The QR code is back (but not as we know it)
While QR codes failed to live up to the hype in linking the physical and digital worlds there are a lot of new versions finally doing the job well writes Marcus Tesoriero
No less than five years ago, traditional QR codes were promising us all huge things. Although adopted late through advertising circles, they were destined to be the big break we were all looking for: the simple connection between people and brands, allowing a quick, seamless interaction from real world to digital. Goodbye awkward thumb-typing of URLs into mobiles, hello speedy brand loyalty and integrated reward systems.
All amazing stuff – but the only problem was, nobody was using them. New users got frustrated downloading clunky third-party QR code reader apps and confused about how advertisers were applying them. Today however, that hurdle may have been overcome, as a clever adaption of the traditional QR code paves the way for its next evolution.
QR codes are alive and well and doing exactly what we need them to: for example, you can’t really bootstrap two-factor authentication for google, amazon, or a host of other places without them. Or, to share machine-generated one-time URLs for things like cloud file services.
Oh, you mean the ad world failed to MONETIZE them. Sorry. I’ll go back to sleep. Gee.. you’ll be claiming to make money from water from fiji next. wait…
Marcus, you do now why QR codes failed to get mainstream use right? Your new idea is even worse in this regard…
Sure QR codes were a bit clunky – you had to have the app etc – but the real reason they didn’t take off is because as a general rule – putting aside fanboy-type products like gaming, music, niche fashion and cult brands – normal people DONT WANT TO HAVE CONVERSATIONS WITH BRANDS!
Turn your eyes to China, Wechat (biggest social network in the world) has it’s own QR codes scanner, and gives you your own code. QR codes are everywhere there.
Technologically how are these codes read if not through a “reader” app?
Technologically, how are these codes read without a “reader” app?
No one wants to “connect” with whatever brands. Step out of your “marketer thinking” bubble…