This image reminds you of a few things? It is the new generation of barcodes who have the capacity to store more information than the previous generation barcodes.
Society ScanLife got it right the potential that the iPhone could remove in front of these barcodes, named EZ, by creating an application [currently in development state] which would allow the iPhone to to scan and to be able to translate by connecting directly iTunes, Internet or Google map.
The demonstration video:
We discuss it on the forum.