European 2D barcode leader MTag has set up a US sister company as part of its expansion plans.

It has appointed William "Chip" Hoffman as CEO of the new venture, Mobile Tag, Inc.

Headquartered in Atlanta, GA, Hoffman will head a global mobile marketing campaign for the company’s mobile barcode technologies and services.

Already well established in Europe, MTag specialises in mobile handset software solutions.

It has two main products: mobiletag and MEEPASS.

Launched in 2006, mobiletag is an embedded software application that allows mobile phones to read 2D barcodes, otherwise known as tags, simply by using the phone’s camera.

MTag developed the software to create quick access to external content.

Example of Mobiletag web tag

The French company received a venture capital investment of 4 million euros in October 2008, funded by new lead investor Alven Capital and by existing shareholders (XangeCapital and IDF Capital).

MTag launched MEEPASS, a new mobile identification product, at this year’s Mobile World Congress in Barcelona.

Hoffman was responsible for the large-scale operations of mBlox, Inc., Dobson Communications, Advanced TelCom Group, Sprint and Logix Communications Enterprises.

He has worked closely with companies like Publicis, Interpublic Group, BBDO-Omnicom, and others on interactive advertising using mobile telecommunications technology.

More recently he was CEO of NeoMedia Technologies, Inc, where he helped develop a global technical and financial system for mobile barcodes.

Earlier in his career, Hoffman served 8 years with Sprint managing business clients from the Global 10 to small and medium-sized business customers.

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