The document summarizes research conducted on mobile codes. It involved quantitative and qualitative studies with participants across different age groups and locations. The research found that demonstrating mobile codes improved awareness and adoption. It also found appeal was comparable across consumer segments, with applications providing up-to-date info having greatest appeal. A live trial was conducted with advertisers, participants and merchants to test offers, redemptions and ROI. The research concluded interaction and demonstration are key to user adoption of mobile codes.

2. “ Standing still is the surest way to end up falling behind.” – President Barack Obama

9. Real-world research  New product development  Survival & success

14. Finding: Appeal of mobile codes increased when participants interacted with the product Insight: Demonstration is key to user awareness and adoption of Mobile Codes Finding: Appeal is comparable amongst all Telstra consumer segments Insight: Opportunity for Mobile Codes is broader than first thought Finding: Applications providing up-to-date information have the greatest appeal Insight: Not all advertising contexts are appropriate for Mobile Codes

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26. 30 merchants 250 participants 3 months What Sensis did: Special offer discovery Coupon redemption ROI reporting Telstra NAB Visa What they did: Merchant payment enablement Secure consumer transactions SIM & handset provisioning

28. “ Right now, we have a once-in-a-generation chance to act boldly, to turn adversity into opportunity, and to use this crisis as a chance to transform our [business model] for the 21st century.” – President Barack Obama

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