QR Codes Still Defended

A few years back, we discussed how Laura Mariott, CEO of NeoMedia, defended the QR code.

Despite the fact that mobile barcode adoption has not become as popular in the US as analysts had predicted over two years ago, she still believes in the QR code and isn’t worried.

Mobile marketers and multi-national corporations are still implementing QR code campaigns and Marriott adds, “Ninety-five percent of the codes that you see today are QR codes. Consumers understand what they are and are recognizing them.” But is simply being aware of QR codes enough?

One space where QR codes have been somewhat successful is mobile payments. Starbucks’ smartphone app uses QR codes to allow consumers to pay for their beverages, which occurs with two million purchases a week. But what happens when more mobile devices become NFC enabled—will there be a shift to this technology?

“NFC and QR codes can definitely coexist together. Getting them [NFC-enabled devices] in the hands of consumers is an expensive process. For QR codes you can pay once and not have an incremental cost for printing additional codes,” said Marriott.

However, QR code adoption was, and continues to be, extremely widespread in Japan. But most speculate this can be accredited to Japanese mobile operators creating open standards and universal readers. The U.S. is just now starting to see mobile barcodes becoming more standardized, namely with the recent QR Response Encoding for Consumer Bill Pay Guidelines from the Council for Electronic Billing and Payment.

So, will standards help to increase the adoption of QR codes in the U.S., or will NFC become more prevalent before QR codes get their chance? Share your thoughts by commenting below, or on our Facebook or twitter pages.