The document discusses Microsoft's use of 2D barcodes called Tags to connect physical objects to digital content and marketing campaigns. It notes that Microsoft has printed over 2 billion Tags since 2009. Tags allow marketers to engage consumers through printed materials and reach them on mobile devices. The document promotes Tags as a way for marketers to measure campaign effectiveness through reporting on barcode scans. It provides several examples of Tags being used in magazines, product packaging, and other printed materials to drive engagement.

1. Reach to your consumers
while on the Go!
Microsoft 'Tags' 2 billion real
world objects with its phone
friendly barcodes
Microsoft Confidential

2. € Mobile isn’t a technology anymore. It is a way of
life!
€ Phones are becoming increasingly integral to
marketing campaigns, allowing marketers to reach
consumers while on the go.
€ 2D barcodes will play a big role in marketing
campaigns. Deliver a richer interactive experience
to the consumers.
Microsoft Confidential

3. Mobile Broadband is key to the success of the Mobile
barcode penetration. Below is the statistics of Mobile
broadband growth in Asia:
€ Mobile broadband subscriptions are increasing
exponentially, with penetration rates in developed
Asia-Pacific projected to rise from 2.67% to 11.3%
by 2015.
€ Data revenue growth is surpassing voice revenue
growth and the introduction of smart phones will
accelerate this trend, with mobile broadband
revenue increasing to USD 7.1 billion by 2015.
€ Growth in mature markets will be eclipsed by
emerging markets as Asia becomes poised to
dominate mobile broadband by 2015.
Microsoft Confidential

4. € Printed, placed, or
displayed anywhere
€ Scanning a Tag with a
mobile phone takes users
to more information,
allowing them to take
immediate action
€ Publishers get detailed
scan reports to improve
The Future of marketing is communications
in your hands!
effectiveness and decision
making
Microsoft Confidential

5. • 1 billion Tags printed in past four
months, 2 billion Tags printed since
launch (Jan 2009). WW Tag
• Tag users increased x3 since May;
Users
Tags scanned increased x4 during
same period.
• 140,000+ Tag accounts created.
• Since August 2010, Tag has been in
more than 100 million magazine
issues.
• Largest known barcode campaign
to date: Allure magazine, 450,000+
scans
Microsoft Confidential

6. € Superior User Experience :: Unsurpassed
read rates and robust error
correction - even works out-of-focus
€ Fast :: Can decode in under 0.01
seconds
€ Small :: Requires ¼ the print area of Relative size of QR Code and
other 2D barcodes. Microsoft Tag.
Example of a
€ Multi Channel :: Effective for print and successful scan
video display using a
Samsung
€ Customizable :: Incorporate branding Blackjack II
and design
€ Mobile Optimized :: Designed by
Microsoft Research for performance
on mobile handsets Customized
Tags
Microsoft Confidential

7. QR Tag
Code color B&W only B&W, color
scheme
Look &
Codes Yes, affects quality of Yes
design
customizable scan
Minimum size 1.25” square 0.75” square
Acquiring Multiple sites, sources can Single call to action and
reader be confusing for user; single site to point to
quality of readers
Consumer inconsistent
experience
Reader quality QR readers inconsistent, Tag Reader works with any
some will not work with Tag
some QR codes
Flexible content No, content ‘hard-wired’ Yes, where the code points
into code to can be changed in
seconds
Reporting No Yes, free to any Tag creator
Brand ROI
services
Investment in Scattered Yes, Microsoft committed to
future Tag through at least 1/2015 +
2 yr. notice
Microsoft Confidential

8. Tags can point to:
• Web sites
• Contacts Tags
• Display Text
• Dial Phone Number
Cross Platform:
• Windows Mobile/Phone 7
• iPhone
Microsoft Tag Reader
• Blackberry
• J2ME
• Android
• Online service to
create and manage
Tags.
• API allows bulk Tag Tag Management Tool
creation and
management.
• Know which efforts
are most effective.
Analytics and Reporting • Enhance decision
making.
Microsoft Confidential

9. ¾ Connect with your audience from just about
anything
¾ Increase effectiveness of traditional marketing efforts
¾ Create truly integrated marketing campaigns
¾ Dynamic engagement with potential customers
¾ Shorten the purchase cycle
¾ Increase add-on sales
¾ Decrease costs of service and production
¾ Report and measure
¾ Easily assess ROI
¾ Adjust campaigns based on results
Microsoft Confidential

10. ¾ Help clients transition from traditional to digital
medium
¾ Open up discussion with new groups
¾ Demonstrate innovative thinking
¾ Pull through additional products and services
revenue
¾ Mobile/web site development
¾ Mobile/web advertising
¾ Promotional opportunities
¾ Expanded creative opportunities
¾ Enable end-to-end strategic marketing solutions
Microsoft Confidential

11. Product Packaging Print-based Ads
In Store Displays Business Cards
Catalogs Signage
Price Tags & Shelving Spec Sheets & Brochures
Posters and Flyers Transit Ads
Storefronts Magazine Articles
Museum Exhibits & Attractions Billboards & Outdoor
Advertisements
TV Shows & Commercials Giveaways
Receipts Video Displays
In Video Game T-shirts
Serial Number Plaques Product Manuals
Microsoft Confidential

12. Microsoft Confidential

13. Seeing is believing
Microsoft Confidential

14. Microsoft Confidential

15. € Challenge: Increase
engagement with readers
for annual giveaway in
partnership with brands
€ Solution: Allure’s August
issue included 39 Microsoft
Tags that readers scanned
to enter the 159 giveaways
of beauty products
€ Results:
› 444,572 scans - believed to
be the top 2D barcode
campaign to date
› 38% more entries than the
2009 giveaway
› Mobile participants 2.5x as
active as other contestants
› 34% of mobile entrants opted
to receive email updates and
Allure information
Microsoft Confidential

16. Microsoft Confidential

17. Microsoft Confidential

18. Publication using Tags in Editorial as well as Advertising

19. • Tags on 2Pro soft drink bottles (3 flavors) Peach, Apple,
Grape
• 3 short films (video) based upon different characters
and endings
• http://www.lottechilsung.co.kr/brand/health/health_2pro.jsp?pid=10
Microsoft Confidential
46

20. Shanghai Expo Implementation
Microsoft Confidential

21. Ford is using Tag in their 2010 Dealer Brochures and print ads to link to
additional information about specific features.
Scan to get detailed product info
Microsoft Confidential

22. Madison & Mulholland sponsored a Tag party in New York. They
feature Tag in their catalogues throughout New York and in the
Hamptons.
22
Microsoft Confidential

23. Sweet Crude printed Tag in its outdoor advertising. It uses Tag to help get more out of its
ad-spend, turn interest into action, and more deeply engage with its potential
customers (and in a measurable way).
23
Microsoft Confidential

24. Italian Publisher using Tags in Phone Directory to link to additional
information about companies.
Microsoft Confidential

25. Avatar Promo
Tag being used to promote a movie – includes
downloadable content
Microsoft Confidential

26. • First Tag deployment by a major studio
• Tags in print ads that link to movie trailer
• Expanding to additional DVD titles and
potentially movie posters
Microsoft Confidential

27. “To publicize the release of an Xbox game called "Halo Wars," the retailer created tag-enabled store
displays. Consumers who scanned or "snapped" the tags with their phones were taken to a special Web
site where they could pre-order the game and get freebies like ringtones.” Elizabeth Woyke, Forbes
85% of the people
who visited the site
ended up
downloading content
onto their phone
The technology will appear in most of the 10 Xbox titles Microsoft plans
to release this fall. Advertisers include operator Sprint Nextel , which will
use tags in a campaign on Xbox LIVE. Scan for special pre-order &
freebies
Microsoft Confidential

28. Product ad in Wired magazine that linked to a
mobile website for more detailed product
information.
Scan for detailed info
Microsoft Confidential

29. Throughout Get Married magazine, select editorial and advertisements will have
a Microsoft Tag printed directly onto the pages… busy brides connect instantly to
videos, websites, photos and information - while on the go.
“…integrating Microsoft Tag
changes the way brides read a
magazine, gather inspirations
and connect with advertisers…
we are moving beyond the
traditional ways of delivering a
bridal publication -- from the
newest interactive technology
and latest trends in bridal
shopping and style to a colorful,
fresh voice in the wedding
genre.”
Stacie Francombe, founder and
president of Get Married Media
Scan for videos, websites, photos
on the go
Microsoft Confidential

30. French Retailer, Auchan, is using Tags in their Hypergames magazine
with links to mobile content.
Scan to get detailed info
Microsoft Confidential

31. Microsoft Confidential

32. Implementing Tag enables (at last) the
ability to measure off-line advertising
effectiveness. The old saying goes “I
know half of my ad spend is wasted, I just
don’t know which half”.
By providing an engagement
mechanism to traditional media,
agencies and brands now have a way
to get visibility into the effectiveness of
their spend.
Use Tag’s built in reporting and analytics capabilities to
accurately measure your campaign results. Which Tags
were the most popular? How many people used that
coupon? Did our mailing list grow after our last event?
With Tag, anyone can measure the effectiveness of
static campaign elements the same way they can
track, warehouse, receive, & analyze digital data
related to online media interactions.
In other words… Tag delivers the full picture when it
comes to marketing spend.

33. Gain greater insights into campaign effectiveness using Heat Map reporting
• view data on individual or group of Tags
you’ve created.
• The circles below represent where scan
activity is taking place.
Microsoft Confidential

34. € Microsoft Tag is a mobile 2D barcode that lets you seamlessly
connect your offline materials to the digital world. Engage
your customers in the moment using their mobile phones.
€ Agile: Tag's dynamic technology lets businesses change
campaigns at any time, enabling companies to react and
evolve in real-time and deliver the most powerful outcomes.
€ Report & Measure: Tag has built-in metrics allowing you to
measure the effectiveness of your offline materials. View
where and when your Tags are being scanned - for free.
€ Tag vs. QR: Unlike QR, Tag is an end to end barcoding
solution that creates customizable codes, uses a single
Reader for a consistent end customer experience and
delivers robust reporting
€ Pricing: Tag is free to use. There is no charge to create Tags,
download the Tag Reader or access our basic reporting.
Microsoft Confidential

35. € Creating Tags takes just a few minutes
€ It’s Free for the basic usage
€ Full control of user experience and content
€ Full access to scan reports and analysis
for more info contact:
Sandeep Nair (v-san@microsoft.com)
or
Camille Mazo
(camille.mazo@microsoft.com)
and to get started
visit: www.microsoft.com/tag
Microsoft Confidential