In previous articles I've casually mentioned QR (Quick Response) codes. Now it's time to provide some details to those of you who aren't familiar with this groundbreaking technology that's adding a new dimension to marketing in Japan.
The image you see above is an example of a QR code. Essentially, QR codes are a new type of bar code that can hold hundreds of times more information than in the past, including alphanumeric characters and Japanese text. Most Japanese cell phones now come equipped with QR code readers that quickly scan using the phone's camera lens.
Why is this important?
Because brands are using them in all kinds of new ways to reach consumers.
For instance, QR codes are widely seen on posters and billboards, providing anyone with a cell phone immediate access to everything from information on consumer prize campaigns to addresses and maps for retail outlets.
For example, in the below TV ad, NTT DoCoMo explains to viewers how QR codes work. The commercial employs the example of a QR code printed on a poster to provide consumers with information on a special retail sale.
QR codes are also handy for various branding purposes. They can be used to direct mobile phone users to special websites to download brand ads, ringtones, character logos, viral videos, branded flash games and more. Similarly, movie studios make it easy to view coming attractions by printing QR codes on posters that are hung all over Japan. Scan the code and voilà—you're watching previews of films right on your phone.
That's not all. Fast food brands are now printing these codes on sandwich wrappers. One quick scan and you're instantaneously provided with nutritional and/or ingredient information. As you'd expect, QR codes increasingly appear on packaged goods too.
The uses for QR codes are almost limitless. Retailers print them on receipts. Event producers employ them to provide exhibit information. Doctor's offices and beauty salons use them to let people make appointments over their mobile phones. Companies print them on business cards so clients and suppliers can suck contact info right into their cell phones and PDAs. I've even seen TV shows where QR codes appear on the corner of the screen to provide product information.
In other words, they're a great tool for marketers!
So, if QR codes or something similar are not yet available where you are, start thinking ahead. Cell phones are only becoming more ubiquitous. The day will soon come when you're going to need to add the use of phone scanning technology to your toolbox of marketing approaches.
p.s. If you're wondering what data is incorporated in the QR code at the top of this page, it's the web address of this blog: www.japanmarketingnews.com.
* Need more information on this subject? Click here.
This year expect to see and hear more about the next generation of bar code- the colorcode (web serch for: colorzip). From an advertisers point of view they offer a much greater variety of designs and are more eye catching. Also from personal experience the colorcodes are easier to register using the camera- QR codes take a bit of trial and error. The catch? If you want to use them in your ads or broadcasts colorcode you need to pay- whereas QR code makes its revenue from charging for the software to read code (most handsets in Japan come preinstalled).
Posted by: Gavin Buffett | January 17, 2007 at 05:45 PM
This is a great reference for Brand Companies to read. The writing is on the wall and I am not sure that most of them see it.
www.Qode.com
Qode is the platform to capture the code to turn on the product.
When will the Brand Companies realize that they can provide the direct link to their consumer when their product is turned on.
Eliminating the middle man and still saving money on advertising is what every company looks at.
Why not Neomedia Technologies?
Posted by: swampthing | January 18, 2007 at 11:42 PM
QR Codes are available where you are, right now:)
QR Codes were and are already in use by EMAP, 2nd UK Publisher (Kerrang! FHM), Swisscom (biggest telco in Switzerland), several major swiss publishers, the Scout Group (Classifieds), Rossignol and now by 234 (major european music distributor) which will present QR Codes at MIDEM, the major yearly commercial music gathering.
And QR Codes are supported by several major handset manufacturers like Motorola (Taiwan), Nokia, Sharp, Toshiba etc.
Posted by: Roger | January 22, 2007 at 04:33 AM
Roger,
If you have specifics on how QR codes are being used for *consumer marketing* in the North or South America, Africa, or places other than those you've listed, feel free to let us know.
Mike Fiorella
Posted by: Mike Fiorella | January 22, 2007 at 03:46 PM
Hi Mike,
Thank you. I publish most of the things I consider interesting (mix between company news and interesting examples of QR Code uses) in the QR Code category of All about Mobile Life.
PS: I am pleased to find this blog by the way and I hope you will also come up with interesting QR Code uses in Japan.
Posted by: Roger | January 23, 2007 at 08:04 AM