1. WELCOMETO ConsumerEmpowerment ThroughSmartphones ThroughSmartphonesThis BISG WEBCAST took placeThursday September 16 2010 at 1:00 p m EasternThursday,16, p.m.To register for future BISG Webcasts, please visit: http://www.bisg.org/event-cat-6-webcasts.phpBISG WEBCAST www.bisg.org1

2. Creatingamoreinformed, empoweredandefficientbook industrysupplychainforbothphysicalanddigitalproducts.physicalanddigitalproductsBISGiscommittedtothedevelopmentofeffectiveindustry wide standards best practices research and events that widestandards,bestpractices,researchandeventsthat enhancerelationshipsbetweentradingpartners. www.bisg.orgg gBISG WEBCAST 2010,theBookIndustryStudyGroup,Inc. 2 www.bisg.org 3. YoullbehearingfromtodaygyANGELA BOLEDeputy Executive DirectorBook Industry Study Group, Inc.Angela Bole is Deputy Executive Director of the Book IndustryStudy Group (BISG). Based in New York City, BISG is an industrytrade association working to create a more informed empowered informed,and efficient book industry supply chain for both digital andphysical products.TOM CLARKSONDistribution Systems ConsultantCumberland Systems Review Group Tom Clarkson has been a member of the Book Industry StudyGroup (BISG) and its various committees since the 1970s. He iscurrently Chair of the BISAC Machine Readable CodingCommittee. He held this position during the transition to ISBN-13, and he is active today as the committee considers theyrelevance of consumer empowerment for the book industry.BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 3 www.bisg.org 4. BISG WEBCAST2010,theBookIndustryStudyGroup,Inc. 4 www.bisg.org 5. Andnow,onwiththeshow , BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 5 2010,theBookIndustryStudyGroup,Inc.5 www.bisg.org 2010,theBookIndustryStudyGroup,Inc. 5 6. ConsumerEmpowerment Through Smartphones BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc.6 2010,theBookIndustryStudyGroup,Inc. 6 www.bisg.org 7. Introduction The advent of smartphone applications that initiate action based on information encoded in bar code symbols has provided a wide array of new opportunities to inform and empower consumers. Consumers in other parts of the world, particularly Japan and Europe, have been using their cell or mobile phones in this manner for several yp years to: Get information of all sorts Get driving directions Make purchases Applications are now beginning to appear in theUnited StatesBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 7 www.bisg.org 8. Definitions Smartphone A cell or mobile phone that includes a built-in camera and has the ability to run a pre-stored application program Apppp An application program that runs on a smartphone Display Object The object on which the symbol used to enablesmartphone applications is displayed. The display object might be a book, a promotional poster, ap y j g, p p ,window sticker or even a data display screenBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 8 www.bisg.org 9. Definitions Reliable Source In our presentation, this term refers to a provider of information that can be considered accurate in regard to the intent of the manufacturer or other originator of the display bj t di l object ISO International Organization for Standardization ISO Standard A description of a technical process or configuration intended to enable the more efficient manufacture and supply of products and services BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 9 www.bisg.org 10. Today sAgendaTodaysAgenda Consumer Empowerment: The Process Applications for the General Public An Application in the Book Industry Implementation A Technology in Progress gyg Summary Questions?BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 10 www.bisg.org 11. ConsumerEmpowerment: TheProcessBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 11 2010,theBookIndustryStudyGroup,Inc. 11 www.bisg.org 12. TheProcessTheProcess Scope The number and nature of smartphone applications is, is for all practical purposes unlimitedpurposes, Todays presentation focuses on applications where: A consumer scans (or captures) a bar code symbol An associated webpage is then displayed on the screen of the phone BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 12 www.bisg.org 13. TheProcess TheProcess Overview BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 13 www.bisg.org 14. TheProcess TheProcess Summary A URL, but not detailed information, is encoded in a symbol on the display object A smartphone captures an image of the symbol An app in the smartphone decodes the symbol symbol, retrieves the URL, and accesses a specific website The website may: Return information to be displayed, or Give the consumer choices of additional information, or Enable the consumer to take an action including makingaction, a purchaseBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 14 www.bisg.org 15. ApplicationsfortheGeneralPublicBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 152010,theBookIndustryStudyGroup,Inc. 15 www.bisg.org 16. RealEstateSign When a prospective buyer captures the sy bo on s ea symbol o this real estate sign, info about the property offered will be downloaded No more missing or wet spec sheets!BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 16 www.bisg.org 17. CalvinKleinBillboard When a consumer captures this symbol from a Ca o Calvin Klein e billboard, a 30 second commercial for the Calvin Klein fall line is presentedIllustrations Calvin Klein BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 17 www.bisg.org 18. GreenDayAlbumCover When a consumer captures this symbol o on a G ee DayGreen ay band album cover, information about the band is presented p and free music can be downloaded Illustrations Green Day BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 18 www.bisg.org 19. AmericanMuseumofNaturalHistoryN t lHi t Illustration American Museum of Natural History BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 19 www.bisg.org 20. SelectingWhatToSee Illustrations A IlliAmerican M iMuseum of Nf Natural Hil HistoryBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 20 www.bisg.org 21. FindingOutHowtoGetThereIllustrations AIlliAmerican MiMuseum of N f Natural Hi l HistoryBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 21 www.bisg.org 22. WhatYou llSee/AdditionalInfo WhatYoullSee/AdditionalInfoIllustrations AIlliAmerican MiMuseum of N f Natural Hi l HistoryBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 22 www.bisg.org 23. ShareandMarkasVisitedIllustrations AIlliAmerican MiMuseum of N f Natural Hi l HistoryBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 23 www.bisg.org 24. ServicesYouMayNeedIllustrations AIlliAmerican MiMuseum of N f Natural Hi l HistoryBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 24 www.bisg.org 25. AnApplicationintheBookIndustryBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 25 2010,theBookIndustryStudyGroup,Inc. 25 www.bisg.org 26. LaurenConrad LaurenConrad HarperCollinsScanning this symbol with a camera-equippedsmartphone using the appropriate applicationleads to this webpage displayed on the phone Illustrations courtesy of and HarperCollins BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 26 www.bisg.org 27. Webpage Webpage AllAboutLaurenIllustrations courtesy of and HarperCollins BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 27 www.bisg.org 28. WebpageWebpage ReadChapter1Illustrations courtesy of and HarperCollins BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 28 www.bisg.org 29. WebpageWebpage BuytheBookIllustrations courtesy of and HarperCollins BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 29 www.bisg.org 30. Implementation BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 302010,theBookIndustryStudyGroup,Inc. 30 www.bisg.org 31. TheUserExperience A good initial user experience is critical when any new feature is introduced to the public A consumers first experience capturing symbols and launching smartphone apps must be p g p pp positive The entire process should be easy to use and reliable; free of confusion or erratic results BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 31 www.bisg.org 32. ImplementationFactors Implementation factors critical to a positive user experience include: Website Page Tailoring Internet Access Symbology Selection Symbol Placement y Symbol Readability BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 32 www.bisg.org 33. PagesTailoredfortheSmartphoneS t h BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 33 www.bisg.org 34. PagesTailoredfortheSmartphoneS t h Pages intended for download to a smartphone must be tailored accordingly Consider carefully what the consumer will see Smartphone screens are small Fonts must be clean and easily readable Images must be large and few on a single page Less is more; additional pages are preferable to overcrowded pages BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 34 www.bisg.org 35. WebAccess BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 35 www.bisg.org 36. WebAccessWebAccess ShortURLs Best practice is to encode as short a URL as possible Short URLs result in smaller symbols made up of fewer elements as compared to longer URLs pg Having fewer elements means that the symbol is less susceptible to reading errors BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 36 www.bisg.org 37. WebAccess WebAccess Redirection Redirection may be employed The symbol on the display object encodes a short URL When the address corresponding to the short URL is reached, the inquiry is sent (q y (redirected) immediately to ) y another address that may have a more complicated URL Redirection also provides flexibility in presentation Changes to a campaign in progress is facilitated Only the redirection need be changed to display content at a new URL; no modification is required of symbols already i placel d in l Redirection enables collecting data for the analysisof consumer visits to the websiteBISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 37 www.bisg.org 38. WheretoGettheScannerApp Some mobile carriers are beginning to preload scanning software on their phones Most smartphone (hardware) providers have app stores that offer scanning software in addition to ag wide variety of other applications Scanning apps are often included in the listings of most frequently downloaded apps in these stores Consumers should look for apps that purport to read multiple popular symbologies BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 38 www.bisg.org 39. SymbolConsiderations BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 39 www.bisg.org 40. SymbologySelection A number of symbologies are capable of linking consumers to information via smartphones The use of public domain symbologies with established ISO standards is recommended Non-ISO standard or proprietary symbologies usually require proprietary apps on the smartphone Wh a non-ISO standard symbology i used, any When ISO t d d b l isd failure to link will probably not be attributed by the consumer to the absence of a proprietary app BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 40 www.bisg.org 41. One DimensionalSymbology OneDimensionalSymbologyLinear SymbolsEANUPC Encode information in a single, linear direction Are familiar to consumers as the product identifier Encode only numeric dataNote: EAN and UPC are manifestations of the same symbology BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 41 www.bisg.org 42. EAN/UPC EAN/UPC TypicalUses When an EAN/UPC is scanned, the website reached is controlled by the smartphone app Thus a caution for consumers: The website reached may not be a reliable source reliable source Information may not have come from the manufacturer Common product-based apps include: Price comparisons and availability Gluten, lactose or other allergy warnings Guidance on diet for diabetics or persons with other sensitive conditionsBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 42 www.bisg.org 43. Two DimensionalSymbologies TwoDimensionalSymbologiesMatrixSymbolsQRCodeDataMatrix Aztec Encode information in both horizontal and verticaldirections Can encode much more information in a smallerspace th one-dimensional symbologiesthandiilb l i Can encode alphanumeric information, includingURLsBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 43 www.bisg.org 44. MatrixSymbol MatrixSymbol TypicalUses Website accessed is typically controlled solely by a URL encoded in the symbol The information provided from the website is usually furnished by the person or organization py p g posting the g symbol Thus the consumer can have much greater confidence that the information is from a reliablereliable source BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 44 www.bisg.org 45. SymbolPlacement The location in which Bookland EAN symbol is placed on a book is critical; it must be found quickly at point of sale and by automated scanners In contrast, placement of symbols for consumerpy empowerment on display objects, including books, is much less critical Consumers can (and do) maneuver the smartphone Nevertheless, symbols for consumer empowerment must be easy to find The symbol must also be separated appropriately from any other symbols on the display object BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 45 www.bisg.org 46. SymbolReadability The original image must be: Created in high resolutionThe reproduced image must be: Sized large enough to ensure a successful capture Printed on material capable of ypyielding a clear imagegg Printed in a color contrasting appropriately with the background color BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 46 www.bisg.org 47. ImplementationGuidance The preceding points are an overview of the important implementation factors Implementation guidance is covered in more detail in the Discussion paper Consumer Empowerment p pp through Smart Phones (www.bisg.org/) The Machine Readable Coding Committee will continue to revise and update that document and provide additional information on the BISG Website as the field evolves BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 47 www.bisg.org 48. ATechnology inProgressBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 482010,theBookIndustryStudyGroup,Inc. 48 www.bisg.org 49. WhereAreWe? The only thing constant in life is change It seems that ongoing developments related to smartphones are announced weekly, if not daily Waiting doesn t appear to be a wise option for thosedoesnt interested in being perceived as an innovator in consumer empowerment applications BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 49 www.bisg.org 50. WhereFromHere? For organizations considering whether to initiate a consumer empowerment application it appears application, prudent to begin The field is sufficiently mature that implementing yp g using todays practices should result in future momentum rather than wasted effort BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 50 www.bisg.org 51. MinimizingObsolescence Minimize obsolescence in an implementation, byfollowing key factors noted earlier: Configure content appropriately for presentation on smartphone screens Select a symbology for the display object that meets an ISO standard Well configured presentations will still be effective if symbology advancements are introduced Smartphone screen presentations enhanced by innovations in technology can still be accessed from older symbols BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 51 www.bisg.org 52. InterestingInnovations The mythical invisible bar code has been with us for years, along with the unicorn and the mermaid years However, approaches that at least camouflage encoded information have actually been reported yp In one case, a pattern recognizable by the phone is watermarked into a portion of the material on the display object p y j In another, a visible pattern such as a portion of an illustration is recognized by the smartphone app The consumer will be told to focus on a particularimage or area of the display object, for detection BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 52 www.bisg.org 53. Summary BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 53 2010,theBookIndustryStudyGroup,Inc. 53 www.bisg.org 54. Summary Consumer empowerment through smartphoneapplications has arrived in the United States (if in doubt, check with kids or grandkids) Applications are appearing in the book industry The HarperCollins promotion in connection with theLauren Conrad series is an excellent example Th book industry should also b able t spur some The b k i d t h ld l be bl toimagination for appropriate applications by reviewingthose already implemented in other areas BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 54 www.bisg.org 55. Summary The technology supporting consumer empowerment and its typical implementations are evolving rapidly However, sufficient maturity has been obtained that organizations considering utilizing the concept are g g gp encouraged to proceed Recommendations to minimize obsolescence as an organization proceeds: Configure content appropriately Utilize standard bar codes and other components wherever possibleh ibl BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 55 www.bisg.org 56. BISGSupport BISG will continue to monitor developments in the field of consumer empowerment The Machine Readable Coding Committee will continue to update information on the BISG website p in support of development and implementation in the book industry BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 56 www.bisg.org 57. Thankyou!We llnowtakequestionsWellnowtakequestionsANGELABOLEBookIndustryStudyGroupangela@bisg.orgwww.bisg.orgwww bisg org TOMCLARKSONCumberlandSystemsReviewGrouptclarkson@csrgrp.com BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 57 2010,theBookIndustryStudyGroup,Inc. 57 www.bisg.org 58. ContributorsThe Machine Readable Coding Committee thanks the followingg gmembers of the working group for their contributions to thepreparation of this presentation: Al Garton, GS1 US, AGarton@gs1us.org Andy Verb, Bar Code Graphics, Averb@barcode-us.comy,p,@ Carol Gordon, BookNet Canada, cgordon@booknetcanada.ca George Wright Sr., PIPS, Inc., gwright@pips.com George Wright IV, PIPS I GW i ht IV PIPS, Inc., gw4@pips.com 4@ i Kathy Paugh, Film Masters, Inc., barcodes@en.com Sara Raffel, BISG, sara@bisg.org BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 58 www.bisg.org