Sony Ericsson has tapped NeoMedia Technologies Inc., a mobile bar code scanning service provider, to have the bar code reading technology preloaded on its mobile devices.

Andy’s Frozen Custard shops are going mobile with new virtual gift cards.

Hexaware Technologies Ltd. has launched a new service to let airline passengers download 2D bar code boarding passes to their mobile devices.

Springer Mountain Farms is using 2D bar codes to promote The National Breast Cancer Foundation on its packaged chicken products.

Neustar has partnered with NeoMedia Technologies Inc. to act as its licensing agent for 2D bar codes in the United States, making the mobile technology more accessible for brands trying to reach consumers on their handsets.

Volkswagen, Bissell Homecare and Metro News are using 2D bar code technology to make their traditional printed media more interactive and engaging for consumers.

Starbucks Coffee Co. has launched a trial of a 2D bar code payment system for customers to pay via their iPhone or iPod touch.

A new book on digital branding includes a 2D mobile bar code on its back cover that connects directly to the title’s page on Amazon’s mobile Web site.