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AT&T cements mobile bar code strategy with three new services

Wireless carrier AT&T has launched three mobile bar code services with the goal of asserting its dominance in the emerging interactive marketing channel.

Two of the services, Code Scanner and Create-a-Code, are consumer-oriented tools that let users scan and create mobile bar codes. By contrast, the Code Management Platform is targeted at businesses looking to develop mobile bar code experiences, and serves as an extension of the carrier?s Mobile Bar Code Charter Program.

?[This initiative] is the latest milestone in AT&T?s efforts to develop mobile bar codes into an effective direct response solution for brands and their consumers,? said Jenny Bridges, spokeswoman at AT&T, Dallas. ?We see a tremendous opportunity for widespread adoption of this technology for consumers and business alike.

?AT&T?s vision is to get to a place of interoperability between and among bar code scanning technologies to enable seamless interactive marketing,? she said.

AT&T is integrating technology from Mobile Tag Inc., a provider of universal bar code reader technology.

More brands are launching mobile bar code campaigns each day, sometimes with great success.

For example, a recent Verizon mobile bar code campaign achieved 175,000 scans during its run (see story).

It is perhaps unsurprising then that a mobile player of AT&T?s stature would look for ways to leverage its brand clout with mobile bar codes.

Code Scanner and Create-a-Code
The Code Scanner application can be downloaded for free from BlackBerry App World, Android Market, or at http://www.scan.mobi.

AT&T said it plans to make the Code Scanner available in additional application stores.

The application lets users scan 1D and 2D bar codes found in magazines, stores and online for more information or promotions.

Here is a screen grab with one example of the scanner application in action:

Meanwhile, the Create-a-Code service lets mobile users develop their own bar codes that can lead others to content such as Web sites and contact information.

Participants can create their bar codes for free at http://www.att.com/createacode.

Code Management Platform
AT&T first launched its Mobile Bar Code Charter Program in May to test the effectiveness of consumer bar code scanning technology as an interactive marketing vehicle (see story).

Now, the Code Management platform will enable businesses participating in the Charter Program to create, manage and measure mobile bar code campaigns.

The bar code experiences developed through the platform can be launched through a number of media, including indoor and outdoor signage, packaging, catalogues, television, the Internet, and print and mail advertising.

AT&T declined to name specific participants in the Charter Program, but say it is targeting the consumer packaged goods, retail, hospitality and financial services sector.

The carrier said it will open up the platform to marketers in all business segments in the future.

?AT&T is working closely with the companies presently participating in the program to test consumer response rates as well as the effectiveness of consumer barcode scanning technology as an interactive marketing vehicle,? Ms. Bridges said. 

Final Take
Peter Finocchiaro, editorial assistant at Mobile Marketer, New York