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Saturday, March 04, 2006

The Pondering Primate: Neomedia Gets Camera Phone Bar Code Patent

The Pondering Primate: Neomedia Gets Camera Phone Bar Code Patent

Should I - or shouldn't I - identify the biggest obstacle to uptake of this service?

You'll have to have a significant market penetration - maybe an entire store, or an entire mall so that consumers have a reasonable chance of getting a hit. If consumers scan 3 barcodes and only 1 of them gets a result - but they get charged the data rate for checking all 3 - the consumer won't try this again.
Solution: This is an opportunity for tipping point philosophy. Once enough brands, marketers and consumers get used to the service it will reach a tipping point. Once that occurs we'll likely be in a winners circle situation. The question is - how can we get here?

Consumers have different mobile phone subscriptions for sure - and some including all-y0u-can-eat data - and some get charged per Kbyte. And I challenge you to randomly sample consumers to find out if they even know! - But most will assume that they are going to be charged as soon as the WAP session starts. i.e.; - this service will cost them something.
Solution: The mobile operators will eventually move consuemers to the flat rate data plans they are used to at home - so this is a temporary problem.

So in the end - I guess I should point out what I perceive as a major obstacle to the uptake of this service. It's only when people see the objection that they can actually begin to do something about it.

posted by Troy Norcross at 2:17 PM  

1 Comments:

Scott Shaffer said...

I don't know if the user will get charged per "click". I think the user will be able to click "unlimitedly" for a set price offered by the carrier.

The REAL obstacles are:
1. lenses on cameraphones are too poor to capture a barcode

2. what happens when you do click on a barcode? If people start clicking on barcodes and nothing happens, poof there goes that idea.

So you will need a general info app for a barcode, or an application that works for a specific niche.

Think LeapScan. They are using a 2d code scanner that resolves all pornographic DVDs.

It's simple and focused on one industry and one product.

9:20 PM

 

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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