiquitous service availability across networks is key to sustained market uptake
? Regional and international interoperability require an ecosystem managed by an authority entity that guarantees 2D Barcodes uniqueness
? The authority entity should be open, universal, trusted and affordable, and allow players to register a code under a fair use policy. It should also be an institutionalised sustainable process from a financial, commercial and quality perspective
? There is currently no standard for indirect mode and therefore there is a need for standardisation of all the elements and actors of the indirect mode, including the authority entity
? The actors found in a 2D Barcode ecosystem are: end users, technical entities (code readers, code management platforms), mobile network operators, authority entities and marketing entities (code sales agencies and code publishers)
? Code readers’ massive deployment is one of the key elements of the ecosystem to guarantee market uptake. Therefore code readers should be embedded in the phone "out of the box"
? Mobile network operators and other members of the 2D Barcode industry should support the definition of a 2D Barcode standard and the creation of an authority entity.

2D Barcodes are a success story in the Japanese market as a dominant mobile Internet enabler.

The technology supports two major operational modes, direct and/or indirect mode. In the case of the direct mode, the code is provided without any specific routing to the user. Therefore this mode supports existing business models.

Additional value can be added by creating a 2D Barcode service that can utilize the flexibility of a server side function that determines which service is invoked. This defines an indirect mode of using 2D Barcodes for service invocation and constitutes a service in itself, creating a role of a 2D Barcode service provider.

As a 2D Barcode has to be used through user interaction with their handset, the 2D Barcode service can support many benefit scenarios for mobile users and enable new business models:

? Location based services (not using network based location, e.g. triangulation)
? Profiling services
? Detailed usage statistics
? Assist promotion of operator-branded services
? Promote end-user loyalty for user-services (e.g. branded, bundled and relevant)
? Help build a back-end content provider community via the operator
? Enable metrics collection of services take-up by end users
? Assure a secure end user environment (e.g. integrity and authenticity of information).[/quote

The carriers:

Five US carriers – Alltel, AT&T, Sprint, T-Mobile and Verizon – are currently involved in the CTIA Code Scan Action Team (CCSAT) under the direction of the CTIA to drive the development of industry standards and assist in encouraging the development of camera phone code scan products in the US.

http://www.gsmworld.com/documents/2D_barcodes_B01_0_2.pdf


Code Scan Action Team

Description of the Action Team
CTIA’s Code Scan Action Team, an alliance of proactive carriers, is working to create conditions that will encourage market growth and speed Cameraphone barcode scanning products to market in the US. The nature, scale, and maturity of Code Scan initiatives vary widely across the globe, but some kind of activity is underway in most developed and many developing countries. (Cross Carrier cooperation need not eliminate initiatives pursued by individual carriers. Carriers can support other symbologies should they choose, or layer additional value added services in order to drive competitive differentiation.)

The Code Scan Action Team is working together to enable unified communication to external stakeholders (such as consumer goods, media, and retailers) that need to hear of a unified approach (technologically and systemically) prior to committing to their initial capital expenditure, technology selection and marketing resources.

http://www.ctia.org/business_resources/wic/index.cfm/AID/11478

An updated white paper as of January 2009 by CTIA that focuses on the Indirect Model and has a nice little note:

CTIA CCSAT Decision:
All member carriers will support the Indirect Encoding Model for 2D barcodes.

And the CCSAT describing the benefits of indirect:

Benefits of an Indirect Encoding Model
The Indirect encoding model offers several benefits over the Direct model, which are useful for consumers, Code Publishers and Campaign Managers. The following describes the main benefits of an Indirect encoding model:

• Interoperability - Indirect encoding allows multiple Campaign Managers to reach carrier subscribers through a single handset code reader application. The incorporation of a Central Clearing House and Central Registry enables Campaign Managers to use this system in an interchangeable, equal way, while maintaining the privacy and confidentiality of their company’s 2D bar code campaigns.

• Consistency of Service and Market Reach -One key to adoption of 2D barcodes in the United States is consistency of service experience and reliability for customers, independent of carrier or camera phone make & model and choice of barcode symbology. Indirect encoding supported by a Central Clearing House function acting on behalf of carriers enables users to scan and decode different supported symbologies using a single code reader application on the handset. This fulfills a key objective of Code Publishers by ensuring a consistent experience to the broadest base of users and allows access to campaign content or service, regardless of their choice of Campaign Managers, carriers or symbologies.

• Advertising Uses & Size - The Indirect model encodes an alpha-numeric code (‘Identifier’) into the barcode, rather than a full address of the intended content or service (i.e. WAP URL). This Identifier is used by the Campaign Manager as an index to resolve the full URL, which will be returned to the handset 2D barcode reader application for action. As a result of encoding a smaller amount of data, indirect barcodes are typically much smaller in size. A small bar code will be essential in usage situations with space constraints, such as on consumer goods packaging involving imprints on small objects.

• Security and Trust - The Indirect model ensures the security of content and a trusted user experience. This contrasts the Direct encoding of barcodes, which typically involves unmanaged routing of the user’s client to the code publisher’s web portal, hence exposing the user to potential inappropriate content, fraud, phishing and other attacks. With the Indirect model, system entities work collaboratively to ensure a trusted and managed user experience. Stakeholders are much better equipped to institute content guidelines for 2D bar code distributions and they can mitigate the adverse impact of misleading or inappropriate content on end users by removing the associated Identifiers from circulation.

• Consumer Analytics Reporting - The Indirect model enables system entities (Clearing House and Campaign Managers) to leverage carrier capabilities to report user demographics (on a opt-in and anonymous basis). These demographics are of value to Code Publishers for purposes of advertising accountability and campaign planning. As the 2D Barcode market and methods of user-controlled disclosure of application attributes (e.g. geo-location and subscription profile data) mature, further opportunities exist to enhance the user experience and create possible follow-on service transactions with the Code Publishers (e.g. e-commerce).

http://files.ctia.org/pdf/Final_Code_Scan_White_Paper_Rev2.pdf



Oh, btw, I have many more postings left for today and not limited to one measely post and will use my remaining postings each day to repeat the above and use white papers of CTIA, GSM, OMA and such to drive the point about indirect method as superior. And to counter any desperate moves by those who insist on lambasting indirect encoding method which is, ironically so, increasingly being accepted for use in a robust ecosystem that carriers look at quite favorably. Interoperatbility is key. Standardization is key. A robust ecosystem is key. Control is key. All of these have now come together. And 2010 will be the year.