Are 2D barcodes worth the hype?
A range of industry watchers believe mobile barcodes are key to connecting marketers with mobile users. And it seems the space is quickly gaining traction: A recent Compete survey showed 28 percent of smartphone owners have scanned a barcode with their phone. Indeed, the market opportunity is such that two former CEOs of the Mobile Marketing Association have both moved into the space and now compete against each other. But a number of questions remain: What type of barcodes should marketers use? How can the industry address users' privacy concerns? And should businesses pay for the help of professional mobile barcode services or rely on the free coding software available online? Special report