MoMoAMS: OP3/Shotcode, 4th of june

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
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

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...

where the ***k is Europe?

patents
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

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

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

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

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

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

what we know

the user experience
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

our core values
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

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

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MoMoAMS: OP3/Shotcode, 4th of june

by Thinkmobile on Jun 05, 2007

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MoMoAMS: OP3/Shotcode, 4th of june — Presentation Transcript