Starting next month, Samsung is going to begin shipping its mobile phones with an application called ScanLife preinstalled. This is a product made by a company called Scanbuy, and allows a user with a simple digital camera — like those in mobile phones — to read a special barcode. Similar technologies have been explored in Japan and other parts of Asia for about a year. I think even Google has been trying to push its own version of something like this. Now, it looks like the tech is finally getting large-scale support stateside.
On a basic level, putting the necessary barcode on any product you make could mean that wherever your product is sold, no matter how poorly it's merchandised in sitio, the consumer could always scan the code on the package with their phone and their phone could be directed to an up-to-date description of the product, see frequently asked questions about the product, etc. via the internet.

But consider the more creative possibilities. A consumer walks up to an in-store display that encourages him or her to scan a barcode with his or her phone for more information. The barcode could tell the cell phone to visit the product's website, download a coupon to print and use, play a video from YouTube or it could automatically enter the consumer in a contest. The barcode can instruct the phone to do virtually anything. And they probably don't have to be printed. That is to say, you could creatively employ the use of a small screen generating DYNAMIC barcodes for the consumer, perhaps based on their input. The possibilities are almost endless, and barring malicious uses, that's pretty cool. (And I imagine barring malicious use is Scanbuy's job.)

We think this technology is gonna be big. Everybody has a cell phone, and they're increasingly becoming seen as not just a tool for conversation but an interactive media with incredible penetration. We think integrating something like this as part of a larger creative marketing strategy would be a brilliant choice.

So who's gonna be the famous first brand to try it? We're ready if you are.