Azli Paat stands on the end of an evolutionary curve today: the ADA-code end of the curve of interactive mobile advertising.

From cutting off coupons, tearing numbers from newspaper advertisements to Quick Response (QR) codes to Microsoft Tags, the ADA-code seems like the next rift on this curve.

Paat is the serial innovator behind names like RakanCOP, dapat.com and mySMS Mobile Government; who began pursuing the idea of a more interactive.

Two years ago this MDEC ambassador set out with a simple concept – a dialable QR code – the consumers can dial with their mobile phones to connect to online information.

“The nugget of the idea is connecting the physical and digital world,” Paat elaborates. “When you are reading or hearing an ad for certain products, you want to do something about and not just tear the page out or write down the number and hope to come back”.

ADA code competes with the more popular codes and Microsoft Tags but is gaining traction with companies that prefer a more efficient process and a branded feel and look; in a market growing by leaps and bounds. Currently, some of the ADA code clients include Bernama Radio 24, the ministries of health and higher education and DIGI Startup Challenge.

According to Paat, 44, ADA is a more evolved form of QR code. Companies recognize that the combination of a dialable code next to the existing QR code is a symbiotic feature which is the best of both worlds. If QR code is accessible to less than one percent of the mobile users in Malaysia, ADA code is accessible to 100 percent of the subscribers.

“Our knowledge of the industry, relationships with some of Malaysia's largest publishers, ad-agencies and the ability to drive sales will help underpin the success of ADA code as a leader in mobile activation and mobilie direct marketing campaigns,” adds Paat.

The ADA code is created with ADA's combination of proprietary technology and is in the process of patent application. Each track is trackable and able to trigger a broad spectrum of engagements. This trackability affords ADAcode a competitive advantage over QR codes. The ADA can by activated by a mobile phone on the consumer end.

ADA code mobile activation point allows consumers with any mobile phones to dial a trackable code and receive a response via SMS or e-mail with access to content. Usable on any media, ad or point of sale it creates virtually unlimited interactive experiences between buyers and sellers.

Through mobile activation, advertisers can deliver a wide range of brand information, content, discounts, promotions and links.