Sony Ericsson to Preload NeoMedia Barcode Reader

Sony Ericsson has selected NeoMedia as its strategic 2D barcode partner. Sony Ericsson will begin shipping phones pre-loaded with NeoMedias NeoReader barcode scanning application globally in the 1st half of 2010. The NeoReader will be pre-installed across all Sony Ericsson platforms.
The NeoReader transforms cameraphones into mobile barcode scanners, providing easy access to mobile content on the mobile Internet via 2D barcodes. By scanning 2D barcodes via the phones camera, users avoid typing in long URLs and navigating cumbersome mobile menus.
The NeoReader is a universal barcode scanning application that reads all standard 1D and 2D barcode symbologies, including QR, Data Matrix, Aztec, UPC and EAN codes, so users wont need multiple barcode readers.
We see great potential in the 2D barcode market and support NeoMedias strategy to promote and drive the open 2D barcode standards, says Sony Ericsson Business Development Manager, Robert Westin.
Neomedia CEO Iain McCready believes the marketplace is ready for 2D barcodes. He says:
Retailers and brands are already experimenting with them, and the technology has long been validated. The challenge is in creating a scalable pool of mobile users capable of scanning barcodes. This partnership with Sony Ericsson will make mobile barcode scanning a simple, out-of-the-box experience for consumers.