2010 02 08

Bar Codes Go Mobile, Get Hip Again

Bar codes are getting hip. For decades, retailers and manufacturers have used these patterns of black dots, lines, and squares to encode pricing and other data onto products and supplies. Now, bar codes are gaining currency as an easy way for cell-phone users to view ads, coupons, and other information instantly. The Weather Channel is using bar codes to deliver maps, forecasts, and severe weather alerts. Universal Pictures is using mobile bar codes to promote its coming thriller Repo Men. Later this month, a Hearst magazine will use the technology to provide additional information to readers. And mobile bar code technology in various forms has recently been used by search engine owner Google, Web portal Yahoo!, sportswear maker Nike, and packaged foods maker Frito-Lay. In Japan, advertisers for years have used bar code technology on magazines, posters, products, tourist sites, and business cards to deliver information wirelessly. But the features can be glitchy or cumbersome and haven't taken off in the U.S. Microsoft and a handful of startups including Scanbuy and JagTag are trying to turn the tide. On Feb. 2, Motorola was among a group of investors that made an undisclosed investment in Scanbuy. Bar code tech "makes the world [around us] clickable," says Marja Koopman, a marketing leader at Microsoft. Lately, bar code scanning is being more widely used in part due to the broader adoption of Web-enabled smartphones and prevalence of cameras, now in about 90 percent of cell phones. Special Software or Just the Camera In the case of the Weather Channel, viewers hold their cell phones up to the TV screen to scan a bar code displayed at various points throughout the day. The feature, which works with handsets including the Motorola Droid and Google's Nexus One, downloads one of the Weather Channel's mobile apps. Since the TV promotion...