Microsoft is seeking to reinvent the bar code.

In essence, Microsoft seeks to make the bar code more stylish–allowing businesses to use the area of packaging dedicated to the bar code to appeal to consumers as well as be a content transmission device between businesses.

Microsoft Custom Tags will allow graphic artwork to be incorporated into the bar code. Custom Tags will work with current mobile Tag Readers. Although there are guidelines for proper usage of the Custom Tag approach to bar code and machine readable codes, this will provide more flexibility to packaging design and manufacturers.