Scanbuy Inc.’s mobile bar code application ScanLife is being preloaded on Sony Ericsson camera-enabled mobile devices.

The ScanLife mobile application uses the camera phone to read all major 1D and 2D bar code formats including Datamatrix, EZcode, QR, UPC and EAN. Phones are already being sold with the embedded technology in Spain, Italy and Mexico, with more countries to follow in the coming months, including the U.S.

“Sony Ericsson believes that 2D bar code technology will make it easier for their customers to quickly get more information from physical media,” said Jonathan Bulkeley, CEO of Scanbuy, New York. “Cameras are now embedded into virtually every new device, so this method will become commonplace around the world.

“By preloading, our partners are making it very simple for marketers to launch 2D code campaigns and reach an audience of millions,” he said.

The ScanLife platform consists of a multi-bar-code reader application and interoperable Code Management Platform. It can be downloaded for free from the phone’s browser at www.getscanlife.com.

The technology has been deployed and supported by mobile providers and handset manufacturers in the United States, Mexico, Chile, Spain, Italy and Denmark.

Media companies and marketers use Scanbuy www.scanbuy.com ’s application to create and manage measurable 2D bar code campaigns with the goal of extending brand engagement onto mobile devices.

The ScanLife application lets consumers scan a code to launch a specific action such as displaying a Web site, loading a video and dialing a phone number.

This makes all physical objects interactive and removes the need for a user to type long URLs or search for information using keywords.

Telcel, the leading wireless provider in Mexico, is already preloading a number of phones with ScanLife.

Coca-Cola, Nike and Frito-Lay have used EZcodes in their marketing material including print advertisements and packaging.

“A number of bar code campaigns have run in Mexico from Coca-Cola, Nike and Frito Lay,” Mr. Bulkeley said. “Telcel is the largest carrier there, and our application, called Codigo Ideas, is being preloaded on their devices.

“Some of those phones are from Sony Ericsson, and some are from other manufacturers like Samsung or HTC,” he said.

The ScanLife application is geographically interoperable using ScanLife’s Code Management Platform, which generates codes and collects analytic data.

The mobile application is compatible with all major operating systems, including Google’s Android, RIM’s BlackBerry, BREW, Apple’s iPhone, Java, Nokia’s Symbian and Microsoft’s Windows Mobile.

“Sprint is already preloading our application on new phones in the U.S.,” Mr. Bulkeley said. “For example, the popular Samsung Exclaim and Samsung Reclaim both come with ScanLife, along with Facebook and YouTube.

“Many more phones will be released in the coming months,” he said.

Kyp, Scanbuy partner to bring mobile bar codes to marketers
More than 70 percent of all mobile phones in the United States have a camera. Tapping into the hundreds of millions of consumers who carry these devices is the holy-grail for marketers worldwide, according to Scanbuy.

Global brand engagement specialist Kyp and Scanbuy joined together to give brands with the ability to engage consumers in an interactive way using their mobile camera phones.

Scanbuy’s ScanLife will be incorporated in Kyp’s suite of marketing services. The company’s primary platform, called the iKyp, is a patented, uniquely versatile, interactive marketing medium that delivers information.

“Kyp has a fantastic line of marketing products that allow brands to speak with consumers in a very engaging and interactive way,” Mr. Bulkeley said. “The ScanLife solution gives their customers another way to add immediate interactivity to all of their collateral and track analytics.

“This is really a perfect fit for both companies,” he said.

Scanbuy’s technology enables consumers to interact with brands by using their camera phone to photograph, or scan, 2D bar codes printed on any media such as posters, iKyps, flyers and Web sites.

The ScanLife application will read the bar code and launch a specific website or web-based application, download content or a coupon, dial a phone number, compose an SMS/email, or receive a contact or calendar appointment, letting brands to engage with consumers.

Kyp’s approach is grounded in consumer psychology and refined by creating custom solutions for an impressive list of brands including Procter & Gamble, AstraZeneca, Transport for London, American Express, Shell and Microsoft.

“Kyp is constantly reaching out to find new and unique consumer engagement solutions for our clients,” said Nicholas Miller, CEO of Kyp. “As the mobile media market continues its rapid growth, we wanted to be able to offer our clients the best solution for engaging their target audiences via mobile phones. 

“Scanbuy’s mobile technology, ScanLife and the EZCode, allows us to provide our clients an immediate and actionable next step of engagement that is not only targeted, but can be measured as well,” he said.