Designed to be read with a regular camera (including those found on mobile phones and webcams) without the need to purchase other specialised hardware is a circular barcode created by High Energy Magic of Cambridge University. It uses a dartboard-like circle, with a bulls eye in the centre and datacircles surrounding it. The technology reads databits from these datacircles by measuring the angle and distance from them to the bulls eye. Due to the circular design, it is also possible for software to detect the angle from which the barcode is read.
When compared to matrix barcodes ShotCodes do not store regular data - rather, they store a look up number consisting of 49 bits of data. This needs to link to a server that holds information regarding a mapped URL which the reading device can connect to in order to download said data.