BW Communities

A Code For All Reasons

BW Online Bureau Nov 08, 2014

<?xml version="1.0" encoding="UTF-8"?><root available-locales="en_US," default-locale="en_US"><static-content language-id="en_US"><![CDATA[Expect to see around you many more of those dizzying black and white patterns called QR (Quick Response) codes. The thing with these 2D square cousins of the barcode we see on so many products is that they instantly convey specific coded information with very little processing needed and with even less fuss. As with many clever things, the QR matrix barcode started out in Japan in 1994, created by Denso Wave, a Toyota subsidiary. The codes were generated and used to track car parts during manufacture.  But since then, the QR code has moved up in life and now is really poised to come into its own - thanks to smartphones. All you need on your phone or camera-enabled tablet is an app that scans QR codes. There are plenty of apps that do the job. Once the phone is equipped with the scanner, you launch the app and aim the camera at the black and white square. In a mere second or two your phone will receive the information loaded in the QR code. Now, when the code contains a URL, you're really ready to have some fun because the applications are endless and can work for virtually any industry or field of interest. <table style="width: 150px;" align="right" border="0" cellpadding="10" cellspacing="10"> <tbody> <tr> <td><img src="/businessworld/sites/default/files/QRcode-150x150.jpg" width="150" height="150"></td> </tr> </tbody> </table> A QR code planted in an ad, for example, can get the somewhat-inclined to see more information on the product or even to buy it online. Many fashion houses have been using codes for a while now. Ralph Loren used one in a print ad to offer a discount on a limited edition collection. L'Oreal used one on a bottle of something to give instructions on how to use the product. Bluefly used one on TV in an ad during an episode of Desperate Housewives, again for a special offer. Calvin Klien used a big QR code on a hoarding. And Audi had one up that is said to be the largest in the world, at 159 sq meters. Passing by a hoarding with a huge QR code? Just aim your phone at it, and then walk or drive off with your phone's browser fired up to a special offer, or a snappy video. You could have a QR code next to a painting in a museum and aiming your smartphone at it could give you a whole background on the artist. You can even scan these codes off computer screens which means you could perhaps pass by a kiosk and pick up information on a house you might want to buy. For that matter, you could be given a virtual tour of it through your browser. One insurance company put a big QR code on the door of a house and led viewers into the video of something crashing through the roof. Rather naughty, that. QR codes could also be a great way of adding value to newspapers and magazines. A couple of days ago, Cyber Media, publisher of several technology magazines (and where I used to work at one time) for the IT industry and consumer, began using QR codes for their magazines. Working with the belief that the future of print in India is tied to the mobile they decided to enrich the text content of their publications with videos, presentations and other media. This should make for a much more interesting and involved experience for readers. Interviews, reviews, background information on products and companies, how-to's, slideshows, or anything could add interesting aspects to stories. I tried it on Wifi and it was quick and smooth, but with 3G already available in several Indian cities, linking codes to games, web pages videos and more will work well enough. For advertisers, the ability to use QR codes in print ads is an interesting opportunity. They can use codes to measure response as well. The business computing publication, PCQuest, has been the first to start using QR codes on its pages to link to reader contests, announcements, videos,  discounts and even social networking sites. This sort of interactivity (and one can get really innovative with it) is a good way to spice up print publications. Mid-Day has also experimented with a QR code letting you download and set their pin-up as your mobile wallpaper Creating the codes isn't difficult either. There are services online that will generate them. There are many personal uses for these codes possible as well.  Just as bit.ly turns long URLs into tiny ones, other online sites like qrcode.kaywa.com will turn them into QR codes. And you can use them in many ways--such as, on your visiting card. The author is editorial director at Mindworks Global Media Services mala(at)pobox (dot)com, @malabhargava on Twitter