ColorCode Technology in detail and the launch of ZapCode in Singapore

1. ColorCode Technology™
The most innovative and exciting content
delivery solution for mobile .
www.colorcode.com.sg
Copyright©2007 ColorZip SEA Pte Ltd. All rights reserved enquiry@colorzip.com.sg

2. ColorZip™ Overview
 ColorZip Media introduced ColorCode Technology in 2004 – exclusive collaboration
with SK Telekom
 Launched in Japan in 2005 – Main investing companies; Adobe, Fuji TV, TBS
 Formed SEA HQ in Singapore in early 2006
 Formed commercial alliance with SPH New Media, Jan 2007
 SPH and Yellow Pages formed alliance in May 2007 for Singapore
 Currently in expansion throughout South East Asia
 Next up: US and Europe

3. What is ColorCode™ Technology?
 Not exactly new! - successfully launched in Korea and Japan
 The gateway to the internet for mobile
 ColorCode Technology uses symbols like these below; they connect consumers to
content on the internet via camera enabled mobile phones and PDA’s
 Free software called ColorCam, can be easily downloaded onto a mobile phone to
provide instant access to content by “capturing” a ColorCode

4. Software distribution
 The decoding of ColorCode’s is achieved by using a small piece of software called
ColorCam™ on a mobile device.
 This free software is either;
 Preloaded onto manufacturers devices, e.g Sony Ericsson
 Downloaded via sending an SMS to a short code in which case the software is sent to the
user’s device for immediate activation
 Downloading via WAP (internet) where the software is sent to the users device for
immediate activation (as above)
 Downloaded to a PC and sent by Bluetooth to the mobile device for immediate activation
Software file size varies depending on the platform but ranges from a very small 28kb to 100kb.
The software is compatible with Java, Symbian, Windows, Brew, UIQ platforms.

5. How did we get here?…
1D Code 2D Code 3D 4D, 5D ....
Hybrid
Code
In the beginning the market Today, the market needs adaptability which it
needed only simple and basic can get using ColorCode™ Technology
functions
ColorCode™ Technology is the only system
to meet the ever demanding market needs

6. How it works
•The color pattern in the ColorCode™ is read by the camera in the phone,
then turned into a number and sent to the server.
•The server then sends a URL (internet address) to the phone
•The phone will then use this address to retrieve the content to be displayed
on the phone.
The process from 1 to 5
takes just a few seconds in
a normal bandwidth
environment

7. ColorCode™ design
 5x5 cells, 4-color, worldwide patent. 17 billion variants
 A ColorCode™ can be basic or designed to an advertiser company name
 Each cell in a ColorCode™ needs to display only 40% of the identifying color, allowing
superimposition of advertiser logos, products and images

8. ColorCode™ Flexibility – Future designs
Because only 40% of the identifying color needs to be present in each cell,
it’s possible to create ColorCode’s™ with amazing designs
1st 2nd 3rd 4th 5th 6th
Generation Generation Generation Generation Generation Generation
Butterfly Code (SKT)
Dosirak Live Code
(KTF)

9. Why ColorCode™ Technology?
 Provides consumers an immediate link to almost any kind of on line content
 It can be integrated into existing media and communicate with consumers on the
move
 Consumers can enjoy a cool and easy way to get involved with content, advertising
and marketing promotions
 Offers consumers a fun, fast and user friendly way to access on line content whilst on
the move

10. Benefits of using ColorCode’s™
 ColorCode’s™ will link directly to a mobile website and can provide consumers
many services and they can be printed on almost any surface
 Product/service information
 Coupons
 Streaming Video
 TV commercials
 Music downloads
 Product info/discount offers
 Movie trailers
 Movie Tickets
 Data collection opportunities

11. Advantages of ColorCode™ Technology
 It’s simple and easy to use
 ColorCode's™ can be used in any media and on almost any surface
 ColorCode™ designs are easy to recognise
 ColorCode's™ connect consumers to any form of content
 ColorCode™ Technology is the only system that can evolve with market needs

12. How ColorCode Technology has been
implemented
Internationally, the technology has been used by;
 Telecommunications
 Advertising (TV, Print and billboards)
 Government Sectors (for example Suwon City in Korea use the codes in over 200 bus
shelters to provide community information) and also Korea Post as postage stamps
and the Korean Natural History Museum.
 Printing Firms
 Technology Companies (For example recently launched in Adobe CS3 as a plug in),
 Gaming Companies (Arcade style game machines)
 Marketing –Brand marketing in all ATL and BTL activity
 M-Commerce
 Transportation
 FMCG

13. Why? ..
 Code’s transform any analog media into a digital platform allowing print to become TV
 Because the service is real-time, the content linked to the code’s can be changed at
whim; monthly becomes daily (or hourly?) and always up to date
 The service can capture and track user data which means its an ideal and unrivalled
CRM tool
 It can be used to measure ROI
 Consumers get engaged with the service which increases their involvement with an
advertising message
 Code’s create curiosity, cool factor, brand building via their association with them and
cut through the clutter
 The service is interactive, measurable, cost effective and NEW
 ColorCode's™ will link directly to a website and provide consumers;
Product/service information, Coupons, Streaming, Video TV commercials, Music downloads,
Product info/discount offers, Movie trailers, Movie Tickets, Data collection opportunities

14. March 2007, SPH NewMedia launches….

15. SPH Launches Breakthrough Mobile
Technology
The revolutionary ZapCode is set to bring a new level of mobile engagement and
interactivity and change the way consumers access information
Singapore, 26 January 2007 - Zap! If media giant Singapore Press Holdings Limited (SPH)
has its way, this is all that people will need to do when they want to retrieve information
instantly on their mobile phone.
quot;The marketing and communication opportunities which ZapCode opens up are mind-boggling,quot;
says Mr. Leslie Fong, Executive Vice President of Marketing, SPH, which had through its
subsidiary, SPH NewMedia Pte Ltd, signed an agreement today with ColorZip SEA Pte Ltd
(CZSEA), the company which holds the rights to this patented technology, to become its master
distributor and licensee in Singapore.
quot;Our aim is to make it a part of life in high-tech Singapore. Over time, we want these codes to be
everywhere, in newspapers, on T-shirts, signage's, name cards, birthday cakes, and so on, and
zapping them will become as natural as breathing,quot; says Mr. Fong.

16. Launch Strategy

17. Teaser Ads
 Feb 14 -The Straits Times used broken space and double page spread teaser
advertisements which appeared for 3 days before the launch of promotion
campaigns
.

18. Launch Promotions
 Next up starting Feb 17 was a 3 week promotion campaign to win Sony Ericsson,
Nokia & Samsung products
 Mechanics: Zap for a chance to win a phone each week
 A total of 40,000 consumers “zapped-through”

19. Educating the Consumers
 With every ZapCode editorial, contest and content ad appearing
in the Straits Times from the 14th of Feb, there was also an
advertisement educating consumers how to download the
ColorCam™ application and how to use ZapCode

20. Editorial
 SPH’s Chinese language newspaper, the ZaoBao, has used ZapCode as part of
their editorial line up to target the Chinese market from inception in February

21. In-House Promotions
In May, The Straits Times launched
the highly receptive Win $10,000
dollar campaign with multiple
insertions in the newspaper over ten Launch Ad
days.
Teaser Ads Plaster Ads

22. Road show’s
•Promoted from May 11 to 13 with Full
page ads in the Straits Times; an
extensive road show at ViVo City was
set up with demo’s competitions, free
gifts and discount vouchers from over 30
retailers

23. Road show’s
The Straits Times drove
consumers to an
interactive experience at
the Funan IT mall and
provided the the chance
to win LCD TV valued at
$8K.

24. Results to date

25. Market penetration
 Current users – 440,400. (10% of total population within First Year of Launch)
 Target 500,000 by end June 2008
 Software compliant with 85% of camera enabled mobile device market

26. User demographics
15 – 19 years 17%
20 – 29 years 49%
30 – 39 years 19%
40 – 49 years 10%
50 years and above 5%
Median Age 27 Years

27. Growth of compliant mobile devices
(camera and GPRS ready and certified with ColorCam software)
250
196 197 198
194
200 186
190
166
158
150
143
150
127 130
116
105
100
50
0
F M A M J J A S O N D J F M

28. Growth of software distribution
(unique user’s)
500000
440,400
450000
386,400
400000
367,000
349,000
350000
313,000
300000 280000
266523
250000
198840
200000
140847
150000
93657
100000
490775356756908
38622
50000 26062
12796
0
F M A M J J A S O N D J F M A M

29. WHO ARE THE
ADVERTISERS?

30. BMW
The inaugural campaign allowed
ZapCode users to:
 get an exclusive open-house
invitation
 receive gifts from BMW when they
presented the sms invitation
 download an image of the car as a
free wallpaper
 Arrange for a test drive
 save contact of showroom sales

32. Singapore Airlines
ZapCode allowed users to:
 download details of exclusive
benefits that they can enjoy
with their boarding pass in
various countries

34. Singapore Airlines Jetstar

35. Advertisements by AMEX

36. Johnnie Walker Spinelli

37. Ace Noodle’s

38. Summary
 ColorCode Technology is a simple, cool, user friendly means to access any kind of content from
the internet on a mobile device
 As consumers get more mobile, our solution is well placed to answer consumer needs
 ColorCode Technology is the new currency for mobile connectivity
 The Housing Development Board can incorporate ColorCode Technology in any form of
communication to their customers and is so doing;
 save money
 always be current with updates and information,
 be seen as technologically savvy
 build CRM data
 get an ROI on the investment

39. Demonstration

40. Interactive WAP YouTube Bridge collapse Corp personal WAP
YouTube 300 clip
5 sec Ad spot Guinness animation clip Zoo Wap site Sony Ericsson TVC
ColorZip Corp WAP MP3 download

41. Media - Outdoor (MBO)
Mid-Point Orchard : 25 Sep 07 - 02 Dec