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| Who is the QR Image Code Audience? |
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Who is the QR Image Code Audience? This year (2009), 89% of new mobile phones shipped to the U.S. will have cameras, according to InfoTrends/CAP Ventures. Jagtag CEO Dudley Fitzpatrick envisions.Morgan Stanlely recently published great research on July 10th, 2009 about How Teenagers Consume Media and even though it was written by a European 15 year old, i feel it is also a great representation of the US teen also. Matthew Robson points out that “Teenagers are consuming more media, it is in entirely different ways and most are not prepared to pay for it since as a rule, teenagers have phones on pay as you go.” They resent intrusive advertising on billboards, TV and the Internet. They are happy to chase content and music across platforms and devices (iPods, mobiles, streaming sites). Print media (newspapers, directories) are viewed as irrelevant but events (cinema, concerts etc.) remain popular and one of the few beneficiaries of payment. The convergence of gaming, TV, mobile and Internet is accelerating with huge implications for pay-TV. For mobiles, price is key … Mid-range feature phones still dominate … High-end smartphones are desirable but too expensive … Texting is still key and use of new data services limited due to cost. Wi-Fi is more popular than 3G. I probably don’t need to go on after such strong , but there is still so much potential with QR Codes and communication is key. What appears to be the scariest part for marketers is the different comparison of platforms and functionality: http://en.wikipedia.org/wiki/Mobile_development. Most who have tried to find their way around a town that speaks a different language will tell you that it is hard to find your way around. Some will tell you they don’t mind – but most won’t. Unfortunately, statistics show that we’re so close but may still not be completely there yet. According to a great article found on TheMobiBlog.net: Analysts and Jagtag competitors agree that for 2-D barcodes to gain any meaningful traction, the code reader must come preloaded on cellphones — and only the wireless carriers can make happen, as they dictate the specs to handset makers. The campaign netted a 52% redemption rate with about 4,000 scans, roughly 1% of the total target student population. In another quote taken from BrandRepublic.asia, the Marketing & Communications Newspaper for Asia-Pacific. “Even if a single standard vendor of QR reader technology could be embedded onto all handsets, there would likely be a period of two years before enough of the population would upgrade their phones and the technology would achieve a high enough penetration to use the technology effectively,” says Brian Stoller, partner of invention at Mindshare Asia-Pacific,. “Convincing people to pay for the bandwidth to download the reader just so they can read advertising is a real challenge.”
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