What they have come up with now, is a means of including interactivity for mobile phones with printed text.

To do this, Wapple have created Wapple Canvas Zest, which allows users to easily create at data matrix code, or a QR code, for any given mobile web site page.

Then, this unique code can be included in any printed document, be that in a magazine, an advertisement, a newspaper, or a poster.

This code can be scanned by any mobile with a built-in camera and web access, which will then bring up the page associated with that code.

Wapple are suggesting that this has has a huge range of applications, from gathering further information about an offer or registering interest, to even entering competitions, or purchasing concert tickets.

Further, these codes could be included on any item and used as a means of purchasing it.

A QR code, or a data matrix, is very similar to the barcode that you would see on any item in a supermarket, with the exception that QRs are made up of black and white squares.

This unique pattern of black and white squares will be generated be Zest when creating a mobile website page, and then can be printed for scanning by phones.

Then, no matter where the mobile user is, they can access the promoted content straight away, and this is to be free, unlike triggered SMSs.

Anne Thomas COO and co-founder of Wapple, spoke about the opportunities presented by Zest.

Thomas said that the inclusion of the QR codes was fulfilling a demand in the market for a cost effective way to get consumers to interact with brands as soon as they are met with the promotional material.

Thomas went onto say that Zest also made reading a magazine or a newspaper, or even taking the bus, more exciting because now consumers have the opportunity to enter competitions, find out more about events, or even purchase items, without having to be at a PC.

Zest also gives marketing companies a clear and immediate means of knowing the effectiveness of any given campaign.

Wapple believes that consumers are going to highly enjoy this new functionality of their phones, as well of print media.

Thomas concluded by saying that Zest could be used for a huge range of functions, not merely limited to print media.

Manufacturers are including scanners in nearly all models of phones being released at this stage, however for those models that don’t have them they can easily be downloaded from the internet.

Included in Zest, as with all of Wapple’s products, is compatibility with multiple billing methods, as well as site maps being auto-submitted to Google upon going live, which increases traffic because the sites perform better in search engines.

Licenses for Zest are already available.