Not All QR Codes Are QRe8’ed Equally

When we developed the QRe8.com platform and QR Code generator we had 2 major objectives:

1. Make the process as easy as possible for our clients
2. Create QR codes that have a scan success rate as close to 100% as possible

For sure, there will always be scan scenarios that will have nothing to do with the scanability of our codes themselves. Such variables may include phone type and model, the code reader, the size of code, the printed element, the screen monitor, the sunlight, the moon, the reflection, the user and on it goes… while beyond our control, they’re all factors in campaign success – and always figure into our product development.

That said, we’re obsessed with what is in our control. Specifically, we’ve worked painstakingly to provide our clients with a QR Code generator that will produce the most scannable QR codes possible.

Following are 2 QR Code examples – the first was created using the QRe8 generator. The second code was created using a competitor’s generator. The URL embedded into each code is http://www.qre8.com.

Note, http://www.QRe8.com is a fairly short url. Now check out another example of 2 codes. The URL embedded in each codes is: http://www.google.ca/maps?q=air+canada+centre&hl=en&cd=1&ei=7P4OS_-ZK5GOyASNr_GbBg&ie=UTF8&view=map&cid=13372784949588015918&iwloc=A&ved=0CBoQpQY&sa=X

As you can see the QRe8.com platform shrinks the URL and therefore the data within the code thus we are able to produce ‘data light codes’ that are fully trackable through the QRe8 platform.

So what are the benefits of ‘data light codes’?  We held our first QR Code boxing match to find out.

The Process

• Each code was tested in daylight and at the same time
• Each code was tested off a MacBook monitor
• Each code was tested on the iPhone
• Each code was tested using the Qucikmark, i-Nigma and Beetagg readers
• Each code was tested at 3 pixel sizes (150x150, 300x300, 450x450)
• Each code was tested at 3 distances (6 inches, 12 inches, 18 inches)

Our Observations

Our Findings

Our simple test shows the complexity of code #2 (in terms of the incorporated data) which can make scanning more problematic. Because of the detail in order for the scanning to work, the reader needs to position very close to the code, or conversely, the code needs to be blown up to a large size. The iPhone tends to get very unfocused if placed up to close to an object so this is also not a guaranteed option.

A more simplified code does not require as much focus, which means smaller codes can be successfully scanned from a range of distances. Also consider that certain readers such as the Beetagg do not have an automatic capture function.  In the case of non-automatic readers, therefore, more complex codes may need to be captured multiple times before the code eventually scans.

Conclusions

When creating codes for marketing campaign applications—whether for a billboard or business card, a bus shelter or product package—always ensure that the code you are using is simple and uncluttered in terms of the graphic data within the code itself. After a code is launched into market many variables beyond our control will partly determine success. Marketers should do what they can to ensure their codes will have the highest possible scan rate. Fortunately, achieving this is in our control.

7 Reasons Open 2D Codes are better than Closed Platform Codes

Is it possible that the Microsoft Tag code platform (a closed source platform) could ever become the industry standard for 2D Codes? So went the debate this weekend on a Linkedin group site we’re members of.

Our QRe8.com platform is built on open standards. As we’ve mentioned in earlier posts, we’ve begun to brand our 2D codes, which we call XM codes (experiential marketing codes) because we believe that regardless of where the standard lands, the objective will always be to provide the user with a fantastic experience.  At the moment, it’s clear that QR Codes and Datamatrix codes lead the way in terms of open standards… on the other hand, it’s also apparent that Microsoft and Scanlife lead the way in closed standards.

Here are 7 reasons why we believe open code platforms are better than closed platforms:

1.   Consumer Choice

In order to successfully scan a Microsoft tag you MUST use the Microsoft Tag Reader. This holds true with other closed platforms—you must use their reader to scan their code.

Naturally we see this as an added barrier to entry. Today’s me-focused consumer is conditioned to choice, and demands it… so dictating that he or she must use one specific reader is problematic. Conversely, there are plenty of great readers out there for open codes, which means the freedom to choose. Further, the Tag reader might work best on an iPhone but what about someone that owns an older Nokia flip phone? What will their scanning experience be like using Microsoft?

Simply, an open system allows for you to market and reach the greatest amount of people that will scan your code.

2.   Embedded Readers

Phone manufacturers have already started to embed readers into their phones.  This trend will obviously continue as the carriers increasingly see the value in offering their consumers a more seamless 2D code experience. Therefore, you can bet that certain phones will choose not to embed the Microsoft reader. Imagine iPhone embedding their biggest competitor’s software into their phones?! The same holds for Android based phones—supported by Google of course.

3.   Flexibility

As we point out above—we currently offer our clients the ability to create and track QR Codes, and with our next release in about a month we’ll additionally offer datamatrix codes to our clients. If in 6 or 12 months a new open code platform emerges, we’ll assess its possible benefits, then simply adapt and incorporate this new code platform into our mix if it offers our clients value—and the most current technology. Closed platforms are just that…closed! If something new and great emerges in the next year, you’ll remain locked in to the closed system.

4.   Scalability

In terms of physical size, how big can you make your closed platform codes?  How small can you make the footprint? Can your tag be put on the label of a shirt and still work? Can it be put on a billboard in Times Square?  We’re not absolutely sure about the answer to these questions, but we do know that open codes can be scaled up or down and still work great.

5.   Branding

Can you brand your closed code?  Can you embed your logo into it and still have it work across devices and across readers?  Again, we are not sure, but we know that we can accomplish this with our open codes.

6.   Reliability

Hypothetically speaking (but we suspect not far from reality), what happens to your marketing efforts, and most importantly your marketing dollars, if the Microsoft Reader (or any other closed platform reader) develops a bug of some kind? What happens if you have just spent $100,000 on a print ad campaign that’s in the market and contains a closed system code that relies on one and only one reader to work? Open system codes are scannable on open readers. If you’re having problems with your reader at any given moment, simply download another reader for free to continue your experience. Most people I know that are into scanning have multiple readers installed on their phones.

7.   Fish where the fish are

We’ve likely all heard this before. If I’m a marketer who wants to take a chance on an emerging technology I need to prove results. Results are based simply on total number of code scans which will then lead to a sale or conversion of some kind down the road. So, how do I increase the chances of my campaign to achieve results? I would want to try to reach as many people as possible whether my campaign was broad or targeted. Is this possible by targeting users of one reader and one code type, as opposed to users of all readers and all code types?  The answer is as rhetorical as my question.

Custom Branded QR Codes: Do they work across devices and readers?

We have had amazing feedback on our company QRe8.com, our XM Code™ generator, code campaign manager and our campaign reporting thus far. Nothing else can be said other than THANK YOU so much for all your support!!! 

The one area of the QRe8.com offering that we are receiving the most conversation around is our custom designed and branded XM Codes™. Most of the response has been “WOW!” Simply put, people are thoroughly impressed and can see the huge potential for where custom branded codes could go in North America because of their obvious benefits to the brands that own them. 

It must be noted that there have been some people that have insisted that our codes can’t be scanned on a typical phone through a typical reader no matter what - for whatever reason they are not able to scan our codes. 

Please note that we at QRe8 stand behind the work, service and product we produce and deliver to our clients 150% 

We also love a friendly challenge :) So please take a look at some short videos we put together of our XM Codes™ in action.

Your feedback is definitely welcome and appreciated no matter which side you find yourself on. 

Thanks in advance!