In der The Economic Times bin ich auf einen interessanten Artikel zum Mobile Tagging “Can quick response codes jump start mobile marketing?” gestossen. Gegen Ende wird es dann richtig interessant, wenn Fachleute nach den Hinterungsgründen für den Einsatz von QR Codes gefragt werden.
‘Recent Nokia handsets support QR codes, but beyond that, it is very limited,’ explains Chris Bourke, managing director of mobile agency Aerodeon. ‘We know from our experiences with Java downloads that certain demographics are reluctant to download software to their mobiles, and it is likely that the same reluctance will apply to the software needed to read QR codes.’ Some also claim that the codes present few genuinely unexplored opportunities.
‘Marketers have been placing shortcodes and keywords on above-the-line material to great effect for years, and QR codes add little to the mix that cannot already be achieved by more traditional mobile techniques,’ argues Tim Dunn, marketing services director at Mobile Interactive Group. He also rejects the idea that QR codes are destined to take off in Europe simply because they have in Japan, where high-speed mobile data networks have been ubiquitous for many years and high-end browsers, handset applications and consumer uptake have grown with them. ‘QR codes are a neat-looking idea, but the need for Java software is a big hurdle for UK users,’ he adds.
Even for those more impressed by the technological theory, there remains a potential conundrum. ‘Which comes first – advertisers needing QR codes to attract users to their mobile sites, or consumers seeking a utility that benefits them?’ asks Robert Thurner, commercial director at mobile agency Incentivated. ‘For the consumer to want a code-reader on their phone, there have to be enough existing codes that they want to access.’
Und jetzt wird es endgültig unsinnig, wenn zu lesen ist:
Those driving the technology in the UK are working to surmount the software barrier. As Dunn points out, it is possible to send a photograph of a QR code as an MMS picture message and receive a reply with a link to the mobile internet site, sidestepping the need to download a barcode-reader.
Das ist ja lustig. Man bringt erst die Codes an, um sie dann wie ein Bild oder Objekt zu behandeln. Als Befürworterin der Objekterkennung kann ich mir dann nur noch an die Stirn tippen. Bevor ich noch Codes anbringe, da fotografiere ich doch lieber gleich das Objekt und schicke dieses Bild dann per MMS. Denn gerade die Tatsache, dass ich für die Objekterkennung via Handy eben KEINE Software auf dem Handy installieren muss, ist ja eines ihrer überzeugendsten Features.
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