We are interested in the advances in mobile commerce but don’t know which technologies will take off. Where should we start?

Global standards body GS1 has created an international user group - GS1 MobileGroup - for those interested in the creation of mobile standards and use of mobile technology. It invites retailers to sign up to be part of the conversation on standards for things like mobile applications and barcodes that mobile phones can read, as well as to allow those that don’t want to actively participate a way of keeping abreast of what is going on in the space.

GS1 MobileCom communication manager Joe Horwood says that businesses including retailers asked for the group to be created to explore a global standard after seeing how QR codes were being used by the industry in Japan. Last year it developed a White Paper for the use of mobile within retail.

“We see the market is moving very fast and there are standards in place in terms of barcodes on product packs, as nearly all smart phones can read them.” However, he adds that there are not yet standards for what product data should be viewable through the barcodes.

This could become more important as manufacturers and retailers work together on mobile applications. Horwood adds that developments such as mobile coupons redeemed at the point of sale will be of most benefit where retailers and manufacturers have a standard that they can work to together: “If it is not standards-based then they will be siloed and all the synergies that could happen across brands and retailers will be completely lost.”