1. QR codes are not widely used in Brazil due to a lack of education on the technology and limited creative applications to drive adoption. 2. While some banks have started using QR codes to validate online transactions, overall usage remains low compared to countries like China where QR codes have been highly promoted and integrated into payments, marketing, and other areas. 3. For QR codes to take off in Brazil, cross-sector cooperation is needed to educate users on the technology through creative campaigns that incentivize initial usage and showcase the benefits.

1. QR Code: A
Missing Piece
in Brazilian
Internet

2. People from a
tier-7 village in
Shanxi, China are
buying their daily
necessities by
mobile payment
via QR Code in
groceries.
Power of QR

3. Power of QR
QR (“Quick Response” ) Code,
invented by DW from Japan in
1994. QR Code now is the most
popular mobile access to
information and services Asia
wide: retail, ad, ticketing, coupon,
payment…
Chinese QR Code utility market
started in 2012 with 160MM times
of scans per month and exceeded
R$50B in size in 2015, with +10,000
local companies directly involved.

4. QR Code Applications

5. Tracking
After “Mad Cow” outbreaks, EU
requires traceability on all
imported food.
AIAG (American Automotive Industry Action
Group) uses DPM to trace the quality issue of
all key parts of a car.
And in services QR Code can be used also to
collect feedbacks and rate service quality, for
example online-to-offline medical services.

6. Identification
Invoice Anti-fraud
Transaction identification – movie
ticket, air ticket, entrance ticket,
conference admission, to enable fast
check-in.

7. Information Storage & Exchange
Tourist & transportation info
based on geolocation
QR Code embedded business card
or gift tag
Extensive reading apart from
static content

8. Promotion
To fill the low-peak hours, E-Mart placed 36
devices that project QR-Code shadows
during lunch time that grant special offers to
clients. 12000 group deals and +25% sales
increase in a single month.

9. Value-Added Services
QR Code stamped at the
entrance of the Turquoise
Cottage Bar, which grants you
different benefits according to
different hours:
20:00-22:00 Restaurant
Discount
22:00-06:00 Taxi Hailing
06:00-16:00 Tips for Hangover
85% of customers shared on
the social media

10. Online-to-Offline Social
Harry’s Bar in Singapore:
Buy a bottle, scan the
QR Code, record the
message and send to
someone that you want
to meet in person

11. To shorten the distance
with No.1 offline
convenient store chain
with much large offline
presence, HomePlus
created virtual stores at
subway stations to grab
consumers’ fragmented
time slots.
Online-to-Offline Retail

12. Fast dish order
Discount/coupon
attached
Rating on customer
service
Online-to-Offline Services/Restaurant

13. Payment

14. Summary: QR Code Application Scenarios
1. @Attention & Interest Phase: To create integrated impact, linking offline &
online xp
2. @A&I to Search and A&I to Action Phase: To stimulate interaction and convert
to real purchase (The Blue Note Grill printed their QR Code on TPs and
achieved a 70% sales increase)
3. @Search to Action Phase: To improve transaction efficiency
4. @Share: To enable immediate sharing

15. Why
So Popular
in China

16. A Game of Giants
QR Code is a game of giants and we need a high-frequent utility
and an attractive feature to start with to educate the market.
SEP 2012 in V4.3 Tencent launched
QR Code scan feature (200MM users
by 2012), for basic friend -add
purpose.
FEB 2013 Wechat added its
long-expected feature of
creating fast group chat via QR
Scan

17. QR Code Booms Together with O2O
Being an excellent tool to link offline to online, QR Code evolution
accompanied perfectly the O2O phenomenon in China
Search Interest of QR Code (red) and
O2O (blue) in China, 2011-2016

18. Cultural Factor
淡水河谷 http://www.valedoriodoce.com/

19. QR Code vs.NFC

20. Comparison
ITEM QR CODE NFC
Who lead Internet Players Telecom, Financial, Terminal
Manufacturers
(Smartphone, POS,
Smartcard)
Transaction Mode Passive & Active QR Code
Scan
Near-Field Approximity
Pro Simple to Use & Easy to
Spread
Convenient, Secure, All
Players on Industry Chain
Benefited
Con Payment Process Complex
(except Wallet), Less Secure,
Less Win-Win
Long Industry Chain to
Coordinate
Scenario Small, Medium & Large –
Amount Payment
Small –Amount Payment
Example Alipay, Wechat Pay ApplePay

21. Current Champion
“2015 China Digital Banking
Report” reveals that when
paying amount of less than
RMB100, 28% of consumers
choose using QR code, 4 times
more than NFC. So far,
DoCoMo, ApplePay and
GoogleWallet all failed
promoting NFC to a global
scale.

22. QR Code
Design
Principles

23. Understand the Reason
Based on Queaar’s survey, 87%
users expect receive promotion
info, while in reality only 25%
advertisers fulfilled the
expectation.

24. First Things First
Before your users start scanning,
be sure to provide all necessary
tips regarding the promotions:
1. with which tool to scan
2. should expect what benefits
3. mention all security
guarantees
4. Post-event continuity

25. Curiosity is a Powerful Weapon

26. Fit In
QR Code should fit in the perfect environment and
timing, which enable available idle time for
possible scanning.

27. Rich Information Even Offline
QR Code can hold up to 1850 characters without
Internet connection, use it wisely.

28. Be Creative

29. Brazil
QR Code
Scenario

30. We Don’t Know What Tool to Use
4,418,432
4,140,918
3,971,727
1,661,503
1,302,072
Scan - QR Code and
Barcode Reader (Scan)
QR Droid QR Droid Code Scanner
(Droid)
QR Reader for iPhone QR Code Reader (Tw
Mobile)
Download
Accumulated QR-scan App Downloads Since 2011
Source: AppAnnie Set 2016

31. Old Tryout & Limited Usage

32. Creative Application
QR Code
To
Follow
Brazil
Election
Banco do Brasil Use
QR Code to Validate
Transactions on Their
Site

33. Suggestions

34. Suggestions
• As no giants in QR Code game, coordinated cross-
sectorial co-op seems the only solution for massive
end user education
• When promoting QR Code, subsidy is necessary to
incentivize the usage;
• QR Code is an excellent tool for offline marketing and
its performance assessment, use it wisely.