B2C Extended Packaging Bar Code Standard

1. B2C Extended Packaging Bar Code Standard Training for GS1 Member Organisations

2. The way consumers shop is changing • 25% of all Consumer Package Goods purchase decisions are influenced by some online or mobile activity

3. What is Extended Packaging? Key concept:Consumers access trusted product information or related services via their mobile phone A consumer has a question about a product they are buying. They receive the answer from a trusted source by scanning the product

4. Challenges for Extended Packaging • Confusing for consumers • Complex and costly for brands, retailers and solution providers Lack of global standards for keys and data carriers Lack of access to trusted product data

5. GS1 Vision for Extended Packaging • Simple for consumers • Easy and cost-effective for brands, retailers and solution providers Easy access to trusted product data Global standards for keys and data carriers

6. Situation in 2010 Easy access to trusted product data Global standards for keys and data carriers • Linear • EAN/UPC optimal solution • 2D • Standards gap with background of increasing QR Code adoption Focus of GS1 Trusted Source of Data project

7. GS1 Trusted Source of Data Project Objective: provide a framework for brand-owners to share digital product information with internet application providers More information at www.gs1.org/b2c

8. Focus of this training • Output of Multiple Bar Codes Work Group to address 2D standards gap for Extended Packaging • GS1 has worked with manufacturers and retailers though the Managing Multiple Bar Codes Working Group to develop a standard that will provide a platform for development by application providers.

9. Two scenarios: bar codes for mobile applications When bar codes are scanned by mobile phones to access information, there are two basic scenarios: • Direct Mode • Indirect Mode

10. Direct Mode • The content encoded leads directly to the information (e.g. URL)

11. Indirect Mode • The content encoded needs to be “resolved” before information can be retrieved (e.g. GTIN)

12. The Direct Mode in detail • A new application identifier, Extended Packaging URL, AI (8200), was introduced to the GS1 General Specifications in January 2012. • It must be encoded together with AI (01) GTIN of the product in a two-dimensional symbol. • It is designed to be used with GS1’s two-dimensional symbols, GS1 DataMatrix and GS1 QR codes.

13. Extended Packaging URL • AI (8200) indicates that the AI data field contains a brand owner authorised website address for a trade item. It must be processed with the GTIN encoded in the same symbol to obtain one address for the item identified with the GTIN.

14. An example • The URL for the product is http://www.bestcompany.org • The GTIN for the product (shown in a 14-digit field) is 09507000000111 • When encoded in the symbol, the sequence is (01)09507000000111(8200)http://www.bestcompany.org • When processed, the element strings are combined with a slash (/) to produce http://www.bestcompany.org/09507000000111

15. From scan to a website ? 01095070000001118200http://www.bestcompany.org 0109507000000111 8200http://www.bestcompany.org Add slash for web link: http://www.bestcompany.org 09507000000111 / 21.Mai 2012 09012345670016

16. http://www.bestcompany.org/09507000000111 Webpage from The Best Company WELCOME! Lots of information about our product with the GTIN 9507000000111….

17. Which symbol to use • GS1 DataMatrix or GS1 QR Code for retail use. • GS1 DataMatrix only for regulated healthcare trade items. • GS1 QR Code is only approved for Extended Packaging. • A linear bar code will also be needed if the item is to be scannable at retail points of sale.

18. Which size of symbol • Consult the GS1 General Specifications, Section 2.1.8, Trade Item Extended Packaging. • Then look at Figure 5.5.2.7 – 2.1 GS1 System Symbol Specification Table 1 Addendum for AI (8200). • For GS1 DataMatrix and GS1 QR, x-dimension range is from 0.396 mm to 0.743 mm, with target size of 0.495 mm.

19. Bar code print quality • As with all other GS1 symbols, GS1 DataMatrix and GS1 QR must be printed to reach a minimum print quality. • This is explained in section Figure 5.5.2.7 – 2.1 GS1 System Symbol Specification Table 1 Addendum for AI (8200), and is 1.5/***/670, where *** is 80% of the x-dimension used for the symbol.

20. Summary of rules for the application • GTIN is the Trusted Source Data (TSD) Key. • GTIN must be encoded with the Product URL. • Additional AIs may be carried with GTIN and Product URL in the 2D symbol but they are not processed for this application. • Only one URL per package as Extended Packaging AI. • Use of URL is limited to consumer trade item extended packaging application

21. Further rules • When AI (8200) appears on the label, the expression of the URL shall not appear in HRI. • If it appears in Non-HRI text, it shall be expressed as http://www.gs1.org/09507000000111 • If linear symbols are also used, the 2D symbol must not be in mirror or reverse orientation.

22. Regulated healthcare options • For direct mode Extended Packaging • GS1 DataMatrix is the only option • For indirect mode Extended Packaging • EAN/UPC, GS1 DataBar, GS1-128, or ITF-14 are all options.

23. Two-dimensional examples • GS1 QR code • GS1 DataMatrix http://www.gs1.org/095070000001118200 http://www.gs1.org/095070000001118200 When AI (8200) appears on the label, the expression of the URL shall not appear in HRI. If it appears in Non-HRI text, the example above would be shown as: PRODUCT URL http://www.gs1.org/09507000000111 (where GTIN expressed as 14 digits).

24. Indirect mode • The new GS1 standard still allows for the indirect mode, when the GTIN alone is used as the reference point for the application. • This may be scanned from a linear or a two-dimensional symbol.

25. Terminology

26. GS1 Solution Benefits • An international standard to be used as basis for application developments. • Consistent experience for consumers, regardless of which symbols they scan. • GTIN in all symbols means connection to TSD for both direct and indirect mode applications. • GTIN as integral part of Product URL provides brand level addressability on demand for brand owners.

27. Standards Adoption: 2 phases • Phase 1: Work with Solution Providers Phase 2: Work with Brand Owners

28. Phase 1: Work with Solution Providers Goal: Ensure GS1 QR Code and GS1 DataMatrix can be encoded and decoded by relevant software and mobile applications.  • Technical questions: Scott Gray,scott.gray@gs1.org. • Engaging solution providers: Gwen Lurie, gwen.lurie@gs1.org

29. Phase 2: Work with Brand Owners Goal: Use GS1 standards on product packaging Once the standards are well-adopted in each country by solution providers offering mobile bar code scanning applications, MOs can approach brand-owners interested in using GS1 QR Code and GS1 Data Matrix on their packaging. 

30. Deployment Considerations • Migration to use of GS1 standard will take time. • Implementation guidelines needed for IAPs, brand owners, other end-user companies, and MOs. • Further research on mobile device capability with existing bar code standards. • 1D symbols still used in retail for next 10 to 20 years. • URLs which may be longer than 70 characters.

31. Resources • Position Paper on bar codes for mobile applicationshttp://www.gs1.org/docs/b2c/GS1_Mobile_Barcodes_Position_Paper.pdf • Extended Packaging Implementation Bulletinhttp://www.gs1.org/sites/default/files/docs/gsmp/barcodes/B2C_Extended_Packaging_Implementation_Bulletin.pdf • General Specificationshttp://online.gs1.org/index.php/genspecs/