GS1 demonstrates barcode scanning using Google Glass

Latest innovation is the next step in the supply chain provider's partnership with Open Mobile Alliance to tap into mobile device take-up and offer new marketing and data opportunities for retailers

Barcode scanning and Google Glass shared centre stage at the Mobile World Congress in Barcelona this week when GS1 demonstrated consumers scanning barcodes and accessing information using the new wearable device.

The demonstration was developed by the supply chain organisation in collaboration with the Open Mobile Alliance (OMA) and Swiss Research Institute, Icare, and is the latest step in their joint quest to bring barcode scanning capabilities to mobile devices.

Using Google Glass, GS1 showed an individual scanning a barcode on product packaging to access a range of product information such as nutritional content and recipes. This content can then be adapted to personalised preferences, provide special offers, consumer reviews and shared with others on social media channels.

The capability is yet another sign of the significance of wearable computing on a marketer’s ability to interact with and understand consumers.

Related: Australians are quick to embrace wearable technology
Deloitte: Millions will try on smart glasses in 2014
Where is wearable technology heading this year?

In a statement, GS1 pointed out it had developed a number of data sharing services to allow brands and retailers to share accurate information about their products digitally. These services give app developers and the mobile industry access to the data they need to make innovations such as Google Glass, it claimed.

“Consumer’s today are using mobile devices to access instant product information from various online sources,” commented GS1 Australia CEO, Maria Palazzolo. “The next generation of barcode scanning is a key driver for consumers to access this information on demand and a tool for media owners to engage more effectively with users. Our demonstration using Google Glass is an innovative way for retailers, manufacturers and mobile solution providers to imagine the future and the way we share information on mobile devices.”

GS1 and the OMA have been working together since 2011 to make barcode scanning a reality on mobile devices. Later this year, they plan to launch a specification based on existing standards that mobile device manufacturers can use to integrate barcode scanning features and link to product information in their apps.

“If we can inspire the mobile ecosystem to see the possibilities for implementing the specifications we are developing, then this will be an exciting proposition for consumers,” Palazzolo said. GS1 hopes to see these as library components on all Android and IOS devices, she added.

“GS1 and OMA standards are critical in enabling this vision of the connected consumer of the future, whose shopping trip and product usage are augmented with trusted information and services,” OMA board chairman, Gary K. Jones, continued.

“With our knowledge of the mobile industry, we have been able to collaborate with GS1 to develop a specification that will allow innovation for the m-commerce and mobile advertising industry and will ultimately benefit consumers through a new generation of more intuitive applications.”

GS1 is a not-for-profit organisation that manages the system of product bar codes used by more than 1 million companies globally.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in