- 1. WELCOMETO ConsumerEmpowerment ThroughSmartphones
ThroughSmartphonesThis BISG WEBCAST took placeThursday September 16
2010 at 1:00 p m EasternThursday,16, p.m.To register for future
BISG Webcasts, please visit:
http://www.bisg.org/event-cat-6-webcasts.phpBISG WEBCAST
www.bisg.org1
2. Creatingamoreinformed, empoweredandefficientbook
industrysupplychainforbothphysicalanddigitalproducts.physicalanddigitalproductsBISGiscommittedtothedevelopmentofeffectiveindustry
wide standards best practices research and events that
widestandards,bestpractices,researchandeventsthat
enhancerelationshipsbetweentradingpartners. www.bisg.orgg gBISG
WEBCAST 2010,theBookIndustryStudyGroup,Inc. 2 www.bisg.org 3.
YoullbehearingfromtodaygyANGELA BOLEDeputy Executive DirectorBook
Industry Study Group, Inc.Angela Bole is Deputy Executive Director
of the Book IndustryStudy Group (BISG). Based in New York City,
BISG is an industrytrade association working to create a more
informed empowered informed,and efficient book industry supply
chain for both digital andphysical products.TOM
CLARKSONDistribution Systems ConsultantCumberland Systems Review
Group Tom Clarkson has been a member of the Book Industry
StudyGroup (BISG) and its various committees since the 1970s. He
iscurrently Chair of the BISAC Machine Readable CodingCommittee. He
held this position during the transition to ISBN-13, and he is
active today as the committee considers theyrelevance of consumer
empowerment for the book industry.BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 3 www.bisg.org 4. BISG
WEBCAST2010,theBookIndustryStudyGroup,Inc. 4 www.bisg.org 5.
Andnow,onwiththeshow , BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 5 2010,theBookIndustryStudyGroup,Inc.5
www.bisg.org 2010,theBookIndustryStudyGroup,Inc. 5 6.
ConsumerEmpowerment Through Smartphones BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc.6 2010,theBookIndustryStudyGroup,Inc. 6
www.bisg.org 7. Introduction The advent of smartphone applications
that initiate action based on information encoded in bar code
symbols has provided a wide array of new opportunities to inform
and empower consumers. Consumers in other parts of the world,
particularly Japan and Europe, have been using their cell or mobile
phones in this manner for several yp years to: Get information of
all sorts Get driving directions Make purchases Applications are
now beginning to appear in theUnited StatesBISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 7 www.bisg.org 8. Definitions
Smartphone A cell or mobile phone that includes a built-in camera
and has the ability to run a pre-stored application program Apppp
An application program that runs on a smartphone Display Object The
object on which the symbol used to enablesmartphone applications is
displayed. The display object might be a book, a promotional
poster, ap y j g, p p ,window sticker or even a data display
screenBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 8
www.bisg.org 9. Definitions Reliable Source In our presentation,
this term refers to a provider of information that can be
considered accurate in regard to the intent of the manufacturer or
other originator of the display bj t di l object ISO International
Organization for Standardization ISO Standard A description of a
technical process or configuration intended to enable the more
efficient manufacture and supply of products and services BISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 9 www.bisg.org 10.
Today sAgendaTodaysAgenda Consumer Empowerment: The Process
Applications for the General Public An Application in the Book
Industry Implementation A Technology in Progress gyg Summary
Questions?BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 10
www.bisg.org 11. ConsumerEmpowerment: TheProcessBISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 11
2010,theBookIndustryStudyGroup,Inc. 11 www.bisg.org 12.
TheProcessTheProcess Scope The number and nature of smartphone
applications is, is for all practical purposes unlimitedpurposes,
Todays presentation focuses on applications where: A consumer scans
(or captures) a bar code symbol An associated webpage is then
displayed on the screen of the phone BISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 12 www.bisg.org 13. TheProcess TheProcess
Overview BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 13
www.bisg.org 14. TheProcess TheProcess Summary A URL, but not
detailed information, is encoded in a symbol on the display object
A smartphone captures an image of the symbol An app in the
smartphone decodes the symbol symbol, retrieves the URL, and
accesses a specific website The website may: Return information to
be displayed, or Give the consumer choices of additional
information, or Enable the consumer to take an action including
makingaction, a purchaseBISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 14 www.bisg.org 15.
ApplicationsfortheGeneralPublicBISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 152010,theBookIndustryStudyGroup,Inc. 15
www.bisg.org 16. RealEstateSign When a prospective buyer captures
the sy bo on s ea symbol o this real estate sign, info about the
property offered will be downloaded No more missing or wet spec
sheets!BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 16
www.bisg.org 17. CalvinKleinBillboard When a consumer captures this
symbol from a Ca o Calvin Klein e billboard, a 30 second commercial
for the Calvin Klein fall line is presentedIllustrations Calvin
Klein BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 17
www.bisg.org 18. GreenDayAlbumCover When a consumer captures this
symbol o on a G ee DayGreen ay band album cover, information about
the band is presented p and free music can be downloaded
Illustrations Green Day BISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 18 www.bisg.org 19.
AmericanMuseumofNaturalHistoryN t lHi t Illustration American
Museum of Natural History BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 19 www.bisg.org 20. SelectingWhatToSee
Illustrations A IlliAmerican M iMuseum of Nf Natural Hil
HistoryBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 20
www.bisg.org 21. FindingOutHowtoGetThereIllustrations AIlliAmerican
MiMuseum of N f Natural Hi l HistoryBISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 21 www.bisg.org 22. WhatYou
llSee/AdditionalInfo WhatYoullSee/AdditionalInfoIllustrations
AIlliAmerican MiMuseum of N f Natural Hi l HistoryBISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 22 www.bisg.org 23.
ShareandMarkasVisitedIllustrations AIlliAmerican MiMuseum of N f
Natural Hi l HistoryBISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 23 www.bisg.org 24.
ServicesYouMayNeedIllustrations AIlliAmerican MiMuseum of N f
Natural Hi l HistoryBISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 24 www.bisg.org 25.
AnApplicationintheBookIndustryBISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 25 2010,theBookIndustryStudyGroup,Inc. 25
www.bisg.org 26. LaurenConrad LaurenConrad HarperCollinsScanning
this symbol with a camera-equippedsmartphone using the appropriate
applicationleads to this webpage displayed on the phone
Illustrations courtesy of and HarperCollins BISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 26 www.bisg.org 27.
Webpage Webpage AllAboutLaurenIllustrations courtesy of and
HarperCollins BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 27
www.bisg.org 28. WebpageWebpage ReadChapter1Illustrations courtesy
of and HarperCollins BISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 28 www.bisg.org 29. WebpageWebpage
BuytheBookIllustrations courtesy of and HarperCollins BISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 29 www.bisg.org 30.
Implementation BISG WEBCAST2010,theBook IndustryStudyGroup,Inc.
302010,theBookIndustryStudyGroup,Inc. 30 www.bisg.org 31.
TheUserExperience A good initial user experience is critical when
any new feature is introduced to the public A consumers first
experience capturing symbols and launching smartphone apps must be
p g p pp positive The entire process should be easy to use and
reliable; free of confusion or erratic results BISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 31 www.bisg.org 32.
ImplementationFactors Implementation factors critical to a positive
user experience include: Website Page Tailoring Internet Access
Symbology Selection Symbol Placement y Symbol Readability BISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 32 www.bisg.org 33.
PagesTailoredfortheSmartphoneS t h BISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 33 www.bisg.org 34.
PagesTailoredfortheSmartphoneS t h Pages intended for download to a
smartphone must be tailored accordingly Consider carefully what the
consumer will see Smartphone screens are small Fonts must be clean
and easily readable Images must be large and few on a single page
Less is more; additional pages are preferable to overcrowded pages
BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 34 www.bisg.org
35. WebAccess BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 35
www.bisg.org 36. WebAccessWebAccess ShortURLs Best practice is to
encode as short a URL as possible Short URLs result in smaller
symbols made up of fewer elements as compared to longer URLs pg
Having fewer elements means that the symbol is less susceptible to
reading errors BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 36
www.bisg.org 37. WebAccess WebAccess Redirection Redirection may be
employed The symbol on the display object encodes a short URL When
the address corresponding to the short URL is reached, the inquiry
is sent (q y (redirected) immediately to ) y another address that
may have a more complicated URL Redirection also provides
flexibility in presentation Changes to a campaign in progress is
facilitated Only the redirection need be changed to display content
at a new URL; no modification is required of symbols already i
placel d in l Redirection enables collecting data for the
analysisof consumer visits to the websiteBISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 37 www.bisg.org 38. WheretoGettheScannerApp
Some mobile carriers are beginning to preload scanning software on
their phones Most smartphone (hardware) providers have app stores
that offer scanning software in addition to ag wide variety of
other applications Scanning apps are often included in the listings
of most frequently downloaded apps in these stores Consumers should
look for apps that purport to read multiple popular symbologies
BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 38 www.bisg.org
39. SymbolConsiderations BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 39 www.bisg.org 40. SymbologySelection A
number of symbologies are capable of linking consumers to
information via smartphones The use of public domain symbologies
with established ISO standards is recommended Non-ISO standard or
proprietary symbologies usually require proprietary apps on the
smartphone Wh a non-ISO standard symbology i used, any When ISO t d
d b l isd failure to link will probably not be attributed by the
consumer to the absence of a proprietary app BISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 40 www.bisg.org 41. One
DimensionalSymbology OneDimensionalSymbologyLinear SymbolsEANUPC
Encode information in a single, linear direction Are familiar to
consumers as the product identifier Encode only numeric dataNote:
EAN and UPC are manifestations of the same symbology BISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 41 www.bisg.org 42. EAN/UPC
EAN/UPC TypicalUses When an EAN/UPC is scanned, the website reached
is controlled by the smartphone app Thus a caution for consumers:
The website reached may not be a reliable source reliable source
Information may not have come from the manufacturer Common
product-based apps include: Price comparisons and availability
Gluten, lactose or other allergy warnings Guidance on diet for
diabetics or persons with other sensitive conditionsBISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 42 www.bisg.org 43. Two
DimensionalSymbologies
TwoDimensionalSymbologiesMatrixSymbolsQRCodeDataMatrix Aztec Encode
information in both horizontal and verticaldirections Can encode
much more information in a smallerspace th one-dimensional
symbologiesthandiilb l i Can encode alphanumeric information,
includingURLsBISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 43
www.bisg.org 44. MatrixSymbol MatrixSymbol TypicalUses Website
accessed is typically controlled solely by a URL encoded in the
symbol The information provided from the website is usually
furnished by the person or organization py p g posting the g symbol
Thus the consumer can have much greater confidence that the
information is from a reliablereliable source BISG WEBCAST
2010,theBook IndustryStudyGroup,Inc. 44 www.bisg.org 45.
SymbolPlacement The location in which Bookland EAN symbol is placed
on a book is critical; it must be found quickly at point of sale
and by automated scanners In contrast, placement of symbols for
consumerpy empowerment on display objects, including books, is much
less critical Consumers can (and do) maneuver the smartphone
Nevertheless, symbols for consumer empowerment must be easy to find
The symbol must also be separated appropriately from any other
symbols on the display object BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 45 www.bisg.org 46. SymbolReadability The
original image must be: Created in high resolutionThe reproduced
image must be: Sized large enough to ensure a successful capture
Printed on material capable of ypyielding a clear imagegg Printed
in a color contrasting appropriately with the background color BISG
WEBCAST 2010,theBook IndustryStudyGroup,Inc. 46 www.bisg.org 47.
ImplementationGuidance The preceding points are an overview of the
important implementation factors Implementation guidance is covered
in more detail in the Discussion paper Consumer Empowerment p pp
through Smart Phones (www.bisg.org/) The Machine Readable Coding
Committee will continue to revise and update that document and
provide additional information on the BISG Website as the field
evolves BISG WEBCAST2010,theBook IndustryStudyGroup,Inc. 47
www.bisg.org 48. ATechnology inProgressBISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 482010,theBookIndustryStudyGroup,Inc. 48
www.bisg.org 49. WhereAreWe? The only thing constant in life is
change It seems that ongoing developments related to smartphones
are announced weekly, if not daily Waiting doesn t appear to be a
wise option for thosedoesnt interested in being perceived as an
innovator in consumer empowerment applications BISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 49 www.bisg.org 50.
WhereFromHere? For organizations considering whether to initiate a
consumer empowerment application it appears application, prudent to
begin The field is sufficiently mature that implementing yp g using
todays practices should result in future momentum rather than
wasted effort BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 50
www.bisg.org 51. MinimizingObsolescence Minimize obsolescence in an
implementation, byfollowing key factors noted earlier: Configure
content appropriately for presentation on smartphone screens Select
a symbology for the display object that meets an ISO standard Well
configured presentations will still be effective if symbology
advancements are introduced Smartphone screen presentations
enhanced by innovations in technology can still be accessed from
older symbols BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 51
www.bisg.org 52. InterestingInnovations The mythical invisible bar
code has been with us for years, along with the unicorn and the
mermaid years However, approaches that at least camouflage encoded
information have actually been reported yp In one case, a pattern
recognizable by the phone is watermarked into a portion of the
material on the display object p y j In another, a visible pattern
such as a portion of an illustration is recognized by the
smartphone app The consumer will be told to focus on a
particularimage or area of the display object, for detection BISG
WEBCAST2010,theBook IndustryStudyGroup,Inc. 52 www.bisg.org 53.
Summary BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 53
2010,theBookIndustryStudyGroup,Inc. 53 www.bisg.org 54. Summary
Consumer empowerment through smartphoneapplications has arrived in
the United States (if in doubt, check with kids or grandkids)
Applications are appearing in the book industry The HarperCollins
promotion in connection with theLauren Conrad series is an
excellent example Th book industry should also b able t spur some
The b k i d t h ld l be bl toimagination for appropriate
applications by reviewingthose already implemented in other areas
BISG WEBCAST 2010,theBook IndustryStudyGroup,Inc. 54 www.bisg.org
55. Summary The technology supporting consumer empowerment and its
typical implementations are evolving rapidly However, sufficient
maturity has been obtained that organizations considering utilizing
the concept are g g gp encouraged to proceed Recommendations to
minimize obsolescence as an organization proceeds: Configure
content appropriately Utilize standard bar codes and other
components wherever possibleh ibl BISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 55 www.bisg.org 56. BISGSupport BISG will
continue to monitor developments in the field of consumer
empowerment The Machine Readable Coding Committee will continue to
update information on the BISG website p in support of development
and implementation in the book industry BISG WEBCAST2010,theBook
IndustryStudyGroup,Inc. 56 www.bisg.org 57. Thankyou!We
llnowtakequestionsWellnowtakequestionsANGELABOLEBookIndustryStudyGroupangela@bisg.orgwww.bisg.orgwww
bisg org
[email protected] BISG
WEBCAST 2010,theBook IndustryStudyGroup,Inc. 57
2010,theBookIndustryStudyGroup,Inc. 57 www.bisg.org 58.
ContributorsThe Machine Readable Coding Committee thanks the
followingg gmembers of the working group for their contributions to
thepreparation of this presentation: Al Garton, GS1 US,
[email protected] Andy Verb, Bar Code Graphics,
[email protected],p,@ Carol Gordon, BookNet Canada,
[email protected] George Wright Sr., PIPS, Inc.,
[email protected] George Wright IV, PIPS I GW i ht IV PIPS, Inc.,
[email protected] 4@ i Kathy Paugh, Film Masters, Inc., [email protected]
Sara Raffel, BISG, [email protected] BISG WEBCAST 2010,theBook
IndustryStudyGroup,Inc. 58 www.bisg.org