The Business Model around QR Codes – Perspectives

The Business
Model Around
QR Codes –
Perspectives

www.inforetail.com
florian.vollmer@inforetail.com
www.florianvollmer.com #IRinc
@florianvollmer
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

126 million units sold

© Florian Vollmer, 2012 – www.florianvollmer.com

www.inforetail.com www.gatech.edu


What is a QR Code?


The Business
Model Around Mobile Engagements, Enabled by
QR Codes –
Perspectives


rapid slow
deep shallow
adaptive defined

“showrooming!”

“ZMOT!”


Friendly Technology © Florian Vollmer, 2012 – www.florianvollmer.com

Flickr, Daveness_98


www.inforetail.com = bit.ly/v9BOr1 =


Will they catch on?


Prepare for an experiment.


8 Seconds


[not the end]


7

1 2 3 4 5 6 7 8
Scan UPC on package Click “Rescan?” Scan UPC on Click “Help” Conﬁrm supported Scan UPC on App crashes Re-launch App
package again code formats package again

9 10 11 12
Scan UPC on Click “Rescan?” Scan UPC on Quit THD App
beam sticker display sticker


13 14 15 16 17 18
Scan UPC on package Notice a lower price Get product specs Conﬁrm package Conﬁrm purchase Purchase item using
using Lowe’s app contents options Lowe’s in-store app


Manufacturer

Department

Retailer


A QR Code pointing to a non-mobile site is a

CRIME!


2011 2012

Smartphones in May ‘11 and Feb ’12
50%

38%

25%

13%

0%
Smartphone Other cell phone No cell phone

Princeton Survey Research Associates International via Statista

2011 2012

Smartphone Users by Age Group 2011
80%

60%

40%

20%

0%
18-24 25-34 35-44 45-54 55-64 65+

Source: Princeton Survey Research Associates International via Statista.com


Send or receive text messages
Take a picture
Access the internet
Send a photo or video to someone
Send or receive email
Download an app
Play a game
Play music
Record a video
Access a social networking site
Watch a video
Post a photo or video online
Check your bank balance or do any online banking
Access Twitter
Participate in a video call or video chat
0% 25% 50% 75% 100%
Activities when using Smart Phones - US 2011
Source: Pew Research Center via Statista.com


Printed magazine or newspaper

Product packaging

Website on PC

Poster or flyer or kiosk

Business Card or brochure

Storefront

TV

0% 13% 25% 38% 50%
Sources of QR code scanning U.S. June 2011
Source: Comscore via Statista.com


QR Code users US June 2011 by age
40%

30%

20%

10%

0%
13-17 18-24 25-34 35-44 45-54 55-64 65+

Source: Pew Research Center via Statista.com


Will they last?


QR RFID/ Augm.
NFC
1.) Relative Is it better than the previous generation? 0.5 0.9 0.9
advantage

2.) Compatibility Can it easily be assimilated into someone's 0.5 0.4 0.4
life?
3.) Complexity/ Is it too cumbersome to adopt? 0 0.2 0.5
Simplicity

4.) Trial-ability How easily can it be experimented with as it 0.75 0.5 0.8
is being adopted?

5.) Observability How visible is the innovation? 0.75 0.6 0.6

6.) Cost How cost-effective is the deployment? 0.8 0 0

Average 0.55 0.43 0.53


A Sketch for a Business Model


Benefits - Cost = Value


Direct & Indirect

Corporation & User

Brand A
Branded built-to order furniture
High price point
10 week lead time
Sophisticated marketing practice & metrics system


Brand B
Non-branded discount furniture
Low retail price point
Instant gratification
Basic inventory management system


Direct Indirect
Benefits
Indirect Bene
Benefits A B
Cost
Indirect Costs A B

User User User
Time 0.3 0.3
Educational Value 1 0.3
Cognitive Load & Prep 0.3 0.3
Play & Surprise 0 0
Privacy Concerns 0.3 0.3
Collective Decision Making 0.6 0.6

Corporation Corporation
Corporation
Training 1 1
Brand Channel 1 0 Management 0.6 0.6
Impressions 1 0.3 Cross-Functional Integration 0.3 0.6
Simplify the Complex* 1 0.3 Strategy Integration 0.3 0.6

Direct Bene
Benefits Direct Costs

User User
No need to note/ remember 0.6 0.6
User
Device Ownership 0.3 0.3

Adaptive Information 1 0.3
Value of Storytelling 1 0.6
Corporation
Corporation Corporation
Mobile Web Development
Marketing Plan Integration
0.6
0.3
1
1
Expanded Real Estate** 1 0.3
IT Integration 0.3 1
Expanded Metrics 1 0.3 Update of POS Materials 0.3 0.3
Diversified Content 1 0.3

Average Bene
Benefits 0.85 0.325 Average Cost 0.41 0.61


Indirect Benefits A B

User
Educational Value 1 0.3
Play & Surprise 0 0
Collective Decision Making 0.6 0.6

Corporation
Brand Channel 1 0
Impressions 1 0.3
Simplify the Complex* 1 0.3

Direct Benefits

User
No need to note/ remember 0.6 0.6
Adaptive Information 1 0.3
Value of Storytelling 1 0.6

Corporation
Expanded Real Estate** 1 0.3
Expanded Metrics 1 0.3
Diversified Content 1 0.3

Average Benefits 0.85 0.325

Indirect Costs A B

User
Time 0.3 0.3
Cognitive Load & Prep 0.3 0.3
Privacy Concerns 0.3 0.3

Corporation
Training 1 1
Management 0.6 0.6
Cross-Functional Integration 0.3 0.6
Strategy Integration 0.3 0.6

Direct Costs

User
Device Ownership 0.3 0.3

Corporation
Mobile Web Development 0.6 1
Marketing Plan Integration 0.3 1
IT Integration 0.3 1
Update of POS Materials 0.3 0.3

Average Cost 0.41 0.61

A B

Average Cost 0.41 0.61

Average Benefit 0.85 0.33

Value of QR Code Initiative 0.44 -0.28


Yes! Maybe. No!


Information Gathering Spaces
• Limited real estate, lots of information
• Interactive content adds value
• Seeking information from customer, i.e. email, facebook, feedback
• Giving more control to the customer on the retail floor
• Post-purchase engagements like banking, project management
• Recommendations & peer feedback ... people also bought


Exploratory Spaces
• Business card
• Checkout waiting area
• Comparisons
• Museums and events


Dynamic Spaces
• Billboard
• TV Ad
• Anything in a high traffic area
• Anything in a dynamic context


Yes!


5-Step Process of Designing for
Successful Implementation


• Value
• Touchpoint XRAY
• The why
• Value of impressions/ expressions
1. Understand • "pull is the new push"
• Goal-oriented search vs.
exploratory search
• Goal conversion from exploratory
to goal-oriented

• Business goal for a QR deployment
• Integration with other initiatives
• Development process (avoid silos,
2. Define follow corporate design
guidelines, ...)
• Specification actual metrics
• Location based integration?

• Whole campaign
3. Design • Touchpoint integration
• Systems education

• System
• Content
4. Develop • In-house
• Partners
• "break stuff"

• Inventory

5. Deploy •
•
Track
Measure
• Update/ nourish content

Scan!


Scan to access a copy of
this presentation.

“Scan or be Scanned”


Innovation as Source of Relevance


• SMS
• 2d barcodes
• Image recognition
• NFC
• Blue tooth
• Wifi
• Mobile web
• Mobile app

Invest in content, not the triggering mechanism


Think about the customer journey, beyond just the touchpoint


Waterfall Agile


Codesigning


technologists
training
IT
marketing
business
Stakeholder Activation operations
brand

Joint Vision

Creating a Joint Vision


Global

Managing Complexity
System of
Systems

System


The Business
Model around
QR Codes –
Perspectives

www.inforetail.com
florian.vollmer@inforetail.com
www.florianvollmer.com #IRinc
@florianvollmer

The Business Model around QR Codes – Perspectives

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