Interactive marketing is the latest hot topic for most brands, along with social networking, and some wireless carriers are scenting an opportunity. AT&T Inc. is going a step beyond short codes this week, rolling out mobile barcode scanning that delivers end-users special offers, coupons, exclusive information, content, free prizes and other information. It will also allow consumers to create their own personal barcodes, which can be used to direct friends and family to a v-card, Facebook account, personal blog or favorite website.
In a consumer survey conducted by ABI Research, 80 percent of U.S. respondents said they would be interested in scanning barcodes with their mobile phones, and 69 percent said they want to do so to capture and redeem coupons and discounts. Consumers can already make use of texting numeric codes to specific numbers for such information and offers – almost any billboard ad will include such a short code – but the barcode scanning makes it that much easier.
AT&T released three barcode services on Monday:
- AT&T Code Scannner is a free mobile application which allows consumers to scan 1D and 2D barcodes found in magazines, stores and online to get more information or promotions. The application can be downloaded from several app stores, including BlackBerry App World and Android Market, or by going to http://scan.mobi on a mobile device.
- AT&T Create-a-Code is a free service that allows consumers to create their own aforementioned personal barcodes by visiting www.att.com/createacode.
- The Code Management Platform enables businesses that are members of AT&T’s Mobile Barcode Charter Program to create, manage and measure mobile barcode campaign experiences for their customers. In the future, the platform will be available to all business segments.
In March, AT&T launched the Mobile Barcode Charter Program designed to help AT&T and its customers better understand the marketing potential of 2D barcodes. AT&T is working closely with the companies participating in the program, from a diverse range of industries including consumer packaged goods, retail, hospitality and financial services, to test consumer response rates as well as the effectiveness of consumer barcode scanning technology as an interactive marketing tool.
Today’s announcement is the latest milestone in AT&T’s efforts to develop mobile barcodes into an effective direct response solution for brands and their consumers. The solutions are gathered under the umbrella of “AT&T Mobile Barcode Services."
“Our focus on the opportunity that mobile barcode offers businesses to connect directly with their consumers is the latest example of the work AT&T is doing to drive the emergence of new categories of devices and applications that are enhanced by wireless network connectivity," said Michael Antieri, president of Advanced Enterprise Mobility Solutions for AT&T Business Solutions, in a statement. “Over the course of this year, we intend to help our business customers create measurable and fully managed brand experiences with mobile barcodes to better interact with their consumers."
