1. The Opportunities Arising from Visual Codes
Dr Tan Geok Leng
Chief Technology Officer, IDA
AGENDA
What are Visual Codes
Is this the Right Time for Visual Codes?
Visual Codes in Singapore
Visual Code Consortiums
2007 IDA Singapore All Rights Reserve
1

2. 1/ What are Visual Codes
2007 IDA Singapore All Rights Reserve
Visual Codes in Japan
QR CODE FOR FOOD RETAIL
QR CODES FOR LOCATION BASED
LARGE SCALE QR CODE ON
SERVICES ON MAPS IN THE TOKYO
BUILDINGS
SUBWAY
PAYMENT AT A STORE WITH
QR CODE FOR TV PROGRAM
QR CODE
GUIDES
QR CODE FOR PROPERTY
DEVELOPERS
2007 IDA Singapore All Rights Reserve
2

3. Visual Codes in Korea
Media Interactivity Leisure / Travel Magazine
Digital Entertainment Personalised Multimedia stamp
Source: Colorzip 2007 IDA Singapore All Rights Reserve
2D Barcodes in US
source: www.scanlife.com
2007 IDA Singapore All Rights Reserve
3

4. 2/ Is this the Right Time for Visual
Codes?
2007 IDA Singapore All Rights Reserve
Convergence of Mobile & Internet
Mobile Penetration Rate (1997-2006)
Over 100% Mobile Penetration
120
in Singapore
98.1101.5
100 91
77.8 83.1
Rise in Internet usage
74.8
80 69.2
(%) 60
Drop in mobile data charges
45.7
32.3
40
24
20
0
97 98 99 00 01 02 03 04 05 06
BB on Mobile Value BB on Mobile 512
SingTel
Free Bundle Data: 10MB Free Bundle Data: 10GB
Subscription: $10.70 Subscription: $22.42
MaxMobile Value MaxMobile Unlimited
StarHub
Free Bundle Data: 5MB Free Bundle Data: Unlimited
Subscription: $5.35 Subscription: $72.76
Sunsurf Plus 10 Sunsurf Plus 38
MobileOne
Free Bundle Data: 10MB Free Bundle Data: 1GB
Subscription: $10.70 Subscription: $40.66
2007 IDA Singapore All Rights Reserve
4

5. Tedious Mobile Access
20 clicks to view Channel News Asia stream
Multiple page loading & navigation – slower & more costly
Tedious URL address entry via T9 input method
2007 IDA Singapore All Rights Reserve
Physical Link to Mobile Internet
Mobile generation wants instant gratification !!
2007 IDA Singapore All Rights Reserve
5

6. Create - Snap - Connect
Anyone, anywhere in Your photos, videos,
First step is to create
the world with a blogs or web pages get
your own unique content
camera phone will be downloaded directly into
and link it to a 2D Tag,
able to connect to your anyone’s mobile phone.
so that people anywhere
“tagged” content with
can connect to you.
just ONE CLICK.
QR Code PDF 417 Contents
Pre-requisite
URL link / video stream / pic
Min VGA camera 0.3 MP
SMS / MMS / Telephony /
Install reader software
address book / email
ColorCode
Data Matrix
2007 IDA Singapore All Rights Reserve
Possible Applications for Visual Codes
source: www.scanbuy.com 2007 IDA Singapore All Rights Reserve
6

7. Key Stakeholders
Telcos / WiFi Operators
Provide the network connectivity & billing infrastructure
Handset Manufacturers
Preloading of Decoders
Provide better Visual Code enabled phones e.g. MM API Java
Phones, cameras with macro lens etc…
Technology Providers
System Integrators
Platform Operators
Mobile Ticketing Operators (using SMS)
End Users / Advertisers
2007 IDA Singapore All Rights Reserve
3/ Visual Codes in Singapore
2007 IDA Singapore All Rights Reserve
7

8. Visual Codes in Singapore
2007 IDA Singapore All Rights Reserve
The Vision
Singaporeans actively embracing Mobile Internet via
Visual Codes
Rich and varied pool of services available to users
Vibrant Visual Code ecosystem with active
participation by many different industry players
Critical mass of users and services is key to success
Prevent fragmentation and confusion to the market
2007 IDA Singapore All Rights Reserve
8

9. Visual Code Consortiums

10. Visual Codes in Taiwan

11. Visual Codes in Europe
• Formation of Mobile Codes Consortium
(MC2) in early Jan 2007 with partners like
Publicis, Hewlett-Packard, Deutsche
Telekom, Gavitec, KPN, Neomedia, Nokia,
Qualcomm and Telefonica O2 Europe
• MC2 initiative led to GSM Association and
Open Mobile Association commiting to
drive worldwide mobile barcodes standard
source: www.mobilecodes.org

12. Moving Forward
• Establishing the Visual Code Consortium as a
sub-committee under SiTF Wireless Chapter
• Public Announcement & Press Release with list of
Members
• Working with ITSC to define standards
• Contacting other International Consortiums with
like-minded Vision, e.g. MC2(Europe),
OMIA(Taiwan)
• Mobile Monday Event (targeting Mid-End Feb 08)
• Official Visual Code Conference held in
Singapore (targeting Q3 FY08)