NeoMedia Technologies, Inc (NEOM)

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CTIA Mobile Barcodes William Chip Hoffman NeoMedia
by: Bena Roberts Monday, April 7th, 2008

http://www.gomonews.com/ctia-mobile-barcodes-william-chip-hoffman-neomedia/

The CEO of Neomedia’s experience showed at CTIA where he delivered a precise account of the mobile barcode market. Out of everyone on the panel, Chip Hoffman used insight, accounts and real examples to enforce NeoMedia’s credibility.


What struck me the most was the number of hot topics and issues Chip managed to squeeze into this presentation that focused on the need for standards, the issues of interoperability and the demand for seamless services.

What I also didn’t know and got extremely excited about is the code customisation. Basically, codes can be routed and categorised by service and age or language. This means that when a person is viewing a code the results are customised to the individual user.

This means that a person in India would get the results in the local language and an under-18’s would only get appropriate content. This is marvellous. I have to admit – I had never thought about that.

I would have thought that the advertising campaign determined the language – but with services such as this – any campaign can reach millions of people and cater to them individually.

NeoMedia is a platform enabler with push and pull mechanisms for mobile barcodes. This was a great overview and the ability to localise barcodes to the consumer is a feat that only serves to impress.

But, what I didn’t like was the fact that NeoMedia didn’t clearly define the issues with regards to entertainment barcode services (reading) and enabling (on device). The distinction between enabling services and offering readers (Neoreader) is not clear. I don’t think that operators or device manufacturers have realised the issue regarding barcode readers and the cost involved with pushing readers on phones and installing readers into the entertainment industry.

Not only Neom, but all the companies in the session have a responsibility to educate, simply.


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