This WSJ piece (click on the graphic above) looks into the use of barcode scanner apps for comparison shopping on the fly (I use the app on my Droid, including getting more info on wines as I peruse the aisles). If you're a retailer, take note. People will vote with their feet after scanning with their phone. I see brands and product managers using scanners in interesting ways in 2010 and beyond as it becomes more mainstream. At some point brands will optimize the mobile experience based on this new "behavior," and this could inevitably create tension between brand managers and retailers who carry their SKUs. In either case, it's a cool technology application that's here to stay and you'd be wise to start developing your strategy now.