The Microsoft Tag for this web site. You can get the reader at http://gettag.mobi

Enter: Microsoft Tag – a colorful, visually appealing code that offers more than just the basics. With Microsoft Tag you can create custom tags that allow you to integrate your brand within the tag itself. Tags are scanned (shot with a camera on a mobile device) much like QR Codes, but there’s a few things Microsoft did that makes life a whole lot easier.

Microsoft’s High Capacity Color Barcodes (HCCBs) were designed to work with the limitations of smartphone cameras. So, even with a somewhat blurry picture users can get a more accurate read. The tags also don’t need to be as large, and can be scaled down to as little as 3/4” in print. That saves some prime real estate.

Other enticing features include the ability to expire tags and track usage statistics. Tags can also utilize GPS, which means manufacturers and store chains can direct consumers to the nearest location. And, tags can be converted for black and white (no color) display or printing.

You can actually brand the tags. Screenshot from Microsoft Tag's Implementation Guide.

Custom tags, however, are what really make Microsoft Tag so attractive. If you’re handy with Adobe Illustrator, for example, you can save a raw image of the tag and modify it to truly brand it for your business.

One caveat, though, is the availability of reader apps. While nearly every working smartphone today has some way of reading QR Codes, a Microsoft Tag reader is not available across all platforms. This, however, is due to change in the near future as the company recognizes the need to release apps for all platforms.

So, how does Microsoft Tag stand up to QR Codes? After all, major companies have used both types of codes for interactive content.

QR Code

• Simple to generate code, but limited in its display (no customization of design).
• Accessible readers – apps are available for nearly any smartphone.
• Content and information fed is limited.
• No true analytics through free usage.

Microsoft Tag

• Simple to generate, not-so-simple to customize (you need to know graphic design and key elements).
• Content and information can be updated.
• Stats reporting and expired linking.
• Apps not yet available for all devices.

Some say it’s all a matter of choice. Others say Microsoft Tag will outright replace the QR Code (which hasn’t yet been put into full effect due to its “geekiness”). With all of this being so new to the average user, you can choose either system, but with the understanding that, while more limited, a higher number of consumers can scan QR Codes.

How about you? Were you aware of QR Codes and Microsoft Tag before reading these posts? Do you use them? And how does their anticipated popularity change the way you think of the future of your business? Let us know…

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/27.
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Post tags: Ecommerce, marketing, Microsoft Tag, QR Code, Technology

A Quick Response (QR) Code is a two-dimensional scan code that is similar to UPCs and other barcodes. However, rather than bringing up product names and pricing, the QR code can be used to create an interactive experience.

Originally designed for tracking parts in manufacturing, QR Codes are becoming increasingly popular in advertising and content pushing on mobile devices.

Here’s the QR Code for this site:

When a picture of this code is captured, software (or smartphone apps) can read all those blocks and return information. In this case, on a mobile device you would be directed to the home page of my web site.

You may not have even noticed this type of code on various magazine pages, store signs and even on web sites. That’s because, until now, they’ve been used pretty, well, quietly.

How it works

Users snap pictures of the codes with a smartphone. The image is then scanned and read by a QR Code reader and the associated information is returned.

Calvin Klien ran a test campaign that featured a billboard sporting a QR-Code.

Who uses QR Codes?

Companies include QR Codes in advertising, on products, and on some web sites. Some Android apps can be downloaded to phones after the user scans a QR Code off a developer’s web site.

They can also be seen on store signage, and just this month Calvin Klein ran a test campaign on billboards in New York and Los Angeles. Because people would need to snap pictures from vehicles, the QR Code was rather large. So large, in fact, it was the focal point of the sign.

Why would I use QR Codes?

Simple. To direct customers and potential customers to specific content (usually in the form of web pages) or information. For example, I could create a QR Code that provides all my contact info to the scanner. Or, I could configure a code to launch a YouTube video.

QR Codes can save time because people won’t have to remember a domain name or re-enter information into their smartphone. The ability to snap a picture on-the-go means people can later recall – and even look up – information on that business they saw advertising in the local airport.

QR Codes can connect smartphones to wireless devices.

Though originally introduced in 1994, until recently they were only popular in Japan. But with more and more countries, especially the US, embracing the smartphone market, companies are seeing greater potential.

QR Code reading and deciphering isn’t foolproof. There’s not yet a true set of standards governing how apps read and relay information. That, and, the reliability is also dependent on the user taking the picture. Lens flares and blurry images cause problems, so users have to be trained on how to take appropriate photos of QR Codes.

Taking the photos isn’t difficult, though. After reading directions in the app on my Palm Pre, I got a successful scan on the first try.

Would I include a QR Code on my web site?

You could. Let’s say you want to direct the visitor to a mobile document, or a mobile-based interactive video. A QR Code is quicker and easier because there’s no “typing” of URLs or other information.

If you have a smartphone and code reader app, snap a shot of my QR Code above and you’ll see what I mean.

Which smartphones support QR Codes?

Most all of them. Android phones have a built-in reader, while Palm webOS and iPhone users can download QR reader apps.

With this newer-to-us technology, you can get more creative with the content you provide and to whom. People can still, however, share special URLs via social media, so the codes are better used as a quick delivery system.

QR Codes can be placed just about anywhere, including:

• In the footer of invoices to reward customers by directing them to exclusive content.
• On the bottom or back of promotional giveaways.
• In print advertising.
• On a bumper sticker.

And, best of all, there are plenty of free QR Code generators, like the one at KAYWA. Simply enter a specific URL, phone number or custom text (this one’s limited to 250 characters) then reference the image.

But don’t expect a flurry of new shoppers or visitors right away. QR Codes are still labeled as geek-friendly. However, in due time, they’ll become another popular piece of technology everyone just has to use.

I do have one plea, though. I don’t want to see photography and artwork replaced by giant QR Codes on highway billboards. Long drives can be boring enough.

Next Up: Microsoft Tag: Microsoft’s advanced take on the QR Code

© Pamela Hazelton, ALL RIGHTS RESERVED Originally published on 2010/07/24.
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Post tags: android, Ecommerce, marketing, QR Code, Technology, webOS