QR codes - 105 hot applications!

(c) 2014 Eurotechnology Japan KK www.eurotechnology.com QR-code (19th edition) May 18, 2014
QR-CODES FOR MOBILE PHONES
& 105 APPLICATIONS
version 19 of May 18, 2014

by Gerhard Fasol, Eurotechnology Japan KK

free trial version with a few selected pages. purchase latest version from:

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1

EXECUTIVE SUMMARY
• The QR code system was initially developed around 1994 by Denso for inventory control and logistics and other applications in the automotive industry (Denso is a
Toyota Group company).Today QR codes are owned and managed by to Denso Wave Corporation.

• QR codes have far higher flexibility and information density than traditional bar codes, allow immediate access to online information, and are trackable. QR codes are
“bar codes on steroids”.

• QR codes were first introduced to mobile phones in Japan in August 2002, when the first Japanese mobile phone with QR code reader came on the market.

• In the years since 2002, mobile tags based on QR codes have become an essential component of Japanese daily life:

• QR codes are often the central focus of advertising campaigns. National advertising campaigns, small stores, and individuals use QR codes to guide customers/
friends/clients/partners to their online sites, or to distribute their contact information.

• Important information in daily life is transmitted via QR codes.Vegetables are tracked to their producers using QR codes.

• Japan’s government uses QR codes: Japan’s immigration service attaches visas, residence permits and work permits to passports using QR codes, building permit
information is displayed at building sites using QR codes, and the police searches for fugitives using QR codes.

• Usage of QR codes is now growing explosively throughout the world
2

QR CODE
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QR CODE
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AGENDA - LIST OF CONTENTS
6
•- Executive summary

•- QR codes and Denso Wave Corporation

•- QR code technology, capacity, redundancy and error correction

•- QR codes as a solution: link objects to internet information

•- market penetration, recognition and usage statistics

•- QR code functionality, QR codes for mobile phones and QR code mark-up

!
•- 105 applications of QR codes:

•in retail

•for marketing

•for customer relationship management

•for restaurants and bars

•for fast moving consumer goods, drinks and cosmetics

•for fashion

•for music

•forTV program guides and events

•for real estate and apartment rentals

•for m-commerce and to sell content

•on skin, tagging people

•for advertising on the streets

•street art

•for railways

•for maps, navigation and location dependent services

•to link objects and information

•on business cards

•linking websites to mobile sites

•for pay WiFi log-in

•to pay bills

•comparing prices

•for security

•for government applications: building permits, construction permits, immigration control, visas,

•“adult” QR, advertising for dating sites and AIDS education

!
•- Color codes, ColorZip codes

!
•- Summary

MORETHAN 30 DIFFERENT
2D-BAR CODES
7

MORETHAN 30 2D-CODES
• We found more than 30 2D-codes currently mentioned, some have large usage currently, e.g. for airline baggage
control, or railway ticketing, or parcel delivery - however it is certain that some of the 2D codes will not survive.

• Apart from mathematical quality of encoding, aspects are:

• whether a particular code is standardized or not

• market share and size of installed base

• whether the encoding is open-source or secret

• whether a particular code is patented and proprietary, and how these patent and other intellectual
property rights are managed, e.g whether a fee is payable for licensing the code, the software or readers or
other elements necessary for use
8

DIFFERENTTYPES OF 2D BARCODES
9
3D Code QR code PDF417 DataMatrix Maxi Code Color Code
MicrosoftTag

High Capacity Color
Barcode (HCCB)
Developer
Denso

Today: Denso Wave
SymbolTechnologies RVSI Acuity CiMatrix UPS
Yonsei University,
Korea
Microsoft (Gavin
Jancke)
(discontinued)
Type 2D matrix stacked bar codes Matrix Matrix color matrix
Numeric capacity 7089 2710 3116 138
10

= “17 billion patterns
for 4 color 5x5 code”
Alphanumeric
capacity
4296 1850 2355 93 7
“3500 characters per
square inch”
Binary capacity 2953 1018 1556 34
Kanji capacity 1817 554 773
Main features
large capacity, small
size, high speed scan
large capacity small size high speed scan
server based business
model
high data density

server based
Main usage
Logistics, factory
automation, mobile
phone tags
ofﬁce automation
factory automation

mobile tags
logistics
TV multimedia
advertising
advertising

labeling of
commercial items
Standard AIM, JIS, ISO AIM ISO AIM, ISO AIM, ISO
Sample

DIFFERENTTYPES OF 1D & 2D BARCODES (1)
10
QR code

(DENSO)
Codablock-F
PD417

(Symbol
Technologies)
Code 128
DataMatrix

(RVSI Acuity
CiMatrix)
Code 39
Maxi Code

(UPS)
EAN13

11
EAN8
UPCA
Color Code
MicrosoftTag

(discontinued)

12
Cool-Data-Matrix
Aztec
Upcode
Trillcode

QR CODE AND DENSO WAVE
More about Denso and Japan’s electrical industry sector, see:

http://www.eurotechnology.com/store/j_electric/
18

QR = QUICK RESPONSE
• Quick response (= QR) code was developed by Denso Wave which at that time was a division of Denso Corporation. Denso Corporation
is a car parts manufacturer in theToyota Group.

• QR Code was initially released in 1994 with the primary purpose of being easily read and decoded by scanning equipment.

• Initially QR Code was developed and used in car parts management and for other logistics and data management applications.

• QR Code and related developments are protected by patents owned by Denso Wave Corporation.

• To our knowledge Denso Wave allows general usage of QR Code despite owning many patents around this invention. (For patent details
please contact Denso Wave Corporation directly - we do not warrant accuracy of information related to patents in this report).

• A large proportion of Japan’s mobile phones have at least on built in camera, and most Japanese camera phones have built-in decoding
software applications for QR codes and conventional bar codes.

• QR codes have rapidly become a very convenient method to input and output information from mobile phones.
19

Denso Denso= Japanese for electrical components
Founded
Founded December 16, 1949,Was the electrical component manufacturing division of
Toyota Motor Corporation. Since 1953 cooperation with Robert Bosch GmbH
Founder
Headquarters Kariya,Aichi Prefecture, Japan
Stock Exchange TokyoTSE 6902
Consolidated Sales YEN 3142 Billion (US$ 33 Billion) (FY2009)
Market cap YEN 2232.3 Billion (US$ 23 Billion) (July 2, 2009)
Number of employees Consolidated: 118,853 (March 31, 2008)
Major share holders
Major business areas
Motors (32%), Powertrain (23.4%), information security (16.2%), electrical equipment
(9.1%), electronic equipment (8.7%), production equipment (1.5%)

DENSO WAVE- CREATOR AND OWNER OF QR-CODES
21
Denso developed the QR codes initially for the
management of car parts. QR code patents,
software and intellectual property are now
owned and managed by Denso subsidiary
Denso Wave.

!
QR codes have become an important method
for data input and output by mobile phones.

!
The ﬁrst mobile phone with QR code reading
function was introduced in Japan in August
2002.

FIRST MOBILE PHONE WITH
QR CODE READER IN 2002
The ﬁrst mobile phone with QR recognition functionality was
J-Phone’s J-SH09, produced by SHARP, which went on sale
towards the end of August 2002.

!
From October 1, 2002, SHARP made software available to
create QR codes for use by J-SH09 and J-SH52 mobile
phones.

!
Note:

the phone shown on the right hand side is actually the
SANYO J-SA51, which went on sale in October 2002, and is
very similar in shape and functionality to SHARP’s J-SH09, and
is suitable for QR decoding

22

QR CODE STANDARDIZATION
• ISO/IEC 18004:2006

• Information technology -- Automatic identification and data capture techniques -- QR Code 2005
bar code symbology specification

• Abstract ISO/IEC 18004:2006 defines the requirements for the symbology known as QR Code
2005. It specifies the QR Code 2005 symbology characteristics, data character encoding methods,
symbol formats, dimensional characteristics, error correction rules, reference decoding algorithm,
production quality requirements, and user-selectable application parameters, and lists in an
informative annex the features of QR Code Model 1 symbols which differ from QR Code 2005.

• ISO/IEC 18004:2006/Cor 1:2009, Correction dated March 10, 2009
27

REDUNDANCY AND ERROR
CORRECTION ALLOW SPECTACULAR
DESIGN AND BRANDING
31

APPLICATION #1:
REDUNDANCY AND ERROR CORRECTION ALLOW
SPECTACULAR DESIGNS AND BRANDING
32

APPLICATION #2:ANA = ALL NIPPON AIRWAYS
33
ANA = All Nippon Airways is one of the most
passionate adopters of new technologies.

ANA uses:

electronic money for payment http://
www.eurotechnology.com/store/mobilepay/

wallet phones for check-in,

mobile internet for reservations,

and of course a beautifully designed QR code in
ANA’s colors to bring passengers to ANA’s
mobile site “ANA SKY MOBILE”.

!
The image here shows how ANA uses a
beautifully designed QR code to refer passengers
from the PC website to the mobile site.

QR CODES SOLVE ONE OF
THE BIGGEST PROBLEMS FOR
MOBILE COMMERCE
QR codes connect mobile phone users to information and m-
commerce sites without manual input of URLs
34

MARKET PENETRATION,
KNOWLEDGE AND USAGE
How many people in Japan know QR codes?

How much are QR codes used in Japan?
38

QR CODE FUNCTIONALITY
FOR MOBILE PHONES AND
QR-CODE MARK-UP
This section demonstrates QR-code mark-up for DoCoMo “feature”
mobile phones. Similar mark-up is used for other mobile phones
43

MARK-UP:TYPES OF QR CODE INPUT
45
Label Type Funtionality
MECARD: Name card generate phone book entry
MATMSG: Email generate email template
MEBKM: URL bookmark generate bookmark entry
LAPL:
i-Appli (JAVA application for
download)
load i-Appli (JAVA application
from URL)
CNTS: contents
display content, display image,
play melody

MARK-UP - CNTS: CONTENT (JPEG, GIF, MELODY)
56
Encoded in QR code Displayed on phone screen (or played music)
CNTS:
TYPE:image/gif;
LNG:1385;
BODY:xxxxxxxxxxxx(binary
content)xxxxxxxxxx
screen displays image, or speaker plays melody
encoded within body of QR code
;

QR CODE AS AN INPUT/
OUTPUT MEDIUM FOR
MOBILE PHONES
Mobile phones can directly create QR codes to mail or display
on the screen for direct read-in by another device
57

QR CODE IN RETAIL
QR codes - initially developed for logistics and parts
management - have many functions in retail sales
64

APPLICATION #10: MCDONALD CHARITY
• This QR code leads to a
site for “Mac Donald
House” - McDonald’s
charity
69

APPLICATION #14: QR CODE FOR FOOD RETAIL
• QR code on a bunch of asparagus stems
encodes the growers website with pictures of
the farmer and his wife, as well as recipe and
other information about the produce and it’s
origin

!
• Photo taken on October, 20, 2005
73

QR CODES FOR MARKETING
QR codes allow detailed tracking and measurement of the response to advertising
campaigns. QR codes allow to guide customers directly to mobile stores, and induce
customers to buy immediately from their mobile phones
78

FLOW OFTHE APPLE IPOD-NANO CAMPAIGN IN SHIBUYA
83
QR-Code
cards attached magnetically
cards to take home
include qr-code
qr-code contains
bookmark to mobile
Apple-store
p
go to apple store
mobile campaign site
mobile apple store
www.eurotechnology.com

APPLICATION #22 -
THE KDDI-AU KITKAT CHERRY
BLOSSOM CAMPAIGN
More about KDDI: http://www.eurotechnology.com/store/kddi/
88

APPLICATION #23:THE KDDI-KITKAT CAMPAIGN
• The photograph on the left hand side show the full temple installation in the KDDI Designing Center (for details
see: http://www.eurotechnology.com/store/kddi/

• The photograph in the center shows visiting ﬁlling in the traditional wooden boards

• The chocolate (right hand side photograph) includes QR code tags leading to campaign websites both by KDDI
and by Nestle / KitKat
91

QR CODES FOR CUSTOMER
RELATIONSHIP MANAGEMENT
QR codes are much used for loyalty clubs, loyalty point
programs and other CRM programs
92

QR CODE FOR RESTAURANTS
AND BARS
Restaurants and bars in Japan are an extremely competitive sector,
and QR codes are a low cost tool to attract and inform customers
97

APPLICATION #26: MENU BY QR CODE
98
This sushi restaurant inTokyo/Roppongi displays the menu as a QR
code for mobile phone display of the menu.

QR CODE FOR COUPONS
QR codes are ideally suited for coupons
105

QR CODES FOR FAST MOVING CONSUMER
GOODS - DRINKS, COSMETICS
110

QR CODES FOR FASHION
117

QR CODES FOR MUSIC
123

APPLICATION #45: LINKINGTO A MUSIC FAN CLUB
• Welcome to “kome kome club”.The QR code links directly to the “kome kome club” fan club of
the group “Mata (c)Tana”.

• The QR code is the CD-ROM jacket. (for a report of Japan’s music industry see: http://
www.eurotechnology.com/store/mobilemusic/ )
124

QR-CODES FORTV PROGRAM
GUIDES AND EVENTS
for an overview of Japan’s media andTV industries see:

http://www.eurotechnology.com/store/jmedia/
130

APPLICATION #53: OUTDOOR ADVERTISING
• This giant QR code on the
headquarters building of a
TV company advertises this
company’sTV programs
135

QR CODES FOR REAL ESTATE BUSINESS
140

QR CODES FOR M-
COMMERCE ANDTO SELL
CONTENT
143

TAGGING PEOPLE WITH QR CODES
QR codes on skin and clothing
147

QR ADVERTISING ONTHE STREETS
on street light poles, on posters, large scale displays, on roof-tops... QR codes can be seen
in many locations in Japan linking mobile phones to information, campaign sites, or to
register for emailing lists, or to purchase on m-commerce sites
151

STREET ART
Street art becomes much more meaningful, if we can learn
details about the artist and take a memo with us
160

QR CODE ON LARGE LED SCREENS
QR code can be displayed in very large size by outdoor LED
screens on rooftops or at events
162

2D BAR CODES FOR
RAILWAYS
166

2D BAR CODES ASTRAIN
TICKETS
this example is from Germany. In Japan train tickets are sold via mobile phones in large
numbers, but usually displayed either as clear text in the case of short distance reservations,
or stored in the FELICA Chip of wallet phones for electronic reading at the ticket barrier
171

QR-CODE FOR MAPS,
NAVIGATION AND LOCATION
DEPENDENT SERVICES
QR codes can tag locations and thus link location with mobile websites

More about location based mobile services, see:

http://www.eurotechnology.com/store/location/
173

QR CODES LINK OBJECTSTO
INFORMATION
182

APPLICATION #85: LINKING PRODUCTS AT ATRADE SHOWTO
INFORMATION
183
Japan’s second largest mobile
operator KDDI/AU displays the
new mobile phone collection

!
About KDDI/AU see:

http://www.eurotechnology.com/store/kddi/
QR codes next to each phone link to a
mobile website

QR CODES ON BUSINESS
CARDS
189

QR CODES LINKING WEB
SITESTO MOBILE SITES
mobile phones can capture QR codes from PC screens
192

QR CODE FOR PAY WIFI
LOGIN
More about mobile payment:

http://www.eurotechnology.com/store/mobilepay/
197

QR CODETO PAY BILLS
More about mobile payment:

http://www.eurotechnology.com/store/mobilepay/
199

USING BAR CODESTO PAY
BILLS BY MOBILE PHONEVIA
MIZUHO-BANK
202

COMPARING PRICESVIA BAR
CODES
read the bar code with your mobile phone, and check the
prices at other stores
205

APPLICATION #97:AMAZON.CO.JP PRICE COMPARISON
• Amazon.co.jp’s barcode JAVA i-appli (JAVA application for Japan’s mobile phones) is simple and
effective:

• when you see a book you like in the bookstore, you start of the amazon.co.jp i-appli

• read the books bar code

• the i-appli takes you directly to the site of the same book on amazon.co.jp

• you check out price and availability on amazon.co.jp

• and if you like what you see - you order the book here and now from amazon.co.jp
206

APPLICATION #98:AMAZON.CO.JP PRICE COMPARISON
207
starting up amazon.co.jp’s
barcode JAVA application on the
mobile phone
reading the barcode from a
book
check price and availability of the
book on amazon.co.jp

!
if the book is cheaper on
amazon.co.jp and if you can wait
for delivery - buy via
amazon.co.jp

QR CODES FOR SECURITY
QR codes for building access control
208

QR CODES FOR
GOVERNMENT APPLICATIONS
Japan’s local and central government agencies use QR codes for
many purposes
210

QR CODE FOR GOVERNMENT APPLICATIONS
• The Government of Japan uses QR-codes for several years now for visa, residence permits and work permits for Japan.

• Visa, residence and work permits for Japan are issued as labels which are glued into the passport.The permit labels
have printed information (visa type, length of stay, status of residence, visa number etc) and a QR-code.

• The QR-Code is in encrypted form, therefore ordinary QR-code readers built into mobile phones cannot read any
information

• We believe that QR-codes for immigration and passport purposes have many advantages over the IC’s recently
embedded into passports, and which can be read at a distance electronically, and therefore represent a security risk,
since IC’s in passports can be potentially scanned fraudulently at a distance by non-Government agents, or even
criminals.

• QR codes on the other hand are purely optical and cannot be read at a distance if the page containing the QR code is
not exposed. For this reason, and for other reasons, we believe that QR codes have advantages over RFID or NFC
solutions for passport and other government security applications
211

APPLICATION #100: QR CODETO DISPLAY BUILDING AND
CONSTRUCTION PERMITS
212
Each construction site inTokyo prominently
displays the building permit information, and other
related information.

!
Below the ofﬁcial building information, two
versions of a QR code are displayed, which give
access to further information about the
construction site

APPLICATION #101: QR CODES FOR BORDER CONTROL
• Japanese entry visas, residence permits, and working permits are
represented in passports as stickers carrying a QR code.

• The QR codes are encrypted and are not readable with
common cellphone QR code readers.

• We assume that these QR codes include the basic visa
information (name, expiry, type of permit, number of permit) plus
a link to the ﬁles in government computer data base for further
follow-up.
213

QR CODES FOR POLITICAL
CAMPAIGNS
214

APPLICATION #102: QR FOR POLITICAL CAMPAIGNS
• QR code is at the center of
a small grassroots political
manifestation on Hachiko
square inTokyo-Shibuya

• The QR code links to a
mobile political campaign
site
215

“ADULT QR”:ADVERTISING
FOR DATING CLUBS AND
AIDS EDUCATION
QR codes are also used for “adult” businesses
216

COLOR CODES
alternative to QR codes
221

SUMMARY
229

SUMMARY - QR CODES
• QR codes together with the system of mark-ups developed by
Japan’s mobile carriers have become a very important component of
Japan’s mobile commerce infrastructure.

• QR codes can be found in many applications in Japan, are accepted by
consumers and businesses, and are driving the expansion of mobile
commerce in Japan.

• Japanese people use QR codes frequently: more than once/week

• QR codes are now rapidly spreading throughout the world
230

EUROTECHNOLOGY JAPAN KK
231

FOUNDED: FEBRUARY 1997 INTOKYO
232
Services and products - focus areas are high-technology, telecommunications, software, middle-ware,
environmental technology and medical equipment:

!
- Market entry to Japan for European and US high-tech companies, turn-round, reshaping, planning
and building of distribution networks

- European business development and strategy for Japanese companies

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investing in Europe)

- Turn-round preparations and management of foreign business in Japan

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- Advisory services for investment fund managers and investors in technology ﬁelds

!
- we publish a series of market reports for about 10 years, which are purchased world-wide,
distributed direct and via distribution partners: http://www.eurotechnology.com/store/

233
- Leading high-technology business development boutique inTokyo, working globally

- Founded in 1996/1997 - 14 years experience, relationships, cooperations and success record.

- CEO works with Japan’s high-tech / telecom sector since 1984 - 27 years experience, resources,
cooperations.

- Wide network of cooperations in Governments, Embassies, trading companies, distributors, ﬁnance,
VCs, traditional corporations, venture start-ups, industry associations

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CLSA Asian Markets, Genscape, Google, IKEA, Isabellenhuette, Landis+Gyr, National
Instruments, Swisscom,TechnoCom,

- Government

- NewYork Police Department, European Union,TEKES (Technology Research funding
organization of the Government of Finland)

!
Deep Japanese technology market knowledge - we publish a series of market reports for about 10
years, which are purchased world-wide.You can purchase our reports on Bloomberg: https://
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CONTACT AND MORE INFORMATION
234
Contact

•Gerhard Fasol PhD

•Eurotechnology Japan KK,Tokyo, Japan

•http://www.eurotechnology.com/

•Mobile +81-90-8594-6291

•fasol@eurotechnology.com

•gfasol@gmail.com

!
More information:

•reports:http://www.eurotechnology.com/store/

•twitter: http://twitter.com/gfasol/

•website: http://www.eurotechnology.com/

•personal site: http://fasol.com

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