Within the mobile barcode industry, the entry of Neustar in the mobile space is about as exciting as toast for breakfast.
Neustar has yet to prove itself as an organization with brand relationships. Their history of success lies in government mandates, not market competition. Their retail division, where barcodes fall, is a small portion of their revenue. I believe Neustar is going to be a be an advantage to NeoMedia, but that is yet to be proven to the industry and brands.
It still falls on NeoMedia to make their own success. They have no history of growing revenues. NeoMedia is yet to signal to the market that this is going to change.
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