Mobile Fix: QR codes – next big thing or not?

Simon Andrews, founder of the full service mobile agency addictive!, on the rise of 2D barcodes, mobile shopping and Google’s new like button…

QR codes – next big thing or not?

After a long period of being the next big thing, it looks like QR codes – or 2D barcodes – are finally being accepted.

Well by marketers anyway. We’re seeing them everywhere – Tesco are using them instore and in press ads. Waitrose have used one in their TV ad – not sure about that one…

We’ve had a spike in briefs wanting QR solutions in the last few weeks.

But there are still reservations about them – both over whether they’re being used properly and whether civilians get them.

We think the two things are pretty connected. Many brands put QR codes out there and presume people know what to do with them. And the resulting experience doesn’t always delight – and too often disappoints.

On our way to a new client the other day we spotted a QR code in the window of the Girl Guides Association shop.  So of course we scanned it with our favourite free ZXing reader and it worked beautifully – except it opened a webpage that wasn’t optimised for mobile. #Fail

And we see Google have stopped pushing QR codes, which were a key part of the Google Places launch – but maybe that has more to do with their desire to push Google Goggles as a link between the physical world and mobile? We like Goggles a lot but the problem with both Google Goggles and NFC is that until they become ubiquitous you still need to signpost them. And a QR code could well be the best way of making that announcement.

We decided to try and help and have launched Quite easy Really – a mobile site that explains what QR codes are and tells people how to get a reader onto their phone.

We’re hoping that anyone running a QR code will add the link by the code, and that this education will encourage more people to use them. Of course brands need to do their part by making the experience worthwhile, with good mobile optimised content behind the QR code.

Retail disruption

One sector where QR is getting traction is retail and a couple of stories this week reinforce how mobile is disrupting that space.

Experian have an interesting report on retail where they describe handset hagglers – people using their mobile to compare prices and get reviews etc.

The research showed that 10% of shoppers use their mobile in-store to check prices of goods elsewhere, before buying. For those who earn more than £70,000, this rises to 20%.

And a study from the US points out that time-poor mums have been quick to adopt the time saving that mobile delivers – pointing out that most mums use their mobile whilst shopping.

All of which supports the Booz Allen study we pointed out some weeks back – that mobile will influence up to $110 billion in Europe this year. Right here, right now.

And some new research from Performics shows that people who are active in mobile tend to be active across mobile commerce too. The study shows that half of mobile searchers have actually bought in mobile in the last 6 months.

As the CEO of Vodafone said recently, retailers have lost control of their shoppers.

Google goes social – again

With +1 Google have launched their answer to the Facebook like button – enabling people to like a search result by clicking on the +1 button, which is then shared with your friends – people you’ve contacted with through Gmail and other Google services. Views are generally positive but Google have been careful to launch it as an experiment – so giving them room to add and subtract features from this, as people use it.

And Facebook are turning up their efforts to woo creative agencies with Studio – a showcase of smart uses of the platform by brands.

Amazon make their Cloud play

Amazon have stolen a march on Apple and Google by launching their Cloud service, a locker where people can store all their music (and we guess video and books eventually). It can then be streamed by any web browser and Android devices.

We see this as a smart way to undermine Apple – the vast majority of music stored in millions of iTunes accounts has been burnt from CDs rather than bought as digital downloads. The huge amount of time invested in doing this creates a strong barrier to exit from Apple – there is no way I want to have to burn my 8000 songs again.

But the Amazon service will scan iTunes to find music to upload – so reducing my reluctance to churn from Apple.

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