Broad consumer adoption on a pay-per-download basis will be limited. There is not enough consumer utility yet in the space. The key is to get the phone mfg. or the carrier to pay for the functionality as a differentiator. The success (or lack thereof) of revenue from downloaded applications continues to plague the industry. Bundle the reader download with ringtones (or get “n” number of free ringtones after you download the reader) or some other highly successful consumer application or content and you may have a winner (i.e. people are willing to pay).
If the reader software is free, that leaves NEOM and others with the puzzle of how to generate revenue; recurring is best. In the direct encoding/linking environment, there is no revenue outside of customized reporting. Code generation is free (with the text or target URL embedded in the code).
However, a revenue stream will be created between the end user and the brand partners and all vertical players in between will be compensated fairly and properly via the indirect method. That is capitalism and this is what our patents will drive...revenue. Can't be done without it.
News 
Market Data 
Discover 
