Mobile Marketing Overview Overview of 2D Barcodes Microsoft Tags Quick Response (QR) Codes Best Practices

1. Mobile Marketing Topic:
2-D Barcodes
(aka Action Codes)
November 1, 2011

2. Agenda
• Mobile Marketing Overview (5 min)
• Overview of 2D Barcodes (15 min)
– Microsoft Tags
– Quick Response (QR) Codes
• Best Practices (10 min)
• Questions

3. Mobile Marketing Ecosystem
View by Tactics
Digital Direct Response Mobile Web Mobile Video Downloadable Apps
Marketing
Offline Media Integration & Online Mobile Advertising

4. The Gartner Hype Cycle
http://www.gartner.com/technology/research/methodologies/hype-cycle

5. QR Codes in the Hype Cycle
http://2d-code.co.uk/qr-code-hype

6. Why all the hype?
According to Scanlife, traffic mobile usage traffic generated from
bar code scans rose 810%* from Jan 2010 to Jan 2011
37%** are interested in and willing to use barcodes scanned with
the camera on their devices.
– Among mobile users who expect to access mobile websites over
the coming year
The overall category of 2-D codes, have proven their value in Japan
and is a promising technology that is gaining traction in the U.S.
– Estimates for 2-D code software downloads vary greatly from 1% -
10%*** amongst smartphone users
4 key factors to successful adoption of 2-D codes
– Consumer value perception
– Technological readiness
– Widespread publisher & marketer support
– Unified 2D code standard
*July 2010 “Mobile Internet” survey by Luth Research and the Mobile Marketing Association
**The Naked Facts: QR Barcode Scanning in 2H 2010
***Digital Labs / BBDO QR Codes Point of View 2010

7. 1-D vs. 2-D codes
• Traditional UPC or EAN barcodes 1-Dimensional
• 2-D codes have competing formats:
– QR Codes, Datamatrix, Microsoft Tag, EZCode, JagTag and
many more.
• All can encode text data, such as a URL, into a scan-able
image. 1-D Barcode
– Some function simply with the phone’s on-board camera.
– Others require users to download an application to “read”
the code
• a step that has hindered adoption, as has a lack of
interoperability between formats.
• Ratio of scans has been almost equally balanced between
1D and 2D formats
– Suggesting that consumers are more interested in the
concept of scanning than the technology behind it.
2-D Barcode
– Interoperability & ease of use is key
Source: The Naked Facts: QR Barcode Scanning in 2H 2010

8. Comparison of Major 2-D Code Types
Major Mobile Tagging Technologies
Microsoft Tags Quick Response Codes Alternative Technologies
Color Scheme B/W and Color Primarily B/W but can have Color Can be B/W, Color, or Logo Driven
Free Form Text Only, no SMS Option Scan and Send Prepopulated SMS Static and Dynamic SMS and MMS
SMS
Without 3rd Party Messages Interaction
7,089 Numeric Varies Depending on Tag (SnapTag,
Key Capabilities
Data Capacity 1,000 alpha-numeric characters
4,296 Alpha-numeric JagTag, Google Goggles etc.)
Integrated Dialing and QR Dialing
Phone Number Integrated Dialing Dynamic SMS with Click to Call
Creation
Dynamic Content from any URL (Video, Dynamic Content from any URL (Video, Content Generated from SMS/MMS
URL Links
Web Page, etc.) Web Page, etc.) not URL’s
vCard Transfer Via Tagging Via Tagging Via MMS Message
Typically a Direct Logo or Image Within
Advanced Designs Background and Built-In Imaging Image Within or Around QR Code
Code
Consumer Recognition Med/High High Usually Low
Open Standard No Yes No

9. Samples of Microsoft Tags
Advanced Design – URL Link Advanced Design – URL Link
Advanced Design – URL Link Standard Design – App Download

10. Why QR codes?
It’s Open Source…
Code reader discoverability
is key
– The latest version of the
Android & Symbian
smartphones include QR Code
readers.
– Result: Android powered
devices own largest (45%) of
the code scan share
* September 2010 “ScanLife Mobile Barcode Trend Report” from Scanbuy, a provider of mobile barcode solutions

11. Samples of QR Codes
Standard Design – SMS Text Color Design – URL Link
Color Design – URL Link

12. 5 Best Practices to Remember

13. What’s Wrong with these Campaigns?

14. Best Practice #1: QR Code Size
#1: Size matters!
• The finished printed size of the QR code
will be dependent on:
– The distance between the QR code and
the scanning device
– The size of the dots in the code
• the more data you put into the code the
smaller the dots become
• Simple Formula:
– Minimum QR Code Size = Scanning
Distance / 10
• Complex Formula:
– Minimum QR Code Size = (Scanning
Distance / Distance Factor) * Data Density
Factor
Source: http://www.qrstuff.com/blog/2011/01/18/what-size-should-a-qr-code-be

15. Best Practice #2: Code Density
#2 Keep it simple!
– Data density of the QR code affects
the its scanning reliability
– A Version 1 QR code has 21 rows and
21 columns of dots and the version
number will increase by 1 for every 4
extra rows and columns
• v2 QR code: 25 rows and columns
• v3 QR code: 29 rows and columns
• Up to v25: 117 rows and columns
– Use a URL shortener like bit.ly or
goo.gl
Source: http://www.qrstuff.com/blog/2011/01/18/what-size-should-a-qr-code-be

16. Best Practice #3: Testing
#3 Test, Test, Test…
– Regardless of the size of the QR code, the finished QR
code should be tested thoroughly in its intended final
setting to make sure that it works at that size.
– At a minimum, testing should be with the top 5 QR
code readers:
• NeoReader
• Scanlife
• RedLaser
• BeeTagg Reader
• i-nigma
Source: http://www.qrstuff.com/blog/2011/01/18/what-size-should-a-qr-code-be

17. Best Practice #4: Provide Value
#4 Consumer Value Perception
– Serve a business objective
• What does this campaign achieve for HCSC?
– Drive sales leads
– Add value for the user
• What’s in it for them?
– Provide enough value in exchange of taking out phone, opening app and
scanning
– Provide contextual assistance
• Are you making it easy for them?
– A link is not enough!
– Make things easier for consumer, such as a social media check-in or adding a
contact.
– Add a barcode alternative such as a Mobile URL or Text Messaging Call-to-
Action since barcode technology is still nascent.

18. Questions?
David Ip
@DavidShuIp
http://www.BrandMobileMarketing.blogspot.com