The giant food company has recently been conducting research regarding barcodes and NFC technology.
Though much of the media’s attention has been focused on NFC technology due to the mobile payments debates, QR codes are still at the center of the current mobile marketing activity, and a new deal has only highlighted that fact.
The company describes itself as being a pioneer in the field of QR codes, and has now signed Kraft Foods Group on as its first brand licensee. The deal involved a non-exclusive worldwide license for the patents owned by NeoMedia for mobile barcode resolution. In return, the food giant has chosen the technology company as an approved quick response barcode management solutions vendor .
NeoMedia completed this licensing deal for QR codes with the services of a law group in Chicago.
Global IP Law Group helped to complete the deal, already being known for the legal advising for the over 6,000 patents owned by Nortel Networks. Experienced advice was required in this deal, particularly as what was formerly known as KraftFoods Company is now a spinoff of itself which is known as Mondelez International.
The Kraft senior director of corporate affairs, Renee Zahery, spoke about the QR codes patents deals by stating that “Staying on top of emerging technologies popular with consumers is vital in today’s marketplace.” She went on to say that “We are pleased to work with NeoMedia on this licensing arrangement to support our mobile initiatives.”
NeoMedia has also stated that it is excited about the deal and feels that QR codes are the center of mobile marketing. The CEO of that company, Laura Marriott, explained that “Consumer brands continue to turn to barcode technology as an effective way to engage with consumers.”
The company supports this claim through the results shown in a recent Nellymoser report, which suggested that QR codes make up 80 percent of the total mobile barcode environment. They are by far the most utilized by mobile marketers and are one of the most recognized by smartphone and tablet users.