Mobile Tagging: Bridging the Gap
Mobile Portland
February 2009
Paul Dockter

Biography
With Intel for 10 years

Enterprise Architect (i.e.: city planner for a system)
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Versed in CDNs, digital signage, marketing metrics,
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content systems, portals, security patterns, integration
patterns, SOA, enterprise mash-ups, open source,
application hosting, data centers, etc.
Mobile enthusiast
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Hobbies:
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Backpacking/hiking, Kayaking, FIRST Robotics
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The Disclaimers
The content in this presentation represents my personal opinion and although I

am an employee of Intel Corporation, the statements I make here in no way
represent Intel's position on the issue, nor am I authorized to speak on behalf of
Intel on this matter.
I believe that innovative companies will come out of the current economic funk

much stronger.
The issues presented and questions raised in this presentation have been are

painstakingly researched and I have even made an attempt to get my answers
correct. People who are sticklers for the truth should rely on their own research.
The opinions in this presentation are well reasoned and insightful, however, they

are not the opinions of Intel, Intel’s Information Technology group or their
lackeys. Anyone who says otherwise is itching for a fight.
All other trademarks mentioned in this presentation are the property of their

respective owners. The use of the word partner does not imply a partnership
relationship between myself and any other company.
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What is Mobile Tagging?
Reading a 1D- or 2D-barcode by using a camera in a

mobile device
Various data types can be stored in the codes, although

for mobile tagging predominantly urls are ciphered
After decoding these codes, the user can be directly

linked to the corresponding website
Definition and graphic from Wikipedia
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Photo board
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ISO Standards Tag Technologies
QR Code Datamatrix Aztec
“The good thing about standards is that
there are so many to choose from.”
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Proprietary Tag Technologies
Microsoft
ColorZip Shotcode
BeeTag
EZ Code
Tag
and many, many more…
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Practical limitations
The Declaration of Independence (7990 characters)
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Case Studies
Japan
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42% use QR Codes
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Encoding standardized in 2000
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Introduced to mobiles in 2002
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Wide-spread use by 2005
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Mega-pixel cameras
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Flat rate data plans (80% mobile broadband)
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Germany (2008)
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Linkbox provides information about landmarks & public schedules
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Case Western Study (2008)
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First US Trial
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Partnership between all US carriers and Mobile Discover (ScanBuy)
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City of Manor, Texas
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Accessing city / public information
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Barriers
Mobile Broadband adoption rates

 Carrier buy-in
Readers pre-installed on phones
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No standard Tag technology
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Fragmentation due to Patent infringement
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QR Codes, Datamatrix are de facto standards

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Implementation Models
Direct Indirect
A code that contains either A code that contains an identifier.
The identifier has to be resolved
1. content for direct consumption
in order to access the identified
for the handset
content or service.
2. the address of the service to be
Register
accessed
Tag
Generate
Mgmt
Service
Create
Resolve
Scan Scan
Fetch
Decode Decode
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Recent Developments
Open Mobile Alliance white paper
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CTIA establishes code scan action team
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Camera‐Phone based barcode scanning white paper outlines approach
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Selecting standards & common approach for indirect codes
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Support both EZ Code & Data Matrix
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Plans to build an indirect resolution service in 2009
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Google
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Extending ad business into print
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Including QR Code generation into APIs
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Experimenting with YouTube & other services
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Microsoft Tag launched at CES 2009
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Mobile World Congress 2009
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European leader MTag announced plans to enter US Market
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US Patent Office awards NeoMedia amended patent on February 20, 2009
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Key Driver is the growth of the Mobile Advertising Market
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Indirect Tag Resolution Service/ Clearing House
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From CTIA Camera‐Phone based barcode scanning White paper

Recent Handset Adoptions
ScanLife/ScanBuy coming pre-installed

Samsung (#3) announced in 2008. Unknown number

LG (#4) Europe soon, with US models to follow
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Sprint’s announced plans
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Nokia installing QR & Datamatrix code readers
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Risks:
 No Tag Trust / Tag Seal
Print vs. public signage
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Malicious potential
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Link masks unknown resource
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Some readers prompt, others don’t
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Privacy
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Variable Data Printing
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Public Perception
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Futures
Signed/Trusted Barcodes
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 Images with embedded color bar codes
 Mobile payment systems
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References / Resources
Open Mobile Alliance
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http://preview.tinyurl.com/OMA-Mobile-Codes
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CITA Code Scan White Paper
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http://preview.tinyurl.com/CTIA-Code-Scan
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ABC News: Ahead of the Curve
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http://abcnews.go.com/Technology/AheadoftheCurve/story?id=6915825
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Nokia Code Generation Site
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http://mobilecodes.nokia.com
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EFF : Patent Office to Reissue Narrowed Version of

NeoMedia Patent
http://preview.tinyurl.com/EFF-NeoMedia-6-199-048

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Thank You!
Paul Dockter
www.linkedin.com/in/pdockter
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Mobile data and communications activities
(among those who have a cell phone or personal data assistant)
% of cell/PDA users who % of cell/PDA who do
have ever done this this on typical day
Send or receive text messages 58% 31%
Take a picture 58 15
Play a game 27 8
Send or receive email 19 8
Access the internet for news, weather, 19 7
sports, or other Information
Record a video 18 3
Play music 17 7
Send or receive instant messages 17 6
Get a map or directions to another location 14 3
Watch video 10 3
Source: Pew Internet & American Life Project Survey, December 2007, n=1,704 for those with cell phones or PDAs.. Margin of error is
+/- 3 points.
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