Kaspar Roos - Coding for Success

© 2009 InfoTrends, Inc. www.infotrends.com

An overview of 2D Barcodes

Kaspar RoosSenior ConsultantOctober 28th, 2010

2 © 2009 InfoTrends, Inc. www.infotrends.com

Agenda

• Mobile Tagging Concepts behind 2D barcodes

• Technical aspects Considerations for deploying 2D barcodes

• Tips for Success What to avoid?!


Mobile Tagging


Newspaper & Magazines Direct Mailings Stamps / Stickers

T-Shirts

Packaging Outdoor advertising

Mobile Tagging Applications Abound!


Why Mobile Tagging?

• Rising adoption of mobile internet Smartphone usage

Mobile devices (e.g. iPad)

• Increasing online advertising spend Disconnect between time spent online and online advertising spend

• Makes it easier for consumers to find relevant information

• Turn advertising into lead generation


6.5%

7.7%

8.3%

8.7%

8.8%

0% 2% 4% 6% 8% 10%

Print only

Print and Web landingpages

Print and e-mail

Print, email, Weblanding pages, andmobile marketing

Print, e-mail, and Weblanding pages

More Channels = More ResponsePlease provide the average response rate of campaigns that use the following combinations of media channels.

N = Print to mobile marketing: 216, Print to landing pages: 216, Print and landing pages: 216, Print and e-mail: 214, Print only: 217

Improvement overprint-only campaigns

35%

34%

28%

19%

Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends, 2008.


Western European Advertising Expenditures, 2001-2009

2001 2002 2003 2004 2005 2006 2007 2008 2009f€0

€5

€10

€15

€20

€25

€30

€35

NewspapersMagazinesTelevisionRadioCinemaOutdoorInternet

€ B

illio

ns

Source: InfoTrends, 2009


Smartphone Subscribers in Europe

France

Germany

Italy

Spain

United Kingdom

0 2 4 6 8 10 12 14 16

20102009

+70%

+48%

+11%

+34%

+48%

Millions of subscriptions

Source: comScore, 2010


Technical Aspects


Difference between 1D and 2D barcodes

• 1D usually stores a number (KEY) Store up to 30 characters

- License plate number

- Product Item

• KEY is used to retrieve additional information from database

• 2D contains actual information Store more than 2,000 characters

- Full contact details

- Tax return information

• Higher durability

• No need to retrieve information from database


Types of 2D barcodes

• Stacked E.g. PDF417

Store up to 2,000 characters

Widely used

- Logistics

- Retail

- Government

• Matrix E.g. DataMatrix

Can store up to 2,000 characters

Efficient processing

- Used to encode products in manufacturing

- Logistics


Other popular 2D matrix codes

Maxicode Developed by UPS

Can store 93 characters

Can be scanned at very high speed

• QR Codes Developed by Japan-

based Nippon Denso

Quick Response Codes

High level of error recovery


Which barcode do I need?

1. Is a particular 2D code required to comply with an existing industry or organizational standard?

2. Type and amount of data that needs to be stored

Size, density, alphanumeric requirements?

Over 70 different types of barcodes exist


Data Matrix, QR codes, and Aztec are popular choices for mobile tagging

• Native support for QR and Datamatrix on most smartphones

• Other formats require additional readers Most are available free of charge

• QR Codes, Data Matrix and Aztec are ISO standards (free)


Proprietary formats

EZ Code ColorCode BeeTagg ShotCode Microsoft Tag


Direct Model

Code contains all information or URL


Indirect Model

Code contains an identifier that links to information


Mobile Tagging: not more than 40 characters

Data matrix20 characters,

1 region

Data matrix, 40 characters,

1 region


4 regions


16 regions

QR Code, 20 characters





Make sure the mobile website fits smaller screen sizes


Microsoft Tags – Customizable Barcodes

default

customised


Success Story


Letterbox Deals / Dell

• Print catalogue distributed in Sydney, Australia

• Featuring a QR-code sweepstake to win one of 5 Dell Inspiration laptops

• Strategy was to determine consumer behaviour when confronted with new mobile technology and gauge the effectiveness of a QR code as a call-to-action

Source: Letterbox Australia, 2010


Campaign details

• 1.3 million catalogues were distributed

• Thousands of competition entries Less than 1% response rate

• 25% of entries was submitted by QR; 75% by PURL 60% of them downloaded a QR code reader first

The advertising agency found that a high percentage of the QR code scans occurred within people’s homes, even though the entrant was at home and could use their home computer to enter


Pazazz Makes Print Clickable

Source: CodeZ QR

The Results

• Preliminary results showed a 7.95% response rate

• People who are responding are visiting the link an average of 10 times


Lego QR Code


Tips for Success


1. Stay Informed!

• Smartphone adoption and capabilities is accelerating

• More than a third of marketers is not aware of mobile tagging


Awareness is Growing!Are you familiar with one or more mobile barcode technologies? (Meaning: Familiar, use today=4, not familiar=1)

N = 518 Marketers Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends, 2010


2. Know where to deploy mobile tagging

• Italy is the biggest market in Europe

• Sweden, Spain and Finland also have a relative high adoption

• Average adoption in France, Germany, UK

• Relative low adoption in Netherlands, Belgium, Portugal, Greece, and Eastern Europe


Mobile Internet Adoption (3G / UMTS)

Japan

Australi

aIta

lySpain

Luxembourg

New Zeala

nd

German

y

Switzerla

nd

Norway

United States

Greece

Portugal

Netherl

ands

Hungary

Mexico

0%

10%

20%

30%

40%

50%

60%

70%

80%

3G s

ubsc

riber

s pe

r 100

inha

bita

nts

Source: Bergman report, 2009


3. Mobile Tagging ideal for acquisition

• Turn advertising into lead generation

• Not perceived as intrusive Customer/Consumer in control


Magaz

ines

Newsp

apers TV

Web-pag

es (o

n-line)

Internet

footage (

clips)

Direct

Mail

E-mail

Text m

essa

ging / SMS

-10%

0%

10%

20%

30%

40%

50%

60%

70%

26%21%

25%

20% 20%17%

19%14%

19% 19%

30%

36% 37%40%

50%

56%

Share of respondents with positive attitude towards advertising (7 or higher)

Share of respondents with negative attitude towards advertising (2 or lower)

Attitude towards advertising


4. Focus on the wider mix of print and mobile

• It’s print PLUS mobile, not print OR mobile Use mobile technology to bring interactivity to print

• Some successful campaigns around Customer/Consumer in control


Calvin Klein QR campaign


5. Educate the customer!

• Barcode readers/scanners are often needed Higher-end smartphones come with pre-loaded scanners

• Not all consumers understand the concept Self-service stations in supermarkets rely on moving/swiping barcodes along

a scanner, but a phone needs to be hold steady


[email protected]

Kaspar Roos - Coding for Success

Business

Transcript of Kaspar Roos - Coding for Success