Mobile Barcoding – New Revenue Opportunity for Mobile Operators

Mobile World Congress 2009

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The Opportunity

A new technology extending the reach of ‘traditional’ media into the new

mobile world

A new solution linking traditional media and the mobile internet

A simple, one-click transaction delivering an interactive, multimedia experience for

consumers

A measurable marketing tool captures and analyzes consumer behaviors in real time

Innovative and consumer-desirable provides opportunity to reach early adopters and be

seen as cutting edge

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Marketplace Dynamics

Demand for consumer control is permeating the marketplace

The “Brand Experience” is critical to building a relationship with consumers

The mobile device is the most important & passion inspiring mode of technology for the youth market and young adults

Brands face increasing pressure to justify ROI on marketing spend

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Marketplace Dynamics

Until now - mobile marketing has been complex & difficult for advertisers to execute

Until now - the mobile marketing experience has been frustrating & difficult for consumers

Until now – traditional media was neither mobile nor measurable

Now there’s a solution ……..

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Mobile Barcoding Explained

Mobile Barcodes are printed symbols that provide consumers with easy access to interactive mobile content

Mobile Barcodes dramatically broaden the scope of the mobile marketing experience

Mobile Barcodes transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge

Leverages unmeasured media (packaging, direct mail, in-store display, etc) that adds to the potential ubiquity of the medium

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Applications Extend Far Beyond Advertising

Enter promotional contests

Participate in surveys

Receive coupons Preview movies Research products Download ringtones

and games Book tickets And much more…

Use mobile barcodes to:

Mobile Barcodes will add Value to Advertisers…and Mobile Operators

Mobile barcode technology has been validated and is gaining momentum in the marketplace

The cost of entry to use the technology is low Insights & learnings gained now will be invaluable

as market penetration deepens Media inventory has already been purchased –

mobile barcodes provide a new consumer channel to leverage it

Advertisers entering this space will be seen as innovators…and get credit for understanding their customers

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About NeoMedia Technologies

NeoMedia solutions allow mobile devices with cameras to read 1D and 2D mobile barcodes…providing “one click” access to mobile content

Combining this technology with advanced analytics & reporting capabilities revolutionizes the way advertisers market to mobile consumers and provides a lucrative revenue stream for carriers

NeoMedia provides the infrastructure to make 2D camera barcode scanning and its associated commerce easy, universal, and reliable – worldwide

The User Experience – How it Works

Scan code on Advertisement

Click to connect to

content

View Web Content

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The Mobile Barcode Ecosystem

Ecosystem participation from mobile operators and handset manufacturers is critical in order to create widespread consumer “enablement”

Brands & Agency Partners create and fund the codes – the currency for the ecosystem (advertiser pays vs. end-use pay model)

NeoMedia’s Mobile Barcode Vision

Interoperable and Based on

Open Standards

Indirect vs. Direct Encoding

•Function across multiple carriers, handsets, resolution services and code formats

–Ensuring consumer experience is positive and reliable worldwide

•Employ system of indirect encoding with external resolution service

–Supports greater system flexibility & intelligence

–Provides a safer & more relevant consumer experience

–Creates more value for the ecosystem

NeoMedia firmly believes that in order to achieve ecosystem cooperation and gain widespread adoption, mobile barcode technology must be:

The Time is Now for Mobile Barcodes

The technology works.Advertisers are showing interest.Consumers are experimenting.

All that’s missing is the infrastructure to support consumer & advertising demands…

The Keys to 2009: Educate & Aggregate

Educate the advertising community on the simplicity and power of mobile barcodes

Listen to their needs and build solutions that address them

Aggregate users… establish an open and standardized mobile barcode platform to attract scalable advertising revenue to the medium.

Contact Us

Iain McCreadyCEO-NeoMedia Technologiesiainmccready@neom.com

www.neom.com