NeoMedia Technologies, Inc (NEOM)

[Vercingetorix]

"The direct method is the method currently being used by over 99.9% of the barcodes in the real world today.

Look at Japan, the leader in the barcode world. where there are barcodes all over the street, they are all using the Direct Method."

Here was Jonathan Bulkeley's answer to that:

http://www.msearchgroove.com/2009/01/20/exclusive-800-pound-gorilla-scanbuy-speaks-out-on-barcode-controversy-why-open-is-good-but-managed-might-be-best/

"Most of the markets that are developing around the world right now are going to be indirect. Direct codes don’t provide the ecosystem with a revenue model that justifies bundling software and pushing this in a major way. It did in Japan, because they were charging consumers to scan, but that is not what’s going to be the model going forward. Now it’s ‘advertisers pay’, and they will pay because they want to pay to reach consumers."

He's right - the advertisers will pay for this, not the consumers. Indirect will triumph here.