American Business: Cracking the QR Code(openforum.com)
openforum.com
American Business: Cracking the QR Code
http://www.openforum.com/yourbusinesstv
34 comments
The best summary of QR codes that I have heard is "they solve a marketer's problem, not a consumer's problem".
It's certainly a witty statement. I will give an 'upvote' for that. However, I cannot agree with the statement. It may have started the way you are describing however, there are so many practical uses for a consumer as well.
Essentially, it makes the offline work "clickable". There are other technologies as well that serves as a bridge for offline2online (folks have already mentioned about RFID). QR code is just one of them and as with any solution it has it's pros and cons.
I do like the trend of businesses trying to make things interactive, contextual and personalized. I hate typing URLs on my phone so any solution is a welcome one.
As for folks complaining about the aesthetics of the code; there are companies working on making the code invisible: http://www.digimarc.com/ Personally, I would like a non-proprietary technology though; so unless they make it royalty-free; I will continue to favor QR codes.
Essentially, it makes the offline work "clickable". There are other technologies as well that serves as a bridge for offline2online (folks have already mentioned about RFID). QR code is just one of them and as with any solution it has it's pros and cons.
I do like the trend of businesses trying to make things interactive, contextual and personalized. I hate typing URLs on my phone so any solution is a welcome one.
As for folks complaining about the aesthetics of the code; there are companies working on making the code invisible: http://www.digimarc.com/ Personally, I would like a non-proprietary technology though; so unless they make it royalty-free; I will continue to favor QR codes.
And the cuecat made the offline world "scannable". That alone doesn't mean much.
The problem right now is that, between a (short-ish) URL on a poster/billboard and a QR code, I am far, far, far more likely to use the URL than the code.
Why? Because it's easier. Here's what I have to do to scan a code:
- Scroll homescreens/app list over to the code reader app.
- Start code reader app.
- Tap (probably 2 taps, more if the app is not well designed)
- Wait for my camera to warm up (this is really slow on Android and earlier iPhones)
- Hold the camera still over the code. Nope. Even more still. No wait, I'm too close for it to focus. Pull it away from the poster for a second. Wait while the camera hunts for focus in the indoor, dim lighting (where else do you think QR codes are?). Wait for iiiiiiit. There! Code acquired!
- Tap on a button to open the URL inevitably embedded within.
No thanks, I'll type in yourcompany.com/qr faster than that, with less frustration, and less looking like an idiot.
RFID is going to be a great solution to that - but that would require the proliferation of readers first.
The problem right now is that, between a (short-ish) URL on a poster/billboard and a QR code, I am far, far, far more likely to use the URL than the code.
Why? Because it's easier. Here's what I have to do to scan a code:
- Scroll homescreens/app list over to the code reader app.
- Start code reader app.
- Tap (probably 2 taps, more if the app is not well designed)
- Wait for my camera to warm up (this is really slow on Android and earlier iPhones)
- Hold the camera still over the code. Nope. Even more still. No wait, I'm too close for it to focus. Pull it away from the poster for a second. Wait while the camera hunts for focus in the indoor, dim lighting (where else do you think QR codes are?). Wait for iiiiiiit. There! Code acquired!
- Tap on a button to open the URL inevitably embedded within.
No thanks, I'll type in yourcompany.com/qr faster than that, with less frustration, and less looking like an idiot.
RFID is going to be a great solution to that - but that would require the proliferation of readers first.
Bestbuy has QR codes next to their items in store. It takes you directly to the product's page so you can read reviews and whatnot. I think that's an effective use for them if you've looked at the BB URLs lately.
Would it then not be better to fix the URLs instead of investing in QR-schemes?
Not for BestBuy, probably for a few reasons
What would you change it to? UPC codes? One of my games has a UPC code of 000888834625. Try reading that quickly on a product tag. Short hashes like jKghH3? How do you convey that it's case sensitive? Otherwise you have to make the code longer and more complex because they have a LOT of products
BestBuy is a technology retailer. Use of technology looks good for them. They have an extensive marketing department because that's how they get normal people to shop there. It's been said this is a marketer's technology, not a user's technology. Who cares if people whip out their smart phones? Their product tags are all computer generated anyhow, it doesn't cost them anything if people use it. But what if this QR code just happens to get someone to check out the reviews and buy this product? Or what if it ever so slightly changes the perception of some parents that BestBuy knows what they're talking about, so they go there to buy their kid's electronic gizmos.
What would you change it to? UPC codes? One of my games has a UPC code of 000888834625. Try reading that quickly on a product tag. Short hashes like jKghH3? How do you convey that it's case sensitive? Otherwise you have to make the code longer and more complex because they have a LOT of products
BestBuy is a technology retailer. Use of technology looks good for them. They have an extensive marketing department because that's how they get normal people to shop there. It's been said this is a marketer's technology, not a user's technology. Who cares if people whip out their smart phones? Their product tags are all computer generated anyhow, it doesn't cost them anything if people use it. But what if this QR code just happens to get someone to check out the reviews and buy this product? Or what if it ever so slightly changes the perception of some parents that BestBuy knows what they're talking about, so they go there to buy their kid's electronic gizmos.
Or...
They buy a new short url: http://BB.GD/shoes/1234
Keep adding sensible folders as is needed, words that customers can remember and numbers that are easy to type in. Hey the QR can still point to this, but give me something I can type in, or even remember and look at later.
By only using QR you are telling the customer that they are too stupid to type in a URL, to lazy to remember one, yet tech savvy enough to know what the barcode actually is.
They buy a new short url: http://BB.GD/shoes/1234
Keep adding sensible folders as is needed, words that customers can remember and numbers that are easy to type in. Hey the QR can still point to this, but give me something I can type in, or even remember and look at later.
By only using QR you are telling the customer that they are too stupid to type in a URL, to lazy to remember one, yet tech savvy enough to know what the barcode actually is.
Or...
- Unlock phone
- Code reader app shortcut is on home screen, one tap to activate
- App (Barcode Scanner/ZXing) goes directly to camera view
- Wait about a second for camera to activate (Nexus One, $200 used off-contract)
- Hold the camera still over the code and carry on with your detailed schedule
Can you print an RFID tag? Can an RFID tag be read off of a billboard? I like RFIDs but I don't think they'll completely replace QR codes.
I agree that marketers should explicitly tell you what a scanned QR code is going to do.
I've found i-nigma's iPhone app to be the fastest (free) scanner. Blazingly so.
QR codes were never designed for public consumption and look quite digital. I like the trend of 'designer QR codes' and error-correction within the QR code's data payload allows for a certain amount of design freedom.
I agree that marketers should explicitly tell you what a scanned QR code is going to do.
I've found i-nigma's iPhone app to be the fastest (free) scanner. Blazingly so.
QR codes were never designed for public consumption and look quite digital. I like the trend of 'designer QR codes' and error-correction within the QR code's data payload allows for a certain amount of design freedom.
There are definitely problems with RFID tags, but I think QR codes are even worse. That's why I say it's a stopgap -- maybe RFID fixes its issues, or maybe something completely better comes out, but I don't see QR codes being around 10 years from now (outside of business applications at least).
I'll have to check out i-nigma's app, but this isn't going mainstream until it's integrated into the phone. I believe Android already does (Google Goggles?), but get iPhone on board and we will definitely see the market turn.
I think designer QR codes look better, but this is an issue of putting lipstick on a pig -- it looks better, but not that much better.
I'll have to check out i-nigma's app, but this isn't going mainstream until it's integrated into the phone. I believe Android already does (Google Goggles?), but get iPhone on board and we will definitely see the market turn.
I think designer QR codes look better, but this is an issue of putting lipstick on a pig -- it looks better, but not that much better.
I was quite surprised that Apple didn't build-in QR scanning abilities into iOS 5 / iPhone 4s.
They probably share your thoughts regarding the look of QR codes and are waiting for adoption rates to be higher (I.e. 'cross the chasm'). Or they're waiting on a more designer-friendly solution to fill the gap.
I believe Android phones have QR scanning built-in.
They probably share your thoughts regarding the look of QR codes and are waiting for adoption rates to be higher (I.e. 'cross the chasm'). Or they're waiting on a more designer-friendly solution to fill the gap.
I believe Android phones have QR scanning built-in.
I would assume that Apple doesn't support QR codes because most consumers don't particularly have a use for them.
I see QR codes everywhere in NYC, but actually getting one onto my phone involves stopping, taking my phone out, spending 10-30 seconds with the QR code.
If your advertisement is capable of inducing me to do that much work, that's a pretty fantastic advertisement. However, despite the QR codes being damn near everywhere, I've still not bothered to scan one.
QR codes are, in my estimation, a fad.
I see QR codes everywhere in NYC, but actually getting one onto my phone involves stopping, taking my phone out, spending 10-30 seconds with the QR code.
If your advertisement is capable of inducing me to do that much work, that's a pretty fantastic advertisement. However, despite the QR codes being damn near everywhere, I've still not bothered to scan one.
QR codes are, in my estimation, a fad.
Agreed. I have been waiting for iPhone and Android to build QR scanning capability natively in the Camera app.
BTW, Android phones (atleast until Gingerbread) does NOT have it built-in either. You have to use Goggles apps (or I prefer RedLaser)
I'm really baffled as to why you're being down-voted. QR codes and RFIDs share some aspects in common, but the points you outlined are the most relevant differences.
RFID also has the issue of discoverability. In order for someone to know that they should scan for RFID, there would need to be some visual indicator. The only reduction in user friction would be the fact that they need not point their phone at the indicator.
RFID also has the issue of discoverability. In order for someone to know that they should scan for RFID, there would need to be some visual indicator. The only reduction in user friction would be the fact that they need not point their phone at the indicator.
As a programmer, I also think they are quite ugly. Unfortunately their ugliness is pretty much baked in as it is what makes them work effectively (annoyingly high contrast, unbalanced, etc.)
Yes, I do realize there are QR Code "hacks" where the codes are colored and/or integrated with logos, etc to look less ugly and those hacks do look good (or at least less bad) on a web page, but they destroy usability of the codes in the real world (by removing data redundancy, killing the contrast to the point where devices with cameras with low dynamic range won't scan it well, etc).
I don't mind so much the other issues, I like that they can be used flexibly for just about anything from encoding a url for marketing to doing internal inventory management.
Yes, I do realize there are QR Code "hacks" where the codes are colored and/or integrated with logos, etc to look less ugly and those hacks do look good (or at least less bad) on a web page, but they destroy usability of the codes in the real world (by removing data redundancy, killing the contrast to the point where devices with cameras with low dynamic range won't scan it well, etc).
I don't mind so much the other issues, I like that they can be used flexibly for just about anything from encoding a url for marketing to doing internal inventory management.
They totally obfuscate what is going to happen -- Many times there is little to no information about where a QR code will send me.
How so? Every app I've tried (for Symbian) shows me the URL and asks me if I want to load it.
How so? Every app I've tried (for Symbian) shows me the URL and asks me if I want to load it.
That's after you've already taken out your phone, launched the app, and taken a picture. Three out of four steps.
Good Lord, it's so sad that mainstream media is helping push this idea that QR codes are good for small business.
Look at the traffic snapshot for that NYC liquor store they profile: http://cl.ly/3s3Q1J3s0x1Y2f3w3V3x
That looks to be about 45 visits for 1 month. FORTY FIVE! That poor lady probably spent 4-figures in cost and time implementing that crap.
I've never seen someone scan a QR code on a storefront in the wild.
I can't wait until these things go away.
Look at the traffic snapshot for that NYC liquor store they profile: http://cl.ly/3s3Q1J3s0x1Y2f3w3V3x
That looks to be about 45 visits for 1 month. FORTY FIVE! That poor lady probably spent 4-figures in cost and time implementing that crap.
I've never seen someone scan a QR code on a storefront in the wild.
I can't wait until these things go away.
I too have never seen anyone actually scan one. They won't be around much longer.
QR codes suffer from a bunch of problems - not least of which is that it's cumbersome to read them.
iPhone? Need to find/pick/install/test an app. Likewise for Android (I think). BlackBerry's got reader software baked-in, but you'd never find it organically (why is the easiest way to get it open through BBM's Scan a Group Barcode option?).
In the time it took to do that, a user could have just typed the URL in, and known exactly what would happen. I'm on a BlackBerry, and even though I know how to run my QR reader, it's still easier and quicker for me to just type it in manually.
Similarly, it often seems the people who design posters/ads that feature QR codes have no concept of how you'd scan them - if there's a code on a billboard that's three stories up a building, there's no way my camera will pick that up. Conversely, if the ad is a subway poster (which I'll never be more than 3ft from), you don't need a 4ft diagram.
The marketer in me (and everyone) loves them because they allow metrics down to the individual poster/magazine edition, and make it easy - in theory - to jump from something physical to something online. Actual users don't care about them, because there's no perceived increase in value or convenience over the tried-and-true-and-well-understood method of just Googling the product name.
iPhone? Need to find/pick/install/test an app. Likewise for Android (I think). BlackBerry's got reader software baked-in, but you'd never find it organically (why is the easiest way to get it open through BBM's Scan a Group Barcode option?).
In the time it took to do that, a user could have just typed the URL in, and known exactly what would happen. I'm on a BlackBerry, and even though I know how to run my QR reader, it's still easier and quicker for me to just type it in manually.
Similarly, it often seems the people who design posters/ads that feature QR codes have no concept of how you'd scan them - if there's a code on a billboard that's three stories up a building, there's no way my camera will pick that up. Conversely, if the ad is a subway poster (which I'll never be more than 3ft from), you don't need a 4ft diagram.
The marketer in me (and everyone) loves them because they allow metrics down to the individual poster/magazine edition, and make it easy - in theory - to jump from something physical to something online. Actual users don't care about them, because there's no perceived increase in value or convenience over the tried-and-true-and-well-understood method of just Googling the product name.
The real estate signs made sense to me, because if you're interested you'd probably snap a photo of the sign anyway to remember the address and agent. But I don't get why you'd make your customers scan a code in your store -- they're already IN YOUR STORE.
Agree on both points.
Another situation where I've found QR codes useful for the consumer is links within print publications. I would hesitate to follow any QR codes in a print ad, but for something along the lines of a follow-up video to an article, QR codes can be convenient for the reader.
I think the idea is to find out more about a product. Some people research a product before they get to the store, but some people don't. That's especially true for impulse buys.
I see the value of QR Codes in stores as being a way to quickly give you more information about a product.
I see the value of QR Codes in stores as being a way to quickly give you more information about a product.
I think QR codes have the same problem as the segway (http://www.paulgraham.com/segway.html) -- it makes the user look like a doofus.
Walking up to an ad or whatever and waving my my phone around at it just feels un-cool and socially awkward.
Walking up to an ad or whatever and waving my my phone around at it just feels un-cool and socially awkward.
The problem with QR codes is that almost nobody gives a hint of where the QR code directs. People need a reason to scan.
By the way I'm launching http://qranberry.me to make mobile sites and QR codes in a snap.
By the way I'm launching http://qranberry.me to make mobile sites and QR codes in a snap.
We're using QR codes instead of Bar codes for document management. The codes hold more information and being square instead of rectangular, look more discrete.
And this: http://www.joelonsoftware.com/items/2008/01/29.html
"People have camera phones with web browsers now. Some things are still the same: typing URLs is not hard ... "
Actually it is.
The problem with Joel's argument is that I don't think he's ever tried to type a URL on a phone. It was an infuriating exercise in 2008 when he wrote that post, and it's an infuriating exercise today, even on the iPhone and on my Android phone.
I use a QR code as a quick link to deploy a new build of an app I'm working on to an Android device, and it's definitely easier then firing up the browser and painfully navigating to our CI server.
"People have camera phones with web browsers now. Some things are still the same: typing URLs is not hard ... "
Actually it is.
The problem with Joel's argument is that I don't think he's ever tried to type a URL on a phone. It was an infuriating exercise in 2008 when he wrote that post, and it's an infuriating exercise today, even on the iPhone and on my Android phone.
I use a QR code as a quick link to deploy a new build of an app I'm working on to an Android device, and it's definitely easier then firing up the browser and painfully navigating to our CI server.
That is a great video. Before watching it I didn't understand QR codes at all.
As a consumer, I've never used a QR code in my life. If companies reward users for using QR codes with discounts, as the video suggests, I would use it.
Also, now I understand why a business would want to use QR codes. They help the businesses to track the effectiveness of advertising.
As a consumer, I've never used a QR code in my life. If companies reward users for using QR codes with discounts, as the video suggests, I would use it.
Also, now I understand why a business would want to use QR codes. They help the businesses to track the effectiveness of advertising.
Check out Social Passport (www.socialpassport.net) as it will be totally up your alley. For consumers it creates a QR code which stores all of your social networking information for instant scanning to Like, Tweet, or Checkin somewhere, and then also serves as a digital loyalty card and e-coupon. Merchants incentivize users to get their Social Passports scanned through discounts, contests, and giveaways, and in return send a customized message to a user's entire social network.
What problem does this solve?
I've never been walking around thinking, "Man, you know what would be cool? If a merchant could incentivize me right now. I wish my digital loyalty card also had an e-coupon so I could checkin somewhere".
Change the pitch to: "Scan this for X free Airmiles" or "Download Social Passport for X free airmiles."
Is it possible to design a QR code that looks like a plane taking off or something?
Who the fuck even knows what a Digital Loyalty card is?
I've never been walking around thinking, "Man, you know what would be cool? If a merchant could incentivize me right now. I wish my digital loyalty card also had an e-coupon so I could checkin somewhere".
Change the pitch to: "Scan this for X free Airmiles" or "Download Social Passport for X free airmiles."
Is it possible to design a QR code that looks like a plane taking off or something?
Who the fuck even knows what a Digital Loyalty card is?
Yea, that sounds like a good way to get lots of unfriends. Who comes up with this stuff?
Thanks, rajpaul, for the positive feedback!
As an iPhone user, I also need to download an app to read the QR codes, and suddenly I now have another choice to make -- which app is the best quality and least spammy of the ones listed.
As a designer, I also think they are quite ugly -- Try putting one of these into your beautifully designed billboard/magazine and it looks pretty terrible.
The business side of me appreciates the metrics that come from this, but I think QR is a stopgap technology until RFID readers become mainstream.