QR Codes - What's all the hype?

by dv8
15 replies
Unless you've been living under a rock, you know QR codes are all the rage right now.

But I don't get it. How is it any different than just posting a URL? I get that they can do other things, like scan the code and it automatically dials a number (at least I think they can do that?). But if I scan a QR code and it starts calling someone, I'm hanging up.

Is it just gimmicky now since it's newer? Do people see this crazy looking square and just scan it out of curiosity?

Let's not forget people have to have an app installed to be even able to scan them in the first place.

Please fill me in on what I'm missing. Because in my eyes, it's just a gimmick right now. Fill me in on how I'm wrong.
#codes #missing
  • Profile picture of the author Warrior Ben
    You are partially right that it is a current trend, but in my opinion it is here to stay. If you look at Asia and Europe, QR Codes are already everywhere... including on street signs, in museums, parks, everywhere.

    If fashion and technology are any indication, the US is always a little bit behind Asia & Europe, respectively.

    The thing that makes QR Codes something to last is that it is a simple way to bridge the gap between the offline and online worlds. Yes, somebody could input a URL into their phone, but it takes a lot longer than scanning a code. Most smartphones come with a QR Code scanner on them anyway, so most people are set to go.

    We still have time to go before QR Codes are completely mainstream, but they are starting to pop up everywhere and will probably be around for quite awhile!

    -Ben
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    • Profile picture of the author dv8
      Originally Posted by Rus Sells View Post

      That's friggin smart!! Thanks for posting it. Thanks to everyone else for their posts.

      Besides the video example above, I'm still not 100% sold on them. :p Still just think a big part of it is the gimmicky part of "scanning" something rather than opening your internet browser and typing in the URL.
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      • Profile picture of the author rlhurst
        Originally Posted by dv8 View Post

        Still just think a big part of it is the gimmicky part of "scanning" something rather than opening your internet browser and typing in the URL.
        Either way you reach the site, the important part is that the "destination" is OPTIMIZED for viewing on a mobile device. Like the realtor who had a qr code on one of their for sale signs. I scanned it, and it went to their "normal" web page. Everything was way too small to view. I showed that to the agent, and she said all you have to do is "reverse pinch" the screen to enlarge everything. I then showed her that you'd have to scroll back and forth to see all the info. Then......... I brought up the optimized site I had created for that listing. One where everything was viewable and fit on the screen, whatever position the phone was in (vertical, landscape). She thought that was very cool.
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      • Profile picture of the author Rus Sells
        Smart devices are more then just smart! They are very personal and its just a good marketing concept to have your information stored in some one phone via a QR code.

        QR codes also bridge the gap between print media and digital media, its not going away and will only get stronger as time goes by.

        Its no gimmick otherwise companies like CK and other very large corporations wouldn't be already using them. They don't just do stuff on a whim or cause its cool! They spend TONS of money on research before making marketing decisions.

        Originally Posted by dv8 View Post

        That's friggin smart!! Thanks for posting it. Thanks to everyone else for their posts.

        Besides the video example above, I'm still not 100% sold on them. :p Still just think a big part of it is the gimmicky part of "scanning" something rather than opening your internet browser and typing in the URL.
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  • Profile picture of the author IdeaFool
    I read an article recently about the Gartner Hype Cycle and where QR codes are on that cycle. The Hype Cycle has 6 stages: First Appear; Frenzy of Publicity; Disillusionment; Enlightenment; Stable and Evolving.

    America is at the beginning of the Frenzy of Publicity stage, while Japan is in the Disillusionment stage. The reason Japan is farther along in the cycle is that they have been using QR codes far longer than we Yanks have. Disillusionment comes from QR codes not living up to expectations. In America, we are already seeing this in that some companies are making and printing QR codes that link to sites that are a jumbled mess when viewed on a smart phone (which is the vehicle for the QR code in the first place.) I think that America's QR cycle will be more flat than that experienced by Japan because we may learn from their mistakes as we move along the cycle.

    The smart marketer will make certain that the QR code is used in a way in which it adds value to the end user's experience. That is to say, the QR code should be used in conjunction with mobile-optimized sites or other mobile-ready technologies such as SMS. Additionally, the QR code should be used to give more information where it's warranted, give special offers and coupons, or perform other valuable services. Having a QR code for the sake of having one will lead to disillusionment quickly and will be rendered worthless once the initial hype wears off.

    I think people like those found on this forum will find new ways to utilize this technology to add value. I've been wondering if a QR code could be used to call a taxi via SMS giving the sender's name and location. This would make calling one after drinking too much less embarrassing and easier to do when one's vision, speech and fine motor skills are compromised by tequila. Then the code could be printed on coasters in the bar or in the toilet.

    Sorry. Got off point there.

    Here's a link to the article: The QR Code Hype Cycle

    Pay very close attention to the last few paragraphs. They are extremely enlightening and will help your codes not become obsolete simply because of the cycle.

    Just a thought.
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    • Profile picture of the author Rus Sells
      This would make calling one after drinking too much less embarrassing and easier to do when one's vision, speech and fine motor skills are compromised by tequila. Then the code could be printed on coasters in the bar or in the toilet.
      Great post and I think your right. I see some large corporations using QR wisely and not so wisely. I do think your right about the people on this forum and I myself believe that Google Places + Mobile+ QR + SMS is a match made in a marketers heaven! LOL

      I quoted the above because its brilliant and funny too! haha
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  • The people to ask would be the Japanese - they have been using QR for years now and it is a normal day to day...I'm wondering if they are using AR to an extent yet?
    Are there any "Ninja Warriors" (Sasuke - the best of reality shows on TV, IMO) out there, who can update the current QR climate from Japan?
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    • Profile picture of the author IdeaFool
      Originally Posted by MoneyMagnetMagnate View Post

      The people to ask would be the Japanese - they have been using QR for years now and it is a normal day to day...I'm wondering if they are using AR to an extent yet?
      Are there any "Ninja Warriors" (Sasuke - the best of reality shows on TV, IMO) out there, who can update the current QR climate from Japan?
      Refer to the article I linked in my post above. I believe it was written in March of this year, and so is fairly current.

      Japan is in the Disillusionment Stage of the Hype Cycle. The article gives some usage stats that might answer your question more fully than my pathetic attempts here.
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  • Profile picture of the author Rus Sells
    This is a prime example of delivering people from pain. This culture doesn't shop like we do in the western world. They are more often to the grocery then we tend to be so despite where the culture is over all in regards to QR codes this company found a way to address the hassles and pain associated with frequent visits to the grocery store.

    This is how we need to think in term of using QR codes.
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    • Profile picture of the author IdeaFool
      Originally Posted by Rus Sells View Post

      This is a prime example of delivering people from pain. This culture doesn't shop like we do in the western world. They are more often to the grocery then we tend to be so despite where the culture is over all in regards to QR codes this company found a way to address the hassles and pain associated with frequent visits to the grocery store.

      This is how we need to think in term of using QR codes.
      I completely agree here. It all comes down to adding value.

      Yes, there is a "gimmicky" part to it right now. But I implore everyone who reads this thread to read that article I linked to above. It explains a LOT!
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  • Profile picture of the author TWalker
    QR codes are to mobile devices as the 8 track tape is to micro SD cards.

    Micro SD cards can store exponentially more music and information at an exponentially higher quality and do more with that information.

    But 8 track tapes were the standard for storing and playing audio/music and people made big money off 8 tracks.

    It was a fad and it was the standard and if I coulda made money selling 8 tracks I surely would.
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    • Profile picture of the author IdeaFool
      Originally Posted by TWalker View Post

      QR codes are to mobile devices as the 8 track tape is to micro SD cards.

      Micro SD cards can store exponentially more music and information at an exponentially higher quality and do more with that information.

      But 8 track tapes were the standard for storing and playing audio/music and people made big money off 8 tracks.

      It was a fad and it was the standard and if I coulda made money selling 8 tracks I surely would.
      I'm not sure that this analogy holds up. 8 track tapes were not meant to work in conjunction with SC cards, whereas QR codes are indeed meant to work with mobile phones.

      QR codes may indeed be a fad until something that performs the same function in a better way comes along to capture our society's trend of non-communication and our "hunger" for more convenience. 8 tracks were the norm for, what, at least a decade? And, while technology today makes forward leaps far more quickly than it did in the 1970s, I believe that in this instance, the technology will persevere for at least a short while.
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  • The article The QR Code Hype Cycle, discusses the disillusionment of people to the QR code, but refers to research that seemed incomplete as well...

    A June 2009 study from NetAsia Research showed that 76% of the Japanese have or to be more precise “know they have”, the ability to access QR Codes. Obviously some use the facility more or less than others but the average across this group is 1.24 times per week. Not very often is it? The main reasons given for scanning the codes is also illuminating. There are really only three, 31.6% to use a coupon, 30.9% to apply for a special promotion and 22.7% to have more information on a product. -

    This does not mention aprox 15% where the code is used in other applications. What are those ? Like in the virtual store video, there are still many other clever ways left to use these codes.
    And I was surprised to see there is still 24% of the populace do not and are not aware of using them. Why?

    It is great in a promotional sense for marketing - but as the 3 uses suggest there is a reason for it. It is a quicker way to access something from a phone, and as such, QR or it's offspring will become a utility. It will assimilate like other shortcuts in our daily use.
    The disillusionment may stem from the fact that it was initially used as a "carrot" like it is in the US now, and they are no longer attracted by any novelty. They use it when it is useful.

    "The thrill is gone", as B.B. King would sing...

    (Btw: I picked up a rock yesterday, and underneath was a QR code...
    "for more information on this rock - please scan code")
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    • Profile picture of the author IdeaFool
      Originally Posted by MoneyMagnetMagnate View Post

      The article The QR Code Hype Cycle, discusses the disillusionment of people to the QR code, but refers to research that seemed incomplete as well...

      A June 2009 study from NetAsia Research showed that 76% of the Japanese have or to be more precise "know they have", the ability to access QR Codes. Obviously some use the facility more or less than others but the average across this group is 1.24 times per week. Not very often is it? The main reasons given for scanning the codes is also illuminating. There are really only three, 31.6% to use a coupon, 30.9% to apply for a special promotion and 22.7% to have more information on a product. -

      This does not mention aprox 15% where the code is used in other applications. What are those ? Like in the virtual store video, there are still many other clever ways left to use these codes.
      And I was surprised to see there is still 24% of the populace do not and are not aware of using them. Why?

      It is great in a promotional sense for marketing - but as the 3 uses suggest there is a reason for it. It is a quicker way to access something from a phone, and as such, QR or it's offspring will become a utility. It will assimilate like other shortcuts in our daily use.
      The disillusionment may stem from the fact that it was initially used as a "carrot" like it is in the US now, and they are no longer attracted by any novelty. They use it when it is useful.

      "The thrill is gone", as B.B. King would sing...

      (Btw: I picked up a rock yesterday, and underneath was a QR code...
      "for more information on this rock - please scan code")
      I don't know if I'd go so far as to say the research is incomplete, but I do agree that the parts you mention that are not reported would make for some fascinating reading.

      And I agree with the conclusions (which are also supported by the research) that you reach in the paragraph using the "carrot" simile.

      I think marketers in the US are in a prime spot to carve out their niche with these codes. The bugs have been worked out in Japan, and the cycle in Japan can be studied and learned from.
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