kaspar roos - coding for success
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An overview of 2D Barcodes
Kaspar RoosSenior ConsultantOctober 28th, 2010
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Agenda
• Mobile Tagging Concepts behind 2D barcodes
• Technical aspects Considerations for deploying 2D barcodes
• Tips for Success What to avoid?!
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Mobile Tagging
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Mobile Tagging
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Newspaper & Magazines Direct Mailings Stamps / Stickers
T-Shirts
Packaging Outdoor advertising
Mobile Tagging Applications Abound!
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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
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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.
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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
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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
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Technical Aspects
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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
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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
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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
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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
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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)
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Proprietary formats
EZ Code ColorCode BeeTagg ShotCode Microsoft Tag
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Direct Model
Code contains all information or URL
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Indirect Model
Code contains an identifier that links to information
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Mobile Tagging: not more than 40 characters
Data matrix20 characters,
1 region
Data matrix, 40 characters,
1 region
Data matrix, 80 characters,
4 regions
Data matrix, 240 characters,
16 regions
QR Code, 20 characters
QR Code, 80 characters
QR Code, 200 characters
QR Code, 400 characters
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Make sure the mobile website fits smaller screen sizes
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Microsoft Tags – Customizable Barcodes
default
customised
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Success Story
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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
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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
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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
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Lego QR Code
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Tips for Success
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1. Stay Informed!
• Smartphone adoption and capabilities is accelerating
• More than a third of marketers is not aware of mobile tagging
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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
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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
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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
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3. Mobile Tagging ideal for acquisition
• Turn advertising into lead generation
• Not perceived as intrusive Customer/Consumer in control
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Magaz
ines
Newsp
apers TV
Web-pag
es (o
n-line)
Internet
footage (
clips)
Direct
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
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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
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Calvin Klein QR campaign
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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