Telstra is expected to launch a huge promotion of cameraphone scannable bar codes as its latest value added mobile offering, kick starting a whole new industry, but consumers might end up confused. Sensis general manager mobiles, Amanda Brook, is reported to have told participants at the Mobile Content World conference last November that "Mobile Codes will be the greatest innovation in print advertising since the printing press." A lofty claim indeed, and since print advertising did not exist prior to the printing press (nor for a few hundred years afterwards), rather meaningless.
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