My Take On People’s Takes On Google’s QR Code Push

So Google made a big push for QR Code usage in the US by sending window decals containing QR Code links to their top 100,000 business listings (via Favorite Places). This effort was covered by TechCrunch (TC) and Mobile Marketing Watch (MMW) among many other tech blogs / news sites out there. For the most part of the articles, they were only a rehash of Google’s original blog post, while the rest contained some original opinions from the authors, and this, along with some short sighted comments, was the part that bugged me.

Let’s start with a paragraph from TC article

Local businesses can also set up coupon offers through their Google directory page, which would turn the QR code into a mobile coupon, and help entice someone standing outside a store to come in: “If you found us on Google, you get 20% off.”

MMW not only copied exactly the same paragraph, but also added

This is where the true benefit lies.

And my take is… Coupon only benefits if you want to attract potential customers not standing outside a store, e.g. if you do a Google search and you find the Google directory page along with a coupon from the said business. On the other hand, if you do want to attract someone nearby your store, surely a large 20% discount or a SALE sign will do a better job than a garble of black and white dots inside a square.

I think the true benefits of having those QR Codes placed on the door of your restaurant/store are

1. To convince the potential customers to use your business by exposing them to positive reviews and ratings.
   This is why Google only sent the window decals to their top listings, businesses having negative reviews might not be so keen.
2. To increase the possibility of those (potential) customers revisiting your business by providing them with the address, map, and contact details.
   This replaces the traditional role of business cards.

Both points are nothing new, they already exist all along with print media (brochures, business cards) and human interaction (conversation, words of mouth). Brochures and business cards will eventually run out and there’s a limit to the number of people you can reach by talking directly to the person. So you move those content online, in this case as a Google business listing. And what is the easiest way to link you and those online content? QR Code! QR Code is the simplest mechanism to retrieve those content (point and click) and to keep the content with you (as a url bookmark on your mobile phone).

QR Code Usage In Japan

Some of my friends must’ve been tired listening to my constant complaining about how slow it is for Australia to adopt QR Code usage. QR Code is what I believe to be the link between print media and the web. And contrary to popular belief, I think print media is not going to die anytime soon.

I spotted the first QR Code in Melbourne in July last year. Telstra has been campaigning the use of QR Code, mostly on their products and ads. There have been few magazines using QR Code to link to some pages on their own sites. I’m predicting that this technology will become much more mainstream in Australia within the next 2-3 years, providing steady adoption of smart phones with QR Code support.

During my trip to Japan few weeks ago, I was amazed to find out that QR Code was used everywhere (not literally _everywhere_ of course). I started taking pictures and videos of those QR Codes to the amusement of the locals, something that’s very common to them was very new to me.

Here’s a nice example. On one morning, I was walking to Ikebukuro Station via the underground pass, and I noticed a new Disney poster on the wall.

Mickey Mouse, Donald Duck, and Stitch. Notice the eyes and noses of each character are still visible within the QR Codes.

And here’s the weird scene I witnessed in the evening…

I saw passers by stopping in front of the poster, scanning the codes using their mobile phones. It was so weird for me, but I’m sure, again, it’s very common to them. At that point, I wondered if I would see a similar scene in Melbourne within the next few years.

And a few more…

McDonald’s placed QR Codes on the soft drink cup, burger wrapper, and paper bag amongst other things.

Snack food packaging.

Building guide.

T-shirt tag.

A poster at a mall. Ever thought that one day you would see a large garble of black and white dots just so you can scan it with your mobile phone?

On a magazine.

Ok, I’ll stop here, you’ve got the idea. The above pictures and video are only a few examples where QR Codes were used as links to web pages, but bear in mind that it can be used for many things other than for storing URLs, like nutritional info of a sandwich.

I’m excited to see more uses of QR Code in Australia. Who knows, maybe someday I’ll see one on a coffee cup at a cafe in Melbourne.