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.

2

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.

Source: www.denso-wave.com/qrcode/qrfeature-e.html

Link to Denso Wave Inc.

3

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

4

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.

5

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

before the end of 2011.

Source: blog.nielsen.com/nielsenwire/consumer/smartphones-to-overtake-feature-phones-in-u-s-by-2011

With an estimated 300+ million cell phones in the U.S, this is a huge market that can be

presented with useful and innovative QR Code solutions that not only inform but also provide

value and service.

READING QR CODE One of the key features about owning a smartphone is the ability to increase its information

processing capabilities by adding “apps,” short for mobile applications. Apps can be classified

6

as “native” or “web-based” because they function on their own or require the assistance of an

Internet connection. For iPhone users, you can search the Apple App Store and find several free

QR reader apps and some that cost a few dollars. For Android phone users, you can search the

Android Market. Unfortunately, you can’t get by with only one QR app. Given their differences

in speed, accuracy, feature set and ability to read proprietary formats, you will probably end up

with four-five apps and still wonder if there is a better one out there.

In my case, I have five apps installed on my iPhone (i-

nigma, QRReader, Unboxed Lite, TagReader and Mobio)

but only one on my ViewSonic Android-based tablet (QR

Droid), which I mainly use for testing purposes. Starting an

app is as simple as tapping the screen over the appropriate

icon. For i-nigma, my most used QR reader; the app will

start up and immediately activate the camera. Point the

camera at an appropriate code and move forward or

backward to fill the screen. Once the app has locked in on

the code and acquired sufficient information, it will display

the content of the code and automatically attempt to

complete the task. If the code is too small or too far

away, you will not be successful.

In the case of the QR Code to the left, the appropriate response is to

open the i-nigma browser and connect to a YouTube.com video, which

demonstrates how to use the i-nigma app on an iPhone. For those who

would like to watch the video on their computer, the URL is:

www.youtube.com/watch?v=uf97oyL9kKg

Another good video that demonstrates how to use a QR reader was developed at

rocketboom.com and is available at: www.youtube.com/watch?v=B3lrcOhmp9g

7

CREATING QR CODE The amazing thing about QR Code is the fact that the use of QR Code is free of any license

requirement and Denso Wave, who owns the patent rights on QR Code, has chosen not to

exercise them. This means that proprietary software or individual licensing fees does not limit

reading and/or creating QR Code. As a result, there are many websites that create free QR Code

using your website URLs and other kinds of data. Of these, Kaywa (qrcode.kaywa.com) is a

good location for individually generating QR codes for your website URLs, plain text, phone

number and text message codes. Zebra Crossing (zxing.appspot.com/generator) offers the same

options as Kaywa plus a few others: calendar event, vCard contact information, email address,

geo location, and wifi network.

Another interesting site is QRStuff (qrstuff.com). Their list of QR Code options include: Text,

Website URL, Telephone Number, SMS Message, Email Address, Email Message, Contact

Details (VCARD), Event (VCALENDAR), Google Maps Location, Wifi Login (Android Only),

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.

8

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