Lazy consumers rejoice! The barcode scanners have arrived.

I’m lazy. For a long time I’ve aspired to be a responsible shopper, but I get overwhelmed by all the brands and issues and I’m just too lazy to look it all up before I go shopping. Who has the time?

So for years I’ve had a vision where you can walk down the aisle of a store, swipe barcodes with your mobile phone, and instantly see trusted scores for corporate social responsibility. Bwoop. Toothbrush Brand A gets 2 stars. Bwoop. Toothbrush Brand B gets 4 stars. So I buy Toothbrush Brand B. Bada bing, done. Wouldn’t that be nice?

My team of volunteers at Citizens Market shares this vision. In fact, we got so excited about it that we made a little movie.

A lot of folks are excited about the potential for barcode scanning technology. Especially in Japan. But in the US folks have been skeptical, because the handful of barcode scanning apps developed for mobile phones have been frustrating to use: it would take too long to line up the camera on the barcode, or the app wouldn’t recognize the barcode.

Well, this week I realized that it’s not just a vision anymore. It’s right around the corner.

I bought an iPhone 3GS and downloaded the new RedLaser app ($1.99), which uses the phone’s camera or videocamera to scan barcodes, connect to a database, and deliver comparative prices from other retailers for the product. I haven’t paid any attention to the pricing database yet. I just wanted to play with the barcode scanner.

So last night I was buying a snack at RiteAid and decided to try my new toy. I started scanning everything I could find in the candy aisle.

It’s amazing! I just click a button and point my videocamera at the barcode. Almost immediately the phone gives a little bwoop of recognition and instantly connects to the database. The scanner can even recognize barcodes on curved or crinkly surfaces, though that takes a second longer. With this sort of speed and accuracy, it was easy to imagine using this on a daily basis.

And I’m not the only one impressed. Last week RedLaser was at the top of the charts in the iTunes App Store, second only to CNN Mobile.

So what does this mean? The barcode scanning technology has arrived. Done. Check.

Now we just need to develop a database of trusted scores on corporate social responsibility. With millions of brands. On dozens of social and environmental issues. With adjustments in real-time as companies’ behavior evolves.

Hmm, that sounds like a lot of work. And you know I’m lazy...

- Stephane

Next week: Lazy database developers rejoice! Crowdsourcing has arrived.