Georgetown University MPS-PR/CC November 2010 Weekly Trend Presentation QR Codes, Microsoft Tag and Mobile Barcodes

1. QR
Codes,
Microso.
Tag
and
Mobile
Barcodes
Integra8ng
Communica8on
Across
Pla=orms
Laura
Wilson,
November
2010
Georgetown
University

2. WHAT
IS
A
QR
CODE?
 QR
Codes
or
“Quick
Response”
Codes
are
2-­‐D
Scannable
Bar
Codes
readable
by
QR
scanners,
mobile
phones
with
cameras,
and
smart
phones.
 QR
Codes
were
created
in
Japan
in
1994
by
Denso-­‐Wave
a
subsidiary
of
Toyota.
 QR
Codes
can
hold
a
maximum
of
4,296
alphanumeric
characters
 QR
Code
holds
a
considerably
greater
volume
of
informa8on
than
a
bar
code.

3. Anatomy
of
a
QR
Code
HOW
DO
QR
CODES
WORK?
 In
its
simplest
sense
it
is
a
“print
based
hypertext
link.”
 Any
kind
of
data
can
be
translated
into
a
QR
code
by
a
QR
code
generator.
Image
Source:
TVP
Graphics
Inc.

The
size
of
a
QR
Code
depends
on
a
module
size
(colored
and
white
dots)
and
a
symbol
version
(data
capacity).
 In
order
to
read
a
QR
Code
you
must
have
a
QR
code
scanner,
a
mobile
phone
with
a
camera
or
a
smart
phone.
Image
Source:
Wikipedia

4. WHAT
ARE
QR
CODES
AND
MOBILE
TAGS
USED
FOR?
 Download
data
from
the
code
itself:
ex.
vcard
 Transport
users
from
printed
material
to
websites,
video,
audio
 Prompt
an
ac8on:
email,
SMS
text,
phone
call
 Prompt
social
media
interac8on:
Tweet,
Facebook
status
update,
Foursquare
check-­‐in
 Provide
e-­‐coupons
to
consumers
to
increase
conversion,
loyalty
and
repeat
purchases.
 Convey
a
sense
of
exclusivity
via
direct
mail
campaigns,
with
QR
codes
leading
to
personalized
URLs
 Facilita8ng
e-­‐commerce
and
on-­‐the-­‐move
impulse
transac8ons.
 Facilitate
charitable
giving
and
increase
impulse
dona8ons.
 Enable
mobile
8cke8ng
and
8me-­‐efficient
8cket
processing.
 Provide
a
forum
contest
orpromo8onal
entry.
…
and
anything
else
you
can
dream
of!

5. SOME
EXAMPLES
IN
THE
WILD
Tweet
@LauraEWilson
QR
Codes
in
the
Wild
Email
Me
for
a
copy
of
www.flickr.com/groups/qrcodes
this
presenta8on

6. QR
CODES
vs.
MICROSOFT
TAG
 MS
Tag
using
High
Capacity
Color
Barcode
(HCCB)
technology,
which
makes
it
able
to
encode
more
informa8on
into
rela8vely
small
area.
 QR
Codes
are
open
sourced
and
the
informa8on
is
contained
inside
the
actual
code.
The
code
can
be
read
without
an
internet
connec8on.

MS
Tag
is
a
proprietary
code
and
users
must
use
Microso.
Tag
reader
to
read
it.
Tag
only
contains
an
ID
which
links
to
Microso.’s
server.
 Microso.
Tags
can
be
edited;
QR
Codes
can
not—they
have
to
be
recreated.
 Because
MS
Tag
can
be
dependant
on
the
color
scales
it
is
more
MS
Tag
is
much
more
sensi8ve
to
the
quality
of
color
plates.

7. MOBILE
APPS
vs.
“SNAP
AND
SEND”
Image
Source:
Mobile
Marke2ng
Watch

8. MARKETSHARE
OF
MOBILE
TAGS
 Microso.
Tag
currently
dominates
the
publishing
industry
in
the
US.
 QR
Codes
are
s8ll
the
defacto
standard
and
are
much
more
commonly
used
on
other
mediums.
 One
reason
Microso.
Tag
will
never
completely
kill
QR
codes
is
because
Tag
is
not
as
robust
and
can
not
be
easily
printed
on
anything
other
than
paper.
Source:Nellymoser
Mobile
Ac8on
Code
usage
study

9. PEOPLE
ARE
SEARCHING
FOR
QR
CODES
Nov.
2010
All
8me
high
for
searches
on
QR
CK
Campaign?
Codes
SXSW?
Source:
Google
Insights,
November
2010

10. MICROSOFT
TAG
BY
THE
NUMBERS

In
October
2010
Microso.
announced
1
billion
Tags
have
been
printed
in
the
past
four
months,
bringing
the
total
to
2
billion
Tags
printed
since
its
January
2009
launch.

The
number
of
Tags
scanned
increased
by
four
fold
since
emerging
from
beta
in
May.
 Since
August,
Tag
has
been
used
in
more
than
100
million
magazine
issues.

In
the
largest
known
barcode
campaign
to
date,
Allure
had
450,000
scans,
using
Microso.
Tag
for
its
annual
Free
Stuff
Giveaway
issue
in
August.
Source:
Microso.
Press
Release
October
2010

11. MOBILE
BARCODE
SCANNING
STATS
 Growth
has
been
exponen8al
from
January
2010,
with
traffic
up
over
700%.
 Star8ng
in
July
2010,
there
were
more
scans
in
a
single
month
than
all
of
2009
combined.

The
last
3
months
have
seen
the
steepest
increase
which
points
to
accelerated
growth
for
Image
Source:
Mobile
Barcode
Trend
Report
October
2010,
Scanlife
the
fourth
quarter
and
beyond.

12. DEMOGRAPHICS
OF
MOBILE
BARCODE
USERS
Source:
Mobile
Barcode
Trend
Report
October
2010,
Scanlife

13. TECHNOLOGY
ADOPTION
LIFECYCLE
I
would
argue
that
Mobile
Tags
are
s8ll
here

14. BUT
THERE
IS
LOTS
OF
POTENTIAL
 76%
of
cell
phone
users
are
taking
pictures
with
their
cell
phones.
 38%
are
accessing
the
internet
 Currently
there
are
54.5
million
mobile
Internet
users
in
the
United
States,
represen8ng
25
percent
of
online
users.

15. DEMOGRAPHICS
OF
SMARTPHONE
APP
USERS
 28%
of
the
U.S.
cell
phone
users
have
smart
phones,
according
to
Nielsen
(11/1/10)
 41%
of
the
U.S.
recent
acquires
of
cellular
are
geIng
smart
phones,
according
to
Nielsen
(11/1/10)
…there
are
millions
of
untapped
potenKal
users
of
mobile
tags!
Source:
ComScore
MobiLens,
October
2010

16. WHO
ARE
SOME
OF
THE
EARLY
ADOPTERS?

17. WHY
SHOULD
WE
USE
MOBILE
TAGS?

Can
give
instant
informa8on.

Interac8ve;
Engages
users
in
tradi8onally
sta8c
mediums.
 We
really
want
to
engage
consumers
on
their
mobile
phone.

Mobile
search
is
difficult
to
op8mize
for
because
you
can’t
use
“regular”
keyword
research.
Now
we
can
direct
them
and
eliminate
the
need
to
“search”
on
their
own.

Marketers/communicators
can
measure
it
“live.”
 Possibility
of
sophis8cated
analy8cs
about
consumer
behavior.
 Free
to
create
(and
minimal
expense
to
implement).

18. ARE
THEY
REALLY
EFFECTIVE?

There
is
lots
of
talk
and
not
a
lot
of
proof
(yet)
outside
of
Japan.
 Mobile
tagging
is
s8ll
in
it’s
infancy
in
the
US
and
there
is
not
a
significant
amount
of
data
out
there
made
available
to
the
public.
 This
is
the
first
8me
we
have
had
a
tangible
and
measurable
link
from
something
in
the
“real
world”
to
your
mobile
phone.
 Emarketer
reported
a
Chevy
case
study
of
their
use
of
QR
codes
at
SXSWi
in
March
2010–
only
2%
reach
at
one
of
the
most
tech
focused
conferences
in
the
country.
 October
2010
CTIA
Wireless
panel
says
that
they
are
“Not
hot
today.”
 In
two
magazines…Real
Simple
(December
2010
issue)
and
Time
magazine
(this
week’s
issue)
I
found
17
mobile
tagging
campaigns.
But
are
people
using
them?

19. A
RECENT
EXAMPLE

20. BUT…ARE
THEY
REALLY
EFFECTIVE?
 CK’s
campaign
is
probably
one
of
the
most
well
known
in
the
US
to
date.
 Generated
a
lot
of
press
coverage.
 Generated
buzz
on
social
media,
blogs
etc.
 More
people
probably
saw
video
online
than
through
actual
interac8on
on
smart
phone.
 Was
this
campaign
really
valuable
for
the
user?

21. WHAT
ARE
PEOPLE
SAYING?
“I
get
“I
don’t
have
great
“I
don’t
to
remember
deals.”
have
to
URLS
look
it
up
anymore.”
on
my
“I
get
instant
Posi8ve
own.”
informa8on.”
Reac8ons
Nega8ve
“I
tried
it
“They
o.en
Reac8ons
don’t
work.”
once
and…”
“I’m
not
taking
“My
phone
out
my
phone
to
isn’t
take
pictures
of
compa8ble.”
adver8sements.”

22. OPPORTUNITIES
SPEFICALLY
FOR
COMMUNICATORS
IN
NON-­‐PROFITS
 Get
instant
feedback
and
ask
people
to
vote
their
opinion
on
a
cause,
campaign,
issue.
 Give
“preloaded”
ways
to
contact
your
local
and
federal
representa8ves
about
an
issue.
 Facilitate
an
instant
and
impulse
contribu8on
to
a
cause
or
campaign.

Remind
people
to
share
the
informa8on
instantly—preloaded
tweet,
Facebook
status
update
etc.
 Download
a
special
mobile
applica8on
 Subscribe
to
mobile
push
no8fica8ons
for
updates
on
the
cause/campaign
 Help
people
find
other
ac8vists
&
supporters–
create
community

23. THERE
ARE
STILL
LOTS
OF
CHALLENGES
 There
s8ll
is
not
widespread
use
of
smart
phones
(yet)
 There
is
consumer
confusion
about
various
mobile
tags
 No
universal
reader
that
reads
all
types
of
codes/tags
 Lack
of
preinstalled
readers—consumers
have
to
seek
it
out
 Failed
scans
hurts
consumer
adop8on
of
this
technology
 Difficult
to
con8nuously
show
the
value
of
the
interac8on
 Consumers
who
use
it
may
become
jaded
because
of
marketers/
communicators
“abuse”
of
it

24. 5
DEADLY
SINS
OF
MOBILE
TAGGING
CAMPAIGNS
"Just
because
you
can,
doesn't
mean
you
should."
Not
considering
if
the
consumer
actually
wants
or
needs
this
informa8on
on
their
mobile
device.
Sending
the
consumer
to
a
generic
homepage–
not
targeted,
special,
unique
content
Assuming
audience
has
a
smart
phone
and
knows
what
a
mobile
tag
is
Boring,
uninteres8ng
content—if
it’s
boring
on
a
desktop
it’s
worse
on
a
mobile
phone.
Relying
on
this
tac8c
rather
than
using
it
as
a
part
of
a
comprehensive
mobile
strategy

25. What
Makes
a
Good
Mobile
Tagging
Campaign?
 Targets
a
tech
savvy
early
adopter/influencer
audience.

Gives
instruc8ons
to
the
consumer
and
gives
other
op8ons
when
possible
(SMS
text
for
example).
 For
a
QR
Code—keep
URL
short
(it
reduces
chance
for
error
in
code)
 Drive
the
consumer
to
relevant,
targeted
content
or
a
unique
experience

If
sending
to
a
website
it
must
be
op8mized
for
mobile
users.
 It
is
easy
for
content
to
be
shared
on
social
networks.
 Ul8mately
the
mobile
experience
was
worth
the
users
8me
and
effort.

26. QUESTIONS?