mobile barcode scanning Dennis Hettema Founder / Creative Director OP3 & ShotCode
index <ul><li>history </li></ul><ul><li>what’s happening in Japan </li></ul><ul><li>so where are we </li></ul><ul><li>Shot...
 
history <ul><li>QR-code 1994 Denso Wave   </li></ul><ul><li>high data density </li></ul><ul><li>B2B </li></ul><ul><li>2002...
Japan & Korea <ul><li>advertising </li></ul><ul><li>food tracebility </li></ul><ul><li>business cards </li></ul><ul><li>di...
everyday life <ul><li>>75% frequent users </li></ul><ul><ul><li>print media  </li></ul></ul><ul><ul><li>on-pack </li></ul>...
where the ***k is Europe?
patents <ul><li>Denso Wave - QR code patent </li></ul><ul><li>Neomedia - mobile barcoding patent </li></ul><ul><li>Scanbuy...
 
 
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 <ul><li>handsets & operating system diversity </li></ul><ul><li>operators </li></ul><ul><li...
ShotCode – use cases
 
2005 <ul><li>launching campaign: </li></ul><ul><li>supporting ”marslander” commercials </li></ul><ul><li>compatible handse...
2005 <ul><li>campaign: </li></ul><ul><li>download mobile applications via GetJar.com branded ShotCode reader </li></ul><ul...
2005 <ul><li>campaign: </li></ul><ul><li>connecting seminar visitors through ShotCodes and providing relevant seminar info...
2006 <ul><li>campaign: </li></ul><ul><li>inform students on lesson plans, schedule changes, etc. using ShotCodes </li></ul...
2006 <ul><li>campaign: </li></ul><ul><li>on-pack campaign for Sprite Mexico </li></ul><ul><li>scan & win (DVD’s, movie tic...
what we know
the user experience <ul><li>ease of use </li></ul><ul><li>relevant information </li></ul><ul><li>non intrusive </li></ul><...
the publisher’s perspective <ul><li>enable communication on impulse </li></ul><ul><ul><li>convert users on the spot </li><...
our core values <ul><li>campaign perspective: </li></ul><ul><li>clear demographic </li></ul><ul><li>clear message </li></u...
thoughts for the future <ul><li>fix the QR/Datamatrix routing problem  or use a different standard (I know of one we could...
that’s it... www.shotcode.com [email_address] [email_address]
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OP3 - Mobile Barcode Scanning

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  • OP3 - Mobile Barcode Scanning

    1. 1. mobile barcode scanning Dennis Hettema Founder / Creative Director OP3 & ShotCode
    2. 2. index <ul><li>history </li></ul><ul><li>what’s happening in Japan </li></ul><ul><li>so where are we </li></ul><ul><li>ShotCode use cases </li></ul><ul><li>how we see things today </li></ul><ul><li>thoughts for the future </li></ul>
    3. 4. history <ul><li>QR-code 1994 Denso Wave </li></ul><ul><li>high data density </li></ul><ul><li>B2B </li></ul><ul><li>2002 NTTDoCoMo and KDDI </li></ul><ul><li>start B2C applications </li></ul>
    4. 5. Japan & Korea <ul><li>advertising </li></ul><ul><li>food tracebility </li></ul><ul><li>business cards </li></ul><ul><li>direct sales </li></ul><ul><li>music previews </li></ul><ul><li>simple B2B solutions </li></ul>
    5. 6. everyday life <ul><li>>75% frequent users </li></ul><ul><ul><li>print media </li></ul></ul><ul><ul><li>on-pack </li></ul></ul><ul><li>micropayments </li></ul><ul><li>current barcode publishers include </li></ul><ul><ul><li>Coca Cola </li></ul></ul><ul><ul><li>Amazon </li></ul></ul><ul><ul><li>Dole </li></ul></ul><ul><ul><li>Ogilvy </li></ul></ul><ul><ul><li>QR-clip ” The service 'QR-clip' which can try listening music with a mobile phone” </li></ul></ul><ul><ul><li>many more... </li></ul></ul>
    6. 7. where the ***k is Europe?
    7. 8. patents <ul><li>Denso Wave - QR code patent </li></ul><ul><li>Neomedia - mobile barcoding patent </li></ul><ul><li>Scanbuy - barcoding patent </li></ul><ul><li>hidden trolls... </li></ul>
    8. 11. the routing problem
    9. 12. company a 12345 customer a
    10. 13. company b abcde customer b
    11. 14. the user experience company a code b reader a abcde ERROR
    12. 15. confusing code standards
    13. 16. and finally the usual suspects <ul><li>handsets & operating system diversity </li></ul><ul><li>operators </li></ul><ul><li>geographic & cultural diversity </li></ul>
    14. 17. ShotCode – use cases
    15. 19. 2005 <ul><li>launching campaign: </li></ul><ul><li>supporting ”marslander” commercials </li></ul><ul><li>compatible handsets: </li></ul><ul><li>8 </li></ul><ul><li>media used: </li></ul><ul><li>web </li></ul><ul><li>in-pub </li></ul><ul><li>campaign result: </li></ul><ul><li>free publicity </li></ul><ul><li>no install base </li></ul><ul><li>lessons learned: </li></ul><ul><li>each user visited several pubs </li></ul><ul><li>pub games & mobile = STIVA trouble </li></ul><ul><li>8 compatible models & 16 pubs = about 20 users </li></ul><ul><li>more compatible models </li></ul>
    16. 20. 2005 <ul><li>campaign: </li></ul><ul><li>download mobile applications via GetJar.com branded ShotCode reader </li></ul><ul><li>compatible handsets: </li></ul><ul><li>about 40 at launch </li></ul><ul><li>media used: </li></ul><ul><li>GetJar.com website </li></ul><ul><li>campaign result: </li></ul><ul><li>continuing partnership </li></ul><ul><li>350k downloads to date </li></ul><ul><li>2 nd best rated software on GetJar.com with 400+ reviews </li></ul><ul><li>lessons learned: </li></ul><ul><li>scanning from webpages is succesfull </li></ul><ul><li>mobile barcode scanning simplifies the mobile download process </li></ul><ul><li>relevant content = key traffic driver </li></ul><ul><li>geographic diversity barrier to offline exposure </li></ul>
    17. 21. 2005 <ul><li>campaign: </li></ul><ul><li>connecting seminar visitors through ShotCodes and providing relevant seminar information </li></ul><ul><li>compatible models: </li></ul><ul><li>about 40 </li></ul><ul><li>media used: </li></ul><ul><li>visitor badges </li></ul><ul><li>scanning terminals </li></ul><ul><li>print </li></ul><ul><li>campaign result: </li></ul><ul><li>2500+ scans on 2000 visitors </li></ul><ul><li>lessons learned: </li></ul><ul><li>positive response to ShotCode UI </li></ul><ul><li>positive response to webcam UI </li></ul><ul><li>90% of scans through PC terminals </li></ul><ul><li>more compatible models </li></ul>
    18. 22. 2006 <ul><li>campaign: </li></ul><ul><li>inform students on lesson plans, schedule changes, etc. using ShotCodes </li></ul><ul><li>compatible models: </li></ul><ul><li>about 100 </li></ul><ul><li>media used: </li></ul><ul><li>print </li></ul><ul><li>campaign result: </li></ul><ul><li>complete flop </li></ul><ul><li>lessons learned: </li></ul><ul><li>content not relevant / urgent enough </li></ul><ul><li>wrong handset demographic </li></ul><ul><li>too little exposure </li></ul><ul><li>whatever doesn’t kill you makes you stronger </li></ul>
    19. 23. 2006 <ul><li>campaign: </li></ul><ul><li>on-pack campaign for Sprite Mexico </li></ul><ul><li>scan & win (DVD’s, movie tickets, pizza’s) </li></ul><ul><li>largest on-pack barcode scanning campaign outside of Japan & Korea </li></ul><ul><li>compatible models: </li></ul><ul><li>about 140 </li></ul><ul><li>media used: </li></ul><ul><li>TV </li></ul><ul><li>radio </li></ul><ul><li>web </li></ul><ul><li>in-store </li></ul><ul><li>on - pack </li></ul><ul><li>campaign result: </li></ul><ul><li>outperformed SMS 2 to 1 (relatively seen) </li></ul><ul><li>heaviest users scanned 20+ codes </li></ul><ul><li>lessons learned: </li></ul><ul><li>content proposition was correct </li></ul><ul><ul><li>diverse </li></ul></ul><ul><ul><li>fun </li></ul></ul><ul><ul><li>simple </li></ul></ul><ul><li>media mix properly used </li></ul><ul><li>correct demographic </li></ul><ul><li>very little support needed </li></ul>
    20. 24. what we know
    21. 25. the user experience <ul><li>ease of use </li></ul><ul><li>relevant information </li></ul><ul><li>non intrusive </li></ul><ul><li>time saving </li></ul>
    22. 26. the publisher’s perspective <ul><li>enable communication on impulse </li></ul><ul><ul><li>convert users on the spot </li></ul></ul><ul><ul><li>provide additional sales arguments </li></ul></ul><ul><ul><li>activate your community </li></ul></ul><ul><li>identify repeat visits </li></ul><ul><ul><li>loyalty programs </li></ul></ul><ul><li>extend the reach of your offline material </li></ul>
    23. 27. our core values <ul><li>campaign perspective: </li></ul><ul><li>clear demographic </li></ul><ul><li>clear message </li></ul><ul><li>full media-mix </li></ul><ul><li>content perspective: </li></ul><ul><li>urgency </li></ul><ul><li>relevancy </li></ul><ul><li>diversity </li></ul>
    24. 28. thoughts for the future <ul><li>fix the QR/Datamatrix routing problem or use a different standard (I know of one we could use) </li></ul><ul><li>PWC, Proximity Marketing, Taggvertising, Mobile barcoding... (lets think of a name) </li></ul><ul><li>gorrillas in the jungle </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Yahoo! </li></ul></ul><ul><ul><li>Microsoft </li></ul></ul><ul><li>ShotCode </li></ul><ul><ul><li>5 campaigns in the immediate pipeline </li></ul></ul><ul><ul><li>many more to come </li></ul></ul>
    25. 29. that’s it... www.shotcode.com [email_address] [email_address]

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