A number of years ago, Trekk ran a review of the CueCat device in a newsletter. The CueCat was a barcode reader that was tied to an Internet service. The idea is that the barcode contains a unique number that was associated to a web URL. The device came in two forms: a tethered device, similar to a mouse and a wireless reader, physically similar to a pen, which would store barcode for later upload into a workstation. Back then, we had doubts about the future of the device because of the clunky nature of the interaction vs. the value it presented. After all, why not just type the barcode number into a website?

The value of the service was to link web-based information to a barcode. So if you wanted to read more about a printed article or a printed advertisement, the CueCat reader could link you there. The fact that it required a unique special-purpose device was its failing. But what if the device was something you always had with you, say your cell phone. That is where QR Code comes in.

QR codes or Quick response codes are 2-D barcodes that can contain a significant amount of encoded information. For example, a QR code image can encode any URL or more than 4,000 alphanumeric characters. By comparison, the 1-D barcode for UPC labels can encode 11 numerical digits. This information density enables “Mobile Tagging”, or the placement of barcode images that mobile phones with cameras can takes pictures of. Many camera equipped phones are loaded with software to decode the information and navigate to the resulting URL with built-in browsers.

QR code images can be tagged or placed in printed advertisements, billboards, tradeshow booths, point of sale literature and price labels, as well as direct mail pieces. When a mobile user scans the image and links to the encoded landing pages, that activity can be tracked. The landing page can provide additional information to help in the sales process, provide coupons to encourage purchase, or… well you get the idea. Ostensibly, this process is similar to the objectives or the QueCat. But because there is no middleman and no special device necessary, the QR code has a great chance of becoming ubiquitous.

An InformationWeek blog just posted the article "Why QR Codes Could Help Save Print Advertising." In it, author Allen Stern anticipates their use in print advertisements as a new way to connect brands with consumers. I agree. Trekk has been experimenting with QR Code to link to web pages and encode PURLs in direct marketing and measureable cross-media campaigns. Take a look at my PODi presentation for example uses of QR in our TrekkMaps.com cross-media campaign.

In the recently released version 4.5 of its uProduce product, XMPie directly supports the dynamic generation of QR codes. This makes it very simple to add images to personalized print campaigns. Already widely used in Japan, I expect their use to increase in North America as phones are more widely equipped with the necessary software. Does your phone support it?

Posted by JA Stewart at 03/08/2009 05:11:47 PM |