Mobile Barcodes growing in popularity

I received this LinkedIn Today article about mobile barcodes and found it very interesting because of what it doesn't mention – the newer "StarStar code," an example of which is "**Suzuki" (**789854). 

As marketing people we're just crazy about those little 2D QRCs that bring interactivity to passive print ads, billboards, packages or whatever. As Microsoft says, "brings the real world to the digital world." I was in Home Depot this past weekend and noticed just about every Vigoro plant tag in the garden center carried a Quick Response Code so you could obtain more information about the plant. There’s even a quick flash of a customer using it in one of the recent Home Depot commercials. A few weeks ago I received an informative newsletter from Action Graphics (courtesy of Jesse Park) about the use of QRCs. It seems these codes are becoming more and more popular. 

I’m sure you noticed my profile picture is a QRC. If you have the reader software on your smartphone you can actually scan my onscreen profile picture and your phone will link to my personal website. OK, it’s just for fun – but not really necessary or practical since you’re already online. I use my QRC on business cards, letterhead, etc. (and eventually I'll replace my profile picture with a proper head shot). However, the codes have some shortcomings – not the least of which is the challenge of making them look good in a layout. You need to have a high resolution camera on your smartphone (and put up with annoyance of positioning the camera dead on). You need to download the reader software (free). You need to have Internet access. And, there are competing formats like SnapTag and Microsoft tag. Who needs extra apps just to accommodate them all? Which brings me back to StarStar codes from Zoove. If you dialed the **Suzuki number you received a voice & text message with a link to the Suzuki video. No camera, no special software, no hassle. Zoove has partnered with major wireless carriers to provide a really easy-to-use direct response service that works with just about any mobile phone. 

Consider using a StarStar code on packaging, such as **IW725 or **Orbit (for those of you associated with Altec Lansing). The unique vanity number could link to product demos, product reviews, a comparison chart showing how the product stacks up against competitors, or even a coupon or rebate offer. Don’t get me wrong, I like the funky, abstract-art QRC – but I’m also all about making the customer experience as simple and painless as possible. I think it will be interesting to see how the QRC “format wars” shake out as time goes on. I'm betting on something more universal.