Why Did QR Code Die Despite The Smartphone Revolution

Must Read

End Of Free Ride For Ola And Uber: GOI Sets New Rules For Cab Aggregators!

For long Ola and Uber have been enjoying the free ride on charging surge price from customers...

Exclusive: PhonePe Raises ₹5,000 Crore At A Valuation of ₹45,000 Crore

The digital payment company PhonePe has raised Rs 5,000 crore (approx $690 million) in a fresh round...

What Convinced Apple Inc. (AAPL) And Google Inc. (GOOG) To Kill All Long Hauled Patent Litigation Cases ?

Apple Inc. (NASDAQ:AAPL) founder Steve Jobs had famously declared that he would unleash “thermonuclear war” against Google Inc. (NASDAQ:GOOG). The battle against Google...

The year 2014 is dubbed as the beginning of an era of smartphone; the first time ever, smartphone sales to end user crossed 1 billion mark in a year, reaching 1.25 billion units in 2014. Users are much more data hungry now and this is clearly evident with the availability of 3 million unique apps to download. Brands are actively pursuing app developers with a focused mobile-first strategy and trying to lead the customer-acquisition race. Some apps win this race, but many fail to reach a sizable number of smartphone users despite having a promising solution to offer – QR code is one such type of application.

Most people have probably come across QR codes in their lives, but it’s likely they didn’t actually recognize what those pixelated black and white images do, despite their growing ubiquity in product packaging and advertising. The fact is, QR codes once had the potential to replace traditional barcodes, as they’re easy to read and allow access to more information, but they just never quite became as popular among the everyday user as they could and should have.

When looking at why QR codes haven’t found their place among mainstream users, in spite of being used by tech and marketing professionals for over 20 years, the conclusion is almost always the same: people don’t have a clue of how to use them or use them incorrectly. According to Visualead, only 15% of smart device users know how to scan QR codes properly, which is an enormous drawback, considering a much bigger chunk of the world’s population uses these devices and could already be taking advantage of the information provided by the codes.

Advertisements

There is, however, another reason behind smartphone users’ resistance to QR codes, which could be an easier remedy than misinformation. As Alex Kutsishin points out in his Forbes guest post, there is no standard QR scanner app included on any device’s OS. This conspicuous absence leaves consumers without a reference for what to use when they actually need to scan a code. In fact, if one such app was already included with the device’s operating system, users would probably think of investigating the concept without prompting, but since there isn’t, many will never find the benefits of these marketing campaigns.

That leads us to the other major reason why marketing campaigns using QR codes, and it’s related to the inability of marketers and business owners to actually understand how to make these campaigns practical and attractive for consumers. One common error, according to Kutsishin, is that QR codes point to websites which aren’t optimized for the devices which scan them, a visual headache for any user. The other flub is that brands do not usually give any special benefits to users as an incentive to scan the codes.

This is quite unfortunate, since brands like Turkish Airlines, who made a Scavenger Hunt during the 2012 Olympics, utilizing QR codes to point users to their mobile website and win prizes – thus ticking all the above mentioned boxes – have proved that the codes can certainly be used in successful marketing campaigns. However, the fact still stands that this campaign is from 2012, and for the most part, one has to go back as far as 2013 to find post citing examples of successful campaigns such as the one by ecosistency.com.

Ultimately, this all adds up to a general sense that QR codes haven’t quite achieved success on a larger scale, leading some tech bloggers and specialized media to pronounce them dead back in 2013. Whether QR codes can still be resurrected, however, is another matter entirely.

LEAVE A REPLY

Please enter your comment!
Please enter your name here
Advertisements

Latest News

Why Is Apple Watch Series Selling Like Hot-Cakes!

Apple Watch, the iPhone Maker’s biggest innovation when it comes to health-tech, has been doing phenomenally well...

Google Is Dragged To Court For Spying On Employees And Firing Them!

It seems like Google is finally going to pay their dues for spying on their employees! According to a...

Exclusive: PhonePe Raises ₹5,000 Crore At A Valuation of ₹45,000 Crore

The digital payment company PhonePe has raised Rs 5,000 crore (approx $690 million) in a fresh round of funding. After the new...

Pre-Pandemic Level Job Recovery To Not Become A Reality Till 2024!

The COVID-19 pandemic led to millions of job losses all around the world. Now, while many reports suggest the global economy is...

Apple Mac Devices Are Being Affected By A New Malware Meant To Spy And Steal Information

If you are a Macbook user, then beware! There’s a new form of malware doing rounds on the internet and specifically targeting...

Decoding Slack Acquisition: A Move To Give Microsoft Taste Of Their Own Medicine?

The acquisition of Slack has left many surprised. The popular workplace messaging app Slack recently sold its business to...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This