Scanning For New Technology: QR Code Tim Rhodus and Elaine Eberlin Professor and Systems Specialist Department of Horticulture & Crop Science The Ohio State University Scanning the horizon for new technology, one is likely to encounter references to QR Code. While not yet visible in the sky, you should have no problem finding the curious 2D barcode graphic appearing in magazine or newspaper ads or printed directly on billboards, fresh fruit and produce packages and soft drink containers. Marketers around the world are utilizing Quick Response (QR) Code technology in many interesting ways, some of which will be presented in this article. However, the future of this technology lies not in printing codes that merely link to static information which provides little value to the consumer but rather in creating a means for product/service providers to offer their customers a physical link to virtual information, knowledgeable experts or problem- solving solutions based on their needs and circumstances, at any time and in any place. ORIGIN OF QR CODE The appearance of this technology, while relatively new for the U.S., has a longer history in Japan, Korea, and Europe. A QR Code (short for Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, web site URL or other data.
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Scanning For New Technology: QR Code · 1994, the QR Code is one of the most popular types of two-dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended
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Scanning For New Technology: QR Code
Tim Rhodus and Elaine Eberlin Professor and Systems Specialist
Department of Horticulture & Crop Science The Ohio State University
Scanning the horizon for new technology,
one is likely to encounter references to QR
Code. While not yet visible in the sky,
you should have no problem finding the
curious 2D barcode graphic appearing in
magazine or newspaper ads or printed
directly on billboards, fresh fruit and
produce packages and soft drink
containers.
Marketers around the world are utilizing
Quick Response (QR) Code technology in
many interesting ways, some of which will
be presented in this article. However, the
future of this technology lies not in printing codes that merely link to static information which
provides little value to the consumer but rather in creating a means for product/service providers
to offer their customers a physical link to virtual information, knowledgeable experts or problem-
solving solutions based on their needs and circumstances, at any time and in any place.
ORIGIN OF QR CODE The appearance of this technology, while relatively new for the U.S., has a longer history in
Japan, Korea, and Europe. A QR Code (short for Quick Response) is a specific matrix barcode
(or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The
code consists of black modules arranged in a square pattern on a white background. The
information encoded can be text, web site URL or other data.
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Common in Japan, where Toyota subsidiary Denso Wave created it in
1994, the QR Code is one of the most popular types of two-
dimensional barcodes. QR is the abbreviation for Quick Response, as
the creator intended the code to allow its contents to be decoded at
high speed. Denso Wave owns the patent right on QR Code, but does
not exercise it. According to their web site, for 2D Code to become
standardized, QR Code specification must be clearly defined and made
public.
The word “QR Code” is a registered trademark of DENSO WAVE INCORPORATED in the
following countries, Japan, United States of America, Australia and Europe. To use the word “
QR Code” in your publications or web site, etc, please indicate, “QR Code is registered
trademark of DENSO WAVE INCORPORATED”.
Source: www.denso-wave.com/qrcode/aboutqr-e.html
ABOUT QR CODE QR Code is a kind of 2D (two-
dimensional) symbology released
in 1994 with the primary aim of
being a symbol that is easily
interpreted by scanner
equipment, contains information
in both the vertical and
horizontal directions and holds a
considerably greater volume of
information than a bar code. In
addition, 30% of a QR Code can be damaged or missing and the code is still readable. QR Code
is capable of 360 degree (omni-directional), high speed reading. QR Code accomplishes this task
through position detection patterns located at the three corners of the symbol. As a symbology
developed in Japan, QR Code is capable of encoding JIS Level 1 and Level 2 kanji character set.
In addition to QR Code, there are many different two-dimensional barcodes, some are
proprietary, and some are free.
Aztec Code, invented by Andy Longacre of Welch Allyn, Inc., is in the public domain. It was designed for ease-of-printing and ease-of-decoding. The symbols are square overall on a square grid and a square central bull’s eye finder. Source: www.adams1.com/stack.html
Data Maxtrix from Siemens is available for free, but has been plagued with series of patent litigation. Unique features of this symbol include that it can scaled between 1-mil square to a 14- inch square, changing its possible maximum density of characters per square inch and its dot position is absolute, not relative. Source: www.adams1.com/stack.html
The HCCB, High Capacity Color Barcode barcode format from Microsoft Research uses a different barcode symbol shape in combination with multiple colors per symbol to achieve a higher density storage of data on analog printed media. It is proprietary. Source: www.adams1.com/stack.html
MaxiCode, also called UPSCode or Code 6, is a matrix code developed by the United Parcel Service in 1992. Rather than being made up of square dots, its configuration is a 1-inch by 1-inch array of 866 interlocking hexagons. The code can be at least 15 percent denser than one made of square dots, but requires higher resolution printers such as thermal transfer or laser to print the symbol. The code also contains a central bull’s eye to allow the scanner to locate the label. MaxiCode is in the public domain. Source: www.adams1.com/stack.html
PDF417 is a stack linear barcode used primarily for transport, ID cards and inventory management. Dr. Ynjiun P. Wang at Symbol Technologies invented the format. It is an ISO standard. Source: en.wikipedia.org/wiki/PDF417
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QR CODE EXAMPLES Three examples of QR Codes in use for horticultural products and public gardens.
QR Code Examples Description Smart Phone Display
Bonnie Plants has a mobile site that includes vegetables, herbs and heirloom tomatoes with extras including basics about specific plants in many different categories, garden plans, container options, projects and videos.
Frequently QR Codes are appearing with an explanation. It gives users the opportunity to explore something they might have otherwise ignored. The Friends of Walkden Gardens use the QR Code to take visitors to their mobile site, which offers a range of information and services.
Since 2004, Japanese food retailer Aeon has used QR Codes to provide product information. This includes information on fresh produce regarding how the product was cultivated and whether or not particular pesticides were used.
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SMARTPHONES IN THE U.S. The first thing to know about integrating a QR Code marketing/communication strategy is that
the most direct and quickest path to virtual information is through a smartphone like the Apple
iPhone or any of the Google Android-based phones. But how big is the smartphone share of the
market? The Nielsen Company reported on November 1, 2010 that as of the third quarter of
2010, 28 percent of U.S. mobile subscribers have smartphones, cell phones with operating
systems resembling those of computers and that share should increase to 50% of the market
Paypal Buy Now Link, Social Media, iTunes Link and YouTube Video. They also allow you to
pick custom foreground and background colors and the option of printing the code, sending it by
email or adding your code to a variety of promotional items like hats, cups, bags and business
cards.
Lastly, a new site is coming online from Good-Survey. They also offer QR code generating and
tracking tools at (qrcode.good-survey.com). However, they also offer an easy way to incorporate
a corporate logo into the design of your QR Code. Keep in mind, the logo can be graphical or
text and it does not limit what the code connects to. For example, the ONLA code (See Below)
could go to the home page, a members’ services page or a Buckeye Newsletter page. All three
options could carry the same ONLA branding.
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QR CODE BEST PRACTICES Building on the Three Rules of QR Codes by Roger Fischer, CEO of Kaywa AG, there are
several things to keep in mind when implementing QR Code technology:
1. Link to a resource/web page that is designed for viewing on a cell phone. Just
because you can make a QR Code and print it, doesn’t mean the user will be able to
adequately view the site on a cell phone with small screen.
2. Keep the URL short. Dick’s Sporting Goods had the right idea when they launched
their new mobile site. Instead of making it a subdomain of their existing site
(www.dickssportinggoods.com), they chose a new domain and a much shorter URL,
(dsports.mobi). This saves on the amount of data being encoded.
3. Make the content valuable. Suntory QR Code appeared on limited edition cans of beer.
Decoding takes consumers to a mobile site where they can offset 100 g of CO2 once a
day and be entered in a daily lottery to win cash prizes. It makes decoding valuable.
4. Create QR Codes that direct users to a dynamic page, rather than a static page. News
and Events or Daily Specials offer customers something new every week, whereas the
limited promotion over last weekend quickly expires.
5. Use QR Codes throughout the organization, not just in marketing. Remember, this
technology evolved from auto parts inventory management. Consider tagging important
equipment with QR Codes that carry purchasing, maintenance and service information or
a direct link to an online inventory database.
6. Be creative!!! We are entering a new era where linking the physical world to the virtual
one has never been easier. If you consider the smartphone or tablet as a part of the
design, then the communication medium can take on many new possibilities.
inVirtual Perspective Technology Team The OSU inVirtual Perspective Technology Team consists of Dr. Tim Rhodus, Professor; Bud Witney, Network Manager, and Elaine Eberlin, Systems Specialist. The team is responsible for the design and maintenance of the systems, databases, and much of the content contained in the numerous web sites positioned within Horticulture & Crop Science in Virtual Perspective, OSU PlantFacts, and American Society for Horticultural Science. Online access to this document is available at: webgarden.osu.edu/buckeye2011.pdf