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Abstract

Technology and technological systems are integral to everything we do and can do" (Pearson & Young, 2002) Technology is transforming the way people interact. Millions of people are impacted by advances in technology. Business organizations gain competitive advantage by early adoption of technology. Technology adoption posits many advantages to organizations and people, who use them, such as, reducing costs, availability, timelessness, usefulness and ease of use. At the end of every decade, a new technology has thrust us into the next era. Quick Response (QR) code radically ousted the bar code era. QR code is a classic example of technology advancement, which transformed the way consumers interact with sellers and service providers. Internet-enabled mobile phones have become an increasingly popular platform for use of quick response codes. These small codes are changing the way we interact with products whether it is with magazines, books, advertisements, signage or even disposable cups at fast-food restaurants. The QR codes changed how the contents are created and delivered to users. The present paper is an attempt to examine the applications of quick response codes in different industries and the paper also presents the limitations of using quick response codes and provides future direction of research. Quick Response (QR) codes 1 are increasingly visible in the Integrated Marketing Communications (IMC) and other marketing efforts of organizations. QR codes, Shri Irfan Bashir (irfan.bashir@aol.com) and Shri J Rama Krishna Naik are Doctoral Research Scholars and Dr C Madhavaiah is Assistant Professor, Department of Management, Pondicherry University – Karaikal Campus, Puducherry, India, respectively. 1. See en.wikipedia.org/wiki/qr-code
Prajnan, Vol. XLI, No. 4, 2012-13 © 2012-13, NIBM, Pune
Potential Business Applications of
Quick Response (QR) Codes
Irfan Bashir
J Rama Krishna Naik
C Madhavaiah
"Technology and technological systems are integral to everything we do and
can do" (Pearson & Young, 2002)
Technology is transforming the way people interact. Millions of people
are impacted by advances in technology. Business organizations gain
competitive advantage by early adoption of technology. Technology
adoption posits many advantages to organizations and people, who use
them, such as, reducing costs, availability, timelessness, usefulness and
ease of use. At the end of every decade, a new technology has thrust us
into the next era. Quick Response (QR) code radically ousted the bar
code era. QR code is a classic example of technology advancement, which
transformed the way consumers interact with sellers and service providers.
Internet-enabled mobile phones have become an increasingly popular
platform for use of quick response codes. These small codes are changing
the way we interact with products whether it is with magazines, books,
advertisements, signage or even disposable cups at fast-food restaurants.
The QR codes changed how the contents are created and delivered to
users. The present paper is an attempt to examine the applications of
quick response codes in different industries and the paper also presents
the limitations of using quick response codes and provides future direction
of research.
Keywords: Technology, Quick Response, Quick Response (QR) Code, Barcode,
Retail, Library.
Section I
Introduction
Quick Response (QR) codes1 are increasingly visible in the Integrated Marketing
Communications (IMC) and other marketing efforts of organizations. QR codes,
Shri Irfan Bas hir (irfan.bashir@aol.com ) and Shri J Rama Krishna Naik are Doctoral Res earch
Scholars and Dr C Madhavaia h is As sistant Professo r, Department of Management, Pondicherry
University Karaikal Campus, Puducherry, India, respectively.
1. See en.wikipedia .org/wiki/qr-code
35 4 Prajnan
a type of barcode, typically appear as small white squares with black or coloured
geometric shapes, readable by smart phones with a QR reader application. The
codes are currently used in both traditional and interactive marketing in numerous
ways. Initially used to track inventory, Quick Response codes are two-dimensional
barcodes invented by a Japanese firm in 1994 (Rouillard, 2008). Sinc e
introduction to industry, QR codes have immigrated into consumer markets. Due
to the capability of smart phones to utilize needed reader application software,
QR codes can play a role in integrated marketing communications, specifically
the mobile marketing portion of IMC. Upon being scanned through a camera in a
mobile device the QR code reader application allows users to access a variety of
information sources including URLs, SMS messages, V- cards, images, instant
messages, and e-mail. QR codes allow the integration between print media and
the online world to be processed more quickly (Ebner, 2008). QR codes provide
practitioners of integrated marketing communications a bridge between traditional
marketing communication methods (print advertisements, coupons, signage, sales
promotion, etc), and the digital marketing realm (Flyte, 2011). As they can be
used with a wide array of the promotional mix, QR codes can be utilized across
an integrated marketing communication effort to offer users access to richer and
interactive marketing content. The purpose of this paper is to examine the working
of quick response codes and their applications in various industries. The paper
is organized into three sections. First section defines quick response codes, how
they work, and how they are different from barcodes. Second section presents
the applications of quick response codes in various industries and last section
states advantages and disadvantages of using quick response codes which is
followed by conclusion.
Defining Quick Response (QR) Codes
QR means "quick response," and it does just that, a quick scan that directly
links you to videos, web pages and simple text messages. A Japanese company,
named Denso-Wave, first developed QR codes, in 1994, and were approved by
ISO in 2000. These, two-dimensional graphic images of high-density are basically
just barcodes comprised of digital squares instead of bars. The composite of
these "squares," often looking like crossword puzzles or steroids, come together
to create codes, which, in turn, house the data that are scanned by mobile devices.
The devices quickly scan and digest the code's information block, translating it
into hyperlinks or text information.
The storage capacity of QR code is normally from 3000 to 7000 characters. The
QR code can still be decoded and completely read if it is defiled in an area of less
than thirty per cent of the total area. The readers of QR code include conventional
handheld communicating devices, such as mobile phone, personal digital
assistant, etc. They are equipped with a built-in camera and decode software so
that they can decode the concealed data of the code. The QR code is constructed
Bashir, Naik & Madhavaiah: Potential Business Applications of Quick Response (QR) Codes 35 5
of normally square modules set out in a regular square array and shall consist of
an encoding region and functions patterns, namely, finder, separat or, timing
patterns, and alignment patterns. In a nutshell, QR codes are barcodes that are
pushing the limits by quickly linking us from physical products to the digital
world also known as "hard linking." These small codes are changing the way we
interact with products whether it is with magazines, books, advertisements,
signage or even disposable cups at fast-food restaurants. Many companies today
are using these codes not only for providing quick links to information, but also
because they are typically free to generate. QR codes are being used across a wide
variety of mediums. They allow for easy tracking of offline marketing efforts, provide
a new channel for direct sales, and help stretch advertising dollars.
Section II
How QR Code Works
QR codes can contain a diverse range of information, including Website URLs,
e-mail addresses, product images, and coupons (Sun, Sun and Liu, 2007). The
codes can be placed on different media such as magazines, newspapers, posters,
packages, labels, and receipts. The primary benefit of QR code is its pivotal role
as a bridge between offline and mobile media in multichannel marketing. In fact,
QR code is one of the few alternatives that enable consumers to transfer from one
medium to another, more or less instantaneously one of the most suitable tools
for multichannel marketing. For example, by simply scanning a code with a mobile
device, a consumer can be immediately directed to the advertiser's campaign site.
Source: Okaza ki and Li (2011)
The QR code is constructed of normally square modules set out in a regular
square array and shall consist of an encoding region and function patterns, namely,
finder, separator, timing patterns, and alignment patterns. Code is one type of
QR code, showed in Figure 1. Azuma (1997) took augmented reality as the
diversification of virtual reality. AR allows observers to view virtual objects
overlapping over the real world. The equipment of AR requires AR image card,
camera, virtual object, and the processing software and hardware as well. Mark
Billinghurst (2005) indicated that AR image can be recognized by a personal
mobile device. Hence, despite the recognition software, the physical requirements
in hardware for QR and AR technologies can be same.
Desired Contents
URL, ema il a ddress,
phone number, text,
coupo ns, etc.
Encoding Printable Surface
Magazine ,
Newspaper, flyer,
Handouts, D M
Data Retrieval
35 6 Prajnan
Finder Pattern
Timing Pattern
Format
Information
Encoding
Region
Quiet
Zone
Separator
Timing Pattern
Figure 1
Structure of Version M3 Micro QR Code Symbol
Source: Chen, et al., 2010
Why QR Codes
QR codes allow consumers a more streamlined and quicker method to connect
with and consume content (Salz, 2008). Mullane (2011) defined such content to
include items such as:
Additional, detailed product information
Coupons and special offers
Insights on product usage and benefits
Customer feedback forms
Brochures and similar marketing materials
Links to social media
Pullium and Landry (2011) has documented following feature of QR codes:
QR code is freely available – a lot of free online QR generators exist, and
Denso Wave chooses not to exercise its patent rights. Most generators
offer free scanning software for users.
QR code is an ISO (International Organization for Standardization)
standard. No matter what region they are created in, a QR code is going to
be a QR code.
Bashir, Naik & Madhavaiah: Potential Business Applications of Quick Response (QR) Codes 35 7
QR is well-designed with a higher capacity than other matrix codes, such
as Data Matrix, QR is an ideal container for large amounts of data. QR
also sports great size variability and error correction capabilities. Up to
30 per cent of damaged or obscured data can be restored.
QR code is enriching – QR codes tie the physical to the digital. They also
can deliver content with a great depth of interactivity.
Barcode and QR Code
Every consumer is familiar with the standard barcode found on most products.
It is that long code that gets scanned when we purchase a product. So, how do
Quick Resource (QR) codes compare to barcodes? In the looming battle between
QR code vs Barcode, QR codes are capable of storing much more information
than the typical barcode. In addition to this greater information storage capability,
QR codes can store many different data types. They can be scanned faster, missing
data can be restored, and their structure can be appended to allow printing the
code on a narrow surface.
Barcodes are seen on almost every product we purchase. From grocery
items to electronics and household items, barcodes are a fixture in our
lives. Barcodes are one dimensional numeric codes that store upto 20
numeric characters. This allows merchants and suppliers to keep track
of inventory both coming into stores or suppliers and being sold or
transferred. Where as QR codes are two dimensional codes storing data
both horizontally and vertically. This allows QR codes to hold upto 7,089
characters of data. The data encoded can include numbers, alpha numeric
characters, symbols, text symbols such as Kanji (Japanese language
symbols), as well as control codes. Because these codes are stored both
horizontally and vertically, a QR code can hold the same information as a
barcode in 1/10 of the space. QR codes hold much more data. In fact, QR
co des can hol d text messag es, website addre ss, V. card contac t
information, phone numbers and more. Barcodes can only hold upto 20
numbers. In the battle between QR code vs Barcode, QR codes are the
winner in terms of data storage and increased functionality.
Barcode readers will not be able to scan a damaged or dirty code, whereas
benefit of using QR codes is that it can be scanned. Upto 30 per cent of
code words in a QR code can be restored depending on the amount of
damage. Hence, QR code are superior in recovering lost or damaged data.
Barcodes must be scanned in the correct position. Think of a cashier at
the local grocery store. If he does not position the barcode correctly, the
item will not scan. QR codes can be scanned from any position. This is
due to the three position detection patterns located in three corners of the
code. The reader will locate these three detection patterns and know how
to correctly read the code. This feature speeds up the time needed to scan
objects as the objects do not have to be correctly positioned to be properly
scanned.
35 8 Prajnan
The data on a barcode cannot be divided up. Compared to bar code a large
QR code can be divided into as many as 16 smaller squares. This feature
allows all the information in the larger QR code to be stretched out on an
object. Thus, a larger QR code can be printed onto a narrow area. This
allows greater flexibility as to where a QR code can be located.
Examining QR code in comparison to barcode, it is noted that barcodes have
been the standard for many years. However, when comparing QR code vs Barcode,
it is easy to see why barcodes are being replaced by the newer QR codes. These
QR codes are becoming more common place due to their greater storage potential
and ease of being read by a scanner. Damaged data can be restored from a QR
code but not from a Barcode. Thus QR Codes are more reliable. In the battle
between the typical Barcode vs QR codes, it is easy to see why QR codes are
coming out on top.
Applications of Quick Response (QR) Codes
Quick response codes have transformed the way consumer interact with products,
a quick scan pulls all the information about the product. Quick response codes
have wide applications.
Applications in Mobile Operating Systems
QR codes can be used in Google's mobile Android operating system via their own
Google application or third party barcode scanners like ZXing. QR codes can be
used in iOS devices [iPhone/iPod/iPad] via third party barcode scanners. The
browser supports URL redirection, which allows QR codes to send metadata to
existing applications on the device. Nokia's Symbian operating system features a
barcode scanner which can read QR codes, while mbarcode is a QR code reader
for the Maemo operating system. In the Apple iOS, a QR code reader is not natively
included, but more than fifty paid and free apps are available with both scanning
capabilities and hard-linking to URI. Google Goggles is also availabl e for iOS.
With Black Berry devices, the App World application can natively scan QR codes
and load any recognized Web URLs on the device's Web browser. Windows Phone
7.5 is able to scan QR codes through the Bing search app. They can also be used
on the Ni ntendo 3DS. There are a number of websites that provide QR code
decoding. The lack of functioning tools for decoding from image files or webcams
within either the MacOS or Linux PC-based operating systems make this standard
unpalatable as a data-backup method for storing private data, such as passwords
or encryption keys.
Applications in Retail Industry
In retailing, it is virtually impossible to plan or to schedule "production" – that
is, the demand by consumers for specific merchandise especially for individual
stock-keeping units (SKUs). At any point in time, a retailer needs to try to have a
wide enough variety of merchandise to satisfy the wants and needs of the
customers who come into the store on that particular day. Thus, in order that
Bashir, Naik & Madhavaiah: Potential Business Applications of Quick Response (QR) Codes 35 9
consumers' desires be satisfied, merchandisers must strive to maintain a complete
inventory at all times. The objective cannot be to have no inventory, except for
unusual it ems or unusual points in time, such as bake shop products at the
close of the day or Christmas decorations the day after Christmas. A QR strategy
requires new and different partnerships between vendors and retailers. These
relationships generally are unlike those typically found either before a retail firm
adopts QR or in firms which have not yet adopted QR. With QR, the retailer
agrees to provide the vendor with sales data, by SKU (e.g. colour, style, and size).
The vendor agrees to hold these data confidential – the data are to be used only
as needed to fulfill the QR programme with the specific retailer. Providing these
data requires changes in retailers' attitudes towards vendors. In the past, such
detailed information has been held confidential by most retailers; typically, it
has not been available outside the retail firm itself. The implementation of QR
strategies requires significant shifts in the roles and responsibilities of people
and functions in both the retail firm and the vendor organizations. For effective
QR partnerships, retailers and vendors must understand each others' need for
information. Agreement must be reached on the information to be supplied to
each, on the systems and equipment to be used for transmitting the information,
on the timing of both the information and the inventory flow, as well as on factors
which are involved in any vendor-retailer transaction, such as terms of sale. In
addition, determination must be made concerning:
The levels of merchandise to be stocked in each store of the retail firm;
The locus of responsibility for barcoding prices and item descriptors;
The frequency of merchandise delivery;
Whether the merchandise will be shipped to a distribution centre; and
If so, whether the goods will be separately bundled and marked for the
individual selling unit.
Transportation systems and timing of merchandise shipments must be an integral
part of QR if the process is to reach its full potential. Generally, without QR,
most such dimensions of merchandising have been controlled by the retailer's
merchandising and buying staff. However, with QR the retailer and the vendor
must reach agreement on these factors in advance of shipment of merchandise.
Thus, with full implementation of QR strategies, the buying and merchandising
roles in retailing generally no longer involve many of the aspects of day-to-day re-
ordering which typically have required significant shares of the time and effort of
buyers and merchandisers. Rather, with QR buying and merchandising,
responsibilities emphasize detailed seasonal planning of merchandise lines and
items (plans which the vendor will implement), developing and maintaining good
relationships with vendors, and the research necessary for the introduction of
new items and lines. Once a QR system is functioning, inventory plans should
not be adjusted by either the retailer or the vendor. Any necessary changes are
accomplished as reactions to the model of expected sales which has been developed
by the retailer cooperatively with the vendor. The model which is used to determine
36 0 Prajnan
the amount of merchandise needed by the retailer allows for minimum inventory
levels, as well as the necessary changes in stock levels resulting from seasonal,
promotional, or other shifts in consumer demand. Without such a variable model,
retail buyers would find it necessary to interfere with the automatic reordering
features of QR, as demand changed. Many retail firms which have adopted QR, as
well as observers of the growth of this strategy, report that the primary key to
success is management's full support and enthusiasm for the QR strategy and
for what QR means to the firm. Both the retail firm's and the vendor's top
management must be committed to QR and must understand the impact on the
organization of its implementation. Each must communicate commitment to QR
as well as the implications of that commitment to all involved. The managements
must instill trust and confidence in the strategy and between all the personnel of
the organizations that interface with this strategy, including merchandising,
buying, shipping and receiving, inventory control and accounting staffs.
Applications in Library
Library Journal columnist Michael Kelley has written, "As QR codes become more
prominent in daily life, librarians are seeking the best way to incorporate this
simple and free technology into their operations" (Kelley, 2010). The practical
aspect of the QR code scanning software in budget-conscious times is that the
application can be downloaded free to one's smart phone.
In a typical library-based scenario, "a student who scans QR codes from a
library catalog in the middle of the night in his or her dorm room could
head to the library stacks the next day, click open the application to refer
to the call numbers of the titles scanned the night before, and quickly find
the books" (Ashford, 2010a).
QR codes can also support the ever-evolving environment of e-book access
in libraries, where, as an example, "you could go further and share an
entire eBook and even multiple pieces of content that share a common
link" (Korhan, 2011).
A Best Practices Wiki "where librarians have been listing their successful
uses of the QR codes in areas including art gallery information and links
to resources about the artists, links to library audio tours, information
regarding the library's text messaging service, links to video information
friendly to smart phones, codes on study room doors connected to room
reservations, a code connection to computer reservations system and many
more services” (Ashford, 2010b).
Applications in Publishing
Numerous book, Journal, magazine, and newspaper publishers around the world
are using QR codes in their publications. For publishers and advertisers, the
ability of QR codes to add value, track responses, and generate additional revenue
is a powerful draw. QR codes offer publishers more than a few compelling benefits.
Bashir, Naik & Madhavaiah: Potential Business Applications of Quick Response (QR) Codes 36 1
Using the codes allow publishers and advertisers to add value to static print
publications. They also allow publishers and advertisers to trace response to a
print ad quickly; the number of people who access contend through a QR code
can be tracked in real-time and automatically. Book publishers are adding QR
codes to book jackets to lead readers to author interviews, book reviews, reader
communities, and other content that supports the book. For example, a book on
services marketing might sport a QR code that links to the author's marketing
blog. The latest book in the Twilight series might have a QR code on the book jack
that links to updates on when the movie version will be released, along with a
trailer and exclusive interviews with actors. Magazine and newspaper publishers
are adding QR codes to editorial pages to add interactivity and timeliness. The
codes might direct readers to exclusive content such as photo albums, video
interviews, or downloads. QR codes give advertisers an easy way to track response.
QR codes provide an immediate response mechanism for magazine advertising.
They also provide an excellent tracking mechanism for proving that people are
viewing the ads and are responding to them.
Another application of QR code is success forecasting. An excellent example of
this is when, a publisher wants to promote its new digital journal, book or
magazine, Xtreme Coated, publisher places an ad in social media, a publication
that targets print sales. To promote the fact the paper does not crack on the fold,
the advertisement encouraged people to snap the QR code, which took them to a
Web site landing page they could request free samples. Using the QR code allows
tracking the:
Total number of scans (responses),
Devices used and number of scans on each device,
Number of people scanning the code on a phone versus typing in the URL,
Number of people who filled out the form, and
Number of people who requested samples.
Applications in Textile-Apparel Industry
Quick response strategy acts on the single phases/activities throughout the entire
chain – right from the producers of yarn upto the sales outletswith the aim of
reducing the time spans that elapse from the textile design stage to the purchasing
of the garments by the final consumer. In QR strategy, time compression is seen
as a goal on the one hand, and on the other, as an instrument for the improvement
of company performance in terms of efficiency and the level of service offered.
This improvement can be translated into an increase in company competitiveness
and, for the final consumer; it can also have the effect of a reduction in prices.
Information technologies and telecommunication constitute one of the means which
can be exploited by textile-apparel companies for the improvement of time
performance.
36 2 Prajnan
QR strategy analysed the role played by information technology and telemetric in
the realization of this, can be summarized as follows. QR is a time-based strategy
which requires greater collaboration along the whole textile apparel chain, from
the yarn manufacturer, the fabric manufacturer, the garment manufacturer through
to the distributor. Hence, the choices and behaviour of the guiding companies
within the chain seem to be fundamental. Even though ultimately QR must be the
common aim towards which all the companies in the chain should work,
independently of their role or the product they produce or distribute in the chain
(basic/continuative, seasonal, fashion), in that it is a strategy that makes it
possible to increase company competitiveness, the application of QR today seems
to be easier in the case of basic/continuative products. The operative integration
of the players in the chain, a key requirement in QR, both demands and favours
the full use of telecommunications where the relations between telecommunications
and integration strategies reinforce each other (cf. "virtuous circle"). The adoption
of information technologies and telecommunications brings advantage such as
the reduction of document transfer times between companies, and an increase in
reliability, precision and certainty in data transfer, and the elimination of
document insertion time in company information systems. However, QR strategy
is achieved not only through the support of innovative technologies oriented to
the management of the "information flow", such as information technologies and
telecommunications using the barcode and scanner systems, but also through
the innovative management of the "physical flow", such as the definition of planning
and scheduling systems integrated downstream, flexible-modular systems for
garment production, innovative systems for textile dyeing, and new design systems
in the garment and textile sectors. The operative strategy of QR could use the
opportunities offered by modern technologies to redesign the processes of the
entire textile-garment chain. In order to achieve this very difficult aim, serious
business process re- engineering is necessary, as well as an indepth analysis of
current processes, in terms of creating links between the various activities and
decisions, and comparing them with the new operative modalities which are
becoming more widespread with the introduction of these new technologies into
companies.
Applications in Education
Bridge the Gap between Paper and Web – Teachers who integrate multimedia
projects into their classroom often have the issue of displaying the work on a
paper based, physical bullet in board. With QR codes, the teacher can post a
paper-version of the student's work on the bulletin board, and affix a QR code
next to it for others to see the "enhanced" version. Specifically speaking, a site
like Glogster prints out great for boards, but has interactive elements like audio,
animation, and even streaming video that are not possible to reflect on a board.
If the student generated a QR code for their Glogster, anyone can see on the board
their work, then take a snap of the QR code to see the videos, audio, and animations
that are found within the electronic version (same for blogs or Wikis that have
great writing, but reference embedded content).
Bashir, Naik & Madhavaiah: Potential Business Applications of Quick Response (QR) Codes 36 3
Virtual Business Cards – Students could have a QR code that is linked to their
Blog or Wiki, printed out on a card, and taped to their desk. That way, at any
time, the teacher, administrator, parent, or other students can take a snap of the
QR code, and see what the student has been writing about recently. Once students
know that any and everyone wi ll be checking their portfolio at any time, their
enthusiasm and dedication will increase. This idea can also work for Back-to-
School Night or Open House. QR codes can be displayed around the school in
different locations that link to a variety of media. Parents could take a snap shot
of the QR codes to view video introductions of teachers or students discussing
different elements of the classroom.
Personalized Lessons and Differentiated Instruction – For students who need
supplemental material, either accelerated content or English Language support,
a teacher using PowerPoint to present a lesson could embed codes in slides for
those students. For instance, many curricula come with English Learner handbook
activities that are supplemental to the lesson. Often they have extra vocabulary,
visual support, or scaffolded activities. Instead of them having to wait for small
group time, or sitting through a lesson they are confused about, they could snap
a pick of the QR code, get the materials they need for that slide, and keep up with
the class. Additionally, GATE students could snap a QR code from the slide,
which takes them to a Web Quest or accelerated activity to do in support of what
they are learning.
Section III
Advantages and Disadvantages of Using
Quick Response (QR) Codes
Advantages
A quick scan captures all the desired information, you are looking for and
it is hustle free, moreover there is no need to write vital details down.
QR codes can be used to store addresses and URLs that can appear in
magazines, on signs, buses, business cards or just about any product
that users might need information about.
Advantage of using QR code is that it can read almost anything as long as
it is online, it is readable. The cell phone's camera and senso r has got
more use now, instead of merely capturing moments in time, it is the link
to an online world with the help of a QR code reader.
Advantage for using QR code include information being made to you
regardless of who you are. Education, advertisement, saving for companies
focused on branding their product or services, and much more.
Disadvantages
Users must be equipped with a camera phone and the correct reader
36 4 Prajnan
software that can sca n the image of the QR code. Currently only
smartphones are technically equipped to do this. Many users that have
mobile phones that have cameras are unable to get QR reading software
for their phones.
Another disadvantage for using QR code is that smartphones are far more
expensive compared to the conventional phones. It is a kind of investment
for internet-savvy people but for those who are old, such as above 45
years, there is absolutely no need to waste such money on technology.
Section IV
Conclusion
The future of coding era will be defined by how coding and decodi ng devices
communicate with one another, with human beings, and across different
environment. Proper positioning of these codes on static surfaces can function as
an additional marketing tool for decision makers to employ for those tech-savvy
users eager to embrace the latest marketing techniques that may prove as
successful for business, as for its retail and e-tail counterparts. However, in this
case, the manner by which the codes themselves are used in different industries,
more appropriately offer a key to unlocking the message unseen within, that,
once opened, brings to the user a wider range of informational services that this
technology can provide. As new coding technologies emerge and are adopted by
businesses, organizations and people, technology will play a big role in addressing
the needs of customers in the coding era. Generation Y (Gen Y) or 'Millenials' is a
critical emerging market for new technology such as QR code. The members of
this generation grew up with technology and rely on it to make their lives simpler,
to perform their jobs better. This age group usually owns multiple connected
devices such as smartphone, tablets or laptops. Gen Y is in an environment
where there is an incredible, unprecedented explosion of applications, especially
mobile applications. According to IDC, 'application developers have churned out
more than 300,000 mobile applications in just over three years. The number of
downloaded applications is expected to increase from 10.9 billion worldwide in
2012 to 76.9 billion in 2014. This generation has an entirely new set of demands
and expectations about how technology should work. Hence, future of generation
Y will be in the hands of technology codes. The winner in the coding era will be
those who can simplify, standardize and automate their technology setup so that
they can spend more time living life and managing their business rather than
managing technology.
Bashir, Naik & Madhavaiah: Potential Business Applications of Quick Response (QR) Codes 36 5
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