NeoMedia Technologies, Inc (NEOM)

[kokonutguy]

From the CTIA Code Scan Team White Paper on indirect 2d barcode advantages on page 17:

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

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

• Consistency of Service and Market Reach -One key to adoption of 2D barcodes in the UnitedStates is consistency of service experience and reliability for customers, independent of carrieror camera phone make & model and choice of barcode symbology. Indirect encoding supportedby a Central Clearing House function acting on behalf of carriers enables users to scan anddecode 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 thebroadest base of users and allows access to campaign content or service, regardless of theirchoice of Campaign Managers, carriers or symbologies.

• Advertising Uses & Size - The Indirect model encodes an alpha-numeric code (‘Identifier’) intothe barcode, rather than a full address of the intended content or service (i.e. WAP URL). ThisIdentifier is used by the Campaign Manager as an index to resolve the full URL, which will bereturned to the handset 2D barcode reader application for action. As a result of encoding asmaller amount of data, indirect barcodes are typically much smaller in size. A small bar codewill be essential in usage situations with space constraints, such as on consumer goodspackaging 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 contenton end users by removing the associated Identifiers from circulation.

• Consumer Analytics Reporting - The Indirect model enables system entities (Clearing House andCampaign Managers) to leverage carrier capabilities to report user demographics (on a opt-inand anonymous basis). These demographics are of value to Code Publishers for purposes ofadvertising accountability and campaign planning. As the 2D Barcode market and methods ofuser-controlled disclosure of application attributes (e.g. geo-location and subscription profile.

http://files.ctia.org/pdf/WhitePaper_CTIA_WIC_CodeScan_9_08.pdf

In other words, to say that direct is better than indirect 2d barcode in terms of security and reliability is either 1)not informed; or 2)has an agenda. Either way, might want to take up that argument with the CTIA scan team. Good luck with that.