China Mobile, Google, Nokia and a pre-installed QRcode reader. That sounds like physical world connection to me. The world's largest wireless carrier, the biggest search engine and the biggest mobile phone manufacturer.
While the PWC guys are trying to convince wireless carriers how much ARPU (avg rev per user) that can generate with 2d codes, and trying to get phone manuf to preinstall on the phone, Google is doing it for them.
While mobile marketing companies are still pitching 2d codes for "text-to-win" and other advertising uses, they neglected the biggest market of them all, the consumer.
Did you buy your first TV because you wanted to watch advertisements? Which came first, the TV show or the TV ad? Something the PWC might think about.
This is how Google will dominate the physical world connection and mobile search/info space overnight.
Google would just need to add a QRcode creator site, to one of it's applications/menus, and just about ANYTHING online or in the physical world could be connected using a mobile phone.
It's pretty clear 2d codes will/are being adopted long before a 1d code (barcode).
From PacificEpoch China Mobile partners with Google and QRcode
China Mobile held a meeting with 20 service providers (SPs) as well as handset maker Nokia on August 18 to set a blueprint for 3G services, reports The Beijing News.
According to the report, Nokia will pre-install China Mobile's mobile instant messaging client Femoo and Google's mobile search services on some customized Nokia handsets. According to recent rumors, China Mobile has also partnered with Google for mobile search services.
China Mobile's focus for 3G will include mobile TV, mobile music and its bar code e-commerce service QRcode. China Mobile subsidiary company ASPire Technologies is handling the QRcode service.
What I envision is Google setting up "Google Code", where anyone can create a QRcode for anything (business card, poster, website, menu, etc) It costs Google peanuts to offer this, but by allowing people to create these codes for free, they are creating the "standard" for physical world connection.
This free code creating service by Google could extend to mobile coupons, mobile tickets, and anything that can be scanned by a mobile phone and/or an in-store scanning device.
Knowing that Nokia, the largest phone manufacturer in the world is putting this specific QRcode reader on the phone, both service providers, users, and advertisers will adopt "Google Code".
Next, Google starts a "cost-per-scan" advertising service. Advertisers pay Google everytime a user scans a QRcode with their mobile phone. This certainly reduce clickfraud, and it would also allow Google to create ANOTHER advertising business.
This could be very troubling for some of the physical world connection companies. If Google uses China Mobile's QRcode application from Aspire, and they penetrate the Chinese market (the biggest), why bother to use anyone else?
Fear not PWC cos, there's a way to get your technology adopted and it doesn't have to involve Google, it will take a little Vision though.
Does anyone know what Microsoft is doing?