"What's the point in this" I thought to myself when I first saw the barcode reader on my phone "It don't even work". A little experimentation and play later and I finally understood what I was doing wrong, it wasn't a product scanner but a Quick Response Code scanner (QR code), my first introduction into the workings of this code was when I wanted to get the Sports Tracker Application onto my phone and the website gave me a direct barcode link so my phone could pick it up straight away, this of course just meant it was easier for me to find the right website as the N95 doesn't have that great a web browser. However this use is only a minor advantage of the QR code. Online retail over the past few years has grown massively, the consumer can see huge ranges of products quickly and easily and when they want to buy something the first port of call is often the internet for many consumers. As we are increasingly living our lives out in this new digital realm we have come to expect instant information at our fingertips. Like my previous post said, I like getting what I want when i want, and this point of view is now shared by many. But what's this got to do with QR codes? Well QR can be seen as a link from the world of atoms to the world of bytes, many computers and phones now have cameras built into them as standard meaning that these digital devices can read and input physical data, for instance you could be walking down the street and find a poster for these shoes that you REALLY want, after being initially drawn by the image I may decide to buy the product, but where? In the most effective instance it could be for an online retailer and a quick scan of the code on the poster would bring up a website with sizing information, order forms and all the other terms and conditions you get on your run of the mill websites. In business you could have a business card that, when somebody holds near their webcam or mobile phone all the details get saved to their contacts list which leaves no room for human error and saves time. All these things can just be the beginning though as our digital world is constantly growing and the merging of the physical and the digital may become increasingly important. This does all sound great but when I tell you that the QR code was invented by a company called deso-wave in Japan in 1994 (according to wikipedia), 14 years ago, and to many this may be the first you have heard of the code, it must be noted that the consumer must be able to understand what to do with this code. Also the medium needs to be improved and mobile internet made cheaper before this technology is commercially viable. Despite all these things though there is a lot of promise within the code and as it is used on a wider level the consumer will build an understanding of what is required of them. For more information it is worth taking a look at a recent blog entry by creative review and if after having read this you want to make some codes for yourself or get the reader for you phone then take a look at Kaywa's website.
