R.Lex's Dream Factory

QR Code.

Finally, I get to talk about my favorite, QR Code. QR codes were invented by Japanese company Denso Wave in 1994 for tracking parts in vehicle manufacturing. OR codes are a two-dimensional image that can be created by a software application using textual information. It could be URL, text, phone number, SMS, and so on. It’d be easier to understand by thinking of it as a sophisticated version of barcode. A camera phone with a QR code reader can scan and convert a QR code into textual information on the phone’s screen. Since the codes were first used in mobile communnication in September 2002, it gained it popularity quickly in Japan. Although its usage in the states are still limited, as many other countries like UK starting to adapt this japanese technology(Pepsi UK recently adapted QR Code, see the picture), I can reasonly expect that someday we’ll get to see QR codes in states.

As it become so popular, the demand increased for different types of QR codes to store more information and attract consumers’ attention. As a result, 6 new types of QR code were developed to save space, increase information storage, and attract users’ attention.

Like I mentioned earlier, QR codes are my favorite , therefore, I intend to talk more about the usage of this QR code , mainly in Japan. Alongside some camparison  with the other two methods that I talked about ealier, I’ll explore the use of QR code in different form of Advertising. 

Image Code

Continuing from last week, today I’ll be talking about Image Code, also known as image recognition-based codes. What it is basically, is that you can scan image codes with your camera phone and send the scaned image via MMS(Multi-media messaging service) or an email to receive further information from the mobile marketer. For example, you can send an image of a print advertisement and the mobile marketer to send you a coupon for the advertised product or a link to a Web site where the user can find more information.

There are a few leading companies in the states. Mobot Inc. is one of them. Mobot Inc. first used its image code in a campaign for Jane magazine in 2004. Almost 60 popular brands were featured with a Mobot image code, and readers could scan the code and send it via text messaging to get a free sample and/or dicount for the brand. Snaptell Inc. is another leading firm in the image code business. Their code were used in campaigns for Rolling Stone, Men’s Health and Random House. They also provides a service called Mobile Entertainment Explorer, which you can take a picture of a poster or a cover of a CD/DVD and send it for prices, reviews and links that you can purchase the product. Because image codes can be any picture or graphic, they are often generated from the covers of DVDs, CDs, albums and print ads.

Short Code

The first methods I’m going to talk about is short code. Have you ever seen a TV commercial or printed ads like “text XXXX to 00000 to get today’s most popular joke”? Or maybe, do you remember the “American Idol” show where you can vote for your faborite contestants by dialing a short code? These are the perfect examples of short code.  Short codes, also known as short numbers, are special numbers that usually 5-6 digits which can be used to address SMS and MMS message from mobile phones(Wikipedia).

Although short code has been widely used in European countries for long time, it was until 2002 when “American Idol” show adapted this method that got really popular in the states. Since then, short codes which often associated with automated services(Wikipedia) are now widely used for opt-in mobile campaigns in the U.S