Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
2D Barcodes are Here. Are You and Your Audience Ready?
1. 2D Barcodes are Here
Here.
Are You and Your
Audience Ready?
visit Delvinia on your Mobile
Insights for your business.
370 King Street East, 5th Floor
Toronto, ON 1
www.delvinia.com
2. Your Hosts Today
visit Delvinia on your Mobile
Amy Sullivan Randy Matheson
VP,
VP Customer Insight Director,
Director Emerging Media
Insights for your business.
370 King Street East, 5th Floor
Toronto, ON 2
www.delvinia.com
3. Get to know Delvinia
370 King Street East, 5th Floor
Toronto, ON 3
www.delvinia.com
4. ABOUT DELVINIA
Our Capabilities
Creating experiences that Give us your opinions, we’ll
enrich people’s lives. give you rewards!
370 King Street East, 5th Floor
Toronto, ON 4
www.delvinia.com
5. ABOUT DELVINIA
Our Capabilities
Customer
Insights & analytics
g y
Tools Services
Delvinia Digital MOSAIC Qualitative Research
Delvinia Digital Canadians Quantitative Research
SAS Capabilities Online Panel Management
Web Analytics
y
Social Media Monitoring
370 King Street East, 5th Floor
Toronto, ON 5
www.delvinia.com
6. ABOUT DELVINIA
Our Capabilities
Digital Strategy Customer Experience Design
Insights & analytics
g y
Tools Services
Customer Delvinia Digital MOSAIC Qualitative Research
Insight Delvinia Digital Canadians Quantitative Research
SAS Capabilities Online Panel Management
Web Analytics
y
Social Media Monitoring
Digital Business
Landscape Context
370 King Street East, 5th Floor
Toronto, ON 6
www.delvinia.com
7. ABOUT DELVINIA
Our Capabilities
Digital Strategy Customer Experience Design
PROTOTYPE VALIDATION OPTIMIZATION
Customer
Insight
DISCOVERY DESIGN DEVELOPMENT DEPLOY
Digital Business
Landscape Context
PROTOTYPE VALIDATION OPTIMIZATION
370 King Street East, 5th Floor
Toronto, ON 7
www.delvinia.com
8. ABOUT DELVINIA
Our Capabilities
A
Digital Strategy & Customer Experience Design
Firm.
370 King Street East, 5th Floor
Toronto, ON 8
www.delvinia.com
9. ABOUT DELVINIA
Our Experience
370 King Street East, 5th Floor
Toronto, ON 9
www.delvinia.com
10. What’s Up with 2D Bar Codes?
370 King Street East, 5th Floor
Toronto, ON 10
www.delvinia.com
11. Delvinia DIG Webinar
2D Barcodes
Mention
M ti 2D barcodes and might h
b d d i ht hear…
They’re l they don’t i they i
Th ’ ugly, th d ’t fit in, th ruin
the look of the design
They are too much trouble to scan, a
waste of time, and provide no value
I feel awkward using my phone to scan
2D barcodes in public
They are just the latest technology fad
solving a problem that doesn’t exist
370 King Street East, 5th Floor
Toronto, ON 11
www.delvinia.com
12. Delvinia DIG Webinar
2D Barcodes
Don’t look
D ’t l k now,
but they’re everywhere?
370 King Street East, 5th Floor
Toronto, ON 12
www.delvinia.com
13. Delvinia DIG Webinar
2D Barcodes
Our fi t
O first 2D b
barcode project
d j t
Aug, 2008: RBC’s Next
Great Innovator poster
re-directed
re directed user to a
mobile-optimized site for
additional information
about the competition.
b h ii
370 King Street East, 5th Floor
Toronto, ON 13
www.delvinia.com
14. Delvinia DIG Webinar
2D Barcodes
What is
Wh t i a 2D B
Barcode?
d ?
data
data
data
Traditional 1D Code 2D Barcode
• Can only be read in one direction • Can be read in any direction
• Represents 13 characters
p • Represent up to 7,089 characters
p p
370 King Street East, 5th Floor
Toronto, ON 14
www.delvinia.com
15. Delvinia DIG Webinar
2D Barcodes
Why
Wh use a 2D B
Barcode?
d ?
It’s an efficient way to connect the
physical world to online
information or data
A convergence of traditional and
mobile media
An alternative to typing URLs
or using SMS shortcodes &
keywords
Make print campaigns interactive
and measureable
d bl
370 King Street East, 5th Floor
Toronto, ON 15
www.delvinia.com
16. Delvinia DIG Webinar
2D Barcodes
How do 2D Barcodes work?
H d B d k?
Media Scanning App Content
370 King Street East, 5th Floor
Toronto, ON 16
www.delvinia.com
17. Delvinia DIG Webinar
2D Barcodes
Is th
I the public ready for 2D Barcodes?
bli d f B d ?
In 2010 we showed people a QR
p p
code and asked them what it was.
Only 20% of smartphone owners
could identify it correctly. The rest
said things like….
• a maze or puzzle?
• a bad carpet
• a badly designed town with a
tower at three corners
• a lot of upside down crosses
• a migraine waiting to happen
• I have no idea
370 King Street East, 5th Floor
Toronto, ON 17
www.delvinia.com
18. Delvinia DIG Webinar
2D Barcodes
Is the public ready for 2D Barcodes?
4 out of 5 smartphone owners
have seen a 2D code, and 86% identify it correctly
Base: Smartphone & Tablet Owners, N=428
370 King Street East, 5th Floor
Toronto, ON 18
www.delvinia.com
19. Delvinia DIG Webinar
2D Barcodes
Is th
I the public ready for 2D Barcodes?
bli d f B d ?
Over 1 in 2 smartphone owners with the app
have scanned a code in the past month.
Base: Smartphone & Tablet Owners, N=428
370 King Street East, 5th Floor
Toronto, ON 19
www.delvinia.com
20. Delvinia DIG Webinar
2D Barcodes
Is th
I the public ready for 2D Barcodes?
bli d f B d ?
1 in 5 scan a 2D barcode every week.
Base: Active barcode scanners, N=163
370 King Street East, 5th Floor
Toronto, ON 20
www.delvinia.com
21. Delvinia DIG Webinar
2D Barcodes
What Next?
Wh t N t?
85% of those who have tried
scanning a code would recommend it
someone else
else.
Exploit the opportunities made
possible through this great consumer
ibl h h hi
receptivity, and deliver the right the
experience on the other end.
Consumers are ready. 85%
370 King Street East, 5th Floor
Toronto, ON 21
www.delvinia.com
22. Delvinia DIG Webinar
2D Barcodes
Is th
I the public ready for 2D Barcodes?
bli d f B d ?
QR barcode scanning
was up 1,200 percent
in the second half of
2010.
Mobio's Naked Facts Report
370 King Street East, 5th Floor
Toronto, ON 22
www.delvinia.com
23. Delvinia DIG Webinar
2D Barcodes
Is th
I the public ready for 2D Barcodes?
bli d f B d ?
Mobile barcode
scanning grew
1,600
1 600 percent in
the year 2010.
ScanLife's 2010 Trend Report
370 King Street East, 5th Floor
Toronto, ON 23
www.delvinia.com
24. Delvinia DIG Webinar
2D Barcodes
Types of 2D barcodes
Open source
Open-source
Quick Response code Data matrix code
• They are free to use
y
• Information can be embedded in the code itself
• Can be used without an internet connection for some actions
• They can be read on a wide-variety of readers
370 King Street East, 5th Floor
Toronto, ON 24
www.delvinia.com
25. Delvinia DIG Webinar
2D Barcodes
Proprietary 2D b
P i t barcodes
d
Microsoft Tag ScanLife EZ Code BeeTagg
• These require special readers
q p
• Require an internet connection
• Can be used at a smaller size
370 King Street East, 5th Floor
Toronto, ON 25
www.delvinia.com
26. Delvinia DIG Webinar
2D Barcodes
Direct vs InDirect
vs.
Action
Info embedded Scanner
• Easy to implement
• Event is embedded in
DIRECT
code.
• Changes would
require a new code or
scripting at destination
• Tracking must be done
at the server
Only ID embedded Your website
• Can be a less complex
dot pattern
Database
INDIRECT
• Longer life and more
flexibility to change
y g
triggered events or
destination in
database
• More options for
tracking &
measurement
370 King Street East, 5th Floor
Toronto, ON 26
www.delvinia.com
27. Delvinia DIG Webinar
2D Barcodes
No
N smartphone, no problem
t h bl
JagTag
• Can be used on any phone
with a camera
• Take a picture of code
• Text picture to shortcode
Sports Illustrated
• Or send by email
y Swimsuit Issue Promo
• Receive text response or link
to further info or content
370 King Street East, 5th Floor
Toronto, ON 27
www.delvinia.com
28. How to get started?
370 King Street East, 5th Floor
Toronto, ON 28
www.delvinia.com
29. Delvinia DIG Webinar
2D Barcodes
Three most popular formats
Th t l f t
Quick Response code ScanLife EZ Code Microsoft Tag
370 King Street East, 5th Floor
Toronto, ON 29
www.delvinia.com
30. Delvinia DIG Webinar
2D Barcodes
QR C d
Codes
Created by Japanese
corporation Denso-Wave in
1994 to track auto parts
Licensed as open-source. Free
for anyone to create and use.
By 2006 nearly every phone in
Japan came with a QR
scanning app
370 King Street East, 5th Floor
Toronto, ON 30
www.delvinia.com
31. Delvinia DIG Webinar
2D Barcodes
EZ C d
Codes
Developed by ETH Zurich and
licensed exclusively to
ScanBuy
Great for smaller executions
due to its simplicity and low
density
Requires the ScanLife barcode
Reader App
370 King Street East, 5th Floor
Toronto, ON 31
www.delvinia.com
32. Delvinia DIG Webinar
2D Barcodes
Microsoft Tag
Mi ft T
High Capacity Color
Barcode (HCCB) introduced
by Microsoft in 2009
Uses 4 colour triangles but
can be appear as black &
white also
Requires the user to
download the ‘tag’ reader app
tag
370 King Street East, 5th Floor
Toronto, ON 32
www.delvinia.com
33. Delvinia DIG Webinar
2D Barcodes
Comparing 2D b
C i barcodes
d
QR codes a point of view, Edwin Philogene,BBDO for digitallab
370 King Street East, 5th Floor
Toronto, ON 33
www.delvinia.com
34. Delvinia DIG Webinar
2D Barcodes
What d
Wh t do you need to
dt
create a 2D barcode campaign?
2D barcode 2D barcode 2D barcode
generator scanner app management &
tracking service
t ki i
370 King Street East, 5th Floor
Toronto, ON 34
www.delvinia.com
35. Delvinia DIG Webinar
2D Barcodes
2D b
barcode generators
d t
Generator
Ge e at Formats
F at Generator Link
Ge e at Li k
BeQRious QR beqrious.com/generator
QR Stuff QR qrstuff.com
QReate & Track QR qreateandtrack.com/
ScanLife EZcode, QR, DataMatrix scanlife.com
Microsoft Tag Tag tag.microsoft.com
370 King Street East, 5th Floor
Toronto, ON 35
www.delvinia.com
36. Delvinia DIG Webinar
2D Barcodes
2D b
barcode readers
d d
Reader App
Reade A Code Formats
C de F at Download Li k
D l ad Link
I-nigma QR, DataMatrix, UPC/EAN i-nigma.com
RedLaser QR, UPC/EAN redlaser.com
BeeTagg R d
B T Reader QR, DataMatrix, BeeTagg
QR D t M t i B T get.beetagg.com
tb t
ScanLife EZcode, QR, DataMatrix, UPC/EAN getscanlife.com
Microsoft Tag Tag gettag.mobi
370 King Street East, 5th Floor
Toronto, ON 36
www.delvinia.com
37. Delvinia DIG Webinar
2D Barcodes
2D b
barcode t
d tracking/measurement
ki / t
Generator
Ge e at Formats
F at Generator Link
Ge e at Li k
MMMobile/I-nigma QR, DataMatrix i-nigma.com
BeQRious QR beqrious.com
QR St ff
Stuff QR qrstuff.com
t ff
QReate & Track QR qreateandtrack.com/
ScanLife EZcode, QR, DataMatrix scanlife.com
Microsoft Tag Tag tag.microsoft.com
370 King Street East, 5th Floor
Toronto, ON 37
www.delvinia.com
39. Delvinia DIG Webinar
2D Barcodes
Have an objective
• Does the execution match
a business objective
• Don’t use 2D barcodes
simply because you see
everyone else using them
Water Bottle from Wedding 2D Barcode
contains links to site to upload photos
370 King Street East, 5th Floor
Toronto, ON 39
www.delvinia.com
40. Delvinia DIG Webinar
2D Barcodes
Know your audience
• Is your audience tech savvy?
Will they require additional
guidance and education?
• How have they responded to
previous campaigns using
mobile or emerging
technologies?
• Do enough of y
g your users
even have smartphones?
370 King Street East, 5th Floor
Toronto, ON 40
www.delvinia.com
41. Delvinia DIG Webinar
2D Barcodes
Add value
• Don’t waste your user’s time
• Keep the concept of mobile in
mind
• Don’t duplicate exactly what
already exists on your website
• If your call to action is ‘Read or
Learn More’, think harder
,
• Leave a good impression with
the audience in exchange for
their ff t
th i effort
370 King Street East, 5th Floor
Toronto, ON 41
www.delvinia.com
42. STOP HERE!
If you don’t have the first 3 Best Practices
figured out, you may be using 2D barcodes
for the wrong reason.
370 King Street East, 5th Floor
Toronto, ON 42
www.delvinia.com
43. Delvinia DIG Webinar
2D Barcodes
Know your environment Billboard next to busy highway
• Refer back to size requirements
• Consider angle of the signage Glare
• Is there internet connectivity?
• What is user behaviour? – are
?
they rushing by, driving, sitting,
standing
• With TV, consider time that the
code appears on screen
370 King Street East, 5th Floor
Toronto, ON 43
www.delvinia.com
44. Delvinia DIG Webinar
2D Barcodes
Don t
Don’t make me squat
(or stretch)
• Always consider
placement of the code
and make adjustments
if you can
• Place at a level that
allows for easy
scanning Too low
Too low
370 King Street East, 5th Floor
Toronto, ON 44
www.delvinia.com
45. Delvinia DIG Webinar
2D Barcodes
Size Matters
• Min for QR codes
1.25” x 1.25”
Microsoft Tag: .75”
EZ C d
Codes: .5”
5”
• 10:1 ratio
• 10cm away : 1cm
• 1 metre : 10cm
• 20 metres : 2 metres
• Lower light or less colour
contrast use 8:1
370 King Street East, 5th Floor
Toronto, ON 45
www.delvinia.com
46. Delvinia DIG Webinar
2D Barcodes
Keep It Simple
Short URL Google Map Link VCard Info
• Minimize the amount
of information that
will be stored in the
2D barcode
• Use a URL shortener
like Bit.ly to simplify
Bit ly
the link
• Use a simplified 2D
p
barcode such as
ScanLife’s EZ Codes
or Microsoft Tag
370 King Street East, 5th Floor
Toronto, ON 46
www.delvinia.com
47. Delvinia DIG Webinar
2D Barcodes
Be
B creative… b t t t
ti but test
• A QR Code can be generated
with up to a 30% error
correction built in
• Use that 30% to add other Los Angeles Convention Louis Vuitton
graphical elements & Visitors Bureau
• S ft th edges and round
Soften the d d d
the corners
• Colours must contrast with
background enough to be
read by a QR code reader
NewEra Caps
N E C HBO True Blood
T Bl d
• Trail and error. Test
370 King Street East, 5th Floor
Toronto, ON 47
www.delvinia.com
48. Delvinia DIG Webinar
2D Barcodes
Set expectations
• Tell the user what they
should expect once they
scan the code
• Make sure the destination is
mobile-friendly
• Consider type of media.
Sharing audio or video can
challenge bandwidth and
g
data plans. User may not be
in an environment where
they can watch or listen to
content
t t
370 King Street East, 5th Floor
Toronto, ON 48
www.delvinia.com
49. Delvinia DIG Webinar
2D Barcodes
Include instructions
• Tell people what the 2D
barcode is, and how to
use it
• Point users to a mobile
barcode reader
• Instruct non-smartphone
users on an alternative
way to access content
y No instructions
Great Instructions
370 King Street East, 5th Floor
Toronto, ON 49
www.delvinia.com
50. Delvinia DIG Webinar
2D Barcodes
Provide an alternative
• Consider users who do
not have smartphones,
or don’t have a 2D
barcode scanning app
• Include a alternative
URL,
URL but keep that
simple as well
• Use an SMS keyword
y
and shortcode
Short URL www.td.com/find included in copy next to code
370 King Street East, 5th Floor
Toronto, ON 50
www.delvinia.com
51. Delvinia DIG Webinar
2D Barcodes
Preferred Way to Access Mobile Content
Base: Smartphone & Tablet Owners, N=428
370 King Street East, 5th Floor
Toronto, ON 51
www.delvinia.com
52. Delvinia DIG Webinar
2D Barcodes
Test, test test
Test test, test…
did I mention test?
• Test codes on different smartphone
platforms
• Test different scanning applications
• Test the time it takes the user
interaction to happen
• Is the experience seamless?
• Test size, lighting, environment
• Test the alternative ways to access
Poster wrapped around a light poll making
contest
t t this 2D barcode impossible to scan
370 King Street East, 5th Floor
Toronto, ON 52
www.delvinia.com
54. Delvinia DIG Webinar
2D Barcodes
Where are they scanning…
58% 25% 22%
370 King Street East, 5th Floor
Toronto, ON 54
www.delvinia.com
55. Delvinia DIG Webinar
2D Barcodes
Where aren’t they scanning…
9% 9%
370 King Street East, 5th Floor
Toronto, ON 55
www.delvinia.com
56. Delvinia DIG Webinar
2D Barcodes
Why are they scanning…
370 King Street East, 5th Floor
Toronto, ON 56
www.delvinia.com
57. Delvinia DIG Webinar
2D Barcodes
Free Stuff
Stuff…
• Client: First Bank
• Free Books, Soduku or
Crossword Puzzles
• Expecting 7000
downloads in the 5
month campaign
• 750 downloads in the
first few weeks
• 30 second download
• 9% used QR code
370 King Street East, 5th Floor
Toronto, ON 57
www.delvinia.com
58. Delvinia DIG Webinar
2D Barcodes
Classic Cocktails
• Client: LCBO
• February, 2011 Classic Cocktails
promotion
• Shelf signage featured EZ codes to
keep the code readable by older
mobile phones
• Redirects to one of 24 classic
cocktail recipes using a featured
product
• The angle of the shelf signage was
p
perfectly suited for scanning
y g
370 King Street East, 5th Floor
Toronto, ON 58
www.delvinia.com
59. Delvinia DIG Webinar
2D Barcodes
Backstage Pass
• Client: Macy’s
• Users could access fashion tips and
beauty secrets
• They did not emphasize the term QR
code – they called it a Backstage Pass
• Features a great instructional videos
on using QR codes and used a SMS
short code to download a scanning
app
• Included floor staff training. Sales
p p
people wore a lanyard allowing them
y g
to show customers how to use codes
370 King Street East, 5th Floor
Toronto, ON 59
www.delvinia.com
60. Delvinia DIG Webinar
2D Barcodes
Tim Burton Exhibit at TIFF
• Client: RBC
• QR Code linked to series of
videos describing different
parts of the exhibit
• Poster includes instructions
for downloading a scanning
app and how to use the codes
• RBC sponsored wifi within the
exhibit.
exhibit The signage includes
the login information
370 King Street East, 5th Floor
Toronto, ON 60
www.delvinia.com
61. Delvinia DIG Webinar
2D Barcodes
Delvinia eCeption
• Internal Project
• Lobby touchscreen
• QR codes with embedded
contact information for
each team member
• QR code with Google map
link to our favourite
restaurants in the
neighbourhood
370 King Street East, 5th Floor
Toronto, ON 61
www.delvinia.com
62. Wrap It Up
370 King Street East, 5th Floor
Toronto, ON 62
www.delvinia.com
63. Delvinia DIG Webinar
2D Barcodes
Things to Remember
• Smartphone adoption is on the rise in Canada
• QR codes are here, the public is curious and willing to try them
• Keep your business objectives in mind
• Always follow Best Practices
• Provide instructions and alternative ways to access content
• Measure and Track your campaign
• Contact Delvinia, let’s talk about optimizing your digital experience
370 King Street East, 5th Floor
Toronto, ON 63
www.delvinia.com
64. Thanks!
Visit us at delvinia.com
facebook.com/delviniainteractive
visit Delvinia on your Mobile
twitter.com/delvinia
linkedin.com/company/delvinia-interactive
Insights for your business.
370 King Street East, 5th Floor
Toronto, ON 64
www.delvinia.com
