The term mobile tagging ( in German as " marking to the mobile phone " ) describes the process in which with the help of the camera of a mobile handset, a bar code of a designated object from a magazine or from a display is read. Usually used as a code different 2D barcodes, there are also multi-color codes known. In the codes of various data formats can be saved.

  • 3.1 Commercial -tagging
  • 3.2 Public -tagging
  • 3.3 Private -tagging

Development of Mobile Tagging

Mobile Tagging came in some Asian countries, particularly in Japan, around the year 2003 and since then finds application in several areas of mobile marketing. The most widely used 2D codes with ISO standard, the QR- code of the company Denso in Asia and the developed Data Matrix in America have established.

Reasons for the sustained success of mobile tagging are, in addition to the flexible and versatile applications, the fast, precise and controlled by the customer access to information. Through the principle of Physical World Connection, the user can, for example, by tagging a code in a newspaper ad, on demand for immediate access to additional information ( see above).

In Europe, mobile tagging is now widely varied, however, because of binding to camera phones not in general use. There have been several campaigns in conjunction with Physical World Connection.

Codes and Reader

The code is content with the mobile tagging usually

  • A URL that points to a page of a site to which you are redirected after decoding directly on your phone's browser.
  • A transaction code that is used in a dialog flow on.
  • An access code that allows unique access to additional data.
  • An address record ( virtual business card ) that can be stored in a dialog flow in mobile devices as a contact.

There are currently over 70 different 2D barcodes with their respective variants, especially in logistics, in use. In mobile tagging, the number of codes used but essentially limited to about a dozen representatives. To read a 2D barcode, it is necessary for a reader, so specialized software to be installed on the mobile device.

The Reader allows you to read certain codes on the camera of the phone. It stands for many models downloaded free of charge. The manufacturers of the readers are keen to expand the range of compatible devices continuously. On the linked website, it is generally possible to store the software directly to the phone or to your PC and generate their own codes via a generator.

Also for the readers to show the problem of lack of standards. Many readers can only read specially developed for them codes. Other manufacturers use other hand to the already standardized codes and can read both the QR code and Datamatrix.

The most important 2D barcodes for mobile tagging and the Reader are listed which can read out the respective codes.

International Organization for Standardization

The symbologies of internationally accepted codes are standardized, but there are many proprietary codes whose use is limited to individual applications.

Currently employs the so-called Mobile Codes Consortium ( MC2 ), which was launched by the company Publicis Groupe, Hewlett Packard Laboratories, Gavitec and Neomedia Technologies, with the development of uniform standards for both the codes as well as for the reader. The MC2 currently include not only the founders of companies such as KPN, German Telekom, Nokia and Telefónica Germany. The Reader should be installed in the future by default on mobile phones.

Overview 2D codes


There are almost all the latest mobile phones for the barcode reader from different vendors function as free software. There are at least three Download-Wege/Möglichkeiten:

1 Via PC - mobile synchronization on the websites of the providers there is the possibility to download the installation file for the barcode reader on your PC, to then send via Bluetooth or USB cable to the phone.

2 Via SMS Here, an SMS is sent with the request request to the provider of the speed dialing station. This then sends a download link to the mobile device when the mobile application supports.

3 Via WAP browser in this case an Internet address / URL is entered in the WAP browser of the mobile phone, the provider checks whether the terminal supports the application and accordingly sends either a " SMS" with a download function returns or is equal to the WAP the download link free. The SMS request is country specific and is not yet available.


Meanwhile, the mobile tagging has not only kept moving into the daily lives of many Asians, but also in the many Europeans. So campaigns were carried out in the areas of Commercial, Public and Private tagging also in Europe already. Background and overarching objective of all applications is the vision of media convergence. Mobile Tagging thus combines static information carriers with the Internet and encourages beyond the consumer to be interactive action. Not least because leading experts believe that the markets will develop the Japanese equivalent for mobile tagging like in the foreseeable future.

Commercial tagging

Under Commercial tagging refers to the use of multi-dimensional bar codes with a particular focus on mobile marketing and mobile advertising. This includes the provision of additional information ( eg: information on nutritional values ​​on food ), direct downloads ( ex: free ringtones, videos and mobile games ) and the direct forwarding to a company to communicate information or for mobile shopping website.

Especially in commercial tagging the branding ability of the bar code plays a crucial role (integrated company logo on the code).

Public -tagging

When public- tagging barcodes are used to support public information to provide you with additional information. These include driving directions, schedule information, customer reviews, or other nonprofit instructions.

Private -tagging

When private tagging personal motives come to the fore. In addition to the linking of blogs and profiles, for example, in place (example: Barcode on automobiles ) can be accessed by mobile phone on Ebay auctions. In addition, enable 2D codes on business cards automatically save contact in the address book of the mobile phone. In addition to the improved user comfort also arise when private -tagging completely new possibilities of self-expression.