Introducing ‘Pixecodes’ : Introducing ‘Pixecodes’


Pixecodes: Pixecodes Introduction to pixecode idea –what is a pixecode? Why use pixecodes? Advantages Business models Ideas for use: Summary


First -some background info…: First -some background info… The mobile industry is still looking for a single ‘killer application’ for data: does it exist? Nokia: ~400m global handset sales in 2003. Prediction: ~1.8bn handsets in use by 2007. >80% shipments are camera-enabled “Camera phones to outsell digital cameras” –source: Future Image Inc. Mobile phones to vastly outsell PCs… New phones are increasingly smart devices, with browser, colour screen, etc.


What is a pixecode?: What is a pixecode? A pixecode (“pix-e-code”) is simply a two dimensional barcode image that encodes an Internet address, providing a visual link between the worlds of paper and the Internet E.g. www.myaddress.com = …a quick and convenient way to initiate a broad range of mobile based interactions. …the missing link between the real world and the Internet world… pixecode


How does it work?: How does it work? The pixecode image is captured, decoded on the handset and used as a ‘hyperlink’ on a browser based camera phone: My Business Card… 1. Owner of website encodes URL link as a pixecode image and inserts the graphic into any of their material 2. User captures selected image using camera phone 3. Phone decodes image and ‘jumps’ to website using browser Internet access (any of GPRS/3G/ HSDPA/WiFi) .jpg or .bmp image http://www.myaddress.com/


Why would a consumer want to use pixecodes?: Why would a consumer want to use pixecodes? Mobile users have a demand for information and services ‘here and now’ –hence ’mobility’ is the critical key advantage of a handset over a home ISP link or physically static web terminal. However: Web addresses are cumbersome to type in, e.g. www.acompany/products/aproduct/information Use existing handset capabilities to simplify access… KISS –Keep It Simple Stupid…


Advantages: Advantages Convergence of print and Internet medias will lead to many new applications for both. Low cost to implement but will drive handset sales, mobile network usage and retail income. Dense compared to text –can be used in small spaces. Widely available encoders –anyone can encode their own web pages easily leading to mass take-up and usage.


Business models: all win-win: Business models: all win-win Network operator Can take a % of purchase for goods -‘Telco-Visa’. May charge for bandwidth usage or provide free. Handset vendor Greater margins on ‘high feature’ phones. Drives dependence on mobile for lifestyle. 3rd parties: retailers, info providers, consumers Adds value to product offerings. Taps into ‘here and now’ impulse purchase. Lower purchase prices.


Ideas for use -summary: Ideas for use -summary Instant mobile commerce Purchase of goods and tickets, vending machines, etc. Quick mobile access to information ‘here and now’ CEO -Controllable Electronic Objects Secure publishing Dynamic pixecodes …following pages illustrate these ideas…


Enables mCommerce the way it should be -easy…: Imagine trying to type in the following Amazon.com order for a Harry Potter book on a mobile keypad: http://www.amazon.com/exec/obidos/tg/detail/-/043935806X//104-1985026-6223937?v=glance&s=books&n=283155 Now image pointing your mobile camera phone at the following printed advertisement and clicking: -which method would you prefer? Enables mCommerce the way it should be -easy… BUY Harry Potter NOW! :


Pixecode enabled vending machine: Pixecode enabled vending machine Phone decodes selected pixecode, jumps to website and activates vend… Coke: Fanta: Sprite: . . . Perrier: User makes choice, images pixecode and clicks Phone decodes pixecode and accesses website for vending machine company Website sends vend code to machine via SMS (vending machine has mobile GSM chip) and uses reverse account billing to charge subscriber. Pixecode encodes vending machine mobile number and choice 4. Alternatively: IR or Bluetooth could be used to send vend code


Mobile access to information…: Mobile access to information… http://my_wine_company.com/products/2003_vintage/bin50 Wine producer prints pixecode on bottle with text “Wine information: “ Seconds later user is browsing the producers website, perhaps watching a short streamed video of the harvest


Mobile access to information…: Mobile access to information… Many other ‘out and about’ information from bus timetables to product nutritional content can be accessed here and now: “Access current bus timetable for Manhattan area: (printed on bus stop -encodes mobile access timetabling database for Manhattan area –user can find out when next bus is due: http://www.USbustimetabling.com/manhattan_area) “Detailed nutritional information for Corn Flakes : (printed on side of breakfast cereal packet -encodes mobile access product info for Kellogs Corn Flakes, user can check for any nut content as they are allergic)


CEOs -Controllable Electronic Objects: CEOs -Controllable Electronic Objects Internet access 1. CEO (TV in this example) has a pixecode with web location of its product controller applet printed on it Encodes: www.sony.com/products/TV/model2100/ceo_applet 2. Phone decodes image, ‘jumps’ to web location and downloads/runs the associated CEO control applet –this is a persistent applet so only one download needed 3. Downloaded control applet communicates with device through IR, Bluetooth or web (if CEO device is connected). Specific mobile user interface for device is part of control applet loaded onto phone…


Secure publishing: Secure publishing Pixecode encodes: https://pixesec.com/code= (Note: httpS) Sender encodes text and creates pixecode Receiver sends the decoded pixecode image including encoded text to decoder website Decoder website sends back decoded text (all done over secure HTTPS link…) Decoded text URL with encoded text Pixesec.com My secret pixecode:


Dynamic pixecodes: Dynamic pixecodes A static pixecode is one that never changes throughout its life –usually on printed media A pixecode may also be displayed on a TFT, LCD, etc –if it can change it is a ‘dynamic pixecode’ Dynamic pixecodes offer a way to display information that changes dependant on one or more variables, e.g. time, temperature, location, proximity to something else, etc, etc.


Dynamic pixecodes -example: Dynamic pixecodes -example Internet access Engineer decodes image and ‘jumps’ to Jaguar 5000 mile service requirements page Internet access Engineer decodes image and ‘jumps’ to Jaguar 10,000 mile service requirements page Jaguar with 5000 miles on the clock +5000 miles Dashboard LCD pixecode New Dashboard LCD pixecode


Pixecode size not a problem…: Pixecode size not a problem… As size is not important to pixecode image capture any size is possible Any surface that can display on/off ‘pixels’ can be used –even an empty office block at night !


Summary: Summary Pixecodes® represent a new way for mobile users to access a wealth of information and services Pixecode access forms a rich revenue stream for mobile networks and will drive new handset sales as people upgrade. All the elements for deployment and success are in place today –no rocket science here! Like barcodes today, pixecodes will crop up everywhere –the sky is the limit for their use.


Slide20: Information: pixecode@messagetechconsulting.com Pixecode® is a registered trademark of MessageTech Consulting Ltd.


Technologies: Technologies RFID –Radio Frequency Identification tags allow items to ‘broadcast’ information. However an RFID reader would be needed in the phone, also there is a cost associated with each tag and the question of programming accessibility for information provider. Tags currently cannot be printed in newspapers, media. Mobile Visa –Enables a phone to accept a debit card to be used for transaction payment Felica –a Japanese mobile payment method that is a good candidate to dominate the cashless payment arena in that country SIM –Subscriber Identity Module, would enable a phone to be uniquely identified with a subscribers account for mcommerce transactions.