For example, QR codes are rife on advertising in the London Underground, which is typically used by busy business people moving quickly from one destination to another. When one of these 'busy people' see a QR code and scan it, they wish to see the content instantaneously. However, in the Underground they are stranded without wi-fi access so seeing the content behind a QR code is near impossible. So where is the purpose in placing the QR code on an ad in the Underground in the first instance?
Scan our QR Code.
Lets look at the stats. According to Google Trends, only 12 percent of UK consumers have used QR successfully. The number is just too low to expect any average conversion rates or even to justify a scaled deployment.
There are many stories circulating in the press that foresee the eventual demise of QR codes, especially as the arrival of mobile visual search (MVS)(a search which uses actual objects instead of barcodes as the physical-digital hyperlink) has threatened them further. MVS claims to be more user-friendly, but tools such as Blippar and Google Goggles still require a dedicated application to work effectively.
However, MVS is more secure than QR. With QR codes, there is no way of knowing where the code is going to take you - it could be a legitimate site, malicious app or phishing site. In some cases, infected QR codes can download an app that adds a hidden SMS texting charge to your mobile phone bill. They can also be used to read the data stored on your smartphone - a very worrying security risk for all smartphone owners. The good news however, is that MVS's encryption modality eliminates the opportunity for malicious code to be downloaded to your smartphone.
QR marketers are examples of groups of people that seem to be living in an alternate universe by ignoring the facts. Before looking to deploy QR, companies must think carefully about how the end user will benefit and if it adds value in useful or entertaining ways.
Article details sourced from www.wired.com.