Mobeam, which specializes in what it calls mobile barcode beaming technology, has announced that its mobile beaming product is the first to enable manufacturers of consumer packaged goods to issue and redeem mobile coupons not associated with a specific retailer's loyalty card, according to a company press release.

The change is based on newly adopted standards from the GS1, a nonprofit organization that sets standards for supply-and-demand chains across multiple sectors. This particular new standard follows previously established industry best practices such as not displaying the coupon's barcode or offer code in a user-visible fashion on screen. The barcodes are transmitted to the laser scanners via infrared beams invisible to the human eye.

Mobeam said it worked closely with industry leaders for the past several months to facilitate the GS1 initiative.

"The successful modification of this GS1 standard is of landmark significance for brands, retailers, mobile device manufacturers, payment app developers and, of course, shoppers everywhere," said George Garrick, CEO of Mobeam. "Brands and retailers can now greatly expand their marketing capabilities, while more effectively reaching mobile-centric millennials and staying ahead of today's evolving shopper expectations. Mobile device makers and payment app developers can now offer true mobile wallets, and consumers are finally able to take advantage of full mobile payment capabilities at the checkout."

Mobeam's Beep'nGo app will soon be the first mobile app able to process manufacturer coupons at the retail checkout. The company is now working with multiple CPG brands, retailers and mobile device manufacturers to speed their ability to make use of the updated standards.

Mobeam currently operates with more than 400 million Samsung phones, and the company said it is in talks with other manufacturers to expand the technology to additional market-leading devices. Mobeam technology has been used for 45 million beaming transactions since its launch, according to the announcement.