B2C Extended Packaging Bar Code Standard Training for GS1 Member Organisations

© 2012 GS1

The way consumers shop is changing

25% of all Consumer Package Goods purchase decisions are influenced by some online or mobile activity

© 2012 GS13

What is Extended Packaging?

Key concept: Consumers access trusted product information or related services via their mobile phone

A consumer has a question about a product

they are buying.

They receive the answer from a trusted source by

scanning the product

© 2012 GS1

Challenges for Extended Packaging

• Confusing for consumers• Complex and costly for brands, retailers and solution providers

Lack of global standards for keys and data

carriers

Lack of access to trusted product data

© 2012 GS1

GS1 Vision for Extended Packaging

• Simple for consumers• Easy and cost-effective for brands, retailers and solution providers

Global standards for keys and data carriers

Easy access to trusted product data

© 2012 GS1

Situation in 2010

Global standards for keys and data carriers

Easy access to trusted product data

Linear• EAN/UPC optimal solution

2D • Standards gap with background of

increasing QR Code adoption

Focus of GS1 Trusted Source of Data project

© 2012 GS17

Objective: provide a framework for brand-owners to share digital product information with internet application providers

GS1 Trusted Source of Data Project

More information at www.gs1.org/b2c

© 2012 GS18

Focus of this training

• Output of Multiple Bar Codes Work Group to address 2D standards gap for Extended Packaging

• GS1 has worked with manufacturers and retailers though the Managing Multiple Bar Codes Working Group to develop a standard that will provide a platform for development by application providers.

© 2012 GS1

Two scenarios: bar codes for mobile applications

When bar codes are scanned by mobile phones to access information, there are two basic scenarios:

• Direct Mode

• Indirect Mode

© 2012 GS1

Direct Mode

The content encoded leads directly to the information (e.g. URL)

© 2012 GS1

Indirect Mode

The content encoded needs to be “resolved” before information can be retrieved (e.g. GTIN)

© 2012 GS112

The Direct Mode in detail

• A new application identifier, Extended Packaging URL, AI (8200), was introduced to the GS1 General Specifications in January 2012.

• It must be encoded together with AI (01) GTIN of the product in a two-dimensional symbol.

• It is designed to be used with GS1’s two-dimensional symbols, GS1 DataMatrix and GS1 QR codes.

© 2012 GS113

Extended Packaging URL

• AI (8200) indicates that the AI data field contains a brand owner authorised website address for a trade item. It must be processed with the GTIN encoded in the same symbol to obtain one address for the item identified with the GTIN.

Format of the Element StringApplication

IdentifierBrand Owner authorized URL

8200 X1 variable length X70

© 2012 GS114

An example

• The URL for the product is http://www.bestcompany.org

• The GTIN for the product (shown in a 14-digit field) is 09507000000111

• When encoded in the symbol, the sequence is (01)09507000000111(8200)http://www.bestcompany.org

• When processed, the element strings are combined with a slash (/) to produce http://www.bestcompany.org/09507000000111

© 2012 GS1

From scan to a website

01095070000001118200http://www.bestcompany.org?0109507000000111 8200http://www.bestcompany.org

/ 09012345670016

Add slash for web link:

21.Mai 2012

http://www.bestcompany.org 09507000000111

© 2012 GS1

http://www.bestcompany.org/09507000000111

16

Webpage from The Best Company

WELCOME!

Lots of information about our product with the GTIN 9507000000111….

© 2012 GS117

Which symbol to use

• GS1 DataMatrix or GS1 QR Code for retail use.

• GS1 DataMatrix only for regulated healthcare trade items.

• GS1 QR Code is only approved for Extended Packaging.

• A linear bar code will also be needed if the item is to be scannable at retail points of sale.

© 2012 GS118

Which size of symbol

• Consult the GS1 General Specifications, Section 2.1.8, Trade Item Extended Packaging.

• Then look at Figure 5.5.2.7 – 2.1 GS1 System Symbol Specification Table 1 Addendum for AI (8200).

• For GS1 DataMatrix and GS1 QR, x-dimension range is from 0.396 mm to 0.743 mm, with target size of 0.495 mm.

© 2012 GS119

Bar code print quality

• As with all other GS1 symbols, GS1 DataMatrix and GS1 QR must be printed to reach a minimum print quality.

• This is explained in section Figure 5.5.2.7 – 2.1 GS1 System Symbol Specification Table 1 Addendum for AI (8200), and is 1.5/***/670, where *** is 80% of the x-dimension used for the symbol.

© 2012 GS120

Summary of rules for the application

• GTIN is the Trusted Source Data (TSD) Key.

• GTIN must be encoded with the Product URL.

• Additional AIs may be carried with GTIN and Product URL in the 2D symbol but they are not processed for this application.

• Only one URL per package as Extended Packaging AI.

• Use of URL is limited to consumer trade item extended packaging application

© 2012 GS121

Further rules

• When AI (8200) appears on the label, the expression of the URL shall not appear in HRI.

• If it appears in Non-HRI text, it shall be expressed as http://www.gs1.org/09507000000111

• If linear symbols are also used, the 2D symbol must not be in mirror or reverse orientation.

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Regulated healthcare options

• For direct mode Extended Packaging• GS1 DataMatrix is the only option

• For indirect mode Extended Packaging• EAN/UPC, GS1 DataBar, GS1-128, or ITF-14 are all options.

© 2012 GS123

Two-dimensional examples

• GS1 QR code • GS1 DataMatrix

http://www.gs1.org/095070000001118200

When AI (8200) appears on the label, the expression of the URL shall not appear in HRI. If it appears in Non-HRI text, the example above would be shown as:PRODUCT URL http://www.gs1.org/09507000000111(where GTIN expressed as 14 digits).

http://www.gs1.org/095070000001118200

© 2012 GS124

Indirect mode

• The new GS1 standard still allows for the indirect mode, when the GTIN alone is used as the reference point for the application.

• This may be scanned from a linear or a two-dimensional symbol.

© 2012 GS125

Terminology

Direct mode:

Information retrieval function when the bar code contains either the address (URL) of the content or service, or the content itself, inline.

Extended Packaging

It is the ability of users to retrieve additional information about trade items via mobile devices or in general between link a trade item with virtual information or services.

GS1 B2C Trusted Source of Data (TSD)

A GS1 managed network concept that uses GTIN (product identification) and GDSN (product information) and would support the communication of authentic product data provided by brand owners to retailers, internet application providers, government, and consumers and shoppers using the internet and mobile devices. etc).

Indirect mode

Information retrieval function when the code contains a GTIN, which needs to be resolved to obtain the content or service. Resolving a GTIN means looking it up, typically at a network service, to determine the corresponding content or service.

© 2012 GS126

GS1 Solution Benefits

• An international standard to be used as basis for application developments.

• Consistent experience for consumers, regardless of which symbols they scan.

• GTIN in all symbols means connection to TSD for both direct and indirect mode applications.

• GTIN as integral part of Product URL provides brand level addressability on demand for brand owners.

© 2012 GS1

Standards Adoption: 2 phases

Phase 1: Work with Solution Providers

Phase 2: Work with Brand Owners

© 2012 GS1

Phase 1: Work with Solution Providers

Goal: Ensure GS1 QR Code and GS1 DataMatrix can be encoded and decoded by relevant software and mobile applications. 

• Technical questions: Scott Gray,scott.gray@gs1.org.• Engaging solution providers: Gwen Lurie, gwen.lurie@gs1.org

© 2012 GS1

Phase 2: Work with Brand Owners

Goal: Use GS1 standards on product packagingOnce the standards are well-adopted in each country by solution providers offering mobile bar code scanning applications, MOs can approach brand-owners interested in using GS1 QR Code and GS1 Data Matrix on their packaging. 

© 2012 GS130

Deployment Considerations

• Migration to use of GS1 standard will take time.

• Implementation guidelines needed for IAPs, brand owners, other end-user companies, and MOs.

• Further research on mobile device capability with existing bar code standards.

• 1D symbols still used in retail for next 10 to 20 years.

• URLs which may be longer than 70 characters.

© 2012 GS1

Resources

• Position Paper on bar codes for mobile applicationshttp://www.gs1.org/docs/b2c/GS1_Mobile_Barcodes_Position_Paper.pdf

• Extended Packaging Implementation Bulletinhttp://www.gs1.org/sites/default/files/docs/gsmp/barcodes/B2C_Extended_Packaging_Implementation_Bulletin.pdf

• General Specificationshttp://online.gs1.org/index.php/genspecs/