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- Keynote presentation to kick off GE's 2011 integrated marketing speaker series - Goal: Educate + excite around improving customer experience with meaningful use of QR Codes - Audience: 300+ ...

- Keynote presentation to kick off GE's 2011 integrated marketing speaker series - Goal: Educate + excite around improving customer experience with meaningful use of QR Codes - Audience: 300+ marketers at GE and working with other top brands primarily in North America

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  • Quick Response or QR Codes Scan any of these QR codes with QR readers on your smart phone like Google Goggles: http://www.google.com/mobile/goggles Or find your phone make and best app here: http://www.acegroupnyc.com/qr/ Top row: 1. http://experiencerethink.com 2. My contact info, once you scan you can add me as a contact Bottom row: 1. http://zxing.appspot.com/generator/ 2. http://gecapital.com
  • Over the last two years, they have started to enter mainstream use across many US touchpoints. Business cards, flyers, outdoor posters, building signage, location signage, POS signage, magazines, catalogs, product packaging, coupons, sales materials, direct marketing…
  • *source: JumpScan.com
  • http://zxing.appspot.com/generator/
  • 3 opportunities to make connecting with customers easier
  • *source: wikipedia
  • Since QR Code carries information both horizontally and vertically, QR Code is capable of encoding the same amount of data in approximately one-tenth the space of a traditional bar code. (For a smaller printout size, Micro QR Code is available.
  • 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.
  • 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 . *1: A codeword is a unit that constructs the data area. In the case of QR Code, one codeword is equal to 8 bits. *2: Data restoration may not be fully performed depending on the amount of dirt or damage.
  • *Source: Zero-Moment of Truth: Redefining the Consumer Decision Making Process, IRI, October 2009 ***Sources: G2/Allrecipes.com Today’s Recipe Box Study, April 2010; IRI 2009; “Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation,” Journal of Consumer Research, August 2010; Nielsen Bases
  • *Source: Zero-Moment of Truth: Redefining the Consumer Decision Making Process, IRI, October 2009 ***Sources: G2/Allrecipes.com Today’s Recipe Box Study, April 2010; IRI 2009; “Planning to Make Unplanned Purchases? The Role of In-Store Slack in Budget Deviation,” Journal of Consumer Research, August 2010; Nielsen Bases
  • Uniting the digital and physical world
  • Other phones can get redlaser, but may have to pay.
  • The symbol versions of QR Code range from Version 1 to Version 40. Each version has a different module configuration or number of modules. (The module refers to the black and white dots that make up QR Code.) "Module configuration" refers to the number of modules contained in a symbol, commencing with Version 1 (21 × 21 modules) up to Version 40 (177 × 177 modules). Each higher version number comprises 4 additional modules per side.   Each QR Code symbol version has the maximum data capacity according to the amount of data, character type and error correction level. Check the maximum data capacity for each version. Version and maximum data capacity table (http://www.denso-wave.com/qrcode/vertable1-e.html) In other words, as the amount of data increases, more modules are required to comprise QR Code, resulting in larger QR Code symbols. QR Code has error correction capability to restore data if the code is dirty or damaged. Four error correction levels are available for users to choose according to the operating environment. Raising this level improves error correction capability but also increases the amount of data QR Code size. To select error correction level, various factors such as the operating environment and QR Code size need to be considered. Level Q or H may be selected for factory environment where QR Code get dirty, whereas Level L may be selected for clean environment with the large amount of data. Typically, Level M (15%) is most frequently selected.

Action Packed QR Codes Action Packed QR Codes Presentation Transcript

  • ACTION PACKED Brian Regienczuk GE Keynote Speaker Series March 2011 Scan one using a smart phone, many come preinstalled with a reader, or you can use an app like Google Goggles QR CODES
  •  
  • Exploded in Asia first
  • US has seen 1200% increase in scanning from Jul to Dec 2010*
  • 14 DAYS 58 QR CODES DIRECT MAIL CATALOGS MAGAZINES IN STORE STATEMENTS
  •  
  • 3 Steps to access 2. Accept 1. Scan 3. Offer or Info
  • Context + incentive experiencerethink.com my contact info (name, phone, web, email, etc.) zxing.appspot.com/generator/ gecapital.com
  • What’s embedded? 6 typical types of info: URL Contact Info Location SMS Meeting Invite WiFi Network Info
  • What’s embedded? What can they do? 6 typical types of info: URL Contact Info Location SMS Meeting Invite WiFi Network Info Used in many ways: Sign up Subscribe Surveys Contests Discounts Product info Contextual info Loyalty programs Payment Tracking Exchanging info Inviting to events Checking in Text messaging Providing easy WiFi …
  • http://zxing.appspot.com/generator/
  • http://zxing.appspot.com/generator/
  • SAME 14 DAYS 35 QR CODE OPPORTUNITIES
  • Right offer at the right moment can be even easier for customers ##########
  • WHAT IS A QR CODE? WHY QR CODES, NOT BARCODES?
  • What is a QR Code?
    • A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones . *
    • The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.*
    • Fun fact: QR stands for quick response
  • Standardized since 2006 ISO/IEC 18004:2006 Information technology — Automatic identification and data capture techniques — QR Code 2005 bar code symbology specification Note: Micro QR code is a smaller version of the QR code standard for applications with less ability to handle large scans. There are different forms of Micro QR codes as well. The highest of these can hold 35 numeric characters.
  • 4 key benefits of QR
    • Two dimensions, contains more data
  • 4 key benefits of QR
    • Contains more data (two dimensions)
    • Small printout size (1/10 th the space)
  • 4 key benefits of QR
    • Contains more data (two dimensions)
    • Small printout size
    • High speed scan / scan from any direction (perfect for cameras, low resolution or things that are moving)
  • 4 key benefits of QR
    • Contains more data (two dimensions)
    • Small printout size
    • High speed scan / scan from any direction (perfect for cameras, low resolution or things that are moving)
    • Dirt and damage resistant (data can be restored)*
  • 3 REASONS QR CODES MATTER RIGHT NOW
  • 1. Enable purchase decisions outside + inside the store
    • Conventional wisdom: 70% of purchase decisions are made in-store.
  • 1. Enable purchase decisions outside + inside the store
    • Conventional wisdom: 70% of purchase decisions are made in-store.
    • New data: More than 80% of purchase decisions are now being made outside the store.*
    • AND
    • QR codes help get decision process started + shorten decision making time**
  •  
  • Smartphone adoption moving fast
  • Three big US smartphone players apple, android, blackberry
  • 2. Big brands, location based services + QR = very interesting
  • Fortune 50 jumping in
  • Very interesting ecosystem Physical Digital
  • 3. Better experiences drive growth
  • Early users of QR codes likely to be active influencers
  • BEST PRACTICES
  • 1. Make QR code content meaningful
    • Simplify life (less steps, more info, savings, knowledge…)
    • Context: Where will this be seen + by whom? (at home, opening a bill…)
    • What is their incentive to scan the code?
  •  
  • 2. Mobilize the landing page
    • Make sure the url goes to a page meant for mobile browsers
    • Don’t make them click again to get to the value
    • Make sure the content isn’t a disappointment
  •  
  • 3. Use short URLs + track them
    • Since more characters means a more complex code, keep it simple for easy scanning
    • Use a URL shortener (bit.ly) OR a branded short URL (goo.gl)
    • Set up analytics to track usage and generate ROI for different touchpoints, user groups, offers, etc.
  • Watch out’s + things to check
    • Size of code: Keep printed codes at least 1 inch for easy phone scanning
    • Color + contrast of code:
    • Give instruction: “Scan this code for…”
    • Placement: Make sure there is a mobile signal
    • Set up analytics
    • Test your codes
  • APPENDIX
  • 100s of brands using QR Codes
    • The Wall Street Journal
    • Sports Illustrated
    • Anheiser Busch InBev
    • Best Buy
    • Coca-Cola
    • Fanta
    • Sprite
    • Banana Republic
    • Chevrolet
    • The Home Depot
    • AT&T
    • Bacardi
    • Macy’s
    • General Mills
    • Calvin Klein
    • Nike
    • Delta
    • Barnes + Noble
    • Campbell’s
    • Heineken
    • Walmart
    • Canon
    • Ford
    • Starbucks
  • Camera phone specs and adoption rates are becoming interesting
    • Typical minimum phone specs
      • 1.3 mega-pixel camera in phone
      • Camera has auto focus or macro lens
      • Data access included in cell phone plan
      • Web browser on phone
  • Different phones, which apps?
    • Over 80% ship with a reader preinstalled
    • iPhone
    • Redlaser – Already installed on 5 million iPhones, they just added QR code support.  The guys that made this app are bona fide geniuses, it’s that good.
    • Google Goggles – Has more utility than just scanning QR codes.
    • Android
    • Barcode Scanner – Home brewed by Google and coming pre-installed on some versions of Android.  (We also like ShopSavvy , and your mom might already have it.)
    • Google Goggles – Has more utility than just scanning QR codes.
    • Blackberry
    • Neoreader – Best one out there, still not great though.  (Newer versions of BBM have a native scanner and they call it a “Group Code”, but you have to dig through the options to find it.)
    • Google Goggles – Has more utility than just scanning QR codes.
  • Different types of 2D codes + specs
  • QR Code Specs
    • QR code data capacity [1]
    • Numeric only Max. 7,089 characters
    • Alphanumeric Max. 4,296 characters
    • Binary (8 bits) Max. 2,953 bytes
    • Kanji / Kana Max. 1,817 characters
    • Error correction capacity
    • Level L 7% of codewords can be restored.
    • Level M 15% of codewords can be restored.
    • Level Q 25% of codewords can be restored.
    • Level H 30% of codewords can be restored.
    • QR codes use the Reed–Solomon error correction .
  • License and patent rights
    • The use of QR codes is free of any license. The QR code is clearly defined and published as an ISO standard.
    • Denso Wave owns the patent rights on QR codes, but has chosen not to exercise them.
  • Thank you! Scan for my contact info