This is a very interesting form of mrdeon contemporary advertising; however, this system comes at a greater expense to its users. I agree that it is significantly convenient.This form of advertising requires that the user already be aware of the barcode scanning, have enough money to afford bandwidth on top of affording their regular bill. What we're seeing here is a costly addition to the customer for the benefit of the company (HomePlus). Some Smartphones have not the focus recognition of barcode scanning (although it may very well be an app, specific camera technology within the phone itself may not be compatible), furthermore, they must go through a gateway which holds tremendous information (including credit card details) that can be intercepted easily, these apps were not made bullet-proof.Although I can see the benefit in this method of advertising and competition destroying, we are forgetting the danger this form of advertising causes one store is allowed to purchase all the advertising space in the entire subway while local competitors get continually crushed.Great article, very interesting. Thanks for the share -Sufi M