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Re: Poptech post# 235816

Saturday, 10/01/2011 1:10:14 PM

Saturday, October 01, 2011 1:10:14 PM

Post# of 326338
Frank C. Hudetz • We do not have any of our customers asking to use Microsoft Tags. Pretty certain QR Codes have become the defacto standard worldwide.

Nick Martin • @Frank - Are you able to share the kind of implementations you are doing/ what kind of back end experience you're finding successful using 2D barcodes? I think you are hitting on a point that QR has become the Kleenex of 2D barcodes, which makes sense because it's been around since '94.

At Tag we're seeing that when the backend experience following a scan is contextually relevant (leveraging Real Time Location, or Device ID) it makes the audience more likely to repeat engagement and continue engagement after a scan.

If you're not utilizing the GPS or Device ID on mobile to help shape the backend experience after a scan I recommend checking out some ideas that the Tag team put together. If you're set on using QR, you can build in the RTL though you will have to also worry about including privacy safeguards which Tag has built in and probably have to pay for it (free with Tag). In terms of utilizing Device ID, to the best of my knowledge no one offers that capability.

http://tag.microsoft.com/what-is-tag/key-features.aspx

Thanks!

Nick Martin
Online Community Manager
Microsoft Tag

Frank C. Hudetz • @Nick the RTL feature seems pretty cool however quite few caveats to really collect all the data you would like to have.
My focus with QR codes is more with magazine advertisrs and direct marketers who can be a tough crowd to please, however with some new scanning processes in the beta stage we should be able to deliver to them what they want which is a lot more info beyond location, time of day and bounce rate without depending on if a GPS is on or not and device agnostic.

J P • HI Frank, just curious to know if you believe that indirect and/or partially managed direct will prevail over the direct method which seems to have dominated this space. Do you see any chance that indirect and/or partially managed direct will survive whatsoever? Thanks kindly.

All the Best, JP

Frank C. Hudetz • John....I think there's a place for both methods but long term the big money will be made with indirect codes. This whole field is still in its infancy but I would guess within the next 12-18 months some large CPG will share why all its products going forward will have indirect codes.

Eric Weymueller • @Nick:

You wrote: "In terms of utilizing Device ID, to the best of my knowledge no one offers that capability."

Are you acquiring the User's phone number or another device ID in this process? And, is this disclosed for the User to opt-in, or, it's happening behind the scenes? Is the ID merely good for multi-session tracking or are you acquiring personal user data?

Obviously, there are privacy issues and opt-in issues that are extremely important to address when dealing with "trust" and mobile users.

BTW, I spend a lot of time in discussions about "mobile context" and "location." And, frankly, the general opinion is that we are all putting way too much emphasis on "location" (GPS) delivering any deep contextual value. "Location" does not translate into clairvoyance, and mobile users are more complex than what was initially thought to hold true. Relying on GPS also presumes a user is in a location where there is GPS access. . .which no longer is the "given" it once was, as our mobile devices are used indoors more often than not.

JP • Thanks Frank. I agree - indirect will gain traction as the space continues to consolidate and integrate.


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