Today we’re taking a look at Quick Response or QR Codes. You can see an image of one on your right. I’m Jennifer this is Linda, Kathy and Shelby.
The best way to explain a QR code is to demonstrate how it works. For example you may see a QR code at a ballgame, on a bus or in a magazine for H&M, like this one…
Tom demonstrates with his phone and magazine image while I explain. We will give you a handout at the end of presentation with examples and instructions if you have a smart phone and want to try it yourselves. This type of technology is seen throughout Europe and Asia on everything from business cards to lettuce. As mobile wireless technology evolves, QR codes will become more common and adopted in the US.
“ Must have smartphone camera capable ready. On demand” content can be accessed anywhere using a mobile phone and broadband connection. The key for marketers will be to identify where people are using their mobile devices and then engage their audience by providing valuable interactive content within the environment. So it’s important to note that In the past 20 years the cell phone has gone from an expensive tool used by the business world to something that’s essential for people of all ages. Mobile web access grew 36% in 2009 among US broadband internet users. 6 out of 10 people worldwide have access to mobile broadband internet By 2013: 160 mil smart phone users (50 mil today) 5.8 billion mobile subscribers To give you some perspective, Ebay generated $500 mil from mobile commerce last year. If you think about it, Apple, Blackberry, Palm, Windows, Nokia, Android all have App Stores.
Bar codes have become widely popular because of their reading speed, accuracy, and superior functionality characteristics. As bar codes became popular and their convenience universally recognized, the market began to call for codes capable of storing more information, more character types, and that could be printed in a smaller space. As a result, various efforts were made to increase the amount of information stored by bar codes, such as increasing the number of bar code digits or laying out multiple bar codes. QR Code is a kind of 2-D (two-dimensional) symbology developed by Denso Wave (a division of Denso Corporation at the time) and released in 1994 with the primary aim of being a symbol that is easily interpreted by scanner equipment. Originally used to track car parts. QR Code (2D Code) contains information in both the vertical and horizontal directions , whereas a bar code contains data in one direction only. QR Code holds a considerably greater volume of information than a bar code.
Kanji and Kana Capable: As a symbology developed in Japan, QR Code is capable of encoding JIS Level 1 and Level 2 kanji character set. In case of Japanese, one full-width Kana or Kanji character is efficiently encoded in 13 bits, allowing QR Code to hold more than 20% data than other 2D symbologies. Dirt and Damage Resistant: QR Code has error correction capability. Data can be restored even if the symbol is partially dirty or damaged. A maximum 30% of codewords *1 can be restored *2 . Readable in 360 degrees: QR Code is capable of 360 degree (omni-directional), high speed reading. QR Code accomplishes this task through position detection patterns located at the three corners of the symbol. These position detection patterns guarantee stable high-speed reading, circumventing the negative effects of background interference.
Handheld scanners for QR codes more expensive than barcode scanners
Businesses New way of providing information and interact with consumers Codes can be printed on anything Codes are inexpensive to produce Massive storage capacity Pull Vs. push marketing Consumers Time saver on to go service to receive information Interactive user experience to enrich the marketing effort Immediate link, no keystrokes needed
social media: Foursquare, Facebook, Twitter, Yahoo
Someone will take over to explain QR placements. Magazines, newspapers, billboards, coupons, store signs
Bumper stickers, shopping bags, boarding passes, t-shirts, even tattoos!
Food labels (recipes), clothing, displays, signs, Google Places Artists design, fashion, design, installation art work
Business cards, invoices, company publications, manuals Product Nutritional Facts Coupons: discounts for future or point-of-purchase Product “how-to” videos Airlines: mobile check-in Replacement shopper cards Promote event information Information: product comparisons, ratings Purchases Entertainment
Another Consumer Merchandise/Purchase example. Purchase a ticket anywhere you see the code, airline tickets. Colors available and logo placement
Another in-store type example - Interactive info at trade shows
QR code readers should come pre-installed on smartphones. Social media can promote the adoption of codes in the US market Advances in 4G technology will ensure a better experience for consumers and businesses, increasing confidence in the technology. Evolution of 2D code technology to augmented reality and beyond. Inventory management RFID, track of al products in the world. What are QR Codes, how can you use them? More advanced 2D images similar to bar codes. Millions of applications. How do QR codes impact consumers and businesses and who will receive the greatest benefit? Help businesses cross promote. Businesses can mine for content. Consumers are better informed, entertained. Are QR codes a marketing “fad” or are they here to stay in the United States? QR codes are spreading across the nation. Technology & smartphone usage is increasing. QR codes ARE the future of marketing.
Anything else we can further clarify to “unlock the code?” 5 min Q&A…
1. Unlock the Code Quick Response (QR) Codes The Future of Marketing Tom Smith Shawn Yu Jennifer Walker
2. Quick Response (QR) Codes The Future of Marketing Unlock the Code What are QR Codes, how can you use them? Potential Benefits: How do QR codes impact consumers and businesses and who will receive the greatest benefit? Limitations & Implications: SWOT Analysis. Examples: Are QR codes a marketing “fad” or are they here to stay in the United States?
3. What are QR Codes?
4. Making print media interactive
5. <ul><li>Mobile web access grew 36% in 2009 among US broadband Internet users. </li></ul><ul><li>6 out of 10 people worldwide have access to mobile broadband Internet. </li></ul><ul><li>By 2013: </li></ul><ul><ul><li>160 mil smart phone users. </li></ul></ul><ul><ul><li>5.8 billion mobile subscribers. </li></ul></ul>Smartphone Facts
6. How the technology works
7. QR Code Features Kanji and Kana Capable Dirt and Damage Resistant Readable 360 degrees Small Printout Size
8. Limitations and Implementation Considerations <ul><li>No worldwide standard. </li></ul><ul><li>Requires customer interaction. </li></ul><ul><li>Customers need a smartphone with a camera and reader application. </li></ul><ul><li>Low awareness in the US. </li></ul><ul><li>Geographic & Demographic limitations. </li></ul><ul><li>Viewed as clumsy or gimmicky </li></ul>
9. <ul><li>Little barrier to entry </li></ul><ul><li>Inexpensive to produce </li></ul><ul><li>Content the code links to should be useful </li></ul>Limitations and Implementation Considerations
10. <ul><li>Consumers can download the “Menu of The Day” by scanning the QR code! </li></ul>The first restaurant used QR code in Europe – Primario restaurant in Barcelona, Spain Case Study – Primario Restaurant
11. Case Study – Primario Restaurant <ul><li>Business: </li></ul><ul><li>No significant business </li></ul><ul><li>growth for 2 years. </li></ul><ul><li>Less connection to </li></ul><ul><li>social network platform. </li></ul><ul><li>Spend €8,000 on </li></ul><ul><li>advertisement. </li></ul><ul><li>Consumers: </li></ul><ul><li>A normal restaurant. </li></ul>Before QR Code used
12. <ul><li>Business: </li></ul><ul><li>Website visits increased 35% </li></ul><ul><li>Advertising efficiency improved 50% </li></ul><ul><li>Sales gained 15% </li></ul><ul><li>Consumers: </li></ul><ul><li>Efficiency </li></ul><ul><li>Access to nutrition & allergens information </li></ul><ul><li>QR code coupon </li></ul><ul><li>Review/Feedback Immediately </li></ul><ul><li>Potential Business Opportunity: </li></ul><ul><li>Customer loyalty trace </li></ul><ul><li>Marketing/advertising tool </li></ul><ul><li>QR code reader & scanner demand </li></ul>Case Study – Primario Restaurant After QR Code used
13. <ul><li>Pros – </li></ul><ul><li>70% (plus) of cell phones have cameras. </li></ul><ul><li>59 million people own smart phones in Spain. </li></ul><ul><li>QR code reader software is available for easy download. </li></ul><ul><li>QR Code is supported in the Social Network platform. </li></ul><ul><li>QR Code is cheap to create. </li></ul><ul><li>Fast way to provide complex information. </li></ul>Case Study – Primario Restaurant Pros and Cons of QR Code Using <ul><li>Cons – </li></ul><ul><li>No Standardization: QuickMark, Data Matrix, mCode, </li></ul><ul><li>EZCode, Microsoft Tag, Aztec, UpCode, ShotCode and Trillcode. </li></ul><ul><li>Most consumers are unaware of the QR code concept. </li></ul><ul><li>QR codes can not be edited, they must be replaced. </li></ul><ul><li>Scanner/ Reader required. </li></ul><ul><li>Wireless connection required. </li></ul>