Business and Society 2.0

The evolution and a vision on the developments in mobile communications and the way economy will be influenced as well as our way of living.

The November 16, Seybold Report explains and give a complete descrition of Quick response (QR) codes.

To ilustrate this mobile marketing feature that integrates print to online publishing, Goss International introduced the technology called RSVP. According to Brian Lawler, " the product is a two-dimensional bar code in a small graphic (about 1 cm. square) with a small logo included. The bar code is printed into an advertisement, and can be read by a scanner or (and this is the differentiating part) a cell phone camera. The idea promoted by Goss is that the RSVP code will become a well-known symbol for market bargains, sales and discounts. Once the code is captured, the cell phone can send the customer to a web page, or alternatively, the RSVP code initiates an event that sends a digital coupon back to the cell phone. It can b e low-sophistication, or high-sophistication". Brian continues explaining "the idea is that you could be reading your newspaper, and could photograph an advert featuring an RSVP code with your cell phone. The cell phone would then receive a digital

In adition to the usage of barcodes to link print copies to a mobile browser, the mobile marketing can also use other applications to complement and create value to the traditional print media. As it is mentioned in the Seybold Report (1) some "specialty" sites like Bebo Europe and Videojug, "the first a social networking site, the second an online video site", both gave the opportunity to newspapers to add value to their print editions and "attract users from their traditional constituency". Print media should incorporate in their electronic versions, ways to interact with users. Generation Y (ages between 14 and 32) are heavy users of socialnetworking and tools like online video, blogging, microblogging and spaces. With these "new ways of reaching the audiences" (2) some measuring indicators are important to be established, namely Interaction with users Engagement of users with the content,enabling them o visit frequently Amplification of conte

Not just the Internet usage is growing, but also it is expected that most of the world population will be connected and comunicate with the aid of some mobile device. Future publishing can take this trend as an opportunity, developing contents that could take advantage of these technologies. For the moment, screen dimensions difficult the visualization of large contents of data like we have in newspapers, magazines or the Yellow Pages ads. Few mobile devices support now Flash and the replication of some web contents are not visible. However, there are a number of companies like Goss RSVP(1), Upcode(2), Scanbuy(3) and Snaptell(4) that allow mobile users to connect what they see in a print page to a mobile browser. As the trend on mobile devices is going in the direction of using full HTML and support technologies like Flash and video, publishers can take the opportunity to better intersect their print pages to the "online" environment. The print page is still a tactile and emo