QR	  Codes,	  Microso.	  Tag	  and	  Mobile	  Barcodes	  	           Integra8ng	  Communica8on	  Across	  Pla=orms	       ...
WHAT	  IS	  A	  QR	  CODE?	    QR	  Codes	  or	  “Quick	  Response”	  Codes	  are	  2-­‐D	  Scannable	  Bar	  Codes	  rea...
Anatomy	  of	  a	  QR	  Code	  HOW	  DO	  QR	  CODES	  WORK?	    In	  its	  simplest	  sense	  it	  is	  a	  “print	  bas...
WHAT	  ARE	  QR	  CODES	  AND	  MOBILE	  TAGS	  USED	  FOR?	    Download	  data	  from	  the	  code	  itself:	  ex.	  	  ...
SOME	  EXAMPLES	  IN	  THE	  WILD	                                         Tweet	  @LauraEWilson	  QR	  Codes	  in	  the	 ...
QR	  CODES	  vs.	  MICROSOFT	  TAG	   MS	  Tag	  using	  High	  Capacity	  Color	  Barcode	  (HCCB)	  technology,	  which...
MOBILE	  APPS	  vs.	  “SNAP	  AND	  SEND”	                             Image	  Source:	  Mobile	  Marke2ng	  Watch	  
MARKETSHARE	  OF	  MOBILE	  TAGS	    Microso.	  Tag	  currently	  dominates	  the	  publishing	  industry	  in	  the	  US...
PEOPLE	  ARE	  SEARCHING	  FOR	  QR	  CODES	                                                            Nov.	  2010	  All	...
MICROSOFT	  TAG	  BY	  THE	  NUMBERS	     	   	     	       	  	    	  In	  October	  2010	  Microso.	  announced	  1	  b...
MOBILE	  BARCODE	  SCANNING	  STATS	    Growth	  has	  been	  exponen8al	   from	  January	  2010,	  with	  traffic	  up	  ...
DEMOGRAPHICS	  OF	  MOBILE	  BARCODE	  USERS	          Source:	  Mobile	  Barcode	  Trend	  Report	  October	  2010,	  Sca...
TECHNOLOGY	  ADOPTION	  LIFECYCLE	          I	  would	  argue	  that	  Mobile	  Tags	  are	  s8ll	  here	  
BUT	  THERE	  IS	  LOTS	  OF	  POTENTIAL	    76%	  of	  cell	  phone	  users	  are	   taking	  pictures	  with	  their	  ...
DEMOGRAPHICS	  OF	  SMARTPHONE	  APP	  USERS	    28%	  of	  the	  U.S.	  cell	  phone	   users	  have	  smart	  phones,	 ...
WHO	  ARE	  SOME	  OF	  THE	  EARLY	  ADOPTERS?	  
WHY	  SHOULD	  WE	  USE	  MOBILE	  TAGS?	   	  Can	  give	  instant	  informa8on.	   	  Interac8ve;	  Engages	  users	  ...
ARE	  THEY	  REALLY	  EFFECTIVE?	   	  There	  is	  lots	  of	  talk	  and	  not	  a	  lot	  of	  proof	  (yet)	  outside...
A	  RECENT	  EXAMPLE	  
BUT…ARE	  THEY	  REALLY	  EFFECTIVE?	                             CK’s	  campaign	  is	  probably	                       ...
WHAT	  ARE	  PEOPLE	  SAYING?	                                   “I	  get	  “I	  don’t	  have	            great	          ...
OPPORTUNITIES	  SPEFICALLY	  FOR	    COMMUNICATORS	  IN	  NON-­‐PROFITS	   Get	  instant	  feedback	  and	  ask	  people	...
THERE	  ARE	  STILL	  LOTS	  OF	  CHALLENGES	   There	  s8ll	  is	  not	  widespread	  use	  of	  smart	  phones	  (yet)	...
5	  DEADLY	  SINS	  OF	  MOBILE	  TAGGING	                   CAMPAIGNS	          "Just	  because	  you	  can,	  doesnt	  m...
What	  Makes	  a	  Good	  	  Mobile	                      	  Tagging	  Campaign?	   Targets	  a	  tech	  savvy	  early	  ...
QUESTIONS?	  
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Trends- QR Codes, Microsof Tag and Mobile Barcodes

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Georgetown University MPS-PR/CC

November 2010

Weekly Trend Presentation QR Codes,
Microsoft Tag and Mobile Barcodes

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Trends- QR Codes, Microsof Tag and Mobile Barcodes

  1. 1. QR  Codes,  Microso.  Tag  and  Mobile  Barcodes     Integra8ng  Communica8on  Across  Pla=orms   Laura  Wilson,  November  2010   Georgetown  University  
  2. 2. WHAT  IS  A  QR  CODE?    QR  Codes  or  “Quick  Response”  Codes  are  2-­‐D  Scannable  Bar  Codes  readable   by  QR  scanners,  mobile  phones  with  cameras,  and  smart  phones.    QR  Codes  were  created  in    Japan  in  1994  by  Denso-­‐Wave  a  subsidiary  of  Toyota.    QR  Codes  can  hold  a  maximum  of  4,296  alphanumeric  characters    QR  Code  holds  a  considerably  greater  volume  of  informa8on  than  a  bar  code.  
  3. 3. Anatomy  of  a  QR  Code  HOW  DO  QR  CODES  WORK?    In  its  simplest  sense  it  is  a  “print  based  hypertext  link.”    Any  kind  of  data  can  be  translated                into  a  QR  code  by  a  QR  code  generator.   Image  Source:  TVP  Graphics  Inc.       The  size  of  a  QR  Code  depends  on  a  module  size  (colored  and  white  dots)  and  a   symbol  version  (data  capacity).      In  order  to  read  a  QR  Code  you  must  have  a  QR  code  scanner,  a  mobile  phone  with   a  camera  or  a  smart  phone.     Image  Source:  Wikipedia  
  4. 4. WHAT  ARE  QR  CODES  AND  MOBILE  TAGS  USED  FOR?    Download  data  from  the  code  itself:  ex.    vcard    Transport  users  from  printed  material  to  websites,  video,  audio    Prompt  an  ac8on:  email,  SMS  text,  phone  call    Prompt  social  media  interac8on:  Tweet,  Facebook  status  update,  Foursquare  check-­‐in    Provide  e-­‐coupons  to  consumers  to  increase  conversion,  loyalty  and  repeat  purchases.    Convey  a  sense  of  exclusivity  via  direct  mail  campaigns,  with  QR  codes  leading  to  personalized  URLs    Facilita8ng  e-­‐commerce  and    on-­‐the-­‐move  impulse  transac8ons.    Facilitate  charitable  giving  and  increase  impulse  dona8ons.    Enable  mobile  8cke8ng  and  8me-­‐efficient  8cket  processing.    Provide  a  forum  contest  orpromo8onal  entry.   …   and  anything  else  you  can  dream  of!  
  5. 5. SOME  EXAMPLES  IN  THE  WILD   Tweet  @LauraEWilson  QR  Codes  in  the  Wild   Email  Me  for  a  copy  of  www.flickr.com/groups/qrcodes   this  presenta8on  
  6. 6. QR  CODES  vs.  MICROSOFT  TAG   MS  Tag  using  High  Capacity  Color  Barcode  (HCCB)  technology,  which  makes  it  able  to  encode  more  informa8on  into  rela8vely  small  area.   QR  Codes  are  open  sourced  and  the  informa8on  is  contained  inside  the  actual  code.  The  code  can  be  read  without  an  internet  connec8on.     MS  Tag  is  a  proprietary  code  and  users  must  use  Microso.  Tag  reader  to  read  it.  Tag  only  contains  an  ID  which  links  to  Microso.’s  server.   Microso.  Tags  can  be  edited;  QR  Codes  can  not—they  have  to  be  recreated.   Because  MS  Tag  can  be  dependant  on  the  color  scales  it  is  more  MS  Tag  is  much  more  sensi8ve  to  the  quality  of  color  plates.  
  7. 7. MOBILE  APPS  vs.  “SNAP  AND  SEND”   Image  Source:  Mobile  Marke2ng  Watch  
  8. 8. MARKETSHARE  OF  MOBILE  TAGS    Microso.  Tag  currently  dominates  the  publishing  industry  in  the  US.    QR  Codes  are  s8ll  the  defacto  standard  and  are  much  more  commonly  used  on   other  mediums.    One  reason  Microso.  Tag  will  never    completely  kill  QR  codes  is  because  Tag    is  not  as  robust  and  can  not  be  easily  printed  on  anything  other  than  paper.   Source:Nellymoser  Mobile  Ac8on  Code  usage  study  
  9. 9. PEOPLE  ARE  SEARCHING  FOR  QR  CODES   Nov.  2010  All   8me  high  for   searches  on  QR   CK  Campaign?   Codes   SXSW?   Source:  Google  Insights,  November  2010  
  10. 10. MICROSOFT  TAG  BY  THE  NUMBERS               In  October  2010  Microso.  announced  1  billion  Tags  have  been   printed  in  the  past  four  months,  bringing  the  total  to  2  billion   Tags  printed  since  its  January  2009  launch.     The  number  of  Tags  scanned  increased  by  four  fold  since   emerging  from  beta  in  May.    Since  August,  Tag  has  been  used  in  more  than  100  million   magazine  issues.     In  the  largest  known  barcode  campaign  to  date,  Allure  had   450,000  scans,  using  Microso.  Tag  for  its  annual  Free  Stuff   Giveaway  issue  in  August.  Source:  Microso.  Press  Release  October  2010  
  11. 11. MOBILE  BARCODE  SCANNING  STATS    Growth  has  been  exponen8al   from  January  2010,  with  traffic  up   over  700%.      Star8ng  in  July  2010,  there   were  more  scans  in  a  single   month  than  all  of  2009   combined.      The  last  3  months  have  seen   the  steepest  increase  which   points  to  accelerated  growth  for   Image  Source:  Mobile  Barcode  Trend  Report  October  2010,  Scanlife   the  fourth  quarter  and  beyond.  
  12. 12. DEMOGRAPHICS  OF  MOBILE  BARCODE  USERS   Source:  Mobile  Barcode  Trend  Report  October  2010,  Scanlife  
  13. 13. TECHNOLOGY  ADOPTION  LIFECYCLE   I  would  argue  that  Mobile  Tags  are  s8ll  here  
  14. 14. BUT  THERE  IS  LOTS  OF  POTENTIAL    76%  of  cell  phone  users  are   taking  pictures  with  their  cell   phones.    38%  are  accessing  the  internet    Currently  there  are  54.5  million   mobile  Internet  users  in  the   United  States,  represen8ng  25   percent  of  online  users.  
  15. 15. DEMOGRAPHICS  OF  SMARTPHONE  APP  USERS    28%  of  the  U.S.  cell  phone   users  have  smart  phones,   according  to  Nielsen  (11/1/10)    41%  of  the  U.S.  recent   acquires  of  cellular  are  geIng   smart  phones,  according  to   Nielsen  (11/1/10)   …there  are  millions  of   untapped  potenKal  users   of  mobile  tags!   Source:  ComScore  MobiLens,  October  2010  
  16. 16. WHO  ARE  SOME  OF  THE  EARLY  ADOPTERS?  
  17. 17. WHY  SHOULD  WE  USE  MOBILE  TAGS?     Can  give  instant  informa8on.     Interac8ve;  Engages  users  in  tradi8onally  sta8c  mediums.   We  really  want  to  engage  consumers  on  their  mobile  phone.     Mobile  search  is  difficult  to  op8mize  for  because  you  can’t  use  “regular”  keyword  research.  Now  we  can  direct  them  and  eliminate  the  need  to  “search”  on  their  own.       Marketers/communicators  can  measure  it  “live.”   Possibility  of  sophis8cated  analy8cs  about  consumer  behavior.   Free  to  create  (and  minimal  expense  to  implement).  
  18. 18. ARE  THEY  REALLY  EFFECTIVE?     There  is  lots  of  talk  and  not  a  lot  of  proof  (yet)  outside  of  Japan.   Mobile  tagging  is  s8ll  in  it’s  infancy  in  the  US  and  there  is  not  a  significant  amount  of  data  out  there  made  available  to  the  public.   This  is  the  first  8me  we  have  had  a  tangible  and  measurable  link  from  something  in  the  “real  world”  to  your  mobile  phone.   Emarketer  reported  a  Chevy  case  study  of  their  use  of  QR  codes  at  SXSWi  in  March  2010–  only  2%  reach  at  one  of  the  most  tech  focused  conferences  in  the  country.   October  2010  CTIA    Wireless  panel  says  that  they  are  “Not  hot  today.”   In  two  magazines…Real  Simple  (December  2010  issue)  and  Time  magazine  (this  week’s  issue)  I  found  17  mobile  tagging  campaigns.  But  are  people  using  them?  
  19. 19. A  RECENT  EXAMPLE  
  20. 20. BUT…ARE  THEY  REALLY  EFFECTIVE?    CK’s  campaign  is  probably   one  of  the  most  well  known   in  the  US  to  date.    Generated  a  lot  of  press   coverage.    Generated  buzz  on  social   media,  blogs  etc.    More  people  probably  saw   video  online  than  through   actual  interac8on  on  smart   phone.    Was  this  campaign  really   valuable  for  the  user?  
  21. 21. WHAT  ARE  PEOPLE  SAYING?   “I  get  “I  don’t  have   great   “I  don’t  to  remember   deals.”   have  to   URLS   look  it  up   anymore.”   on  my   “I  get  instant   Posi8ve   own.”   informa8on.”   Reac8ons   Nega8ve   “I  tried  it   “They  o.en   Reac8ons   don’t  work.”   once  and…”   “I’m  not  taking   “My  phone   out  my  phone  to   isn’t   take  pictures  of   compa8ble.”   adver8sements.”  
  22. 22. OPPORTUNITIES  SPEFICALLY  FOR   COMMUNICATORS  IN  NON-­‐PROFITS   Get  instant  feedback  and  ask  people  to  vote  their  opinion  on  a  cause,  campaign,  issue.   Give  “preloaded”  ways  to  contact  your  local  and  federal  representa8ves  about  an  issue.   Facilitate  an  instant  and  impulse  contribu8on  to  a  cause  or  campaign.     Remind  people  to  share  the  informa8on  instantly—preloaded  tweet,  Facebook  status  update  etc.   Download  a  special  mobile  applica8on   Subscribe  to  mobile  push  no8fica8ons  for  updates  on  the  cause/campaign   Help  people  find  other  ac8vists  &  supporters–  create  community  
  23. 23. THERE  ARE  STILL  LOTS  OF  CHALLENGES   There  s8ll  is  not  widespread  use  of  smart  phones  (yet)   There  is  consumer  confusion  about  various  mobile  tags   No  universal  reader  that  reads  all  types  of  codes/tags   Lack  of  preinstalled  readers—consumers  have  to  seek  it  out   Failed  scans  hurts  consumer  adop8on  of  this  technology   Difficult  to  con8nuously  show  the  value  of  the  interac8on   Consumers  who  use  it  may  become  jaded  because  of  marketers/communicators  “abuse”  of  it  
  24. 24. 5  DEADLY  SINS  OF  MOBILE  TAGGING   CAMPAIGNS   "Just  because  you  can,  doesnt  mean  you  should."     Not  considering  if  the  consumer  actually  wants  or  needs  this  informa8on  on   their  mobile  device.     Sending  the  consumer  to  a  generic  homepage–  not  targeted,  special,   unique  content     Assuming  audience  has  a  smart  phone  and  knows  what  a  mobile  tag  is     Boring,  uninteres8ng  content—if  it’s  boring  on  a  desktop  it’s  worse  on  a   mobile  phone.     Relying  on  this  tac8c  rather  than  using  it  as  a  part  of  a  comprehensive   mobile  strategy  
  25. 25. What  Makes  a  Good    Mobile    Tagging  Campaign?   Targets  a  tech  savvy  early  adopter/influencer  audience.     Gives  instruc8ons  to  the  consumer  and  gives  other  op8ons  when  possible  (SMS  text  for  example).   For  a  QR  Code—keep  URL  short  (it  reduces  chance  for  error  in  code)   Drive  the  consumer  to  relevant,  targeted  content  or  a  unique  experience     If  sending  to  a  website  it  must  be  op8mized  for  mobile  users.   It  is  easy  for  content  to  be  shared  on  social  networks.   Ul8mately  the  mobile  experience  was  worth  the  users  8me  and  effort.  
  26. 26. QUESTIONS?  

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