1 The Opportunities Arising from Visual Codes Dr Tan Geok Leng Chief Technology Officer, IDA 2007 IDA Singapore All Rights Reserve AGENDA What are Visual Codes Is this the Right Time for Visual Codes? Visual Codes in Singapore Visual Code Consortiums
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1
The Opportunities Arising from Visual Codes
Dr Tan Geok Leng
Chief Technology Officer, IDA
2007 IDA Singapore All Rights Reserve
AGENDA
What are Visual Codes
Is this the Right Time for Visual Codes?
Visual Codes in Singapore
Visual Code Consortiums
2
2007 IDA Singapore All Rights Reserve
1/ What are Visual Codes
2007 IDA Singapore All Rights Reserve
Visual Codes in Japan
QR CODES FOR LOCATION BASED
SERVICES ON MAPS IN THE TOKYO
SUBWAY
QR CODE FOR FOOD RETAIL
QR CODE FOR TV PROGRAM
GUIDES
LARGE SCALE QR CODE ON
BUILDINGS
QR CODE FOR PROPERTY
DEVELOPERS
PAYMENT AT A STORE WITH
QR CODE
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2007 IDA Singapore All Rights Reserve
Visual Codes in Korea
Media Interactivity Leisure / Travel Magazine
Digital Entertainment Personalised Multimedia stamp
Source: Colorzip
2007 IDA Singapore All Rights Reserve
2D Barcodes in US
source: www.scanlife.com
4
2007 IDA Singapore All Rights Reserve
2/ Is this the Right Time for Visual Codes?
2007 IDA Singapore All Rights Reserve
Convergence of Mobile & Internet
Over 100% Mobile Penetration in Singapore
Rise in Internet usage
Drop in mobile data charges
2432.3
45.7
74.869.2
77.883.1
9198.1101.5
0
20
40
60
80
100
120
(%)
97 98 99 00 01 02 03 04 05 06
Sunsurf Plus 38
Free Bundle Data: 1GB
Subscription: $40.66
Sunsurf Plus 10
Free Bundle Data: 10MB
Subscription: $10.70
MobileOne
MaxMobile Unlimited
Free Bundle Data: Unlimited
Subscription: $72.76
MaxMobile Value
Free Bundle Data: 5MB
Subscription: $5.35
StarHub
BB on Mobile 512
Free Bundle Data: 10GB
Subscription: $22.42
BB on Mobile Value
Free Bundle Data: 10MB
Subscription: $10.70
SingTel
Mobile Penetration Rate (1997-2006)
5
2007 IDA Singapore All Rights Reserve
Tedious Mobile Access
20 clicks to view Channel News Asia stream
Multiple page loading & navigation – slower & more costly
Tedious URL address entry via T9 input method
2007 IDA Singapore All Rights Reserve
Physical Link to Mobile Internet
Mobile generation wants instant gratification !!
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2007 IDA Singapore All Rights Reserve
Create - Snap - Connect
First step is to create
your own unique content
and link it to a 2D Tag,
so that people anywhere
can connect to you.
Anyone, anywhere in
the world with a
camera phone will be
able to connect to your
“tagged” content with
just ONE CLICK.
Your photos, videos,
blogs or web pages get
downloaded directly into
anyone’s mobile phone.
Pre-requisite
Min VGA camera 0.3 MP
Install reader software
Contents
URL link / video stream / pic
SMS / MMS / Telephony /
address book / email
QR Code
Data Matrix
PDF 417
ColorCode
2007 IDA Singapore All Rights Reserve
Possible Applications for Visual Codes
source: www.scanbuy.com
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2007 IDA Singapore All Rights Reserve
Key Stakeholders
Telcos / WiFi Operators
Provide the network connectivity & billing infrastructure
Handset Manufacturers
Preloading of Decoders
Provide better Visual Code enabled phones e.g. MM API Java Phones, cameras with macro lens etc…
Technology Providers
System Integrators
Platform Operators
Mobile Ticketing Operators (using SMS)
End Users / Advertisers
2007 IDA Singapore All Rights Reserve
3/ Visual Codes in Singapore
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2007 IDA Singapore All Rights Reserve
Visual Codes in Singapore
2007 IDA Singapore All Rights Reserve
The Vision
Singaporeans actively embracing Mobile Internet via Visual Codes
Rich and varied pool of services available to users
Vibrant Visual Code ecosystem with active participation by many different industry players
Critical mass of users and services is key to success
Prevent fragmentation and confusion to the market
Visual Code Consortiums
Visual Codes in Taiwan
Visual Codes in Europe
• Formation of Mobile Codes Consortium (MC2) in early Jan 2007 with partners like Publicis, Hewlett-Packard, Deutsche Telekom, Gavitec, KPN, Neomedia, Nokia, Qualcomm and Telefonica O2 Europe
• MC2 initiative led to GSM Association and Open Mobile Association commiting to drive worldwide mobile barcodes standard
source: www.mobilecodes.org
• Establishing the Visual Code Consortium as a sub-committee under SiTF Wireless Chapter• Public Announcement & Press Release with list of Members• Working with ITSC to define standards• Contacting other International Consortiums with like-minded Vision, e.g. MC2(Europe), OMIA(Taiwan)• Mobile Monday Event (targeting Mid-End Feb 08)• Official Visual Code Conference held in Singapore (targeting Q3 FY08)