The Mobile Codes Consortium or MC2 published its Mission Statement last year. An excerpt is included below and a copy of the full mission statement can be found at activeprint.org.
Executive Summary
A new use of an existing technology emerged 2 years ago in the Far East that could revolutionise and accelerate mobile internet adoption and, to a different extent, messaging and voice across the globe. For this to happen, the various stakeholders in the industry must coordinate over some key decisions. This document is a mission statement for the mobile industry, to create a consortium for a new mobile marketing ecosystem based around camera phones and 2D barcodes. A market-driven, open-standards approach will allow 2D barcodes to act as a catalyst in mobile internet adoption, mirroring the growth of web adoption over the last ten years.
The Vision is Already Reality
Outside, in a café, a mobile handset camera is pointed at an advertisement, poster, leaflet or beer-mat. In just one click, the user arrives at a webpage designed specifically for that location. No struggle with the compromised navigational systems of mobile websites; no wait – just the instant fulfillment of the user’s needs. The spontaneity of the response encourages an internet connection there and then; the internet content is relevant to the precise time and location of the user; the advertiser can track exactly which piece of paper generated the user response – and the mobile handset has enabled a trouble-free and relevant experience of the web that is potentially more useful to website provider and user alike. And of course, the mobile industry benefits from increased usage of the internet over mobile handsets.
This is the reality now – but only in a few special campaigns. With a coordinated approach, it is within reach as a mass phenomenon. It just needs the mobile industry to deliver the technological infrastructure and business framework to enable this new stage of adoption.
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