QR codes (a.k.a. 3 D codes) - The holy grail for mobile marketers?
Despite recent attention spurred on primarily by a couple of agencies that all of a sudden were mobile marketers, QR codes will not make many waves in 2007 or 2008. Don’t get me wrong, the technology will eventually make a huge impact and I applaud the recent efforts by Vespa to incorporate the technology but as the old saying goes – you need to walk before you run. For an explanation of QR codes visit a smart microsite developed by Dentsu Canada.
Very cool isn’t it? This scenario will happen, however I feel compelled to address some barriers and assumptions to this model. They are:
Handset limitations. Keep in mind handsets must be web enabled and able to send/receive picture messages - which isn't a substantial barrier. However more challenging is the software application that must be downloaded to receive and process the codes. I tried to snap a picture of the Vespa QR code recently but the fine print instructed me to visit a WAP site to download the app. A bit of a pain, but I was a very motivated consumer. Unfortunately my Nokia 6265i (which is less than a year old) was not supported and I was unable to enter the contest. What the Denstu website failed to point out in their Japanese example was that the Government, wireless carriers and manufacturers all got together and decided to pre-load the app in most phones.
Entry mechanism. I don’t understand why taking a picture of a code is easier than sending a keyword to a shortcode and receiving a WAP push (WAP push will facilitate a WAP session where the QR code is hosted). I am extremely confident that a SMS call to action will yield a much higher response rate vs. a “take a picture” call to action. Because the audience is asked to take a picture this raises a proximity barrier. Let’s not forget that part of the appeal of mobile is the viral benefits. How would one enter this contest without being near the media execution? This proximity shortcoming is also my beef with Bluetooth transmitters.
QR Readers. No doubt the greatest barrier to the scenario described in the microsite is the redemption of these codes. Imagine for a second retrofitting hundreds, or even thousands, of Coke machines with one of these readers. Needless to say, I won’t hold my breath. North America is at least 3-4 years away from having m-commerce enabled vending machines that can support a campaign of this nature. Once again this is a similar infrastructure challenge to Bluetooth technology. The reach is just not there.
Mobile Ticketing is the first step.
We’ve already started to see some examples of QR in action, most notably with Rogers wireless at one of the Toronto Raptor playoff games this past season (see Strategy Magazine sponsored supplement, August 2007) This foray into QR was viable because redemption occurred at one physical location. In my opinion, POS terminals and back office software vendors will be a catalyst contributor to moving this technology further.
One last note, why are these called 3 D codes? Last time I checked my mobile screen was flat...
