New scan technology to connect the online and offline worlds

Qmcodes works by putting a small, interesting looking barcode on any magazine or newspaper article or advertisement. Then all any person with a 3G phone needs to do is take a photo of the barcode to bring up a website with related content.

Putting your website address at the bottom of an ad may tempt the odd customer to check you out online, but imagine if they could go to your website just by taking a photo with their mobile phone?

That is precisely the prospect being promoted by a new Australian company Qmcodes founded by entrepreneurs including former Hitwise co-owner Andrew Barlow.

Qmcodes works by putting a small, interesting looking barcode on any magazine or newspaper article or advertisement. Then all any person with a 3G phone needs to do is take a photo of the barcode to bring up a website with related content.

According to the company a similar kind of technology has operated in Japan since 2003, and it has already conducted a test run in Australia through free street mag Vice.

The technology holds out all sorts of possibilities for discount deals or other promotional tricks that clever marketing and advertising sorts can dream up. A key barrier, however, will be uptake of 3G enabled phones – but Telstra’s recent launch of its national 3G network could mean that is now just a matter of time.

Read more on Hitwise and 3G networks