visual code consortium briefing

1

The Opportunities Arising from Visual Codes

Dr Tan Geok Leng

Chief Technology Officer, IDA

2007 IDA Singapore All Rights Reserve

AGENDA

What are Visual Codes

Is this the Right Time for Visual Codes?

Visual Codes in Singapore

Visual Code Consortiums

2


1/ What are Visual Codes


Visual Codes in Japan

QR CODES FOR LOCATION BASED

SERVICES ON MAPS IN THE TOKYO

SUBWAY

QR CODE FOR FOOD RETAIL

QR CODE FOR TV PROGRAM

GUIDES

LARGE SCALE QR CODE ON

BUILDINGS

QR CODE FOR PROPERTY

DEVELOPERS

PAYMENT AT A STORE WITH

QR CODE

3


Visual Codes in Korea

Media Interactivity Leisure / Travel Magazine

Digital Entertainment Personalised Multimedia stamp

Source: Colorzip


2D Barcodes in US

source: www.scanlife.com

4


2/ Is this the Right Time for Visual Codes?


Convergence of Mobile & Internet

Over 100% Mobile Penetration in Singapore

Rise in Internet usage

Drop in mobile data charges

2432.3

45.7

74.869.2

77.883.1

9198.1101.5

0

20

40

60

80

100

120

(%)

97 98 99 00 01 02 03 04 05 06

Sunsurf Plus 38

Free Bundle Data: 1GB

Subscription: $40.66

Sunsurf Plus 10

Free Bundle Data: 10MB


MobileOne

MaxMobile Unlimited

Free Bundle Data: Unlimited


MaxMobile Value


Subscription: $5.35

StarHub

BB on Mobile 512

Free Bundle Data: 10GB


BB on Mobile Value



SingTel

Mobile Penetration Rate (1997-2006)

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


Physical Link to Mobile Internet

Mobile generation wants instant gratification !!

6


Create - Snap - Connect

First step is to create

your own unique content

and link it to a 2D Tag,

so that people anywhere

can connect to you.

Anyone, anywhere in

the world with a

camera phone will be

able to connect to your

“tagged” content with

just ONE CLICK.

Your photos, videos,

blogs or web pages get

downloaded directly into

anyone’s mobile phone.

Pre-requisite

Min VGA camera 0.3 MP

Install reader software

Contents

URL link / video stream / pic

SMS / MMS / Telephony /

address book / email

QR Code

Data Matrix

PDF 417

ColorCode


Possible Applications for Visual Codes

source: www.scanbuy.com

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


3/ Visual Codes in Singapore

8


Visual Codes in Singapore


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

Visual Code Consortiums

Visual Codes in Taiwan

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

• 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)

Moving Forward