Neustar’s Roots as a Clearinghouse Perfect for 2D Barcodes

In our previous posts about 2D barcodes, we’ve talked about the need for greater interoperability and compatibility among all members of the mobile barcode ecosystem. See “Compatibility Key to Success of Mobile Barcodes” for more info. Let me tell you how Neustar’s background makes it a natural provider for enabling the success of 2D barcodes.

There was a great article on this topic in MobileMarketingWatch.com earlier this year that said: “Neustar aims to provide a method for companies that produce and distribute barcode readers to interoperate with other companies who create barcode campaigns. The link between the two has been missing, and is a primary limiting factor to mobile barcodes seeing mainstream adoption.”

We couldn’t agree more! In fact, that’s exactly why our company was created. Neustar filled an unprecedented niche in the industry back in 1996 – that of a universally trusted intermediary.  Carriers needed to exchange data to complete transactions and provision services, and they needed a third party they could trust. Neustar’s clearinghouse databases and systems facilitate end-to-end order management and workflow processing. Neustar allows millions of telephone numbers across the U.S. and Canada to interoperate seamlessly – there’s no company better suited to act as a neutral third-party provider of managed services that can unlock an interoperable solution like mobile marketing.

This clearinghouse approach was also a key driver in helping deliver interoperability to brands to communicate through common codes so that there could be a common process.

Some key company milestones include:

• In 1996, Neustar – then the Communications Industry Services (CIS) operating unit within Lockheed Martin – won its original contract to provide local number portability services to select regions throughout North America
• In 1997, Neustar won the contract to become the official North American Numbering Plan (NANP) administrator, a position we have held ever since.
• In 2003, Neustar (under contract with CTIA – The Wireless Association) announced the availability of five-digit Common Short Codes (CSCs), numeric codes to which text messages can be sent from a wireless mobile phone or phone-enabled device.

Now, we’re doing the same thing for mobile barcodes to deliver the same ubiquitous service.  The main benefits of this approach to the 2D barcode industry are: 1) scale and reach; 2) improved control, reliability and security; and 3) enhanced targeting and improved ROI.

In addition to protecting the consumer, Neustar ensures all brand policies and regulations are in place for the campaign. Constructing a barcode clearinghouse is a natural extension of our business. We’ve got existing clearinghouse services, existing infrastructure and Tier 1 grade service levels.  We’re excited to be a part of this rapidly growing industry and look forward to providing the missing piece that can accelerate industry adoption of barcode marketing.