QR Codes and You
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QR Codes and You

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  • \n
  • The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
  • The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
  • The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
  • The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
  • The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
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  • This is the text encoded in the bottom right QR Code in the previous slide\n
  • It doesn’t matter what the text is, it’s up to the app to figure out what to do with it.\n
  • Scan these with different apps to see what they do.\n\nAll these codes created with the free tool: http://zxing.appspot.com/generator/\n
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  • http://www.youtube.com/watch?v=mx48zKeJxlQ&hd=1\n
  • Neomedia v’s Scanbuy = bad for the USA\n
  • Neomedia vs Scanbuy = bad for the USA\n\nClosed technologies make for big companies, open technologies make for big markets. These competing proprietary technologies will lose to the larger open market eventually despite specific individual advantages.\n
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  • What happens when the vendor goes away? The codes stop working. Better to own the entire communication path (host your own URL shortening / redirection service).\n
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  • What is their vested interest?\n
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  • Lots of additional information at the point of decision.\n
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  • White space around the code is critical\nIt’s actually the contrast that counts, color doesn’t need to be black and white.\n
  • Rotation is ok, overlaying stuff on the code and counting on error-correction is bad\n
  • Do not do things like these. Ever.\n
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QR Codes and You QR Codes and You Presentation Transcript

  • QR  Codes  and  You   A  be/er  understanding  of  QR  Codes   and  how  to  use  them  
  • What  are  Quick  Response  Codes?   •  UPC  codes-­‐  read  leA  to  right    =  1  dimensional                 •  2d  codes-­‐  read  leA  to  right  +  top  to  bo/om     each  dot=1                          or=0  
  •    Where  are  QR  Codes  being  used?  
  • Real  World  
  • 28  Days  Later  
  • Size  Ma/ers  
  • Version  40  Text   Version 40 QR Code can contain up to 1852 chars. A QR code (short for Quick Response) 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. Common in Japan, where it was created by Toyota subsidiary Denso- Wave in 1994, the QR code is one of the most popular types of two- dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.[1] The technology has seen a large uptake in Japan and South Korea. However, in the West there has been a considerably slower adoption of QR Codes.[2]
  • How  are  QR  Codes  used?   •  Use  an  app  to  “decode”  the  image     •  The  app  can  do  lots  of  things  with  the  data   – Display  text   – Email   – SMS   – Website  (most  common)   – Start  Audio  /  Video  
  • Samples   Contact Info Calendar Event Email Geo Location Phone Number SMS WiFi NetworkURL
  • Reporters  without  Borders   •  h/p://rsf.reed.be/index.php?lang=en   •  h/p://osocio.org/message/print_ad_that_literally_speaks_to_the_people/  
  • Why  are  QR  Codes  free?   •  Royalty  Free   •  Invented  by  Denso  for  warehousing  &  producaon   services   •  Anyone  can  create  them  or  make  tools  to  create  them   •  h/p://www.denso-­‐wave.com/qrcode/index-­‐e.html  
  • Proprietary  codes?  
  • Alternaaves  to  QR  Codes   •  Image  Recogniaon   – or  why  door  knobs  don’t  come  with  instrucaons   – Requires  huge  DB  of  images  and  not  everything   will  be  available   – Learned  behavior  has  too  intermi/ent  of  a   response  to  reinforce  posiave  behavior   – Men’s  Behavior   •  Some  ads  were  recognized,  some  were  not  but  the   reader  had  no  way  of  knowing  and  just  became   frustrated  
  • Alternaaves  to  QR  Codes   •  NFC  (Near  Field  Communicaaons)   – Requires  hardware  in  both  place   – Expensive  to  roll  out  (not  just  a  print  item)   – Possible  privacy  implicaaons  could  bring   regulaaon  
  • Indirect  vs  Direct     (what  you  need  to  know  but  will  probably  do  anyway).  
  • Analyacs  build  or  buy   •  Build  it  into  the  URL   – Google  Analyacs  URL  Builder   •  h/p://www.google.com/support/analyacs/bin/answer.py? hl=en&answer=55578   •  Vendor  supplied  =  proprietary  but  more  features  
  • Vendors  Lie  
  • Fee  vs.  free   Free  service  snapshot   Free,  or  “direct”  mobile  bar  codes,  which  simply  contain  the  URL  address  of  a  Web   page  encoded  into  the  bar  code,  are  available  from  many  online  services.       •  Advantages  include:   –  Free  or  low  cost     •  Disadvantages  include:   –  Analyacs  associated  with  direct  bar  codes  are  very  limited.  Web  site  analyac   tools  someames  wont  gather  valuable  metadata  associated  with  mobile  scans,   such  as  locaaon  based  informaaon.   –  As  the  URL  is  also  embedded  in  the  QR  code  in  direct  or  free  implementaaons,   the  QR  code  size  may  also  be  physically  larger  in  direct  implementaaons.       –  Since  these  free  mobile  bar  codes  simply  contain  URLs,  code  directs  must  be   manually  updated  therefore  more  expensive  in  terms  of  man  hours  used.    
  • Simple  QR  Code  Plan   •  Determine  the  final  landing  page   – Make  sure  it’s  mobile  friendly!   •  Create  Google  Analyacs  link  for  tracking   •  Shrink  the  link   •  Create  the  QR  Code   •  Test   •  Distribute   •  Test  
  • Simple  QR  Code  Resources   •  Determine  the  final  landing  page   –  h/p://www.tribalddb.com   •  Create  Google  Analyacs  link  for  tracking   –  h/p://www.google.com/support/analyacs/bin/ answer.py?hl=en&answer=55578   •  Shrink  the  link   –  h/p://www.bit.ly/   •  Create  the  QR  Code   –  h/p://zxing.appspot.com/generator/   •  Test   –  h/p://redlaser.com/  
  • Tips  to  Remember   •  Use  a  URL  shortening  service  (or  dns  redirecaon)   -­‐  keep  your  payload  as  small  as  possible.   •  Rigorously  test  your  new  QR  code  image  with  different  smart   phones  and  bar-­‐code  readers.   •  Contrast  is  also  a  criacal  factor,  if  you  elect  to  change  the   pale/e  colors.   •  Design  and  placement  =  plan  ahead.   •  Opamize  landing  page  for  mobile-­‐don’t  be  lazy!     •  TEST  your  branded  QR  code  images   –  Lower  quality  camera  phone   –  Size  your  branding  based  on  the  lowest  common  denominator  of    QR-­‐ code  soAware  and  smart  device  
  • Creaave  use   •  h/p://thenextweb.com/socialmedia/ 2011/06/04/mcdonalds-­‐brilliant-­‐interacave-­‐ billboard-­‐campaign/   •  How  it  would  integrate  directly?   – Mobile  App   – Locaaon  specific  QR  codes   – App  reads  code  and  dynamically  pulls  in  relevant   content  /  interacaon  
  • Creaave  use   •  Steven  Colbert  sings  Friday  on  Jimmy  Fallon   with  the  Roots  and  many  more.   –  h/p://www.hulu.com/watch/229352/late-­‐night-­‐with-­‐ jimmy-­‐fallon-­‐stephen-­‐colbert-­‐sings-­‐friday-­‐with-­‐the-­‐roots   •  Hidden  QR  code  towards  the  end  lead  to   special  message  supporang  DonorsChoose.org   charity   –  h/p://www.latenightwithjimmyfallon.com/blogs/ 2011/04/fallon-­‐colbert-­‐project-­‐bonus-­‐video-­‐thank-­‐you/  
  •    Not  just  for  markeang   From here they can do the following; - Find out more detailed specifications - Read customer reviews of the product (upsell to a better model). - Add to Wishlist, this wishlist would be accessible from both desktop and mobile browsers for later review or even ‘instore shopping list’ - Send to email - email a friend ‘asking their thoughts’ ‘would you like this’ / ‘is this the right one’
  •    Not  just  for  markeang  
  •    Not  just  for  tech  
  • QR  Codes  in  PR   •  h/p://www.prsa.org/Intelligence/Tacacs/Aracles/view/8895/1022/QR_Codes_offer_PR_pros_new_opaons_to_connect   •  Company  or  event  informaaon  on  the  go   –  Instead  of  referring  someone  to  a  press  room,  a  QR   code  can  someone  directly  to  a  press  release  or  other   informaaon  that  is  accessible  via  mobile  phone.   •  The  Weather  Channel  added  codes  to  TV  and   online  ad  spots  connecang  to  a  download  page   for  their  new  app   –  “We  saw  an  increase  of  21  %  in  downloads  during  the   Feb  promoaon,  &  press  coverage  of  the  QR  code   reinforced  the  Weather  Channel  as  an  innovaave   leader  in  the  mobile  space”  
  • QR  Code  Structure  
  • Overlay  vs  Embedded   NOT  This  
  • Creaave  Interpretaaons   (Bad  Ideas)  
  • Creaave  Interpretaaons   (Good  Ideas)  
  • Pushing  Boundaries   •  Augmented  Reality  
  • Addiaonal  Informaaon   •  Overcoming  the  Limitaaons  of  QR  Codes  as  Business  Cards   –  h/p://snapmyinfo.com/blog/overcoming-­‐the-­‐limitaaons-­‐of-­‐qr-­‐codes-­‐as-­‐ business-­‐cards/   •  FAQs  about  QR  Codes   –  h/p://www.be/erresponseblog.com/index.php/markeang/faqs-­‐about-­‐qr-­‐ codes/   •  How  to  track  QR  codes  in  Google  Analyacs   –  h/p://blog.redclayinteracave.com/how-­‐to-­‐track-­‐qr-­‐codes-­‐in-­‐google-­‐ analyacs/   •  The  Complete  Guide  to  QR-­‐Code  Technology   –  h/p://onebiginternet.com/2011/02/the-­‐complete-­‐guide-­‐to-­‐qr-­‐code-­‐ technology/  
  • Technical  Informaaon   •  Internet  connecaon  needed   •  Special  soAware  needed   –  (open  definiaon  meaning  anything  can  create  and  read  codes)   •  h/p://www.denso-­‐wave.com/qrcode/qrstandard-­‐e.html   –  Numeric  -­‐  7,089  characters   –  Alphanumeric  -­‐  4,296  characters   –  8-­‐bit  bytes  (binary)  -­‐  2,953  characters   –  Kanji  -­‐  1,817  characters   –  Reserve  30%  for  error  correcang   •  Any  kind  of  text  string  is  ok,  the  app  determines  what   to  do  with  it   –  Custom  applicaaons  can  do  anything  they  want  
  • Dean’s  QR  sites   •  Check  out  this  site  for  a  60  second  overview  on  QR   codes:   –  h/p://www.Cognaaon.net/QR/   •  My  personal  blog  has  aracles  on  QR  codes  and  their   use  in  the  real  world.   –  h/p://blog.collins.net.pr/search?q=qr       “Think  of  QR  codes  as  a  right  mouse  bu7on  to  anything  physical.     Anything  you  want  ‘more  contextual  informa@on  about’  just  click”.      -­‐  Dean  Collins  
  • Entering  the  public  awareness