Microsoft has introduced their own 2d bar code called the “Microsoft Tag” (how original) which differentiates from most other types of 2d codes by being colour based and using a different shape pattern than what has been typically seen.  See article here at onedegree.ca for overview of 2d codes.

Microsoft makes it sound like they invented this space, but the reality is that their distribution reach and power online and offline (especially through gaming) means this could quickly become the de-facto standard worldwide for 2d bar codes – even though the QR code has been around since 2002 and already widely adopted in Japan, Korea, and even the Uk.

What are the advantages of the Microsoft Tag over other 2d codes?

Functionally there doesn’t appear to be anything unique. You can encode your own Microsoft tag to link to your facebook profile, blog, video or whatever you like – just like every other 2d code.

Having said that, the Microsft Tag is the first 2d code that works really well on my iphone. 

I’m not sure if that’s because the code reader is better equipped to handle low resolution cameras (like the one on my iphone), or if their 2d code is just easier to read & interpret due to fact that it may be easier to interpret colour over little black lines.

Getting my iphone setup was as easy as doing a search on the app store and downloading the free reader.

Check out their promotional video here. What do you think?

Q: Device and software adoption for qrcodes in Canada seems slow and far between. Do you see this changing? What else can be used?

A: QR or 2d codes are slowly appearing in Canada – but usually not in the way we have seen them internationally.

For example, many airlines will have a qr code printed on boarding passes printed from home – which are then scanned at the gate. This works because you are providing the code on a medium that is available to the masses – print and the scanners are independent of your mobile device.

In order for 2d codes to take off, one of the major carriers will need to decide there is value in including a 2d code decoder on their devices as a native app.  Expecting consumers to download a decoder first before reading a code is unrealistic unless you provide a massive incentive.

If Rogers for example started including a decoder on all their devices, they could re-merchandise all their stores to include qr codes and therefore create new customer value, differentiation from their competitors while increasing consumer perception of being cool or innovative.

Imagine clicking on a qr code on a dvd rental to download a video trailer, see reviews from other Rogers customers, or to add to a movie bookmark list for future reference. The possibilities are vast – but it all starts with one of the big three making the first move.

With new regional and national carriers rolling out in Canada next year, the competitive environment is bound to get tighter – which is a great opportunity for one of them to look at qr codes as a way to differentiate from the others.

Is it just me, or does twittering what you are doing right NOW or updating your facebook status kind of like yelling at a room full of everybody you know? Isn’t it kind of like sending an email in all caps?

Ok – so maybe yelling may be a bit of an overstatement, but wouldn’t it be super if you could segment your tweats or facebook status updates based on audience? 

I would love the ability to go from a 1 to many broadcast  of what i’m doing right now to a 1 to a few broadcast segmented by topic, group of friends, family, or co-workers.

For example, I’m sure my marketing friends don’t really care how much snow I skied in this past weekend, and likewise my ski friends really don’t care about QR codes.  When I think about it, only my mother (and maybe my girlfriend) really care or want to know what I’m doing RIGHT now…. 

Is there a way to do this already? Let me know.

Steve Levy, President of Market Research in Eastern Canada for IPSOS Reid, declared at this week’s CMA digital marketing conference that there is no mobile marketing in Canada. According to their research, 27% of Canadian marketers agree that mobile marketing will be very important in the future with 9% indicating they are practicing it now. Steve indicated he didn’t know how anybody could actually be doing mobile marketing now as Canadian carriers don’t yet support it.

I had an opportunity to speak with Steve after his presentation and suggested that his definition of Mobile Marketing was likely different from the 9% practicing it in Canada today.

He pointed out that when he walks by a retail outlet he doesn’t get coupons or messaging sent to his mobile device – which is how he defines mobile marketing. His definition really refers to location based services (LBS) or sometimes referred to as location based messaging (LBM). LBS / LBM does work in Canada across all carriers for those with built-in GPS in their devices (like the Blackberry 8800), but all the examples I’ve worked with require you to download a supporting application to your mobile device to make it work. Related to this are QR Codes (or Quick Response Codes) which are already rampant in other countries. Oh, another interesting stat from the Ipsos-Reid survey, 29% of marketers believe that QR Codes will be a part of many campaigns in the next three years. I’ll cover more on LBS & QR Codes in an upcoming article.

Mobile Marketing is more than LBS and QR Codes, although it is true that the future of Mobile Marketing could revolve around them.

Mobile Marketing is about creating conversations and creating engagement with audiences through the Mobile channel. Put another way, mobile marketing is about amplifying branded events, extending product or service experiences and extending the reach of a campaign which may already include TV, print, web, and email.

When I give an overview of Mobile Marketing to our clients, I tend to break it out into four channels:

1) SMS (or text messaging) & MMS

2) Downloading (ringtones, video & images) & Applications

3) Mobile Web

4) Mobile advertising

Of course others may define or categorize the mobile channel a bit differently, but I’ve found that using this approach can bring clarity and focus to your conversations. Over the coming weeks, I’ll provide my point of view of how to leverage each of these channels into your marketing mix. This year’s CMA conference had its moments, but I’m looking forward to next year’s conference where I’m expecting a location based message to be delivered from centre stage.