Kaspar Roos - Coding for Success

469 views
425 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
469
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 1st installment of a 4-piece series
    Preliminary results showed a 7.95% response rate
    People who are responding are coming back an average of 10 times
  • However, very low on Mobile / UMTS adoption

    So relatively low need for QR codes, mobile augmented reality, iPad/iPhone apps, etc.
  • Kaspar Roos - Coding for Success

    1. 1. © 2009 InfoTrends, Inc. www.infotrends.com An overview of 2D Barcodes Kaspar Roos Senior Consultant October 28th, 2010
    2. 2. 2© 2009 InfoTrends, Inc. www.infotrends.com Agenda • Mobile Tagging  Concepts behind 2D barcodes • Technical aspects  Considerations for deploying 2D barcodes • Tips for Success  What to avoid?!
    3. 3. 3© 2009 InfoTrends, Inc. www.infotrends.com Mobile Tagging
    4. 4. 4© 2009 InfoTrends, Inc. www.infotrends.com Mobile Tagging
    5. 5. 5© 2009 InfoTrends, Inc. www.infotrends.com Newspaper & Magazines Direct Mailings Stamps / Stickers T-Shirts Packaging Outdoor advertising Mobile Tagging Applications Abound!
    6. 6. 6© 2009 InfoTrends, Inc. www.infotrends.com Why Mobile Tagging? • Rising adoption of mobile internet  Smartphone usage  Mobile devices (e.g. iPad) • Increasing online advertising spend  Disconnect between time spent online and online advertising spend • Makes it easier for consumers to find relevant information • Turn advertising into lead generation
    7. 7. 7© 2009 InfoTrends, Inc. www.infotrends.com 6.5% 7.7% 8.3% 8.7% 8.8% 0% 2% 4% 6% 8% 10% Print only Print and Web landing pages Print and e-mail Print, email, Web landing pages, and mobile marketing Print, e-mail, and Web landing pages More Channels = More Response Please provide the average response rate of campaigns that use the following combinations of media channels. N = Print to mobile marketing: 216, Print to landing pages: 216, Print and landing pages: 216, Print and e-mail: 214, Print only: 217 Improvement over print-only campaigns 35% 34% 28% 19% Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.
    8. 8. 8© 2009 InfoTrends, Inc. www.infotrends.com Western European Advertising Expenditures, 2001-2009 €0 €5 €10 €15 €20 €25 €30 €35 2001 2002 2003 2004 2005 2006 2007 2008 2009f €Billions Newspapers Magazines Television Radio Cinema Outdoor Internet Source: InfoTrends, 2009
    9. 9. 9© 2009 InfoTrends, Inc. www.infotrends.com Smartphone Subscribers in Europe 0 5 10 15 20 France Germany Italy Spain United Kingdom 2010 2009 +70% +48% +11% +34% +48% Millions of subscriptions Source: comScore, 2010
    10. 10. 10© 2009 InfoTrends, Inc. www.infotrends.com Technical Aspects
    11. 11. 11© 2009 InfoTrends, Inc. www.infotrends.com Difference between 1D and 2D barcodes • 1D usually stores a number (KEY)  Store up to 30 characters - License plate number - Product Item • KEY is used to retrieve additional information from database • 2D contains actual information  Store more than 2,000 characters - Full contact details - Tax return information • Higher durability • No need to retrieve information from database
    12. 12. 12© 2009 InfoTrends, Inc. www.infotrends.com Types of 2D barcodes • Stacked  E.g. PDF417  Store up to 2,000 characters  Widely used - Logistics - Retail - Government • Matrix  E.g. DataMatrix  Can store up to 2,000 characters  Efficient processing - Used to encode products in manufacturing - Logistics
    13. 13. 13© 2009 InfoTrends, Inc. www.infotrends.com Other popular 2D matrix codes Maxicode  Developed by UPS  Can store 93 characters  Can be scanned at very high speed • QR Codes  Developed by Japan- based Nippon Denso  Quick Response Codes  High level of error recovery
    14. 14. 14© 2009 InfoTrends, Inc. www.infotrends.com Which barcode do I need? 1. Is a particular 2D code required to comply with an existing industry or organizational standard? 2. Type and amount of data that needs to be stored  Size, density, alphanumeric requirements? Over 70 different types of barcodes exist
    15. 15. 15© 2009 InfoTrends, Inc. www.infotrends.com Data Matrix, QR codes, and Aztec are popular choices for mobile tagging • Native support for QR and Datamatrix on most smartphones • Other formats require additional readers  Most are available free of charge • QR Codes, Data Matrix and Aztec are ISO standards (free)
    16. 16. 16© 2009 InfoTrends, Inc. www.infotrends.com Proprietary formats EZ Code ColorCode BeeTagg ShotCode Microsoft Tag
    17. 17. 17© 2009 InfoTrends, Inc. www.infotrends.com Direct Model Code contains all information or URL
    18. 18. 18© 2009 InfoTrends, Inc. www.infotrends.com Indirect Model Code contains an identifier that links to information
    19. 19. 19© 2009 InfoTrends, Inc. www.infotrends.com Mobile Tagging: not more than 40 characters Data matrix 20 characters, 1 region Data matrix, 40 characters, 1 region Data matrix, 80 characters, 4 regions Data matrix, 240 characters, 16 regions QR Code, 20 characters QR Code, 80 characters QR Code, 200 characters QR Code, 400 characters
    20. 20. 20© 2009 InfoTrends, Inc. www.infotrends.com Make sure the mobile website fits smaller screen sizes
    21. 21. 21© 2009 InfoTrends, Inc. www.infotrends.com Microsoft Tags – Customizable Barcodes default customised
    22. 22. 22© 2009 InfoTrends, Inc. www.infotrends.com
    23. 23. 23© 2009 InfoTrends, Inc. www.infotrends.com Success Story
    24. 24. 24© 2009 InfoTrends, Inc. www.infotrends.com Letterbox Deals / Dell • Print catalogue distributed in Sydney, Australia • Featuring a QR-code sweepstake to win one of 5 Dell Inspiration laptops • Strategy was to determine consumer behaviour when confronted with new mobile technology and gauge the effectiveness of a QR code as a call-to- action Source: Letterbox Australia, 2010
    25. 25. 25© 2009 InfoTrends, Inc. www.infotrends.com Campaign details • 1.3 million catalogues were distributed • Thousands of competition entries  Less than 1% response rate • 25% of entries was submitted by QR; 75% by PURL  60% of them downloaded a QR code reader first The advertising agency found that a high percentage of the QR code scans occurred within people’s homes, even though the entrant was at home and could use their home computer to enter
    26. 26. 26© 2009 InfoTrends, Inc. www.infotrends.com Pazazz Makes Print Clickable Source: CodeZ QR The Results • Preliminary results showed a 7.95% response rate • People who are responding are visiting the link an average of 10 times
    27. 27. 27© 2009 InfoTrends, Inc. www.infotrends.com
    28. 28. 28© 2009 InfoTrends, Inc. www.infotrends.com Lego QR Code
    29. 29. 29© 2009 InfoTrends, Inc. www.infotrends.com Tips for Success
    30. 30. 30© 2009 InfoTrends, Inc. www.infotrends.com 1. Stay Informed! • Smartphone adoption and capabilities is accelerating • More than a third of marketers is not aware of mobile tagging
    31. 31. 31© 2009 InfoTrends, Inc. www.infotrends.com Awareness is Growing! Are you familiar with one or more mobile barcode technologies? (Meaning: Familiar, use today=4, not familiar=1) N = 518 Marketers Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends, 2010
    32. 32. 32© 2009 InfoTrends, Inc. www.infotrends.com 2. Know where to deploy mobile tagging • Italy is the biggest market in Europe • Sweden, Spain and Finland also have a relative high adoption • Average adoption in France, Germany, UK • Relative low adoption in Netherlands, Belgium, Portugal, Greece, and Eastern Europe
    33. 33. 33© 2009 InfoTrends, Inc. www.infotrends.com Mobile Internet Adoption (3G / UMTS) 0% 10% 20% 30% 40% 50% 60% 70% 80% Japan SouthKorea Australia Iceland Italy Sweden Spain Finland Luxembourg UnitedKingdom NewZealand Austria Germany France Switzerland SlovakRepublic Norway Denmark UnitedStates Belgium Greece Ireland Portugal CzechRepublic Netherlands Canada Hungary Poland Mexico 3Gsubscribersper100inhabitants Source: Bergman report, 2009
    34. 34. 34© 2009 InfoTrends, Inc. www.infotrends.com 3. Mobile Tagging ideal for acquisition • Turn advertising into lead generation • Not perceived as intrusive  Customer/Consumer in control
    35. 35. 35© 2009 InfoTrends, Inc. www.infotrends.com 26% 21% 25% 20% 20% 17% 19% 14% 19% 19% 30% 36% 37% 40% 50% 56% -10% 0% 10% 20% 30% 40% 50% 60% 70% Share of respondents with positive attitude towards advertising (7 or higher) Share of respondents with negative attitude towards advertising (2 or lower) Attitude towards advertising
    36. 36. 36© 2009 InfoTrends, Inc. www.infotrends.com 4. Focus on the wider mix of print and mobile • It’s print PLUS mobile, not print OR mobile  Use mobile technology to bring interactivity to print • Some successful campaigns around  Customer/Consumer in control
    37. 37. 37© 2009 InfoTrends, Inc. www.infotrends.com Calvin Klein QR campaign
    38. 38. 38© 2009 InfoTrends, Inc. www.infotrends.com 5. Educate the customer! • Barcode readers/scanners are often needed  Higher-end smartphones come with pre-loaded scanners • Not all consumers understand the concept  Self-service stations in supermarkets rely on moving/swiping barcodes along a scanner, but a phone needs to be hold steady
    39. 39. 39© 2009 InfoTrends, Inc. www.infotrends.com kaspar_roos@infotrends.com

    ×