qr codes: it's hip to be square - engauge digital innovation group (dig)

It's Hip to be Square: The QR Code Revolution

By: The Digital Innovation Group (DIG) at EngaugeBy: The Digital Innovation Group (DIG) at Engauge@StacyCohen @KathleneHestir @KaitlynDennihy @StacyCohen @KathleneHestir @KaitlynDennihy

Dec. 1, 2010Dec. 1, 2010

#EngaugeQR

#EngaugeQR#EngaugeQR

@StacyCohen

scohen@engauge.com

@StacyCohen

scohen@engauge.com

@KathleneHestir

khestir@engauge.com

@KathleneHestir

khestir@engauge.com

@KaitlynDennihy

kdennihy@engauge.com

@KaitlynDennihy

kdennihy@engauge.com

http://www.wired.com/geekdad/author/kovalic/

What is a QR Code?

What is it?• An asymmetrical 2D scannable code• QR = Quick-response

What does it do?• Stores digital content users can access via a QR scanner• Pushes content instantly

Why is it useful? Creates engaging experiences with customers

What is a QR Code?

A QR codes data is laid out in an array of cells arranged into a two-dimensional matrix where information is encoded both vertically and horizontally.

QR Codes Are Not New

• Developed in 1994 by Denso Wave Corp., QR codes are symbols

that are more easily interpreted by scanners.

• They were initially used to help keep track of auto parts in factories.

• Already popular in Asia and Europe. Smartphone growth has

caused the use of QR codes to explode in the U.S.

http://www.denso-wave.com/qrcode/aboutqr-e.htmlhttp://www.denso-wave.com/qrcode/aboutqr-e.html

Evolution of Barcodes

http://www.denso-wave.com/qrcode/aboutqr-e.htmlhttp://www.denso-wave.com/qrcode/aboutqr-e.html

How QR Codes Work

• Transforms static images into engaging brand experiencesOpportunity to provide practical, exclusive and/or entertaining content to usersNeed barcode scanning app for smart phones to read the content embedded in the codeSome vendors allow non-smart phones to take pictures and email for content

Why is this Technology Important?

- Bridges the online and offline worlds by providing opportunities to extend the user’s experience.

- Engage consumers on the go.

- Drive to mobile commerce sites.

- Provide quick access to useful information

• Allows static objects to become dynamic and interactive (i.e., adding another dimension to print ads, packaging, brochures, coasters, billboards, etc.) As mobile phone usage increases, it gives the consumers a reason to interact with your brand

Top Scanner Apps

Android

•ShopSavvy, Barcode Scanner

Blackberry

•NeoReader

iPhone

•NeoReader

Smartphone Stats

• Smartphones debuted in the business world in 1993.

• Over 60% of today’s smartphones are for personal use.

Games are the most popular apps followed by weather,

maps/navigation and social networking. Smartphones

are expected to take over the mobile market in the U.S.

by 2011.

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

QR-code generation and use has increased by 700% in 2010.

In July 2010, there were more scans in a single month than all of 2009 combined.

The last 3 months have seen the steepest increase which points to accelerated growth for the fourth quarter and beyond.

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

Top 10 U.S. States By Scanning

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

While relative population size is the primary reason for local scan volume, some states like California, Ohio and New Jersey are over-indexing.

Representative Demographics of QR Users

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

Share of Mobile Operating Systems that Scan

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

iPhone & BlackBerry OS are slightly under-indexed based on the current share of market.

Windows Mobile is significantly lower which is primarily driven by the lack of a mature download portal available to a wide variety of devices.

What Does this Mean For Developers

Source: 2010-09 ScanLife-Mobile-Barcode-Trend-ReportSource: 2010-09 ScanLife-Mobile-Barcode-Trend-Report

Currently: QR code applications exist as stand-alone content delivery systems that can be managed by workers.

Soon: Software Development Kits (SDKs) will allow businesses to integrate QR capabilities into their own applications.

• SDKs can provide more robust capabilities• QR codes can be customized to integrate with Facebook or other types of services• Microsoft has hinted that they will release an SDK for Tag in 6-9 months

Currently, no SDKs are available from the QR Code service providers reviewed in the next pages

Open source and commercial SDK options:•LeadTools•Zxing (Open Source)

Google’s Favorite Places

• QR Business Decals

• Read Reviews

• Find Special Offers

• Star the Business

• Leave Reviews

Google Goggles

Google Goggles lets you use pictures taken with your mobile phone to search the web. It's ideal for things that aren't easy to describe in words.

Google Goggles

Watch this video:

Stickybits: Scan and Explore

• Stickybits is a company that allows a user to scan an existing barcode or QR code or a Stickybits sticker to access content associated with that product.

Microsoft Tags

• Offers unique color coding, customizable design options and is a free service.

• Requires Microsoft Tag Reader App

Scanlife• Compatible with over 120 million phones in U.S. alone.Requires app that can scan barcodes.

SnapTag

• Can use brand logo in the code.Requires users to snap photos and email/text for content.

JagTag

• Ability to brand the code

• Requires users to snap photos and email/text for content

How to Make Your Own

• URL shorteners like Google’s Goo.gl and Bit.ly allow users to add “.QR” to the end of a link and automatically generate a QR code

• http://tag.microsoft.com

• http://qrcode.kaywa.com/

Who’s Using this Technology

Chevy places QR Codes on cars during SXSW festival. Allows consumers to pay cash with a simple scan from their phone.

Starbucks uses QR Codes in their mobile app to allow consumers to pay cash when they scan their phone.

Calvin Klein New York City Billboard displays a giant QR code promoting Calvin Klein Jeans.

Who’s Using this Technology

Clinique uses a QR Code in an ad in Vogue Magazine.

Be The One campaign uses QR Codes to help save the Gulf.

PCC Natural Markets plan to use QR Codes in their produce department so shoppers can watch product-specific informational videos on their phones.

Who’s Using this Technology

The GAP uses in-store QR Codes to promote their Black Magic Pant Collection.

Toys “R” Us launches new mobile campaign integrating QR Codes on signage and shelf talkers.

Heineken places codes on packaging and coasters.

Delta Airlines Boarding Passes

Delta allows its passengers to check in for their flight via a QR code in their mobile app rather than presenting a paper boarding pass.

Gap In-Store Signage

Starbucks Using QR Codes As Digital Currency

•Starbucks iPhone app becomes a gift card after entering your information.

•Barista scans your QR code which pays for your purchase.

Bravo TV Commercial

Uncle Ben’s Uses SnapTags

Twitter Moms

• Good Housekeeping Seal of Approval for the social media age

• Ratings and reviews will be accessible instantly via QR codes printed on product packaging.

Tag Heuer Ads in WSJ and Glamour Magazine

Tag Heuer Ads in WSJ and Glamour Magazine

Toys “R” Us iPhone App (Hong Kong)

• iPhone app integrates QR codes and video content into retail experience

• Users get points for each code scanned and can be redeemed for free gifts