Dupont packaging and industrial polymers has aligned support from several converters for two dimensional 2d barcode technology, paving the way for its rapid emergence on packages in north america. Working with technology provider scanbuy, dupont is helping the industry realize the commercial use of a barcode printed on packages and read by a mobile networking device, such as a cameraenabled cellular phone or personal digital assistant pda. The ezcode technology works in lowlight and smallfootprint environments, allowing barcodes to be printed with virtually any package format. In tandem with marietta, gabased converter graphic packaging and atlantabased printpack, the companies have aligned support for mobileenabled twodimensional 2d barcode technology including the use of the global, interoperable ezcode system. Several other, competing scanning technologies are also available globally that use differing code systems. This avoids the problem of consumers growing frustrated by having to use multiple codes from different cellphonecompanies and for different packages. One uniform set of codes needs to be widely available and widely used. In north america, the situation is made more challenging due to a closed network system that allows each cellphone company to choose its own scanning device. But the major cellphone companies have already agreed to use the scanbuy system, and many new phones will come preloaded with the software. The scanning technology includes use of a coded square placed on a primary or secondary package. The technology is fairly simple a camera phone, using ezcode software from new yorkbased scanbuy, can click on the package code. A message immediately allows consumers to upload promotions, recipes, nutritional information, and other data and give brand owners access to consumer demographics. The technology&rsquos emergence in packaging could come quickly all it may take is a major brand owner rolling out a marketing campaign around the system, moore added. As chronicled in the july 31 issue, graphic packaging and technology provider augme mobile have mobileenabled 2d code adoptions for paperboard packaging and are working with dupont in a marketing agreement. Printpack also has tested the scanbuy technology on flexible printing presses at high speeds, allowing the barcodes to be printed onto films and bags. An interesting sidelight to this technology is the potential ability of consumers to upload information about the environmental impact of a package or product. With stress on the need for greater transparency, cell phones could help consumers understand where a package or product was sourced and other environmental inputs.
