Bems and NeoMedia in Latin American Tie-up

Spanish firm Bems, which specialises in mobile solutions based on 2D barcodes, is partnering with US-based NeoMedia Technologies to distribute 2D barcode solutions throughout Latin America. Bems has also been chosen by Telefnica International as its exclusive partner to develop a 2D barcode business in Latin America for the next four years.
Bems has chosen NeoMedia as its primary technology and platform vendor for mobile barcode reading and campaign management, with a key focus on the brand marketing and advertising sectors. In addition, Bems will promote NeoMedia hardware solutions related to ticketing and couponing.
As a key part of this platform, NeoReader will be the preferred barcode reader for pre-installation on handsets, and all code transactions will be routed through the NeoMedia infrastructure. The solution will be distributed to markets including Argentina, Brazil, Chile, Columbia, Ecuador, El Salvador, Guatemala, Mexico, Nicaragua, Panama, Peru, Venezuela and Uruguay.
The initiative to promote 2D barcode technology is part of a wider strategic plan for operators to introduce cutting edge tools for mobile to the Latin-American market. Operators will leverage the expertise that the Bems/NeoMedia partnership provides in areas such as technology, marketing, R&D, and an extensive sales force to enable the widespread adoption of the technology.
The alliance with NeoMedia represents an important step towards delivering the best technology to Bems Solutions, and providing an advantaged position in the implementation of the agreements with Telefnica for the Latin-American market, says Bems Chairman, Javier Maas.
Bems and NeoMedia will implement the interoperable standard of 2D barcodes based on the recommendations of the GSM Association, guaranteeing compatibility with other global operators, not only in Latin America, but also throughout the rest of the world.
The companies note that in order to succeed with this new 2D barcode Ecosystem, the active participation of all industry players from operators and manufacturers of mobile devices to developers and mobile marketers is needed. Bems says it aims to create models of collaboration with all of them and to generate the scale that is needed for the space to develop to its full potential.
It believes that operators in Latin America signalling their commitment to an open operating environment via this initiative will lead the way to unifying the marketplace and encourage other operators and brands to invest in mobile barcoding as a marketing channel.
As weve consistently maintained, commercialization of barcodes calls for an open and interoperable market that can provide the scale needed for brands and advertisers to exploit the benefits of the mobile marketplace, says NeoMedia CEO, Iain McCready. We feel that our work with Bems and gaining entry to the Latin American market is yet another step closer to global adoption of this powerful technology. 
Bems has developed 2D barcode solutions for a wide range of brands, distributors, intermediaries, public and private institutions, retailers and media groups. Clients include Warner Brothers, Yell and Bacardi. 
NeoMedia specializes in mobile barcode scanning solutions. Its technology allows mobile devices with cameras and the appropriate software to read 1D and 2D barcodes and provide one click access to mobile content.