1. Mobile Barcode Promotion July - August 2011 May 13, 2011

2. 2 2D (two dimensional) barcodes A 2D barcode is a graphical image that stores information both horizontally and vertically. As a result of that construction, 2D codes can store up to 7,089 characters, significantly greater storage than is possible with the 20-character capacity of a uni-dimensional barcode. 2D barcodes are also known as quick response codes because they enable fast data access. 2D barcodes are often used in conjunction with smart phones. The user simply photographs a 2D barcode with the camera on a phone equipped with a barcode reader. The reader interprets the encoded URL, which directs the browser to the relevant information on a web site. Mobile Barcode Promotion Two-dimensional barcode What is a Mobile Barcode?

3. 3 Mobile Barcode Promotion 1D (one dimensional) Barcodes 1D barcode symbologies only encodes data along the width of the barcode, and include UPC codes (the bar codes you see on groceries) and seldom represent more than a dozen characters. The 1D bar code represents the key to a record in a database, where related information is stored. The best example is a car licence plate which, by itself, doesn’t mean much but, when entered into a motor vehicle database, can access all sorts of information regarding the car it is attached to. One-dimensional barcode

4. 4 Mobile Barcode Promotion Examples of 2D Barcodes  There are over 20 types of 2D barcodes  Most common types  QR Code (Quick Response Code)  Datamatrix Code  Microsoft Tag

5. 5 Mobile Barcode Promotion Objectives  Promote awareness on ways technology can increase the value of mail  Create excitement about mail; keep mail top-of-mind for marketers  Reward innovative customers  Test ability to offer upfront discount on postage  Engage younger consumers in mail Mobile Barcode Promotion

6. 6 Mobile Barcode Program Basics  3% discount at the time of mailing (not a rebate)  Discount for mailings which contain valid 2-dimensional Mobile Barcodes for 2 months (July - August 2011)  First-Class Mail and Standard Mail letters and flats (automation and presort)  Mobile Barcode must be included inside or on outside of mailpiece and used for marketing purposes Mobile Barcode Promotion

7. 7 Mobile Barcode Discount Eligibility All of the following must apply:  Mailings paid via permit imprint  Mailing submitted using electronic documentation (mail.dat, mail.xml or Postal Wizard)  Meet Mobile Barcode requirements  Must be a two-dimensional barcode  2D code must be readable by mobile device  2D code must be used for marketing purposes  All mailpieces in mailing must contain Mobile Barcodes  Non-profit mailings excluded Mobile Barcode Promotion

8. 8 Why Mobile Barcodes?  Mobile Barcodes turn interest into action  Mobile Barcode on a gym postcard could link directly to membership renewal  Catalog items can be individually coded to bring customers to purchase directly online, 24 hrs/day  Store flyer can link to microsite with mobile coupons  Technology is new and gaining widespread use  Integrates mail with mobile technology, makes mail interactive  Mailers can track response rates of mailing immediately and with much greater detail Mobile Barcode Promotion

9. 9 Mobile Barcodes in Catalogs Mobile Barcode Promotion

10. 10 How to Obtain the Discount  Discount must be selected in incentive drop down menu in edoc submission  At acceptance, clerk will verify presence of barcode:  First-Class Mail mailpieces with 2D barcode on the inside of the mailpiece, the mailer must provide a sample of the mailpiece showing barcode placement  Clerk will take sample of Standard Mail mailpiece to verify barcode present  3% discount will be taken off total postage in PostalOne  The discount must be claimed at time of mailing and cannot be claimed later  Mailer must retain sample mailpiece for each mailing Mobile Barcode Promotion

11. 11 Frequently Asked Questions Has the Mobile Barcode Promotion been approved by the PRC? A: No, the Notice was filed on April 12, 2011 and the PRC has 45 days to respond. We do not anticipate a response until the end of May. Mobile Barcode Promotion

12. 12 Frequently Asked Questions Can customers receive a workshare discount and the mobile barcode discount? A: Yes, “Workshare discounts” such as destination entry prices, or IMb full-service discounts, are part of the published price schedule and are not considered incentive discounts. If all other program requirements are met, these mailings can qualify for the Mobile Barcode Promotion discount. Mobile Barcode Promotion

13. 13 Frequently Asked Questions Are there any restrictions on where the mobile barcode can be placed? A:. The mobile barcode can be placed within the mailpiece or on the outside of the mailpiece, but cannot be placed in either the ‘indicia zone’ or the ‘barcode clear zone.’ For further information see DMM Sections 302.5.1 and 202.5.1 Mobile Barcode Promotion

14. 14 Frequently Asked Questions Can a mobile barcode be placed on a detached address label (DAL) or blow-in card? A:. Mobile barcodes on the detached address label or on a blow-in card do not qualify for the discount. However, if the mobile barcode is placed on the host piece and all other program requirements are met, the entire postage amount (postage for host piece and DAL) qualifies for the three percent discount. Mobile Barcode Promotion

15. 15 Sales Role  Become knowledgeable on the USPS Mobile Barcode Promotion  not to sell the promotion  encourage the concept  Become knowledgeable in mobile marketing, specifically where direct mail/2D barcodes are applicable  what MSPs might be using the technology  Keep prospects and customers aware of and educated on the value of integrating technology and mail. Mobile Barcode Promotion

16. 16 Mobile Barcode Resources Articles: Direct Marketing IQDirect Marketing IQ – QR Codes Changing the Way We Access Information Target Marketing MagazineTarget Marketing Magazine – Integrating QR Codes Into Your Marketing Mix Deliver MagazineDeliver Magazine – Taking Advantage of QR Codes Search Mobile ComputingSearch Mobile Computing – What is a 2D barcode? How to create 2D barcodes: www.scanlife.com www.beetagg.com www.barcode.com http://tag.microsoft.com/overview.aspx http://www.idautomation.com/java/dmservlet.html Mobile Barcode Promotion

17. 17 Mobile Barcode Promotion

18. 18 More Information Internet: www.usps.com/mobilebarcodepromotion Email: mobilebarcode@usps.gov RIBBs (updated FAQs) https://ribbs.usps.gov/index.cfm?page=mobilebarcode Mobile Barcode Promotion