NeoMedia Technologies, Inc (NEOM)

[nukuhiva]

from the primate in 2004 alias Scott Shaffer
To start with, the Brand owns the barcode (soon rfid tag) or any other associated unique identifier. That is key. There has to be an incentive for the Brand Manager to “turn the code” on. There’s no need to create a new code (SemaCode) when there’s already one on just about every package. Also, when Rfid is standard how will you put a code on a rfid tag? What we are talking about is connecting the physical world to relevant content. The best way to do this is to have that physical object (a product, a magazine, a bottle of wine) be uniquely identified and the best way to that is to use existing identifiers like words or barcodes that are already used and promoted.

Second, once a unique identifier is scanned/typed/said by a computing device, directed to a database (UPC), and then directed back to cell phone, that falls under NeoMedia Technologies extensive IP umbrella.

So let’s say Clos Du Val registers their barcodes and specific words in SAIC/NeoMedia’s recently unveiled Word Registry http://www.neom.com/press_releases/2004/20041027.jsp . Now when you take a picture of the barcode on bottle, type in the number OR the Word Clos chooses (lets use CLOSDUVAL for an example) you will be directed to where THEY want you to go. I don’t think you want to type in http://www.closduval.com/v1/wine.php?theID=38&sessionID=yJTgpJRDQoCIzsCQ
on your cellphone browser. As a matter of fact it is almost impossible to do so due to all of the keystrokes. I think this is way over 120 different keystrokes. NO ONE WILL EVER DO THIS!!

Now think of all the applications that Clos can offer to the guy holding that bottle. Clos now has direct one-on-one dynamic marketing ability. Ask any Brand Manager what he would pay for that ability. Currently the Brand Manager does not even know that Clos is holding his product. The Brand Manager can now interact with his customer directly and that is of great value. He can send another coupon for the next purchase, or suggest complimentary dinner items, or even give Clos the carb count.

Scan the code and find out complete info on the wine. What wine critics said. A coming wine tasting weekend Clos is sponsoring (buy today and get free admission). What dishes the finest chefs recommended serving with this. Maybe a discount thru the store if you buy more than 3 bottles. Buy today and get $5 off Clos new Cabernet (click to get couponed SMS’ed to your phone).

Now think of what Clos can do w/ those now registered barcodes and Words. In latest Wine Monthly Digest, an ad appears for the new Merlot and on the page Clos puts a PaperClick barcode, or says “type CLOSDUVAL” in the Google-Go window. When you type or take pic of code you are directed to the exact page of this new bottle of wine. No more searching to get to the desired page…you’re “directly connected”. That Brand Manager will pay for this connection.

Lets say Clos chooses the Word CLOSDUVAL1 to put in Wine Monthly Digest and CLOSDUVAL2 to put in the next issue of Robb Report…Clos now knows instantly which magazine is more effective immediately AND can interact with their consumers. So when holiday season is approaching they can send out SMS to these users offering incentives. Currently Clos has little or no way to track his media buying effectiveness. This solves that problem.

It costs a Brand owner approx $100-200.00 per year just to register their own barcodes. Now how much would it be worth to Clos to turn on EVERY barcode on every bottle in every store? There are 3 billion unique barcodes.

Merchants will have to be agreeable to “open up” their inventory. They don’t “own” the barcodes, the Procter Gambles do.

Now here’s where the OS guys come into play. This is where the physical world meets the electronic one. The reader will be provided with the camera feature. This is a data service. Service providers want to increase ARPU and this represents an enormous opportunity to have the marketing muscle of the Procter Gambles direct traffic thru the Verizons/Vodafones. To simplify it, every barcode now becomes a button from the physical world to relevant content that is immediate and one to one. Every can of Coke, now becomes a source of revenue for Vodafone AND Coke has millions of portable, dynamic, interactive websites. This is truly a win-win-win (SP, Brand, consumer) situation…and VERY lucrative.

Google must tie in? Well THEY don’t have an OS, but Symbian and MS do. If you think about what happens when Coke registers all of their barcodes and their TM in SAIC/Neom Word registry, I think you can see why Google’s AdWords biz plan will be disrupted. The power is now shifted back to the Brands.
Google can extend its reach into the physical world with the Neomedia platform. What was once search is now reached into physical objects and has become a key part of the next 10 years of where the internet is going. Some people call the Pervasive Computing. Getting relevant timely information, where they work, play, and travel to in a mobile and one to one way.

By: Scott Shaffer at 11/09/2004 05:23 PM /