“Point and pay” smartphone model for The West Australian

West Australian Newspapers' new "point and pay" technology was launched over the weekend

WEST Australian Newspapers’ new monetising model aligning the print product with online was featured for the first time in The West Australian over the weekend.

The “point and pay” system allows readers to make direct purchase from advertisements in newspapers. It functions by scanning QR codes with smartphones.

The capability was included in a four-page advertising lift-out.

The move aims to capitalise on the high penetration rates of smartphones in Australia – second highest in the world behind Singapore.

The “point and pay” system is facilitated by PayPal who expects to handle A$10 billion in mobile payment transactions this year.

“This is the next step in the evolution of print media,” said West Australian Newspapers sales director David Bignold.

“We’re excited to be the first daily newspaper to launch a fully transactional space to help local retailers reach consumers more effectively.

“This is just one example of how we’ll be incorporating innovative digital content into our traditional portfolio.”

Managing director of Point and Pay Damian Cook said: “The consumer path to purchase has clearly shifted to mobile, and we are committed to providing innovative solutions to help traditional media capture this new consumer.

“The mobile commerce revolution is here to stay and we want to provide media and retailers with opportunities to better connect with consumers no matter where they are.”