The bleeding edge: QR codes

Although QR (quick response) codes have been around since the mid-90s in Japan (born from manufacturing), they have only recently come into the mainstream consumer's focus. Japanese mobile consumers are using these codes along with special software and their phone's camera to shortcut having to type information into a mobile browser. (The QR code to the right is the URL for this blog in QR symbology.)

These codes are creeping up online, in magazines and newspapers and even on TV to allow users to quickly jump to their website or share a host of other information. All a person has to do is point their phone at the code and it knows what to do, taking the user to the end destination. See for yourself and create one using this generator.

Realistically, the success rate of something like this in the US is going to be equally proportional to the number of US mobile subscribers who use mobile web. Right now that number is low (but growing). Without a support base of subscribers who find entering information into their phones difficult, this could go the way of the Cuecat.

Here is a video of it in action, you may not be able to read what it says, but you'll see how it works.

Competition is out there (see this post on Engadget) and although QR is an ISO standard, it is not a universally agreed upon convention. Interesting to note, there are also 3D versions of these codes which are capable of storing 1.8Mb of data. That could be a document, small music file or short video clip. Imagine the possibilities. Walk into a store, see a CD you like, scan the code and possibly listen to a clip of the track right there.

Technorati Tags:
mobile marketing, marketing, innovation, trends, mobile, QR, bleeding edge

Comments

[Roger]

As for CD's these two posts might be interesting for you:

Kaywa Reader at MIDEM
http://mobile.kaywa.com/qr-code-data-matrix/the-kaywa-reader-at-midem.html

QR Clip - Music via QR
http://mobile.kaywa.com/p529.html

And in the Tryoutzone, you can directly download Wallpapers and Ringtones without going to any mobile website first:
http://reader.kaywa.com/tryoutzone

[Matt Dickman]

Thank you for the links Roger. There are a ton of possibilities with this technology and I've even read of speculation that there is even more storage coming out in new versions of the 3D code. Sure has some fascinating opportunities for marketers to engage people on the spot.

[Roger]

Why should we need storage? I think going to the mobile internet is just a very temporary problem in the US and Europe.

In Asia being constantly online on the phone (with a flatrate) is so normal and with things like OneSegu, this is like the fastest broadband we know of in the PCworld.

Nokia predicts that we have 1 billion mobile broadband users in 2009 already.

Well, it's very temporary, indeed;)

[Matt Dickman]

I think storage, from a marketing position is very powerful. Allowing people to play music, watch a video, access information is amazing. As far as it connecting with the mobile web, I agree with you storage is not a primary concern.

The US is really behind both Europe and Asia though. It's going to take some time and/or lower data rates to get more people to the web. I'm a huge believer in the mobile internet possibly even replacing what most people use on the PC.

[Todd]

The problem with QR is that it really doesnt work well with the optics of most phones in Europe or the U.S. Nextcode (where i am an investor full disclosure) has developed a code standard (mCode) that is designed for the optics of current mobile phones. We just announced a major carrier deal with SMART of the Philippines to incorporate mCodes and our decoding software in their mobile suite of utilities (mobile social networking, advertisting, etc). This post is a good summary: http://theponderingprimate.blogspot.com/2007/01/smart-communications-licenses.html Definately going to be interesting, but dont think QR is the only option!

[Matt Dickman]

Todd,

Thanks for the comment. That's an interesting point about the camera optics. Do you think, though, that by the time this takes off here the optics will have improved considerably?

It's nice to know that there are other options out there. I think the premise is great and it should, down the road, take off. I'll keep mCode on my watch list.

[Swanton F Fleming]

really an amazing service buddy. i was totally new to this thing as i think is not prevelant in india yet.Social services like twitter applications can be enjoyed at http://thetwittersecret.com/.