1

Honeyson Joseph D
MCA
http://www.facebook.com/honeydev tkmce kollam
 CONTENTS
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 Introduction
 History

 Comparison with Barcodes

 Working Principle

 ShotCode Software

 ShotCode Working

 Advantages

 Conclusion
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 Introduction
3

• ShotCode is a circular barcode created by

High Energy Magic of Cambridge
University.

• It uses a dartboard-like circle, with a bulls

eye in the centre and data circles
surrounding it.
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4
 ShotCodes are offline web links.

 When captured by a mobile camera, ShotCodes

instantly and effortlessly take users to any
desired location on the internet.

 The technology reads data bits from these data

circles by measuring the angle and distance from
the ‘bulls eye’ for each.

 ShotCodes are easy to make and can be tied to

any web address.
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  ShotCodes are designed to be read with any regular
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camera found on mobile phones, without the need to
purchase other specialized hardware.

 The only extra specification needed is the

‘ShotCode software’ to be installed on your mobile.

 The circular design makes it possible for software to

detect the angle from which the ShotCode is read.

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 History
6
 ShotCode was created in 1999 at the University of
Cambridge when researching a low cost vision
based method to track locations.

 Its name then was SpotCodes.

 In 2003 ,High Energy Magic Ltd. commercialized

research from the University of Cambridge
Computer Laboratory.

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7  In 2005 High Energy Magic sold the entire SpotCode
project to OP3, a Swedish/Dutch company .

 Afterwards the name was changed from SpotCode to

ShotCode.

 OP3 brought ShotCodes into the market by later half

of 2006.

 Heineken was the first company to officially use the

ShotCode technology.
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 ShotCode V/S Barcode
8

X
 Stores mobile URL.  Stores variety of data such
as details of an item in a
 Read by mobile phone
grocery store.
camera & ShotCode s/w.
 Datacircles used.
 Read by optical scanners
called barcode readers.
 Angle and distance from the
bulls eye provides data.
 Printed parallel lines used.
 Widths and spacing of
parallel lines determine data.

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 What are the things needed
9 for ShotCode ?
For ShotCode to function a mobile phone needs the
following:-

 A Camera.

 ShotCode s/w ‘ShotReader’ installed on it.

 GPRS support.

 Mobile internet ready.

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 Working Principle
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Object hyperlinking

 It is a new technique that refers to extending the

Internet to objects and locations in the real world.

 It does so by attaching tags with URLs to tangible

objects or locations.

 These tags can then be read by a wireless mobile

device and information about objects and locations
retrieved and displayed.
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 Object hyperlinking Block diagram
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http://www.facebook.com/honeydev
 An object hyperlinking system requires
seven components:-
• A physical or virtual tag.

• A means of reading tags.

• A mobile device.

• Additional software for the mobile device.

• A digital wireless network.

• Information on each linked object..

• A display to view the information on the linked object.

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 Types of Tags
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 SMS tags

 Virtual tags

 Text-based tags

 Graphical tags

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 Graphical tags
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 A graphical tag consists of an image on a marker,

which can be read by a mobile telephone camera.
The design of such coding schemes include:-
 Information about the tag.

 Arrangements to work under all conditions.

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 Graphical tags advantages
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 They are easy to understand and cheap to produce.

 They can also be printed on almost anything,

including clothing.

 Particularly attractive form of tagging, and camera

phones can easily read them.

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 ShotCode Steps involved
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1. Start the Application

3. You are automatically

connected
2. Take a sharp Picture
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 How ShotCodes work ?
17

 The circular sequence of black and white blocks

represents a URL.

 ShotCodes has to be at least 3-5 centimetres in diameter.

 The ShotCode reader understands this code and connects

the end users mobile phone to the location.

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 ShotCode S/W
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 The phone software High Energy Magic's

"ShotReader“.
 Its for free and is only around 17kB.
 It can be downloaded directly from
www.shotcode.com/download.
 One can choose the coresponding s/ws for the phone,
as brand and models separately provided as a list in
the site.

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  The ShotCode software, ‘reads’ the camera’s picture of
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a ShotCode and prompts the browsers to surf to a
particular site.

 Works lightening fast and can manage ShotCodes

captured under virtually any angle.

 Any mobile internet address (no matter how large the

URL is) can directly be accessed within 1 click.

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20

 The ShotReader detects tags passing across its camera

in real-time, and marks the currently selected tag with
a red cross (see above picture).

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21

 The average response time for Shotcode is 5-7

seconds.

 i.e.,Time required to scan the shot process it and

provide with the results intended.

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 How accessible is your
22
(mobile) website?
Web test
(based on average use of a Nokia 7610)

 The web address : http://www.google.com 

 Number of clicks needed: 38

 Number of clicks needed using OP3´s ShotCode technique: 2

Number of clicks saved: 36 

Total time saved: 46 seconds

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 Web test
(based on average use of a Nokia 7610)
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 The web address:

http://http://www.cricketnext.com/scorecard/web3/file/auint212
2008.html 
 Number of clicks needed: 153
 Number of clicks needed using OP3´s ShotCode: 2

 Number of clicks saved: 151

 Total time saved: 184 seconds

Reference:- http://www.op3.com/en/brochures
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 What is actually happening ?
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 The decoded ShotCode information from client
phone is sent to OP3’s servers.

 The OP3 server finds the URL corresponding to

the look-up no. and routes to the right server.

 At server the user & request are identified.

 Then the response is then sent back to the client

phone.
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 Response

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er
Mobile towers
ShotCode rv
Se
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o OP3

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sp

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Re

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Server

re
ed
od
User & request are identified

c
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Mobile ShotCode
Phone S/W S
E
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V
E
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Block diagram showing the

working of ShotCode
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 ShotCode advantages :
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 Lightning fast

 Stable and compact client software (~17kb).

 Omni directional.

 Cost effective.

 Easy to alter.
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 Supported Phones
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Almost all leading phones and their models
are supported. Some of the leading phones
include:-
• Sony Ericsson
• Nokia
• Motorola
• Samsung
• LG
• BenQ-Siemens
• Sagem
• Orange
• Vodafone
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 Where are the ShotCodes
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found ??
ShotCodes can be printed on almost all printable and
displayable media such as:-

 Paper
 Hoardings
 Walls
 Active displays
 Fabric
 Wood, etc….
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  ShotCodes can be printed on almost any kind of
29 object with any kind of printer.

 It has to be made sure that the contrast is clear

(black&white) and that reflection is kept to a
minimum.

 Almost all offline materials are compatible (fabric,

concrete, wood, etc) as long as the contrast is clear
enough.

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  On Active Displays such as
30 LCD screens.

• On hoardings in a public place.

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 On Clothing.

• On Printed materials.

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 On a picture.

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 Who are providing these
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ShotCodes ?
 ShotCodes are used by large and smaller companies
as a marketing tool for their products, some of the
leading one’s include:-

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 Conclusion
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 The technology currently is gaining much of popularity in Europe
such as England ,Holland ,Sweden ,Denmark ,Turkey etc.

 Its simplicity in operation & attractive nature is likely to make it a

major m-commerce tool in the future.

 More than a 1,000,000,000,000 ShotCodes have already been

made and used.

 Today over 400 phone models are supported and the list is
growing.

 Within five years the company is planning to launch ShotCodes

worldwide.
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35

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