Hakuhodo Japan launches next generation mobile app platform complete with image recognition software with GPS and time data

Hakuhodo Japan has launched what it terms the next generation of mobile advertising platforms.

QR, or ‘quick response’ codes are common in Japan, often appearing in the corner of magazine and street ads. Hakuhodo hopes to replace the boxy two-dimensional barcodes, which users must carefully scan in using reader software, with the ads themselves.

Launched with support from major Japanese advertisers including Daihatsu, Hitachi, and Suntory the platform promises to revolutionise the mobile based app market in Asia.

The initial launch of Kokoku Plus developed with image recognition software called ‘Gaziru’ from Japanese electronics giant NEC solves the complex problem of recognizing images of real-world objects regardless of the angle from which they are photographed, including identifying ads.

The Kokoku Plus app also records a GPS location and time stamp for each picture, so the information sent by advertisers can be varied based on where and when an ad is encountered. It requires no registration or personal information from users to operate. is based around a mobile app that consumers use to take pictures of ads or commercials. The app uses image-matching technology with an online database of ads to send relevant offers or data back to the user. Kokoku is the Japanese word for advertisement.