Until 2d codes are produced in volume by a major brand, and 1d codes (barcodes) can be scanned by camera phones, I expect to see more branded Physical World Connection readers. This private label code scanning platform gives the brand much more control.
On the BMW site , they are using Semacodes on an integrated marketing campaign for the new BMW 1 Series launch in Europe.
BMW has created a branded Semacode reader. The scanner works on ALL Semacodes, not just the ones created by BMW. (If done properly), a private label scanning application allows control over where the user is directed, what information is given AND control over the database created.
An extensive campaign using Semacodes is expected soon.
More details from Semacode