BeeTagg launch MobileFeeds, I wonder where the idea is coming from ?

Technology aspect aside (I do not believe in proprietary 2D codes) it seems to me a bit sade,... I like the BeeTagg reader on the phone, it has some interesting features and I might even have some ideas or suggestions for them but it looks like they do not know what to do with it. On the application side they seem to be way behind, and just copying what is out there (which from a business point of view might be enough of course)... maybe there is some opportunities there.

(needless to say this is my personnal point of view)