Quick response unit

A QR (Quick Response) code

Do you know what a QR (Quick Response) code is?

'Err, not sure' is a likely answer from many people here in New Zealand  Ask a Korean or a Japanese visitor and the response is more likely to be 'are you kidding? Everyone knows about QR'.

Market penetration is patchy here in Godzone.  Now, if you were to show someone a QR code the response may well be 'Oh, that thing.  Yes, I've seen them but I don't know what they're for.'  Such is the poor take-up that this technology has had.  With other technologies coming along that do the same and much more besides,QR will need to get cracking if it's going to be a big hit here in NZ.

I think we can look at QR as an improvement on the bar code.  The pattern can store up to 7000 characters, so it's excellent for holding web links and comments, slogans, buzzwords, etc.  If you print a QR code on a poster or a tag, an educated smartphone user can scan it (using a special app) and be either transported to the supplied web link or have the secret message displayed on the screen.

Cracking the QR Code (Stuff article)

Clearly there are some barriers to adoption here in our market::

• Many people don't know what QR is
• Even if you know what QR can do, you may be less than excited about it
• Technologies like near field communication (NFC) are just around the corner and they will do the QR transportation gig, plus a lot more besides
• You need a scanner to participate in QR - that usually means a smartphone
• Some smartphones, especially older ones don't recognise QR consistently
• You need to install and open a special scanner app before you can read a QR code - that is way too much hassle for some people
• They've gained something a bad reputation for exploitation by bad people, who have been known to embed web links for some dodgy destinations.  Click one of these and you are likely to be put off the technology for life

Educating the public about QR

I understand that these codes were originally invented as a successor to the ubiquitous bar code and that make a lot of sense.  As well as providing a bar code ID these could hold all sorts of detailed information about the product, model, characteristics, etc.  A definite improvement, for sure.

What are there chances for widespread adoption here in NZ?  Well, based on the lukewarm responses and generally poor understanding, I've seen to date, I wouldn't give you great odds if I was a betting man.

Other technologies like QR

IKEA has augmented reality catalogue

One company that is exploiting this kind of technology without actually using QR is IKEA.  Their 2013 print catalogue contains  icons that, when scanned by your smartphone (running the IKEA app), will transport you online to view bonus videos, additional product information and promotional opportunities.

IKEA catalogue with augmented reality

Catalogue article and video (Gizmodo)

Fairfax added value technology

Fairfax media in Australia and New Zealand has been providing readers with a similar 'added value' experience in their newspaper print editions.  Scanning a photograph that bears the branded icon will take a smartphone user to additional online information about the topic.

Get smart (Fairfax)

Some local interest in QR

Major New Zealand player, The Warehouse,  is having a go at using QR.  Take a look at this advertisement, sent out recently to online subscribers . .  .

Red Alert is a series of online daily deals offered by the Warehouse in New Zealand

QR is a boon for real estate listings

Maybe I've been a bit unkind in saying that QR hasn't taken off in New Zealand.  I guess since I wrote this post I've become more attuned to spotting them.  Here's an excellent use for the technology - real estate agents are publishing QR codes alongside property listings.  A quick scan of the code with your smartphone and you can be transported to the agent's site for more detailed listing information, comparable properties and direct access to an  open2view portfolio that the vendor may be using.  A great example of QR in action.