Sydney registration specialists Info Salons Australia and message specialists LegionONE have set the system in motion for intending visitors who pre-register for exhibitions online.
"When visitors submit their registration details, they are sent a confirming e-mail and then a barcode by SMS to their mobile phones. When they arrive at the show, they simply retrieve the barcode from their Message Inbox and have it scanned at the door," said Jo-Anne Kelleway, managing director of Info Salons Australia.
Kelleway says it reduces running costs for paraphernalia and pre-registration process since there is no wastage of posting and handling costs and excess printing.
"Visitors' name badges are instantly printed, including a barcode that exhibitors can scan for all the necessary registration details. This has huge implications for trade shows and conferences which are highly labour intensive when it comes to printing and mailing name badges and other information," said Kelleway.
On the corporate side, this is the first time the SMS barcode system has been used. However, it has already been tested on the consumer side. LegionONE general manager for products and services Andrew Grill said the SMS barcode system was tested last year for entry to a concert at the Enmore theatre in Sydney's inner west.
Grill said Australians should expect more of the SMS barcode system since a lot of clients are interested in further development of this technology.
"Expect that this system could soon be used for going to the movies and record stores since we [have] a lot of interested clients from the consumer side. Australia has 15 million mobile phones, so the possibilities are enormous," said Grill.
Even with the Spam Act tightening its grip on SMS marketing methods, Grill says they are making sure the system doesn't go against the Act.
"People are now using their phones for more purposes than messaging their friends. A lot of consumers now want to be notified through SMS but we make sure they tick that box allowing us to send marketing materials and icons to them. They can also easily unsubscribe to it through SMS," Grill said.
LegionONE is the business division of Legion Interactive, responsible for the SMS voting services for Australian shows such as Australian Idol and Big Brother.