DIGITAL MEDIA

Telstra is rolling out free software to over half a million mobile handsets from July 1 in a bid to ramp up the launch of Quick Response(QR) barcode technology for marketing across online, mobile and outdoor platforms.

QR or Telstra Mobile Codes allows mobile customers to use their camera phones as barcode readers for accessing content such as weather, localised maps and mobile videos. The barcodes can be placed on virtually any surface including newspapers, clothes, business cards, shop fronts, product packaging, billboards, bus stops, magazines, menus, TVs and PC screens.

The free software distribution is touted as a world first by the carrier. Originally launched in Japan and Korea QR was developed by the sister company to Toyota called DENSO.

Telstra GMD for Consumer and Channels, David Moffatt said that the technology had the potential to radically change the print and outdoor advertising industry by providing advertisers the opportunity to have more meaningful dialogue with customers and a better understanding of their interests.

“Telstra is leading the way by putting the code readers on selected Next G mobiles for free and providing customers with a simple one-click experience,” Moffat said.

The barcodes are two dimensional squares with unique pixel configurations which, with a single point and scan with a compatible Telstra Next G mobile phone, can take users to online destinations including mobile websites with to-the-minute information, video content and special offers.

Telstra has partnered with companies such as Sony Australia, Metlink and Sony Ericsson to bring new applications and content via QR technology. Telstra and Sensis have been trialling the technology for some months in conjunction with brands such as Pizza Hut, Nike KFC and Toyota .

Mobile solutions marketing specialist Aura however, has been developing solutions and strategies for a raft of leading brands that integrate smartcode technology (eg QR codes) for the past five years.

"Many of the brands we work with have shown a lot of interest in the technology and the many exciting applications that it can offer and now our strategies and solutions will be realised across the market. As the pioneer of smartcodes in Australia since 2002 it now gets really exciting for us and we step it up a gear, ” said Aura Interactive Sales & Marketing Director Adam Dunne.

Meanwhile Prime Digital Media are the first Australian out-of-home-digital media company to embrace QR technology as part of their advertising solutions.

Consumers use their camera phone that has been equipped with the software to scan an image of the QR Code causing the phone’s browser to launch and redirect to a programmed URL, text message or phone number at no cost to consumer or advertiser.

PDM has launched QR technology on all their Media Networks including wellbeing, lifestyle and home electronics.

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