Microsoft is working on graphic codes called tags that will allow your cell phone's camera to retrieve more information on whatever the tag is attached to. According to Microsoft:

Microsoft Tag connects real life with the digital world. Microsoft Tags are small, colorful codes that can be printed, stuck, or displayed just about anywhere. When you snap a Tag with the camera on your internet-enabled phone, additional information or experiences are automatically opened on your phone. There is no fumbling with URLs or texting short codes. Microsoft Tags can make product packages, posters, print-based ads, magazine articles, exhibit signage, billboards, storefronts, business card, or just about anything else, interactive.

As an example here is the URL to my website encoded in a tag:

There are a number of mobile apps that try to do this with regular UPC bar codes with limited success. I think this format could lead to some pretty cool retail applications. Think real time discounts and promotions as well as the analytics of that data. Hmm…