NeoMedia Technologies, Inc. the global leader in
mobile barcode scanning solutions, announced that Sony Ericsson has selected
NeoMedia as its strategic 2D barcode partner. Sony Ericsson will begin shipping
phones pre-loaded with NeoMedia’s NeoReader barcode scanning application
globally in the 1st half of 2010. The NeoReader will be pre-installed across
all Sony Ericsson platforms. 

“Sony Ericsson is very happy to work with
NeoMedia as our global provider of barcode scanning solutions. We see great
potential in the 2D barcode market and support NeoMedia’s strategy to promote
and drive the open 2D barcode standards. We are looking forward to working with
NeoMedia to explore all the potential the technology enables,” stated Robert
Westin, Business Development Manager, with Sony Ericsson.

Iain McCready, CEO of
NeoMedia Technologies commented, “The marketplace is ready for 2D barcodes –
retailers and brands are already experimenting with them, and the technology
has long been validated. The challenge is in creating a scalable pool of mobile
users capable of scanning barcodes. This partnership with Sony Ericsson will
make mobile barcode scanning a simple,
out-of-the-box experience for consumers.”

McCready continued, “NeoMedia’s vision has been to create an open and
interoperable 2D barcode ecosystem which would provide a consistent and
reliable consumer experience worldwide. This agreement with Sony Ericsson is
another important step towards making this vision a reality and is part of
NeoMedia’s ongoing strategy to accelerate adoption through relationships with
manufacturers, operators and brands alike.”

 The NeoReader transforms camera phones into mobile barcode scanners
which provide easy access to mobile content via 2D barcodes. The simple “one
click” action makes the mobile internet much more accessible for mobile users.
By scanning 2D barcodes via the phone’s camera, users avoid typing in long URLs
and navigating cumbersome mobile menus.

 The NeoReader is a universal barcode scanning application that reads all
standard 1D and 2D barcode symbologies – QR, Data Matrix, Aztec, UPC and EAN –
so users won’t need multiple barcode readers.



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