Summary: GS1 and Open Mobile Alliance are joining forces to launch a barcode scanning specification for mobile devices.
The two companies are planning to develop a new specification that will leverage existing GS1 and OMA standards and enable manufacturers to install mobile devices with several innovative capabilities.
These will include a universal scanning function of all standardised barcodes, intelligent linking of barcodes with trusted content provided by the owners of each code and support for collection of user analytics.
According to Bryan Sullivan, board of directors vice-chairman at OMA, mobile data is growing exponentially and barcode scanning is a major driver for consumers to access data and media owners to interact with users.
He added the collaboration between his business and GS1 will enable application developer innovation for both the mobile advertising sector and mcommerce industry, “allowing companies to develop interoperable and scalable applications”.
While consumers are set to benefit from a new range of intuitive mobile applications, developers of these tools will be able to take advantage of the specification as well.
For instance, they’ll be provided with flexible integration of code scanning into apps and reduced complexity and development costs within the developing process, which will make for a seamless and more consistent user experience.
GS1 is able to use its expertise in managing barcodes used by around two million companies for billions of products worldwide, while OMA is widely recognised for its portfolio of specifications and application programming interfaces.
John Phillips, senior vice-president of customer supply chain and logistics at PepsiCo, said his customers are increasingly using their smartphones and tablets to research and pay for products.
He remarked: “This new specification will allow more consumers to access accurate and trusted product information to help them with their daily lives.”
The firms hope to launch the project in 2014 and have encouraged organisations to participate in the development process taking place throughout this year. So far, companies including Fujitsu and AT&T have claimed they are on board.
Dynmark is the power behind global cloud mobile messaging and mobile marketing. We help organisations from SME through to global enterprise, to leverage the power of messaging as a business communication tool, for marketing or operational uses. Read more about Dynmark here.