The second model is called an Indirect Code, a code that needs a network connection to contact a code resolution server that resolves the code. By using this model, the code publisher can track and analyze the results of the campaign and can also update content associated with the code without changing the bar code itself, the Open Mobile Alliance said.
The new open standard is backwards-compatible with the Direct Code formats in Japan that use Japanese telecom operator NTT Docomo's de facto standards, OMA said. There is mandatory support for ISO/IEC QR Code and Data Matrix symbologies for optimal code reading built into the standard, and there are optional features for Indirect Codes including security and the tracking and reporting of mobile code usage and client analytics, the organization said.
OMA collaborated with telecom operators including T-Mobile, AT&T, and Telefó®©£a; handset manufacturers including Samsung and Nokia; and companies including HP Labs and Mobile Tag, it said.
Jay Alabaster in Tokyo contributed to this story.
Loek covers all things tech for the IDG News Service. Follow him on Twitter at @loekessers or email tips and comments to firstname.lastname@example.org