NeoMedia Technologies today announced it has released NeoReader 2.0 for the iPhone 3Gs, an application which lets users read 2D barcodes without needing to use the iPhone's camera.

A 2D (two-dimensional) or smart barcode is a graphical image that stores information both horizontally and vertically which results in significantly greater storage than is possible traditional barcodes.

2D barcodes are also known as quick response codes and are increasingly being used by mobile marketers to encode URL's on promotional material. Once scanned, the reader interprets the encoded URL and can direct the Smartphone’s browser to the relevant information on a Web site.

“This latest release enables consumers to take advantage of mobile barcode campaigns and services without needing to snap the camera,” said Iain McCready, CEO of NeoMedia.

The company says the application, which employs similar “zero click” functionality in its Android NeoReader application, receives a constant stream of data from the camera and initiates the resolution process once a recognizable scan is read.

"Through the use of our sensitive scanning algorithms, there is a reduction of trial and error that can occur when snapping scans in the traditional manner.” said McCready.

NeoReader 2.0 is a free application now available from the Canadian iTunes app store.

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