B2C Extended
Packaging Bar Code
Standard
Training for GS1
Member Organisations
The way consumers shop is changing
25% of all Consumer
Package Goods
purchase decisions are
influenced by some
online or mobile activity
© 2012 GS1
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.
© 2012 GS1
They receive the answer
from a trusted source by
scanning the product
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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
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Lack of access to trusted
product data
GS1 Vision for Extended Packaging
• Simple for consumers
• Easy and cost-effective for brands, retailers and solution providers
Global standards for
keys and data carriers
© 2012 GS1
Easy access to trusted
product data
Situation in 2010
Global standards for
keys and data carriers
Easy access to trusted
product data
Linear
• EAN/UPC optimal solution
2D
• Standards gap with background of
increasing QR Code adoption
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Focus of GS1 Trusted
Source of Data project
GS1 Trusted Source of Data Project
Objective: provide a framework for brand-owners to share
digital product information with internet application providers
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More information at www.gs1.org/b2c
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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.
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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
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Direct Mode
The content encoded leads directly to the information
(e.g. URL)
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Indirect Mode
The content encoded needs to be “resolved” before
information can be retrieved
(e.g. GTIN)
© 2012 GS1
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.
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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.
Format of the Element String
Application
Identifier
8200
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Brand Owner authorized URL
X1
variable length
X70
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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
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From scan to a website
?
01095070000001118200http://www.bestcompany.org
0109507000000111 8200http://www.bestcompany.org
http://www.bestcompany.org 09507000000111
Add slash for web link:
21.Mai 2012
© 2012 GS1
/
09012345670016
http://www.bestcompany.org/09507000000111
Webpage from The Best Company
WELCOME!
Lots of information about our product with the GTIN 9507000000111….
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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.
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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.
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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 xdimension used for the symbol.
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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
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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.
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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.
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Two-dimensional examples
• GS1 QR code
http://www.gs1.org/095070000001118200
• GS1 DataMatrix
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).
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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.
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Terminology
Extended
Packaging
It is the ability of users to retrieve additional information about
trade items via mobile devices or in general between link a trade
item with virtual information or services.
GS1 B2C
Trusted
Source of
Data (TSD)
A GS1 managed network concept that uses GTIN (product
identification) and GDSN (product information) and would support
the communication of authentic product data provided by brand
owners to retailers, internet application providers, government, and
consumers and shoppers using the internet and mobile devices.
etc).
Direct
mode:
Information retrieval function when the bar code contains either the
address (URL) of the content or service, or the content itself,
inline.
Information retrieval function when the code contains a GTIN,
which needs to be resolved to obtain the content or service.
Resolving a GTIN means looking it up, typically at a network
service, to determine the corresponding content or service.
Indirect
mode
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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.
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Standards Adoption: 2 phases
Phase 1: Work with
Solution Providers
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Phase 2: Work with
Brand Owners
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
© 2012 GS1
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.
© 2012 GS1
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.
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Resources
• Position Paper on bar codes
for mobile applications
http://www.gs1.org/docs/b2c/GS1_Mobile_
Barcodes_Position_Paper.pdf
• Extended Packaging
Implementation Bulletin
http://www.gs1.org/sites/default/files/docs/g
smp/barcodes/B2C_Extended_Packaging_
Implementation_Bulletin.pdf
• General Specifications
http://online.gs1.org/index.php/genspecs/
© 2012 GS1