Scanbuy is doing a great job exposing this disruptive technology to the public.
For now, it still takes a special lens to resolve a 1D code (barcode seen on packaging), but their consistent press exposure will allow them to capture the 2D code (QR codes and Datamatrix) market too. Their software has the ability to read 2D codes too.
From CBS4 Boston Cell phone uses barcode for shopping deals
As Peter Shirley from Independent Mobile explains, "It takes the cameras that are built in on the cell phones and essentially uses them as a scanner."
More specifically, the camera scans the product's barcode. This allows the consumer to get valuable information while still in the store.
See the video
It won't be too long before other barcodes (2D codes) will act as physical world hyperlinks.