NeoMedia, 12snap U.K. to team on retail camera phone app.

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LONDON-NeoMedia Technologies Inc. said it will team with European wireless marketing company 12snap U.K. Ltd. to offer a technology that would allow camera-phone users to take pictures of the bar codes on various retail products and then access information about the product.

“12snap is a creative force which thrives on innovative concepts and technologies,” said Martin Copus, managing director of 12snap. “We are thrilled to be moving forward under contract to launch PaperClick in Europe.”

NeoMedia said its new PaperClick technology can scan bar codes and then link to information about the particular product. For example, camera-phone users could take a picture of a product’s bar code and then comparison shop to see if any online retailers sold the product for a lower price.

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