Neustar and NeoMedia Strike US Barcode Deal

NeoMedia Technologies has appointed Neustar as the exclusive patent licensing agent in the US for its intellectual property for two-dimensional (2D) barcodes. The agreement creates a one stop shop for consumer brands to simply and affordably use barcodes to deliver new applications, services and content to mobile consumers.
The addition of Neustars central registry services to NeoMedias patented barcode technology also means that brands now will be able to offer barcode marketing to consumers, regardless of which mobile service provider or barcode reading software a consumers mobile device uses. The companies say that the collaboration will enable brands to offer more targeted and dynamic communication options to mobile consumers, beyond simply taking them to a website.
Neustar is committed to establishing an open, consistent, and easy opportunity for brands to deploy 2D barcodes that reach the widest audience possible, says Neustar Vice President of Mobile Services, Diane Strahan. This licensing agreement, combined with Neustars interoperable 2D barcode pilot launched in March, provides the advertising and mobile operator community (with) confidence for a more rapid commercialization of mobile barcodes.
For NeoMedia, CEO Iain McCready says:
Customers and the advertising community can now easily secure a clear and predictable path to licensing and implementing NeoMedias patented barcode technology. Advertisers have been waiting for a reliable and scalable barcode system, and with this agreement, mobile barcode technology can now fulfill its promise of turning mobile devices into point-of-sale catalysts for mobile commerce.