Mobile Discovery Announces One of the First Cross-Carrier, Multi-Vendor 2D Barcode Trials

Business Wire, April 2, 2008

Trial at Case Western Reserve University Breathes New Interactive Life into Print Advertising

LAS VEGAS & RESTON, Va. -- Mobile Discovery Inc., an innovator in mobile marketing, today announced the launch of the first large scale multi-vendor beta trial of mobile 2D codes at Case Western Reserve University. Founded by mobile technology veteran David Miller, Mobile Discovery allows advertisers and publishers to make print media interactive by bringing new functionality to mobile phones. In doing so, Mobile Discovery is helping to unlock value for marketers, drive revenue for carriers and increase functionality for consumers.

On the Case Western Reserve University campus, 2D barcodes appear on print ads all over campus, and can be seen on flyers, posters, bus stops and billboards. The technology allows the 15,000 students, faculty and staff to interact with advertisements or promotions by "scanning" a barcode with a cell phone camera. Students and faculty can scan a code at a bus stop and get real-time information telling them the arrival time of the next bus. Users can scan codes on posters to instantly subscribe to one of USA TODAY's news alert services. The student newspaper uses codes to link movie clips to editorial. Promotional sweepstakes offered by QVC showcase new products that can be purchased. And in the classroom, students can scan a code from an overhead projector to take a quiz in their chemistry class.

"This opportunity to work with Mobile Discovery and the cross-carrier community epitomizes what we try and do here at Case Western which is help students be part of the process of both learning in the traditional sense, but also the excitement around the opportunity to bring ideas and products to market," said Lev Gonick, chief information officer at Case Western Reserve University. "Our Master of Engineering and Management program has been heavily involved in driving and implementing the Mobile Discovery solution on campus and learning first-hand about 2D codes and mobile marketing."

In addition to being a useful, new and innovative technology for the users at Case Western, Mobile Discovery's technology is allowing advertisers to build, manage and track mobile marketing campaigns using 2D codes. This technology, when combined with the power of the mobile web, enables new opportunities for marketers and brands. The solution provides users with true access to the mobile web and eliminates the need to type URLs on a tiny keyboard, allowing users to find information quickly, at the right time and place.

"Mobile Discovery's technology is at the heart of the mobile marketing ecosystem providing consumers a better, easier, faster way to both get information on their mobile phones and interact with brands," said David Miller, founder and CEO of Mobile Discovery, Inc. "Most consumers don't use their cell phones to get information like they do on their PC. The cell phone screen is small and the experience can be frustrating and time consuming. We are making the experience much easier, both for advertisers and consumers."

At Case Western University, Mobile Discovery has deployed a full code ecosystem--meaning that all the processes and tools necessary to allow advertisers to create, manage and track a 2D code campaign are provided. This involves value added services which includes the ability to design and create code-enabled print advertisements along with associated multi-media mobile content. It also includes consumer marketing and educational materials, a content deployment system that converges print, mobile and web - along with the analytics to track it all.

Mobile Discovery's Data Broker service, facilitates interaction between marketers and users so that the consumer does not have to enter data on their mobile device. This service benefits consumers by making it easy to sign up for things, receive information, or purchase goods. In designing the system, Mobile Discovery has embraced the unique attributes of the mobile device and devised a solution to work around its limitations.

All of these capabilities are offered via Mobile Discovery's Code Management Platform (CMP) called CodeIntelligence.

Many partners are making the trial a possibility. Students at Case Western will experience the technology even further with a mobile marketing campaign by Mobile Discovery and QVC, Inc. The campaign, "The Q Code: Make It or Break It" will be held today through April 21 and promises to deliver the experience of connecting the physical world with the mobile phone.

The campaign includes a two-pronged sweepstakes. Students can "Make It" by visually and virally spreading the word throughout campus by creating their own codes and campaigns, using the Mobile Discovery technology. The other part of the Sweepstakes, "Break It," entails a graphic of "The Q Code" (specifically created for this campaign), which will be prominently displayed around campus. Each time the Q Code is scanned, students will be entered for a chance to win daily prizes from QVC, as well as a Sweepstakes grand prize. These prizes will range from high-end electronics to brand-name beauty products and designer jewelry.1