Transcript of "David ip introto2dbarcodes-02062011"
Mobile Marketing Topic: 2-D Barcodes (aka Action Codes) November 1, 2011
Agenda• Mobile Marketing Overview (5 min)• Overview of 2D Barcodes (15 min) – Microsoft Tags – Quick Response (QR) Codes• Best Practices (10 min)• Questions
Mobile Marketing Ecosystem View by TacticsDigital Direct Response Mobile Web Mobile Video Downloadable Apps Marketing Offline Media Integration & Online Mobile Advertising
The Gartner Hype Cyclehttp://www.gartner.com/technology/research/methodologies/hype-cycle
QR Codes in the Hype Cyclehttp://2d-code.co.uk/qr-code-hype
Why all the hype?According to Scanlife, traffic mobile usage traffic generated from bar code scans rose 810%* from Jan 2010 to Jan 201137%** are interested in and willing to use barcodes scanned with the camera on their devices. – Among mobile users who expect to access mobile websites over the coming yearThe overall category of 2-D codes, have proven their value in Japan and is a promising technology that is gaining traction in the U.S. – Estimates for 2-D code software downloads vary greatly from 1% - 10%*** amongst smartphone users4 key factors to successful adoption of 2-D codes – Consumer value perception – Technological readiness – Widespread publisher & marketer support – Unified 2D code standard *July 2010 “Mobile Internet” survey by Luth Research and the Mobile Marketing Association **The Naked Facts: QR Barcode Scanning in 2H 2010 ***Digital Labs / BBDO QR Codes Point of View 2010
1-D vs. 2-D codes• Traditional UPC or EAN barcodes 1-Dimensional• 2-D codes have competing formats: – QR Codes, Datamatrix, Microsoft Tag, EZCode, JagTag and many more.• All can encode text data, such as a URL, into a scan-able image. 1-D Barcode – Some function simply with the phone’s on-board camera. – Others require users to download an application to “read” the code • a step that has hindered adoption, as has a lack of interoperability between formats.• Ratio of scans has been almost equally balanced between 1D and 2D formats – Suggesting that consumers are more interested in the concept of scanning than the technology behind it. 2-D Barcode – Interoperability & ease of use is key Source: The Naked Facts: QR Barcode Scanning in 2H 2010
Comparison of Major 2-D Code Types Major Mobile Tagging Technologies Microsoft Tags Quick Response Codes Alternative Technologies Color Scheme B/W and Color Primarily B/W but can have Color Can be B/W, Color, or Logo Driven Free Form Text Only, no SMS Option Scan and Send Prepopulated SMS Static and Dynamic SMS and MMS SMS Without 3rd Party Messages Interaction 7,089 Numeric Varies Depending on Tag (SnapTag,Key Capabilities Data Capacity 1,000 alpha-numeric characters 4,296 Alpha-numeric JagTag, Google Goggles etc.) Integrated Dialing and QR Dialing Phone Number Integrated Dialing Dynamic SMS with Click to Call Creation Dynamic Content from any URL (Video, Dynamic Content from any URL (Video, Content Generated from SMS/MMS URL Links Web Page, etc.) Web Page, etc.) not URL’s vCard Transfer Via Tagging Via Tagging Via MMS Message Typically a Direct Logo or Image Within Advanced Designs Background and Built-In Imaging Image Within or Around QR Code Code Consumer Recognition Med/High High Usually Low Open Standard No Yes No
Samples of Microsoft TagsAdvanced Design – URL Link Advanced Design – URL LinkAdvanced Design – URL Link Standard Design – App Download
Why QR codes?It’s Open Source…Code reader discoverabilityis key – The latest version of the Android & Symbian smartphones include QR Code readers. – Result: Android powered devices own largest (45%) of the code scan share* September 2010 “ScanLife Mobile Barcode Trend Report” from Scanbuy, a provider of mobile barcode solutions
Samples of QR CodesStandard Design – SMS Text Color Design – URL Link Color Design – URL Link
Best Practice #1: QR Code Size #1: Size matters! • The finished printed size of the QR code will be dependent on: – The distance between the QR code and the scanning device – The size of the dots in the code • the more data you put into the code the smaller the dots become • Simple Formula: – Minimum QR Code Size = Scanning Distance / 10 • Complex Formula: – Minimum QR Code Size = (Scanning Distance / Distance Factor) * Data Density FactorSource: http://www.qrstuff.com/blog/2011/01/18/what-size-should-a-qr-code-be
Best Practice #2: Code Density #2 Keep it simple! – Data density of the QR code affects the its scanning reliability – A Version 1 QR code has 21 rows and 21 columns of dots and the version number will increase by 1 for every 4 extra rows and columns • v2 QR code: 25 rows and columns • v3 QR code: 29 rows and columns • Up to v25: 117 rows and columns – Use a URL shortener like bit.ly or goo.glSource: http://www.qrstuff.com/blog/2011/01/18/what-size-should-a-qr-code-be
Best Practice #3: Testing #3 Test, Test, Test… – Regardless of the size of the QR code, the finished QR code should be tested thoroughly in its intended final setting to make sure that it works at that size. – At a minimum, testing should be with the top 5 QR code readers: • NeoReader • Scanlife • RedLaser • BeeTagg Reader • i-nigmaSource: http://www.qrstuff.com/blog/2011/01/18/what-size-should-a-qr-code-be
Best Practice #4: Provide Value#4 Consumer Value Perception – Serve a business objective • What does this campaign achieve for HCSC? – Drive sales leads – Add value for the user • What’s in it for them? – Provide enough value in exchange of taking out phone, opening app and scanning – Provide contextual assistance • Are you making it easy for them? – A link is not enough! – Make things easier for consumer, such as a social media check-in or adding a contact. – Add a barcode alternative such as a Mobile URL or Text Messaging Call-to- Action since barcode technology is still nascent.