QR codes - 105 hot applications!

QR-CODE FOR MOBILE PHONES & 105 APPLICATIONS version 16 of March 6, 2011 (ﬁrst version: July 2005) by Gerhard Fasol Eurotechnology Japan KK www. eurotechnology.com This is a trial version with only a few selected pages. Purchase latest version of the full report from: http://www.eurotechnology.com/store/qr/(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 1 QR-code (16th edition) March 6, 2011

LICENSEThank you for purchasing licenses to our reports, and for your cooperation with our licensing conditions.Only through your purchases can we continue to produce high-quality market reports from JapanIN THE CASE OF SINGLE LICENSE: If you have purchased a single copy license of this report, you are not permitted to copy this report except for a single back-up copyIN THE CASE OF CORPORATE LICENSE: in the case that your company has purchased a corporate license, you may distribute this report inside your company includingprotected corporate information servers locked to the outside, but you cannot distribute this report outside your companyANNUAL SUBSCRIPTION: we offer annual subscriptions for a particular report, and also for all our reports in one single transaction at a great discount - please contact usfor details. Corporations subscribing will receive all updates at the time of publication, so that you can be sure to have the latest up-to-date informationThis research report comes without any warranty of any kind. The authors and Eurotechnology Japan K. K. do not warrant that the information in this report is withouterror, nor that the information serves any particular purpose. For legal advice please consult properly licensed legal professionals, for investment advice please consultproperly licensed ﬁnancial advisors. Trademarks mentioned are the property of their owners.Eurotechnology is a trademark or registered trademark in Japan and other countries.(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 2 QR-code (16th edition) March 6, 2011

EXECUTIVE SUMMARY• The QR code system was initially developed around 1994 by Denso for inventory control and logistics and other applications in the automotive industry (Denso is a Toyota Group company). Today QR codes are owned and managed by to Denso Wave Corporation.• QR codes have far higher flexibility and information density than traditional bar codes, allow immediate access to online information, and are trackable. QR codes are “bar codes on steroids”.• QR codes were first introduced to mobile phones in Japan in August 2002, when the first Japanese mobile phone with QR code reader came on the market.• In the years since 2002, mobile tags based on QR codes have become an essential component of Japanese daily life: • QR codes are often the central focus of advertising campaigns. National advertising campaigns, small stores, and individuals use QR codes to guide customers/friends/clients/partners to their online sites, or to distribute their contact information. • Important information in daily life is transmitted via QR codes. Vegetables are tracked to their producers using QR codes. • Japan’s government uses QR codes: Japan’s immigration service attaches visas, residence permits and work permits to passports using QR codes, building permit information is displayed at building sites using QR codes, and the police searches for fugitives using QR codes.• Usage of QR codes is now growing explosively throughout the world(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 3 QR-code (16th edition) March 6, 2011

AGENDA - LIST OF CONTENTS- Executive summary- QR codes and Denso Wave Corporation- QR code technology, capacity, redundancy and error correction- QR codes as a solution: link objects to internet information- market penetration, recognition and usage statistics- QR code functionality, QR codes for mobile phones and QR code mark-up- 105 applications of QR codes: - in retail - for marketing - for customer relationship management - for restaurants and bars - for fast moving consumer goods, drinks and cosmetics - for fashion - for music - for TV program guides and events - for real estate and apartment rentals - for m-commerce and to sell content - on skin, tagging people - for advertising on the streets - street art - for railways - for maps, navigation and location dependent services - to link objects and information - on business cards - linking websites to mobile sites - for pay WiFi log-in - to pay bills - comparing prices - for security - for government applications: building permits, construction permits, immigration control, visas, - “adult” QR, advertising for dating sites and AIDS education- Color codes, ColorZip codes- Summary(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 4 QR-code (16th edition) March 6, 2011

QR CODE AND DENSO WAVEMore about Denso and Japan’s electrical industry sector, see:http://www.eurotechnology.com/store/j_electric/(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 5 QR-code (16th edition) March 6, 2011

QR = QUICK RESPONSE• Quick response (= QR) code was developed by Denso Wave which at that time was a division of Denso Corporation. Denso Corporation is a car parts manufacturer in the Toyota Group.• QR Code was initially released in 1994 with the primary purpose of being easily read and decoded by scanning equipment.• Initially QR Code was developed and used in car parts management and for other logistics and data management applications.• QR Code and related developments are protected by patents owned by Denso Wave Corporation.• To our knowledge Denso Wave allows general usage of QR Code despite owning many patents around this invention. (For patent details please contact Denso Wave Corporation directly - we do not warrant accuracy of information related to patents in this report).• A large proportion of Japan’s mobile phones have at least on built in camera, and most Japanese camera phones have built-in decoding software applications for QR codes and conventional bar codes.• QR codes have rapidly become a very convenient method to input and output information from mobile phones.(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 6 QR-code (16th edition) March 6, 2011

Denso Denso= Japanese for electrical components Founded December 16, 1949, Was previously the electrical component manufacturing division of Founded Toyota Motor Corporation. Since 1953 technical cooperation with Robert Bosch GmbH Founder Headquarters Kariya, Aichi Prefecture, Japan Stock Exchange Tokyo TSE 6902 Consolidated Sales YEN 3142 Billion (US$ 33 Billion) (FY2009) Market cap YEN 2232.3 Billion (US$ 23 Billion) (July 2, 2009) Number of employees Consolidated: 118,853 (March 31, 2008) Major share holders Motors (32%), Powertrain (23.4%), information security (16.2%), electrical equipment (9.1%), Major business areas electronic equipment (8.7%), production equipment (1.5%)(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 7 QR-code (16th edition) March 6, 2011

DENSO WAVE- CREATOR AND OWNER OF QR- CODESDenso developed the QR codes initially for themanagement of car parts. QR code patents,software and intellectual property are nowowned and managed by Denso subsidiaryDenso Wave.QR codes have become an important methodfor data input and output by mobile phones.The ﬁrst mobile phone with QR code readingfunction was introduced in Japan in August2002.(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 8 QR-code (16th edition) March 6, 2011

FIRST MOBILE PHONE WITH QR CODE READER IN 2002The ﬁrst mobile phone with QR recognitionfunctionality was J-Phone’s J-SH09, produced bySHARP, which went on sale towards the end ofAugust 2002.From October 1, 2002, SHARP made softwareavailable to create QR codes for use by J-SH09and J-SH52 mobile phones.Note:the phone shown on the right hand side isactually the SANYO J-SA51, which went on salein October 2002, and is very similar in shapeand functionality to SHARP’s J-SH09, and issuitable for QR decoding(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 9 QR-code (16th edition) March 6, 2011

QR CODE VS BAR CODETo store the same amount of data, a QR code requires onlyabout 1/10th of the space of traditional bar code (Micro QRcode requires even less space). Color codes add color as adimension and have very much higher information capacity Traditional barcode storesQR code stores information in Color code is server based. information along one dimensiontwo dimensions Needs live internet connection. only Capacity = 10 digitsCapacity = 7089 digits Capacity = 20 digits (17 billion color patterns for 4- color 5x5 code)(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 10 QR-code (16th edition) March 6, 2011

DIFFERENT TYPES OF 2D BARCODES Microsoft Tag3D Code QR code PDF417 DataMatrix Maxi Code Color Code High Capacity Color Barcode (HCCB) Denso Yonsei University, MicrosoftDeveloper Symbol Technologies RVSI Acuity CiMatrix UPS Today: Denso Wave Korea (Gavin Jancke)Type 2D matrix stacked bar codes Matrix Matrix color matrix 10Numeric capacity 7089 2710 3116 138 = “17 billion patterns for 4 color 5x5 code” “3500 characters perAlphanumeric capacity 4296 1850 2355 93 7 square inch”Binary capacity 2953 1018 1556 34Kanji capacity 1817 554 773 large capacity, small server based business high data densityMain features large capacity small size high speed scan size, high speed scan model server based Logistics, factory advertising factory automation TV multimediaMain usage automation, mobile ofﬁce automation logistics labeling of commercial mobile tags advertising phone tags itemsStandard AIM, JIS, ISO AIM ISO AIM, ISO AIM, ISOSample(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 12 QR-code (16th edition) March 6, 2011

REDUNDANCY AND ERROR CORRECTIONQR codes were initially developed by the Toyota group company Denso for car parts managementand logistics, and they are still used for logistics purposes in Japan.Redundancy allows to read QR codes even if parts are missing, or if the QR code label becomesstained or soiled.Redundancy and error correction also allows artistic design of QR code labels as shown in thefollowing pages(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 22 QR-code (16th edition) March 6, 2011

QR CODES SOLVE ONE OF THE BIGGEST PROBLEMS FOR MOBILE COMMERCE QR codes connect mobile phone users to information and m- commerce sites without manual input of URLs(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 25 QR-code (16th edition) March 6, 2011

MARKET PENETRATION, KNOWLEDGE AND USAGE How many people in Japan know QR codes? How much are QR codes used in Japan?(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 29 QR-code (16th edition) March 6, 2011

QR CODE FUNCTIONALITY FOR MOBILE PHONES AND QR-CODE MARK-UP This section demonstrates QR-code mark-up for DoCoMomobile phones. Similar mark-up is used for other mobile phones(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 34 QR-code (16th edition) March 6, 2011

QR CODE AS AN INPUT/ OUTPUT MEDIUM FOR MOBILE PHONES Mobile phones can directly create QR codes to mail or display on the screen for direct read-in by another device(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 48 QR-code (16th edition) March 6, 2011

QR CODE IN RETAIL QR codes - initially developed for logistics and parts management - have many functions in retail sales(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 55 QR-code (16th edition) March 6, 2011

QR CODE IN RETAIL• QR codes are used in retail to link a mobile internet pages to products - and can have many other functions, including logistics, inventory control etc.• As an example, a pack of strawberries carriers a QR code. The QR code links to the producer’s mobile internet site• RFID chips are often mentioned as a method to attach more information to products than is possible with traditional bar codes.• QR codes can do much of what RFID chips can do, and are very much cheaper. The cost of attaching a QR code label is very low, and practically zero if printed as part of a label.(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 56 QR-code (16th edition) March 6, 2011

QR CODES FOR MARKETING QR codes allow detailed tracking and measurement of the response to advertising campaigns. QR codes allow to guide customers directly to mobile stores, and induce customers to buy immediately from their mobile phones(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 69 QR-code (16th edition) March 6, 2011

APPLICATION #22 - THE KDDI-AU KITKAT CHERRY BLOSSOM CAMPAIGN More about KDDI: http://www.eurotechnology.com/store/kddi/(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 79 QR-code (16th edition) March 6, 2011

QR CODES FOR CUSTOMERRELATIONSHIP MANAGEMENT QR codes are much used for loyalty clubs, loyalty point programs and other CRM programs(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 83 QR-code (16th edition) March 6, 2011

QR CODE FOR RESTAURANTS AND BARS Restaurants and bars in Japan are an extremely competitive sector, and QR codes are a low cost tool to attract and inform customers(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 88 QR-code (16th edition) March 6, 2011

QR-CODES FOR TV PROGRAM GUIDES AND EVENTS for an overview of Japan’s media and TV industries see: http://www.eurotechnology.com/store/jmedia/(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 121 QR-code (16th edition) March 6, 2011

QR ADVERTISING ON THE STREETS on street light poles, on posters, large scale displays, on rooftops... QR codes can be seen in many locations in Japan linking mobile phones to information, campaign sites, or to register for emailing lists, or to purchase on m-commerce sites(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 142 QR-code (16th edition) March 6, 2011

STREET ART Street art becomes much more meaningful, if we can learn details about the artist and take a memo with us(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 151 QR-code (16th edition) March 6, 2011

QR CODE ON LARGE LED SCREENS QR code can be displayed in very large size by outdoor LED screens on rooftops or at events(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 153 QR-code (16th edition) March 6, 2011

COMPARING PRICES VIA BAR CODES read the bar code with your mobile phone, and check the prices at other stores(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 196 QR-code (16th edition) March 6, 2011

QR CODES FORGOVERNMENT APPLICATIONSJapan’s local and central government agencies use QR codes for many purposes(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 201 QR-code (16th edition) March 6, 2011

QR CODES FOR DATING CLUBS, AIDS EDUCATION, AIDS PREVENTION• QR codes are ubiquitous in Japan – can be found everywhere.• Prominent applications in the Tokyo landscape (e.g. in Shibuya, Omotesando) are for mobile dating websites and mobile AIDS education sites• QR codes are used extensively in Japan’s “adult” industries. We don’t discuss these applications in this report. Almost impossible to overlook if you spend some time in Japan...(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 208 QR-code (16th edition) March 6, 2011

COLOR CODES• Color codes were developed at the Yonsei University in Korea around 2000, and found very much success in Korea.• In Japan Color Code was licensed by the company Colorzip, which promotes and develops the Color Code business especially for advertising, media and TV.• Color codes share some properties with QR-codes, however color codes include a third dimension - color - and therefore can contain more information. A standard 4-color 5x5 color code pattern can appear in 17 billion patterns• While Denso-wave is licensing the usage of QR codes free of charge, while making money on the sale and licensing of reader software etc, Color Code operators promote a server based model, where users “rent” a particular color code pattern together with the server services for a limited time.• Applications in Japan for color codes are expected initially on television and for advertising and promotions(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 213 QR-code (16th edition) March 6, 2011

SUMMARY - QR CODES• QR codes together with the system of mark-ups developed by Japan’s mobile carriers have become a very important component of Japan’s mobile commerce infrastructure.• QR codes can be found in many applications in Japan, are accepted by consumers and businesses, and are driving the expansion of mobile commerce in Japan.• Japanese people use QR codes frequently: more than once/week• QR codes are now rapidly spreading throughout the world(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 221 QR-code (16th edition) March 6, 2011

MORE INFORMATION• reports: http://www.eurotechnology.com/store/• twitter: http://twitter.com/gfasol/• website: http://www.eurotechnology.com/(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 222 QR-code (16th edition) March 6, 2011

CONTACT• Eurotechnology Japan KK, Tokyo, Japan.• http://www.eurotechnology.com/• CEO: Gerhard Fasol• Mobile +81-90-8594-6291• Email: fasol@eurotechnology.com(c) 2011 Eurotechnology Japan KK www.eurotechnology.com 223 QR-code (16th edition) March 6, 2011

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QR codes - 105 hot applications!

by Gerhard Fasol on Mar 05, 2011

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QR codes - 105 hot applications! — Presentation Transcript