On February 21, 2012, the Postal Service™ filed a Notice of Price Adjustment with the Postal Regulatory Commission (PRC) for a 2012 Mobile Commerce and Personalization Promotion tentatively scheduled to run July–August 2012, with registration beginning May 1, 2012. Implementation of the program is subject to PRC approval.
The intent of the 2012 promotion is to build on the success of the 2011 Mobile Barcode Promotion. The 2011 promotion was successful in generating awareness of how mobile technology could be integrated with direct mail. The Postal Service now wants to continue to create awareness of more innovative uses of mobile barcodes and encourage mailers to adopt “best practices” associated with these technologies.
Pending approval by the PRC, the 2012 Mobile Commerce and Personalization Promotion will provide business mailers with an upfront 2 percent postage discount on Standard Mail® and First-Class Mail® letters, flats, and cards (presort and automation only) that include a two-dimensional (2-D) barcode or print/mobile technology that can be read or scanned by a mobile device. The 2012 promotion will specify that the barcode or similar technology must lead the recipient to either: (1) a webpage that allows the recipient to purchase a product or service on a mobile device, or (2) a personalized URL, which leads to a webpage that is unique to an individual recipient. Best practices such as directional copy and mobile optimization are also required.
For more details about the proposed promotion, see Federal Register notice 77-15605 at http://pe/FederalRegisterNotices.asp
or the RIBBs® website at https://ribbs.usps.gov. Also posted on RIBBs are the updated Program Requirements (v1).
If you have questions about the program, contact mobilebarcode@usps.gov.
— Direct Mail and Periodicals,
Domestic Products, 3-22-12
