A QR code is a type of 2D barcode that can store text, contact information, URLs, or other data. Unlike a traditional 1D barcode, a QR code can be scanned from any direction and can store much more data. QR codes are commonly used to link to websites, share contact information, and more. While QR codes have been used by many companies to enrich marketing and customer experiences, their use may decline as near-field communication (NFC) technology becomes more widespread and integrated into devices. NFC allows contactless data sharing between devices in close proximity and has applications for payments, access cards, and loyalty programs. However, QR codes currently have advantages over NFC in terms of universality, low cost,

1. QR Code

2. A QR Code is a 2D Barcode
QR codes are an encoded barcode image resembling a square-like maze. Unlike a 1-dimensional
UPC code, a 2-dimensional barcode stores data in both directions and can be scanned vertically or
horizontally to be decoded.
Universal Product Code/ European Article Number or International Article Number

3. Storage of Data
A traditional 1D barcode (UPC/EAN) stores up to 30 numbers, while a 2D barcode (QR) can
store up to 7,089 numbers. The additional storage capacity accommodates a variety of data
beyond numbers:
• Text
• Hyperlink
• Telephone number (Phone call)
• SMS/MMS message
• Email (Send message)
• Contact entry (vCard or meCard)
• Calendar entry (vCalendar)
Storing a hyperlink presents a myriad of possibilities beyond just loading a web page -- play a
video, download a mobile app, check-in on Foursquare, update a Twitter status, "Like" a
Facebook page, display map directions, and more.

4. Read/Decode a 2D Barcode by Scanning it With a Smartphone
(A 2D barcode reader app is required to decode the encoded data.)

5. Placement
Once the barcode image is created, it can be printed on nearly any surface and location --
newspapers, TV ads, billboards, temporary tattoos, product packaging, clothing labels, cake
frosting, and more. This enables you to drive traffic, interaction, and conversion from
anywhere. 2D barcodes excel at bringing non-digital media to life.
Bear in mind the location must be easily scannable. Plastic frames and packaging can reflect
light. Lighting can cast shadows, and hillsides and subways can kill Wi-Fi access. Consider all
contextual factors that could impact the scanning experience.
Note: Use caution placing barcodes online. They should always enhance the user experience.
If a user could click a hyperlink, don't make them scan a code to complete the same task.

6. Providing Special Value for the Customer
It's work to scan a barcode, so users have higher expectations as to what content they will find.
One must try to reward the user with discounts, exclusive content, or useful tips relevant to
the code's context. Consider scenarios that leverage smartphone features (email, SMS, phone
call, video, map, apps, etc.) to save the user time.
For example, including a QR code on a business card that links to a meCard would be a lot
easier than the user manually entering the contact record. In contrast, a QR code that links to a
website homepage adds limited value.
Note: If you link to a web page, make sure that it's mobile-friendly.

7. Consumers Need Guidance to Scan 2D Barcodes
The variety of code types, readers, and different terminology is confusing to consumers.
Nielsen Company estimates that only 40 percent of U.S. mobile devices are smartphones as of Q1
2011, growing to almost 50 percent by Q3 2011. That means there are a lot of smartphone rookies
that barely know how to use their phone, much less distinguish differences in mobile barcode formats
and reader apps.
As long as 2D barcodes are a novelty concept, always include a brief step-by-step guide with the
context of your code.
Logical steps:
1- Get the reader app
2- Scan the code with your mobile device
3- (Action that happens upon scanning)
Steps two and three can be combined as a call-to-action. Example: "Scan to ____."
(... watch a video, download our app, call customer support, etc.)

8. 2D Barcodes can be Customized Artistically
QR codes include an Error Correction Level (ECL) that enables "damaged" codes to
still be scanned. The error level tolerance (set by the code generator) can be as
high as 30%. As a result, creative license can be used to create designer QR codes
from a variety of colors or materials (i.e. jelly beans, sand castles, product
packaging, etc.) as long as there is adequate contrast to read the code.
Tip: Some artistic design is fun and good to see; however, don't go overboard. As long as 2D
barcodes are novelty, it's important that users easily recognize a scannable code from a
distance.

9. Best use of QR codes
some examples

10. 1- Tesco
Question: How does Tesco become the number one grocery chain without increasing
store numbers?
Solution: Create virtual stores in subways where people can scan the ‘shelves’ and
purchase their items using QR codes while waiting for their train.
Once the shopper has completed their shopping, they pay with their Smartphone and
the goods are delivered to their home.

12. 2- Heinz
Heinz, the ketchup people, cleverly used QR codes for their “Our Turn to Serve”
promotion.
The promotion gave Americans the chance to show their appreciation for those who
have served in the military.
By scanning the QR code located on the bottle of ketchup, consumers were able to leave
personalized messages to American troops. In addition, for every thank you received,
Heinz donated 57 cents to the Wounded Warrior Project.

13. 3- Starbucks
Starbucks offered a creative way for
consumers to learn more about its coffee.
By incorporating QR codes in popular
newspapers and magazines, users were
able to watch short videos promoting
Starbucks' new mobile payment app as
well as interviews with coffee experts, its
history, or information on traditions local
to where the coffee was grown.

15. 5- Phillips & Company
Taking QR code advertising to an all-new level, Phillips & Co. created Blue Marble, which
offered advertising space to those flying above.
By painting a QR code on the top of roofs, the company hoped to invade Google Maps
with their "scannable" codes for mobile users.

16. 6- Victoria’s Secret
Earlier this year, Victoria's Secret took to the mobile advertising world and incorporated
QR Codes into their undeniably clever "Sexier than Skin" campaign.
The concept was simple: Huge billboards were installed with nearly nude models. QR
Codes were then placed over the most "revealing" areas, enticing users to scan the
codes to reveal the secret – the secret being their line of women's undergarments.

18. Best Practices Checklist

19. Our Recommendation
QR codes presents a great opportunity to go beyond the print medium and enrich the user
experience through multimedia.
Video
Bookmarks
Presentation
Schedules
Websites
V Cards

20. Is the death of QR codes near?
• QR codes have been around for a while, are standardized and economical however,
• NFC or Near-field communications is a new technology which allows users to do the same
things which QR code does but with more ease, security and speed.
• NFC is more like Bluetooth than a barcode – that allows two devices to recognize each other
and share information each requires some dedicated electronic circuitry or a chip. One device
can be passive and unpowered (e.g. A poster).
• NFC usages include contactless electronic travel card, payment card, office access ID, loyalty
card. There isn’t really any overlap with QR codes.
• NFC is more expensive compared to QR codes.
Source: The Independent

21. Is the death of QR codes near?
Near-field communications – is a wireless technology –
more like Bluetooth than a barcode – that allows two
devices to recognize each other and share information.
Each requires some dedicated electronic circuitry or a
chip. One device can be passive and unpowered, such as
contactless card used in some cities places for public
transport or RFID tags that are sometimes used in
logistics to store info on the shipment. But however simple, and however mass-produced, it is
producing an electronic tag for a product, poster, concert ticket, coupon is going to be relatively
expensive compared to a barcode.
NFC is more commonly talked about in terms of contactless payments i.e. using your phone as
an alternative to an electronic travel card, payment card, office access ID, loyalty card. There
isn’t really any overlap with QR codes.
Apple does not plan to include a Near Field Communication (NFC) chip in the next version of
the iPhone. They plan to introduce their own system, which could take well into next year to be
ready. When they introduce their own it will fragment even more. With no standard the market
will not know which way to turn and could easily hinder the whole process.
At least QR Codes are standard and actually are used in a different segment of the market.
Source: The Independent

22. Thanks for Watching
@navinashokan