Telstra has revealed the addition of almost one million new mobile services in the six months to December 2011, but Sensis revenues plummeted 24 percent in 12 months.
Telstra says it is "partnering with major companies to bring new applications and content to Australia using the Telstra Mobile Code." One of these has already announced itself: Prime Digital Media (PDM) which claims to be Australia's leading provider of out-of-home digital media (ie video screens in shopping centres and elsewhere carrying advertising messages).
PDM is already working with Telstra: PDM's in-house creative studio designed high definition Telstra-branded video content to run across three TelstraTV channels - a giant indoor wall of plasmas, a series of portrait screens and one 22-metre tall outdoor screen - at Telstra's new T[life] shop which opened in Melbourne this week.
Separately PDM has announced that it will be the first Australian out-of-home digital media company to adopt QR technology. PDM will use the technology across its media networks including Wellbeing, Lifestyle and Home Electronics The PDM network claims to have "over 6,000 plasma and LCD screens connected to a centrally managed web-based trafficking (sic) system, attracting leading domestic and international brands as advertisers on the network."
"Because there is no barrier to entry, the technology is opt-in and there is no cost for the advertiser or the user, we predict QR technology to boom in Australia by 2009," said PDM, planning and creative director, Julie Frikken.
However at present Telstra's is the only mobile network operating the QR system, and it is not clear how many phones beyond the initial half million will support it.
According to Wikipedia the QR Code was created by Japanese corporation Denso-Wave in 1994 and was first used for tracking parts in vehicle manufacturing, According to the Denso-Wave website, "the specification for QR Code has been made available for use by any person or organisation. The specification has been approved as an AIM Standard, a JIS Standard and an ISO standard."
However QR codes look distinctly clunky alongside technology being developed by Nokia which, Nokia claims, will enable you to photograph an object with your cellphone and get instant information from the Internet: for example snapping a movie poster will give instant access to a downloaded trailer. Nokia calls the technology 'Point&Find'. The camera phone recognises images and uses a combination of these and GPS location data to link the user directly to content or services on the web that have been pre-linked to that image or object.
David Bass
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