Kraft teams up with NeoMedia to go mobile

BOULDER, Colo. — Kraft is leveraging mobile technology to increase its relevance as the proliferation of smartphones changes the way consumers shop. It has selected NeoMedia as an approved vendor for mobile barcode management solutions, and now holds a worldwide, non-exclusive license to NeoMedia’s patents related to mobile barcode resolution.

NeoMedia’s intellectual profit portfolio consists of more than 74 patents awarded and pending worldwide, and encompasses many mobile barcode implementations used widely across the industry. Kraft will look to use NeoMedia’s IP property in the future.

“Staying on top of emerging technologies popular with consumers is vital in today’s marketplace,” said Renee Zahery, senior director, corporate affairs, Kraft. “We are pleased to work with NeoMedia on this licensing arrangement to support our mobile initiatives.”

“Consumer brands continue to turn to barcode technology as an effective way to engage with consumers,” said Laura Marriott, CEO of NeoMedia. “We welcome Kraft as NeoMedia’s first brand licensee as we continue to grow our IP portfolio and strengthen our overall presence in the market.”