Two-dimensional QR codes are not new to the Indian market, but it’s not that they’re being used by many brands. Would a brand centre its entire marketing campaign around QR codes, and has the so called ‘bridge’ between print and multi-media content matured to a stage where you’d see a specialized agency implementing QR codes in brand promotion? Well at least someone is bullish on the prospect.
Air2Web, an enterprise mobile marketing solutions provider, has launched AirCodez, a 2D QR barcode based service, that targets enterprises who want to connect offline information into digital format for prospective customers. Air2Web enables businesses to encode different operations like sending an SMS, initiating a voice call, opt-in to a campaign, push an mCoupon, lead to a web page and other similar processes, into 2D barcodes that than be scanned and decoded by using a mobile phone camera. The generated codes can be displayed on billboards, wallpapers, movie posters, magazines, news papers, brochures and product packages. The resultant QR code can be decoded through the use of a 2D QR reader app, which can be installed by end-customers on their mobile phones.
According to the company, the USP of its service is that, the QR code that it creates once, can be used by the client for different campaigns. They essentially just need to make related changes at the back-end, without the need to create a new QR code. It claims that other QR code solutions need new codes for new campaign messages, turning out to be expensive and time consuming. The company does not offer a fixed pricing, and says that it depends on the campaign.
Air2Web also claims that the content embedded in the QR code created by it, can be interpreted by all the standard 2D QR readers currently available in the market. Besides, AirCodez also offers its own reader app, which can be downloaded directly to a mobile phone from http://aircodez.com/app or by sending an SMS with the keyword ‘ACZ’ to short code 56161. The app is only available on J2ME, Symbian and Blackberry platforms. However, the company intends to roll out the Android, iPhone and Windows Mobile versions, as well.
Our readers would recall how Cybermedia had integrated QR codes in the April 2011 issue of its PC Quest magazine to link to multimedia content. However, given that a market like India, which is mainly feature phone dominated, and also considering the fact that a lot of smart phones still don’t come with QR readers built in, does take some brownie points away from QR code based campaigns.
(Anupam Saxena & Saptarishi Dutta)