The BusinessModel AroundQR Codes –Perspectives                         www.inforetail.com                         florian....
126 million units sold                         © Florian Vollmer, 2012 – www.florianvollmer.com
www.inforetail.com   www.gatech.edu                                  © Florian Vollmer & Info Retail 2012 – www.inforetail...
What is a QR Code?                     © Florian Vollmer & Info Retail 2012 – www.inforetail.com
The BusinessModel Around    Mobile Engagements, Enabled by  QR Codes – Perspectives                                   © Fl...
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
rapid   slow   deep    shallowadaptive   defined                     © Florian Vollmer & Info Retail 2012 – www.inforetail...
“showrooming!”         “ZMOT!”                   © Florian Vollmer & Info Retail 2012 – www.inforetail.com                ...
Friendly Technology   © Florian Vollmer, 2012 – www.florianvollmer.com
Flickr, Daveness_98                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
www.inforetail.com   =   bit.ly/v9BOr1   =                                             © Florian Vollmer & Info Retail 201...
Will they catch on?                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Prepare for an experiment.                             © Florian Vollmer & Info Retail 2012 – www.inforetail.com
8 Seconds            © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Will they catch on?                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
[not the end]                © Florian Vollmer & Info Retail 2012 – www.inforetail.com
7    © Florian Vollmer & Info Retail 2012 – www.inforetail.com
1                     2                 3                 4                  5                  6               7         ...
13                    14                     15                  16               17                18Scan UPC on package ...
Will they catch on?                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
ManufacturerDepartmentRetailer               © Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
A QR Code pointing to a non-mobile site is a             CRIME!                                        © Florian Vollmer &...
2011                      2012     Smartphones in May ‘11 and Feb ’12                                          50%        ...
2011                       2012      Smartphone Users by Age Group 2011                                           80%     ...
Send or receive text messages                                         Take a picture                                    Ac...
Printed magazine or newspaper                           Product packaging                                    Website on PC...
QR Code users US June 2011 by age                                         40%                                         30% ...
Will they last?                  © Florian Vollmer & Info Retail 2012 – www.inforetail.com
QR     RFID/                  Augm.                                                                           NFC1.) Relat...
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
A Sketch for a Business Model                        © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Benefits - Cost = Value                     © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Direct & Indirect             Corporation & User                         © Florian Vollmer & Info Retail 2012 – www.infore...
Brand ABranded built-to order furnitureHigh price point10 week lead timeSophisticated marketing practice & metrics system ...
Brand B    Non-branded discount furniture               Low retail price point                Instant gratificationBasic i...
Direct Indirect                                Benefits                                Indirect Bene                      ...
Indirect Benefits                A     B  User    Educational Value             1    0.3    Play & Surprise               ...
Direct Benefits  User    No need to note/ remember   0.6     0.6    Adaptive Information         1      0.3    Value of St...
Indirect Costs                        A     B   User          Time                        0.3   0.3          Cognitive Loa...
Direct Costs   User          Device Ownership          0.3    0.3   Corporation       Mobile Web Development       0.6    ...
A                          BAverage Cost                  0.41                   0.61Average Benefit               0.85   ...
Yes! Maybe. No!                  © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Information Gathering Spaces• Limited real estate, lots of information• Interactive content adds value• Seeking informatio...
Exploratory Spaces• Business card• Checkout waiting area• Comparisons• Museums and events                          © Flori...
Dynamic Spaces• Billboard• TV Ad• Anything in a high traffic area• Anything in a dynamic context                          ...
Yes!       © Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
5-Step Process of Designing for  Successful Implementation                          © Florian Vollmer & Info Retail 2012 –...
• Value                • Touchpoint XRAY                • The why                • Value of impressions/ expressions1. Und...
• Business goal for a QR deployment            • Integration with other initiatives            • Development process (avoi...
• Whole campaign3. Design   • Touchpoint integration            • Systems education
•   System             •   Content4. Develop   •   In-house             •   Partners             •   "break stuff"
•   Inventory5. Deploy   •            •                Track                Measure            •   Update/ nourish content
Scan!        © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Scan to access a copy ofthis presentation.                  © Florian Vollmer & Info Retail 2012 – www.inforetail.com
“Scan or be Scanned”                       © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Innovation as Source of Relevance                           © Florian Vollmer & Info Retail 2012 – www.inforetail.com
• SMS• 2d barcodes• Image recognition• NFC• Blue tooth• Wifi• Mobile web• Mobile app                      © Florian Vollme...
Work       Home
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Invest in content, not the triggering mechanism                                                  © Florian Vollmer & Info ...
Think about the customer journey, beyond just the touchpoint                                                  © Florian Vo...
Waterfall Agile                  © Florian Vollmer, 2012 – www.florianvollmer.com
Codesigning              © Florian Vollmer, 2012 – www.florianvollmer.com
technologists                         training                         IT                         marketing               ...
Joint VisionCreating a Joint Vision                          © Florian Vollmer, 2012 – www.florianvollmer.com
Global  Managing ComplexitySystem of Systems System                        © Florian Vollmer & Info Retail 2012 – www.info...
The BusinessModel aroundQR Codes –Perspectives                         www.inforetail.com                         florian....
The Business Model around QR Codes – Perspectives
The Business Model around QR Codes – Perspectives
Upcoming SlideShare
Loading in...5
×

The Business Model around QR Codes – Perspectives

2,201

Published on

QR codes, like many customer touchpoint technologies, are only successful when thought of and concepted as part of an integrated messaging system. Vollmer analysis the technology, it’s strengths and weaknesses, and defines a framework for evaluating the effectiveness for QR code deployments. The presentation also defines best practices for developing successful QR-based customer experiences. This seminar is geared towards senior executives.

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,201
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "The Business Model around QR Codes – Perspectives"

  1. 1. The BusinessModel AroundQR Codes –Perspectives www.inforetail.com florian.vollmer@inforetail.comwww.florianvollmer.com #IRinc@florianvollmer © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  2. 2. 126 million units sold © Florian Vollmer, 2012 – www.florianvollmer.com
  3. 3. www.inforetail.com www.gatech.edu © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  4. 4. What is a QR Code? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  5. 5. The BusinessModel Around Mobile Engagements, Enabled by QR Codes – Perspectives © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  6. 6. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  7. 7. rapid slow deep shallowadaptive defined © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  8. 8. “showrooming!” “ZMOT!” © Florian Vollmer & Info Retail 2012 – www.inforetail.com © Florian Vollmer, 2012 – www.florianvollmer.com
  9. 9. Friendly Technology © Florian Vollmer, 2012 – www.florianvollmer.com
  10. 10. Flickr, Daveness_98 © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  11. 11. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  12. 12. www.inforetail.com = bit.ly/v9BOr1 = © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  13. 13. Will they catch on? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  14. 14. Prepare for an experiment. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  15. 15. 8 Seconds © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  16. 16. Will they catch on? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  17. 17. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  18. 18. [not the end] © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  19. 19. 7 © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  20. 20. 1 2 3 4 5 6 7 8Scan UPC on package Click “Rescan?” Scan UPC on Click “Help” Confirm supported Scan UPC on App crashes Re-launch App package again code formats package again9 10 11 12Scan UPC on Click “Rescan?” Scan UPC on Quit THD Appbeam sticker display sticker © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  21. 21. 13 14 15 16 17 18Scan UPC on package Notice a lower price Get product specs Confirm package Confirm purchase Purchase item usingusing Lowe’s app contents options Lowe’s in-store app © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  22. 22. Will they catch on? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  23. 23. ManufacturerDepartmentRetailer © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  24. 24. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  25. 25. A QR Code pointing to a non-mobile site is a CRIME! © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  26. 26. 2011 2012 Smartphones in May ‘11 and Feb ’12 50% 38% 25% 13% 0% Smartphone Other cell phone No cell phonePrinceton Survey Research Associates International via Statista © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  27. 27. 2011 2012 Smartphone Users by Age Group 2011 80% 60% 40% 20% 0% 18-24 25-34 35-44 45-54 55-64 65+Source: Princeton Survey Research Associates International via Statista.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  28. 28. Send or receive text messages Take a picture Access the internet Send a photo or video to someone Send or receive email Download an app Play a game Play music Record a video Access a social networking site Watch a video Post a photo or video online Check your bank balance or do any online banking Access Twitter Participate in a video call or video chat 0% 25% 50% 75% 100% Activities when using Smart Phones - US 2011Source: Pew Research Center via Statista.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  29. 29. Printed magazine or newspaper Product packaging Website on PC Poster or flyer or kiosk Business Card or brochure Storefront TV 0% 13% 25% 38% 50% Sources of QR code scanning U.S. June 2011Source: Comscore via Statista.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  30. 30. QR Code users US June 2011 by age 40% 30% 20% 10% 0% 13-17 18-24 25-34 35-44 45-54 55-64 65+Source: Pew Research Center via Statista.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  31. 31. Will they last? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  32. 32. QR RFID/ Augm. NFC1.) Relative Is it better than the previous generation? 0.5 0.9 0.9advantage2.) Compatibility Can it easily be assimilated into someones 0.5 0.4 0.4 life?3.) Complexity/ Is it too cumbersome to adopt? 0 0.2 0.5Simplicity4.) Trial-ability How easily can it be experimented with as it 0.75 0.5 0.8 is being adopted?5.) Observability  How visible is the innovation? 0.75 0.6 0.66.) Cost How cost-effective is the deployment? 0.8 0 0Average 0.55 0.43 0.53 © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  33. 33. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  34. 34. A Sketch for a Business Model © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  35. 35. Benefits - Cost = Value © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  36. 36. Direct & Indirect Corporation & User © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  37. 37. Brand ABranded built-to order furnitureHigh price point10 week lead timeSophisticated marketing practice & metrics system © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  38. 38. Brand B Non-branded discount furniture Low retail price point Instant gratificationBasic inventory management system © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  39. 39. Direct Indirect Benefits Indirect Bene Benefits A B Cost Indirect Costs A B User User User Time 0.3 0.3 Educational Value 1 0.3 Cognitive Load & Prep 0.3 0.3 Play & Surprise 0 0 Privacy Concerns 0.3 0.3 Collective Decision Making 0.6 0.6 Corporation Corporation Corporation Training 1 1 Brand Channel 1 0 Management 0.6 0.6 Impressions 1 0.3 Cross-Functional Integration 0.3 0.6 Simplify the Complex* 1 0.3 Strategy Integration 0.3 0.6 Direct Bene Benefits Direct Costs User User No need to note/ remember 0.6 0.6 User Device Ownership 0.3 0.3 Adaptive Information 1 0.3 Value of Storytelling 1 0.6 Corporation Corporation Corporation Mobile Web Development Marketing Plan Integration 0.6 0.3 1 1 Expanded Real Estate** 1 0.3 IT Integration 0.3 1 Expanded Metrics 1 0.3 Update of POS Materials 0.3 0.3 Diversified Content 1 0.3 Average Bene Benefits 0.85 0.325 Average Cost 0.41 0.61 © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  40. 40. Indirect Benefits A B User Educational Value 1 0.3 Play & Surprise 0 0 Collective Decision Making 0.6 0.6 Corporation Brand Channel 1 0 Impressions 1 0.3 Simplify the Complex* 1 0.3
  41. 41. Direct Benefits User No need to note/ remember 0.6 0.6 Adaptive Information 1 0.3 Value of Storytelling 1 0.6 Corporation Expanded Real Estate** 1 0.3 Expanded Metrics 1 0.3 Diversified Content 1 0.3Average Benefits 0.85 0.325
  42. 42. Indirect Costs A B User Time 0.3 0.3 Cognitive Load & Prep 0.3 0.3 Privacy Concerns 0.3 0.3 Corporation Training 1 1 Management 0.6 0.6 Cross-Functional Integration 0.3 0.6 Strategy Integration 0.3 0.6
  43. 43. Direct Costs User Device Ownership 0.3 0.3 Corporation Mobile Web Development 0.6 1 Marketing Plan Integration 0.3 1 IT Integration 0.3 1 Update of POS Materials 0.3 0.3Average Cost 0.41 0.61
  44. 44. A BAverage Cost 0.41 0.61Average Benefit 0.85 0.33Value of QR Code Initiative 0.44 -0.28 © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  45. 45. Yes! Maybe. No! © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  46. 46. Information Gathering Spaces• Limited real estate, lots of information• Interactive content adds value• Seeking information from customer, i.e. email, facebook, feedback• Giving more control to the customer on the retail floor• Post-purchase engagements like banking, project management• Recommendations & peer feedback ... people also bought © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  47. 47. Exploratory Spaces• Business card• Checkout waiting area• Comparisons• Museums and events © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  48. 48. Dynamic Spaces• Billboard• TV Ad• Anything in a high traffic area• Anything in a dynamic context © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  49. 49. Yes! © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  50. 50. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  51. 51. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  52. 52. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  53. 53. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  54. 54. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  55. 55. 5-Step Process of Designing for Successful Implementation © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  56. 56. • Value • Touchpoint XRAY • The why • Value of impressions/ expressions1. Understand • "pull is the new push" • Goal-oriented search vs. exploratory search • Goal conversion from exploratory to goal-oriented
  57. 57. • Business goal for a QR deployment • Integration with other initiatives • Development process (avoid silos,2. Define follow corporate design guidelines, ...) • Specification actual metrics • Location based integration?
  58. 58. • Whole campaign3. Design • Touchpoint integration • Systems education
  59. 59. • System • Content4. Develop • In-house • Partners • "break stuff"
  60. 60. • Inventory5. Deploy • • Track Measure • Update/ nourish content
  61. 61. Scan! © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  62. 62. Scan to access a copy ofthis presentation. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  63. 63. “Scan or be Scanned” © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  64. 64. Innovation as Source of Relevance © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  65. 65. • SMS• 2d barcodes• Image recognition• NFC• Blue tooth• Wifi• Mobile web• Mobile app © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  66. 66. Work Home
  67. 67. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  68. 68. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  69. 69. Invest in content, not the triggering mechanism © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  70. 70. Think about the customer journey, beyond just the touchpoint © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  71. 71. Waterfall Agile © Florian Vollmer, 2012 – www.florianvollmer.com
  72. 72. Codesigning © Florian Vollmer, 2012 – www.florianvollmer.com
  73. 73. technologists training IT marketing businessStakeholder Activation operations brand © Florian Vollmer, 2012 – www.florianvollmer.com
  74. 74. Joint VisionCreating a Joint Vision © Florian Vollmer, 2012 – www.florianvollmer.com
  75. 75. Global Managing ComplexitySystem of Systems System © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  76. 76. The BusinessModel aroundQR Codes –Perspectives www.inforetail.com florian.vollmer@inforetail.comwww.florianvollmer.com #IRinc@florianvollmer © Florian Vollmer & Info Retail 2012 – www.inforetail.com

×