Google recently announced that it is ending both its development and support of QR<\/a> (Quick Response) codes. QR or 2-D barcodes as they are sometimes called, were originated by a subsidiary of Toyota over 15 years ago and gained popularity in Japan. More recently, they have been employed by marketers to append additional content to print and digital media.\u00a0 By scanning a QR code with a smart phone, consumers can access web-based video, documents and other forms of digital content. What makes Google\u2019s announcement particularly interesting is that until now QR codes have been a cornerstone of their Places<\/a> program.<\/a><\/p>\n

Instead, Google has opted to pursue work on near field communication<\/a> (NFC) technology.\u00a0\u00a0 Developed in 2002, near field communication uses low frequency signals to allow devices to communicate\u00a0 once they come into a specific range of one another.\u00a0 NFC is currently being tested by hundreds of companies globally.<\/p>\n

QR was doomed from the beginning<\/strong><\/p>\n

In a world where two clicks is one click too many, QR codes seem conspicuously\u00a0clunky.\u00a0 First, marketers have to print a unique QR code for the content they wish to share.\u00a0 Then, depending on the user\u2019s hand held device, they may have to download an app to allow them to scan the QR code. It\u2019s not uncommon to have to scan the code more than once to get a clear enough image to decode.\u00a0 Also, the ability to navigate to the content is directly dependent on the strength of your handheld signal, which ruled out effective use of QR codes in certain locations (like subways).\u00a0 Finally, QR codes often lead us to content that was hardly worth the effort or anticipation (which can\u2019t be blamed on the technology itself) but nonetheless makes it seem even more a waste of time.<\/p>\n

Although NFC applications may vary, it essentially involves bringing an \u201cinitiator\u201d device and a \u201ctarget\u201d device into proximity to enable an exchange of information.\u00a0 It\u2019s\u00a0not only easier to use than QR codes but you can expect most hand held devices to come \u201cNFC ready\u201d from the manufacturer by next year.<\/p>\n

Follow the Dollars<\/strong><\/p>\n

The most compelling argument for NFC is its potential as a secure payment method.\u00a0 Several banks<\/a> and retailers<\/a> are already experimenting with \u201ctap to pay\u201d programs.\u00a0\u00a0\u00a0 Once consumers become comfortable using NFC as a payment method, it will tip its usage across all other potential applications as well.<\/p>\n

I doubt that Google\u2019s decision or the momentum around NFC will necessarily be the death of QR technology entirely<\/em>, but I do think its potential as anything more than a promotional toy has been forever diminished by NFC.\u00a0 I can\u2019t help feeling that QR codes are a little like the 3-D TV of the marketing world \u2013 a cool thing that no one really cared about.<\/p>\n

Above all else, what is particularly evident from the premature demise of QR codes, is that technology in general is now moving at far too fast a pace for companies to maintain a wait-and-see strategy.\u00a0 Despite the inherent risks associated with jumping on new technology early, the cost of waiting may be missing the adoption curve entirely.<\/p>\n","protected":false},"excerpt":{"rendered":"

Google recently announced that it is ending both its development and support of QR (Quick Response) codes. QR or 2-D barcodes as they are sometimes called, [\u2026]<\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32,1],"tags":[46,124,125,126,127,24,58,23],"class_list":["post-1214","post","type-post","status-publish","format-standard","hentry","category-technology","category-uncategorized","tag-marketing","tag-mobile-payment","tag-near-field-communication","tag-nfc","tag-qr-codes","tag-retail","tag-technology","tag-trends"],"yoast_head":"\n