Wolff Communications QR code

Are QR Codes going to fade away?

I first blogged about QR codes in October 2011 when the brilliant (and now much copied) Tesco campaign was launched in Korea.

Tesco established a virtual store in subways with ‘Supermarket aisle’ displays. This turned a boring subway wait into a productive and time saving visit for customers and for Tesco it provided a 130% boost to their home delivery service as well a great brand exercise.

I have to admit that I was one of those that thought Near Field Communication (NFC) would signal the death of QR codes.

NFC is a short-range wireless connectivity technology that enables data transfer through a simple touch of devices – you know – that chip in your new credit card.

What’s the difference?

Simply expressed, I see NFC as payment/transaction based and QR as a marketing tool.

NFC requires a transmitter chip to be attached to the item you want to communicate with and therein lies the problem.  Given that QR is now mainly being used for promotions the problem is just how NFC would work across the spectrum of ‘throw-away’ promotional media – …

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welcome to new multi screen world

Welcome to the New Multi-screen World

It’s interesting to think that the first point of contact with your audience will most likely be in the digital space.

It’s even more interesting to understand where and when and on which  screen  people will discover you. Why is it important..well it ‘s all about the context. If I discover you on my smartphone I’ll be in a different frame of mind than if  I discover you an a large screen….it ‘s  just a logical extension of  the old ‘Lean Forward vs Lean Back that Jakob Nielsen “the king of usability’  identified back in 1997.

Smartphones  have become the backbone of our daily media interactions yet if you’re like me (much to my wife’s horror) I will happily move from device to device. A laptop to a tablet to a smartphone. The device I choose is all about the context…..for me it’s either work or relaxation or being on the move.

– 90% of our daily media interactions are screen based and just 10% are via radio, newspapers and magazines…and most consumers …

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