Having just come back from a mobile marketing forum where the focus was on visual code technology or QR codes, there was a lot running through my mind on the subject. Is there a place for QR codes in mobile marketing especially here in South East Asia, where not only is there a disconnect in software but also, a huge gulf in visual code services?
Unlike Japan, where the technology is native to the camera, users here in Asia require separate code readers for different codes. This lack of singularity makes QR code marketing seem troublesome and complicated. Besides the obvious answers like embedding the technology in handsets and unifying readers, there are other less obvious ways QR codes in my opinion can still be a powerful mobile marketing weapon.
Remembering that QR codes evolved from shipping product barcode scanning, why not return to its origins? I would love to see additional information I could scan on products sold in supermarkets or Hyper marts. From nutritional information to price to even recipes, these QR codes could be a source of value to say diabetics who want to know if certain products are sugar free. It would make sense for the supermarket to develop its own in house reader since it would stocks all these products on their aisles and present these information as their VAS.
How about Libraries? Scanning a QR code unavailable book covers would tell you when the book was going to be available, allow you to reserve via WAP access. How about Concert tickets? I would love to read more about an artiste and access a content portal to listen to songs or download lyrics whilst waiting for the opening act to start. The mobile phone has replaced the lighter in many gigs and I think singing along from your screen could be the next big thing.
So even though we may not have the same ease of access as our sushi loving neighbors from across the ocean, QR codes are useful as long as it presents a real time value to our consumers. The issue of singular readers will undoubtedly affect nationwide adoption but if your business is in it for the long term; and you see QR codes as a long term investment to bring mobility solutions to your customers, then surely the answer to the topic question is : YES.
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Sometime around midnight by the airborne toxic event
Sometime Around Midnight
4 comments :
Did anyone mentioned about zapcode in the forum ? Its a similar color/pattern recog mobile marketing technology that launched by SPH two years ago.
QR code is actually FOC..well within some terms which I forgotten. You can check it out here qrcode.kaywa.com some of the singapore handsets do support it.
I agreed this technology is more convenient mobile marketing tool as compared to sms where customers will need to remember the 5 digits shortcode or 8 digits mobile numbers on top of that the keywords and the fields they need to enter to send in specific order and format to get some info or partcipate in a campaign.
I agreed the sucessful of this tool depend on the user adoption and the wide support of the reader software. Technology shouldn't be the barrier. I think the most difficult part is to get the users to use it as ease as they use sms.
GPRS Data cost may be also one of the consideration for sending the pictures back to the servers and pushing data back to handsets.
May be another two more years ? :)
Hi Mingo, yes SPH was represented well and it follows the same principle as QR codes except its even less regionally identifiable haha. However, it is visually more appealing than plain B&W.
I think user adoption is part of a 2 way process where we need to have services with QR codes to make users feel its useful. i can't think of any real use in recent Singapore history except for contests and some SPH run initiatives.
It still seems like we're trying to fill an imaginary demand with color codes or QR codes. I hope the corporate sector (such as the examples i listed) or civil sector can look at how visual technology helps consumers as opposed to how we can help grow the use of codes.
Hope SPH didn't buy the donkey without thinking about the journey first.
Thanks for commenting Wee Ming!
HI Guys, at the end of the day QR codes will be driven by marketers offering something of value that consumers want enough to drive them to download a third party reader for their handset.
OR
A carrier like the recent Telstra www.QRious.com.au campaign that uploaded to all user handsets code readers.
It doesn't take much to reach the tipping point but it does take an industry awareness so that old school marketers understand and adopt the technology.
I have some other information here at www.Cognation.net/QR
Cheers,
Dean Collins
Thanks for the comment Dean and yes you're right that marketers need to drive value. But carriers play an integral role as well, as evidenced by your Telstra example
The visual code eco system needs to have contribution from infrastructure to services so natural economic progression gets are built around profitable adoption.
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