2D or not 2D? That is not the question.
I got involved in a debate around 1D and 2D (or QR) Mobile Codes some time back on a Guardian blog (I know, my life is pretty new media rock and roll these days). Anyway, 1D codes are your standard flavour barcode, found on a can of beans and pretty much all FMCG goods, as well as CDs, books etc. 2D or QR codes are those square blocky codes, found on the cover of Wired Magazine and all over Japan.
Quite a lot of fuss was made over 2D codes some time back, as they looked like a great way to short-cut to content. We even used them in a beautiful looking campaign for Sony Music. The main issue with 2D QR codes is that they require not only a barcode app on the device, but the creation of a specific code for whatever content you want the code to reveal. The advantage of 1D codes is that they already exist, are part of the web and high-street retail environment, and can also be read by barcode apps. That was the nub of my argument on the Guardian Blog, why not use the system already in place and piggyback services on top of it?
Well, it looks like 1D codes are really coming to the fore, with a number of applications out for iPhone and Android devices that do exactly the kind of thing I was suggesting. Some are pretty vanilla shopping Apps, but others, like Stickybits, are much more interesting from a marketing point of view, and are already being used by brands, especially in the US. Add in location, and Facebook places and you’ve got something really special in terms of tracking and rewarding consumer buying habits. We have our own 1D code mash-ups in development right now, so expect to see some UK campaigns coming soon to a barcode near you!
Links:
http://www.zdnet.com/blog/btl/ebay-acquires-barcode-scanning-app-for-iphone/36235
http://techcrunch.com/2010/06/07/stickybits-pepsi/
Simon Liss – MD – We Love Mobile