Channel push into EMEA for Code Corporation

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IT Reseller spoke with Benny Noens, Code Corporations consultant for EMEA, about the history behind the US-based companys home-grown success, its compelling product set and current EMEA-based channel recruitment campaign.
codeCode Corporation (Code) was formed in Salt Lake City, Utah in the US in 1997. Still privately owned, the company secured market success from the outset with its proprietary barcode symbology, GoCode. GoCode is a miniature, two-dimensional (2-D) symbol developed to fit within a line of text. It features a multi-dimensional, adaptable matrix pattern that can only be read with a Code reader and can be made proprietary for each customer. Over the years, the company has grown its line of imaging-based barcode readers and is methodically taking market share from the major competitors. Historically, Code has concentrated the bulk of its activities within its own shores, with 80 per cent of its business currently being US based. However, some international business activities, mainly revolving around private labelling, have also grown in momentum over the past few years. Indeed, some of Codes private label customers outside of the US have become well-known through selling the Code product under their own name, said Codes Benny Noens.
Core verticals
Code works with a number of hardware and software vendors to serve several niche vertical sectors. The company has a strong presence in the US healthcare sector; particularly in hospital bedside applications, as well as pharmacies, and blood banks. Noens explained that a good example of how Code works together with hardware and software vendors in this sector is in providing barcode reading technology that is integrated into a hospitals workstation on wheels. This integration allows medical staff to use our barcode readers, along with a hospitals patient information software program, to electronically match a drug to the patient, before a medication is administered, thereby improving patient safety and preventing serious medication administration errors , he said. A large part of its business is also to be found in the Government sector, for example, supplying scanners for reading drivers licence barcodes. Additionally, Code has secured major orders within the electronics and pharmaceutical industries, as well as in the events sector, selling readers for the scanning of barcodes on trade show identification badges.
In terms of Codes strategy going forward, Noens explains that the company is currently looking for autoID channel partners in EMEA. Were looking for mid-sized value-added resellers and distributors that are well established within the business-to-business autoID space and that are dedicated to serving their target vertical markets within their own geographies, he said. That is to say, we are looking for specialist companies that dont cross into a number of different countries. In some cases, the reseller might operate as a business-to-user company if it has a strong presence in one particular vertical market. Noens added that there is also the OEM part of the equation, which is an existing part or Codes ongoing relationships with EMEA partners. This relationship is with companies that re-brand our solutions or integrate our systems within the larger framework of their clients IT and autoID requirements, he pointed out. These partners will liaise directly with Codes headquarters in Utah.
Strong selling position
Noens reflected that, although the current autoID sector is a well-served marketplace, there has been a high level of consolidation over the past few years. So, for a number of VARs, we believe the proposition of forming a close business partnership with a private organisation like Code offers an interesting alternative option, he said. We offer quality products that are competitively priced and that are not mass-distributed. Therefore, we believe this scenario can put our VAR partners in a strong selling position.
One example of a Code bar code reading device is the multi-interface Code Reader 2500 (CR2500), featuring a lightweight, compact and ergonomic modular design that equally excels in batch, single-cable or wireless modes. The CR2500 includes automatic glare reducing illumination technology and is said to offer reliable performance, even on difficult reading surfaces; including circuit boards, IV bags, patient-wristbands, driver licences and other shiny or curved surfaces.

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