The thought of bar codes typically goes hand-in-hand with sleep-inducing topics like managing inventories, tracking shipments and supermarket check-out lanes. But Jim Levinger wants you to associate bar codes with interactive wireless marketing.
Levinger is the chief executive officer of startup Nextcode Corp., a Massachusetts-based company that has developed a two-dimensional grid of square dots designed to help wireless users more easily access marketing messages and other content.
The company launched a free consumer service last week that includes a downloadable application allowing camera phones to read the codes, which can provide contact information, auto-dial phone numbers or WAP addresses. Nextcode noted that a user could scan the code in a magazine, for instance, and click once to purchase a ring tone or receive a WAP-delivered multimedia marketing message. Or codes could be placed on department store shelves, allowing comparison shoppers to receive more information on specific items.
The idea, said Levinger, is to allow users to get information without drilling down through carrier decks or sending a short code message.
“We’re still struggling to do this new generation of services based on an old generation of user interface,” he said. “Our belief is that if you’re going to grow (wireless data usage), it’s got to be simpler.”
The Nextcode service also allows users to codify their message by entering a UPC number on the Web site and creating their own scannable bar code that NextCode refers to as an “mCode.” Last week’s launch marks the first public offering from Nextcode, which is financially backed by its management team.
Levinger said the company is in talks with handset manufacturers in an effort to get the technology preloaded on phones, and is also working with carriers and content providers. The new codes are necessary, according to Levinger, because traditional UPC codes can’t be read easily with most cell-phone cameras.
A handful of other startups are also working to bring bar-code scanning to the consumer market. Scanbuy Inc. is betting that high-end camera phones can read traditional UPC codes easily; while Semacode, OP3, Shotcode and others are also working to gain traction in the space.
Unlike many vendors in wireless, most bar-code developers face an uphill battle. In addition to engaging phone-makers, they also must market their wares to consumers and carriers. Levinger said he hopes user uptake of the new offering catches the attention of industry players.
“It’s an ecosystem thing,” said Levinger. “What we’re trying to do with the consumer (offering) is to kick-start the ecosystem.”
