This weekend saw the launch of an exciting new communication medium by The Sunday Times and The Times called TimesCode.  This dynamic marketing tool is being tested in a joint promotion with Nashua Mobile who is offering ten state-of-the-art  MOTOROKR Z8 phones to lucky Sunday Times readers.

The process is simplicity itself if you have a cell phone with a built in camera and Internet connectivity. By taking a quick snapshot of the TimesCode, information is sent directly to your handset via the Internet.

Johncom, publishers of the Sunday Times and The Times will provide the cell phone user with a free reader tool if you sms the word READER to 31899.

Doug Mattheus, Marketing Director of Nashua Mobile said, “We are extremely pleased to be part of this new technology, facilitating a convergence and cross over of different advertising mediums via the cellular phone.”

Mattheus described the launch of the TimesCode as “one of the most exciting” developments in communications. He said that by using TimesCode consumers can “unlock marketing messages in the palm of their hands.”

The potential applications for TimesCode are virtually limitless. From marketing a product, to social change communication messaging to education... TimesCode presents a fabulous opportunity to talk to your markets, build brands, send out a call-to-action or educate a targeted audience on a specific subject.

Gordon Patterson, managing director of media agency Starcom, said: “I’m really excited to be part of this strategic communication initiative particularly with such an appropriate client and media partner. When I saw the technology earlier this year in Cannes I knew that it marked a significant paradigm shift not only in print but also in fact for all media and communication platforms. Up until now most media platforms have recognized competitive potential of the cellular platform but could not truly realise or unlock the value. Unlike many technological advances that have more gimmick appeal than true value and sustainability, the advent now of QR (quick response) codes into our mainstream media landscape marks an evolutionary step from which there is no turning back.”

“Starcom SA as a strategic communication expert is naturally delighted and excited to be on the cutting edge of this technology both technically as well as in the consumer understanding of this new medium.”

Bar code technology has been around for a long time and consumers are all familiar with its use in the retail environment. TimesCode is based on 2D symbol developed by Denso Wave, a Japanese company in the mid 90’s. The two-dimensional matrix type code is a more complex form of the barcode that enables the storage of high-density information. Japan now uses 2D codes widely with commuters even downloading train schedules by snapping the relevant 2D code.

For Gisele Wertheim Aymes, General Manager Innovation at Johncom Media, the test drive of TimesCode is directly aligned to the company’s strategic vision of constantly innovating to deliver a market first. She said, “TimesCode enables marketers to tap the growing consumer power of mobile users to communicate in a simple yet highly impactful manner. We are leveraging the power of the readership of the Sunday Times and The Times to bring TimesCode to market and deliver new multi media advertising opportunities to our clients”.

Finding synergies between communication mediums to deliver information and entertainment in a swiftly evolving and highly sophisticated communications environment is central to growth.

“There are 30 million cell phone users in South Africa and 83 million in Africa. TimesCode has the potential to provide a direct communication conduit to these markets allowing us to take people into a whole new world of information, 24 - hours a day”.

TimesCode is a QR code technology that is growing in global popularity with major brands like Coca Cola, X Box, Heineken and Jameson Whisky among others  recognizing its value as a marketing tool.