Orange France will use “Flashcode”

(#) (fr) Orange France will install Flashcode reader on its mobile (currenty only N70 is supported) from Mobiletag.

What I actually do not understand is that they (Orange) claim then they want to “normalize” the use of 2d codes over all three operators in France.
Well then at first why do call it “Flashcode” while the technology seems already to be known as “Mobiletag”, then why do you encode shortcode ? why not URL directly when using QR Codes or datamatrix* ?

* well I could anticipate some questions and say that we will change that on our blogs