mobile barcode scanning Dennis Hettema Founder / Creative Director OP3 & ShotCode

index history what’s happening in Japan so where are we ShotCode use cases how we see things today thoughts for the future

history

what’s happening in Japan

so where are we

ShotCode use cases

how we see things today

thoughts for the future

history QR-code 1994 Denso Wave high data density B2B 2002 NTTDoCoMo and KDDI start B2C applications

QR-code 1994 Denso Wave

high data density

B2B

2002 NTTDoCoMo and KDDI

start B2C applications

Japan & Korea advertising food tracebility business cards direct sales music previews simple B2B solutions

advertising

food tracebility

business cards

direct sales

music previews

simple B2B solutions

everyday life >75% frequent users print media on-pack micropayments current barcode publishers include Coca Cola Amazon Dole Ogilvy QR-clip ” The service 'QR-clip' which can try listening music with a mobile phone” many more...

>75% frequent users

print media

on-pack

micropayments

current barcode publishers include

Coca Cola

Amazon

Dole

Ogilvy

QR-clip ” The service 'QR-clip' which can try listening music with a mobile phone”

many more...

where the ***k is Europe?

patents Denso Wave - QR code patent Neomedia - mobile barcoding patent Scanbuy - barcoding patent hidden trolls...

Denso Wave - QR code patent

Neomedia - mobile barcoding patent

Scanbuy - barcoding patent

hidden trolls...

the routing problem

company a 12345 customer a

company b abcde customer b

the user experience company a code b reader a abcde ERROR

confusing code standards

and finally the usual suspects handsets & operating system diversity operators geographic & cultural diversity

handsets & operating system diversity

operators

geographic & cultural diversity

ShotCode – use cases

2005 launching campaign: supporting ”marslander” commercials compatible handsets: 8 media used: web in-pub campaign result: free publicity no install base lessons learned: each user visited several pubs pub games & mobile = STIVA trouble 8 compatible models & 16 pubs = about 20 users more compatible models

launching campaign:

supporting ”marslander” commercials

compatible handsets:

8

media used:

web

in-pub

campaign result:

free publicity

no install base

lessons learned:

each user visited several pubs

pub games & mobile = STIVA trouble

8 compatible models & 16 pubs = about 20 users

more compatible models

2005 campaign: download mobile applications via GetJar.com branded ShotCode reader compatible handsets: about 40 at launch media used: GetJar.com website campaign result: continuing partnership 350k downloads to date 2 nd best rated software on GetJar.com with 400+ reviews lessons learned: scanning from webpages is succesfull mobile barcode scanning simplifies the mobile download process relevant content = key traffic driver geographic diversity barrier to offline exposure

campaign:

download mobile applications via GetJar.com branded ShotCode reader

compatible handsets:

about 40 at launch

media used:

GetJar.com website

campaign result:

continuing partnership

350k downloads to date

2 nd best rated software on GetJar.com with 400+ reviews

lessons learned:

scanning from webpages is succesfull

mobile barcode scanning simplifies the mobile download process

relevant content = key traffic driver

geographic diversity barrier to offline exposure

2005 campaign: connecting seminar visitors through ShotCodes and providing relevant seminar information compatible models: about 40 media used: visitor badges scanning terminals print campaign result: 2500+ scans on 2000 visitors lessons learned: positive response to ShotCode UI positive response to webcam UI 90% of scans through PC terminals more compatible models

campaign:

connecting seminar visitors through ShotCodes and providing relevant seminar information

compatible models:

about 40

media used:

visitor badges

scanning terminals

print

campaign result:

2500+ scans on 2000 visitors

lessons learned:

positive response to ShotCode UI

positive response to webcam UI

90% of scans through PC terminals

more compatible models

2006 campaign: inform students on lesson plans, schedule changes, etc. using ShotCodes compatible models: about 100 media used: print campaign result: complete flop lessons learned: content not relevant / urgent enough wrong handset demographic too little exposure whatever doesn’t kill you makes you stronger

campaign:

inform students on lesson plans, schedule changes, etc. using ShotCodes

compatible models:

about 100

media used:

print

campaign result:

complete flop

lessons learned:

content not relevant / urgent enough

wrong handset demographic

too little exposure

whatever doesn’t kill you makes you stronger

2006 campaign: on-pack campaign for Sprite Mexico scan & win (DVD’s, movie tickets, pizza’s) largest on-pack barcode scanning campaign outside of Japan & Korea compatible models: about 140 media used: TV radio web in-store on - pack campaign result: outperformed SMS 2 to 1 (relatively seen) heaviest users scanned 20+ codes lessons learned: content proposition was correct diverse fun simple media mix properly used correct demographic very little support needed

campaign:

on-pack campaign for Sprite Mexico

scan & win (DVD’s, movie tickets, pizza’s)

largest on-pack barcode scanning campaign outside of Japan & Korea

compatible models:

about 140

media used:

TV

radio

web

in-store

on - pack

campaign result:

outperformed SMS 2 to 1 (relatively seen)

heaviest users scanned 20+ codes

lessons learned:

content proposition was correct

diverse

fun

simple

media mix properly used

correct demographic

very little support needed

what we know

the user experience ease of use relevant information non intrusive time saving

ease of use

relevant information

non intrusive

time saving

the publisher’s perspective enable communication on impulse convert users on the spot provide additional sales arguments activate your community identify repeat visits loyalty programs extend the reach of your offline material

enable communication on impulse

convert users on the spot

provide additional sales arguments

activate your community

identify repeat visits

loyalty programs

extend the reach of your offline material

our core values campaign perspective: clear demographic clear message full media-mix content perspective: urgency relevancy diversity

campaign perspective:

clear demographic

clear message

full media-mix

content perspective:

urgency

relevancy

diversity

thoughts for the future fix the QR/Datamatrix routing problem or use a different standard (I know of one we could use) PWC, Proximity Marketing, Taggvertising, Mobile barcoding... (lets think of a name) gorrillas in the jungle Google Yahoo! Microsoft ShotCode 5 campaigns in the immediate pipeline many more to come

fix the QR/Datamatrix routing problem or use a different standard (I know of one we could use)

PWC, Proximity Marketing, Taggvertising, Mobile barcoding... (lets think of a name)

gorrillas in the jungle

Google

Yahoo!

Microsoft

ShotCode

5 campaigns in the immediate pipeline

many more to come

that’s it... www.shotcode.com [email_address] [email_address]