Most discussions of digital experiences skip the most important part - how to activate them. This presentation explores a variety of techniques and options available to trigger a digital experience.
8. Within the next 12-18 months, QRC
will become more widely used and
engaged to connect virtual and
physical experiences at the point of
sale.
9. • Strong awareness and
association between code and
coupon and display
• Can be used as both a trigger
and data storage *
• Can be incorporated into
existing packaging
inexpensively
• Are versatile and flexible
• Can be easily tracked
• Can be shared both physically
and digitally
• Can be produced quickly with
little to no cost
*Can store 7,089 numeric characters, 4,296 alphanumeric characters, 2,953
binary units, 1,817 Kanj/Kana
10. But NFC (Near Field Communication) triggering
will also play a prominent role in the future
11. Within the next 1-3 years, NFC will
become the most commonly used
contextual trigger to connect
physical and virtual experiences at
the point of sale.
12. • Increasingly becoming a
standard smart phone feature
• Single global standard
• Works with or without an
Internet connection
• Provides seamless connection
to wide range of experiences –
without the need for an
intermediary app
• Performs consistently well in all
physical conditions and
environments
13.
14. THEREARE MULTIPLE OPTIONS
QRC NFC Sensory RecognitionBarcodes Mobile Bluetooth
But no clear winner in consumer preference
15. DEMAND FOR CONTEXTUAL CONNECTIVITY IS GROWING
Barcode, QR Code Scanners and
pricing apps downloaded last year*
*SOURCE: Nielsen State of Mobile Apps
16. QRC offers a quick method to relay
information from print to mobile platforms
17. 19%
15%
14%
13%
15%
27%
US UK Germany France 4-Country Average4-Country Average
(ages 18-34)
QR CODE ACTIVITY IS GROWING SLOWLY
19% of the US population has scanned a QR code
QR Code Usage, by Country
(% of respondents who have used a QR code)
January2013
SOURCE: Pitney Bowes
18. USAGE IN THE UNITED STATES IS NOT YET MAINSTREAM
24%ofAmericansmartphoneusersreportedscanningabarcodeorQRcodeinthe
previous30days.Thatrankedbehindmobilebanking(38%)andlocation-based
services/GPS(48%)inuse,butfaraheadofNFC/mobilewalletuse(3%).
39%
56%
52%
85%
42%
46%
59%
10%
34%
48%
40%
28%
42% 42%
22%
43%
51%
4%
28%
38%
14%
22%
30% 30%
14%
12%
38% 38%
18%
24%
4%
11%
20% 20%
3%
11%
13%
15%
4% 3%
Australia Brazil China India Italy Russia South Korea Turkey UK US
Location-based services/GPS Mobile banking Barcode or QR scanning NFC/Mobile wallet
Smartphone CommerceActivities
Selected activities performed among smartphone users within the past 30 days
February2013
SOURCE: Neilsen
19. THE AUDIENCE IS CURRENTLY YOUNGER,TRENDING OLDER
But still predominantly male
11%
22%
28%
22%
10%
7%8%
16%
35%
20%
12%
9%8%
16%
26%
24%
15%
11%
Under 18 18-24 25-34 35-44 45-54 55+
Q4 2011 Q1 2012 Q2 2012
Mobile Barcode Scanners, byAge
(% share)
Q42011–Q22012
SOURCE: Scanbuy
20. SCANNERS ARE LOOKING FOR…
Product information (69%) | Promotions (65%) | Deals & Discounts (57%)
9%
29%
40%
42%
57%
65%
69%
Other
Store Location
Loyalty/Rewards
Product Reviews
Price
Promotions
General Product Information
QR Code UsesAmong Smartphone Shoppers
(% among smartphone shoppers who have used QR codes, indicating for which types of information they used a code)
January2013
SOURCE: Perception Research Services International
21. QR CODES AREN’T ALWAYS THE BEST SUPERMARKET COMPANION
Shoppers responsible for at least half of their household’s
grocery purchases , were generally less likely to use QR codes to obtain
product reviews (42%), loyalty rewards (40%), or to find a store’s location (29%).
22. NFC offers the ability to trigger,link
and transfer information seamlessly
Image courtesy of Flkr.com and TapitNFCMarketing
24. NFC IS MOVING BEYOND MOBILE PAYMENT
Press Kits Digital Cameras
Home appliances
Remote Controls
Heart Monitors Smart Meters
25. SensoryTriggers
(such as those associated with augmented
reality) offer the ability to connect experiences
with the distinctive characteristics of an object
26. LIKE QR CODES, SENSORY TRIGGERS ARE NOT YET NATIVE TO MOBILE DEVICES
And with a vast and growing variety of competing options,
a global standard will be difficult to attain
36. ACCESSIBILITY EASEOFUSE PERFORMANCE RESPONSIVENESS CONSISTENCY SECURITY INVESTMENT
HIGH
Manycodescanning
appsavailable
MODERATE
Requiresan internet
connection
LOW
Lighting.
Appperformance.
LOW
Slow.
LOW
Multipletech
variations
LOW
Coderesponsecanbe
alteredby3rd party
LOW
Technologycurrently
exists. Simplycreate
andscan
MODERATE
Butgrowinginvariety
ofnewtechreleases
HIGH
Nativedevice
functionality
HIGH
Nolightingissuesor
aestheticrequirement
HIGH
Rapiddateexchange.
HIGH
Singleglobalstandard
HIGH
Builtintodevice
HIGH
NeedtoembedNFC
tiles/signalsinto
packagingand
displays
LOW
Limitedappoptions.
MODERATE
Incorporatesappand
cameraintegration
LOW
Lighting. Visualnoise.
Distinctivefocalpoint.
LOW
Slow.
HIGH
Basedondistinctive
characteristicsof
targetimage
HIGH
Responsetieddirectly
toproprietarybrand
design
MODERATE
Requiresconnectionto
proprietarypackaging
orbrandimagery.
NFC MAINTAINS AN EXPERIENTIAL EDGE
37. PLOTTING HIGH-YIELD RETURN ON INNOVATION
Benefit (Desire + Differentiation)
Value(Contribution+Readiness)
Targeted Win
High Value / High Benefit:
High-yield, High priority innovation
Strategic Investment
High Benefit / High Contribution/Low Readiness
High-yield ROE investment provided cost and
complexity ease over the engagement life of the
experience
Table stakes
Low Value / High Benefit:
Negligible impact on ROE but may satisfy
foundational experience expectations
Costly Risk
Low Value / Low Benefit
Re-evaluate assumptions related to cost, value, and
benefit to determine if improved experience design
and engagement can make sound investment sense
38. Before your can engage an experience, you need a
trigger to bridge the virtual and physical gap
The best engagement triggers are effortless,
immediate and invisible
QRC is a good, low-cost starting point
Explore ways to add scanning functionality to your
proprietary apps (if you have them) to reduce
dependency on third-parties to bridge the
Connection Gap
As NFC functionality becomes a standard
smartphone feature, more efficient and less complex
ways to connect to experiences will increase
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