How Microsoft, Mobile Tag, and AT&T are Killing Consumer QR Code Scanning In Utero

Sidebar: This post contains rhetoric that is more opinionated than our standard blogs.  However, this is something we at ShareSquare feel strongly about, and we believe the truth needs to be told.

Can you imagine an internet with hyperlinks that only work on Windows computers?  Or via an AT&T ISP?

Consumer QR code scanning in the United States is a nascent behavior that holds enormous potential for driving offline-to-mobile engagement, ecommerce and real world analytics.  But fragmentation in code formats threatens to kill it before it’s born.

Mobile Tag just raised 6.6M euros with the intent of bringing their proprietary codes across the pond.  They’ll be joining Microsoft Tag and AT&T Barcode Services in pushing a format that is incompatible with the majority of smartphone barcode scanning apps in the US.  So if you want to access the content, you’ll need to download their specific app.

Do you already have a barcode scanning app? If you’re reading this chances are you do.  Scan Mobile Tag’s logo, as this TechCrunch commenter did.  You’ll get a meaningless string of numbers.  Why are Microsoft and others opting to add a significant adoption barrier to an already fledgling consumer behavior?  They’d like to own the data and the ecosystem around it.

After ShareSquare’s recent TechCrunch coverage, I was contacted by Microsoft, and they tried to sell us on switching from QR codes to Microsoft Tag.  I said no.  While ShareSquare is not in the business of generating a specific type of code it’s in our best interest, and the industry’s best interest, to see scanning go mainstream.  In Japan, market penetration occurred top-down: NTT Docomo had carrier hegemony and decided all new handsets would natively support this functionality.  In the United States, it’s happened bottom-up.  No domestic carrier could have unilaterally pushed this feature onto a critical mass of handsets, even if they wanted.  Instead there’s a groundswell of apps like ShopSavvy (+18M downloads), and others.  All of these support QR codes - none of them support the aforementioned proprietary formats.

So in addition to confusing the consumer, this fragmentation is actively inhibiting a budding network’s critical mass.  Each provider will talk your ear off about their format’s unique features, but for consumer scanning, none of these are significant enough to matter.  The X factor is delivering a payload (the encoded information) that all mobile scanning apps can recognize and use.

There are some B2B applications where a proprietary code makes sense, like logistics and shipping.  However if stateside consumer scanning has any hope of achieving a social tipping point, an open standard needs to become ubiquitous.  None of what I’m saying is a secret btw: America’s largest and longest-standing commercial code provider, ScanLife/ScanBuy, has been promoting the open-source QR code for this offline-to-mobile use case since last year.

Microsoft, AT&T and now Mobile Tag would do themselves, and the industry, a huge favor by moving away from their proprietary formats and focusing their efforts elsewhere, like making the content behind the code more valuable.  If this consumer behavior has any hope of taking root in America, the QR code proper needs to become the de facto physical hyperlink connecting the real world to the mobile web.

Sincerely,
Matthias Galica
Founder & CEO

Addendum: as long as the gloves are coming off, I’ll take the time to point out that the first step of becoming an evangelist for something is spelling the word right on your LinkedIn.  Step #2 is probably making sure you’ve got something worth evangelizing.

  • Mstagmaster
    Go ahead and pet your ego and continue on the QR code path of no return. Microsoft Tag is the future because of it's continuity. I know it gives you a sick feeling and it is hard to say goodbye to things that you have invested in. But it is now time to pivot.Your ignorance is displayed by your obvious lack of research. I suggest you step back for a day, do proper research and I am sure you will see the light..
  • Steve O'Connor
    Wow. Do you find that acting like a troll and throwing out insults works as a marketing technique?

    Honestly, I've only come across this kind of arrogance from MS Tag 'evangelists' such as yourself. What does that say?
  • Mstagmaster
    So defensive are the QR menonites. I don't see a QR Code on the cover of USA Today but I do see a Tag. I do not see QR Codes in the Sports Illustrated Swim Suit Edition but I did see 50 Tags. I do not see growth of Fans on the QR Code Face book page but I have seen the Tag page grow by 2786 fans in 3 months. I don't see anybody financing QR out there with 50 billion dollars but I do think Bill Gates has it. They say that the definition of insanity is to do the same thing over and over and expect a different result. By the way I can not be a Troll as all Trolls are democrats.
  • retailgeek
    Good debate.

    MS Tag (and some of the other proprietary 2D formats) have some nice technical advantages that I wish were in QR Codes, but at the end of the day, the negatives associated with its proprietary nature, outweigh its benefits.

    As a retailer, can I release my own apps with my product catalog, affinity program, and allow native scanning of MS Tags w/o any licensing encumbrances as I can with QR Codes? (I don’t want to force my users to leave my app to be able to scan my barcodes)

    Can I launch a major campaign using MS Tags, and be able to verify that no one at Microsoft will have access to the scanning behavior/metrics of any of my customers? Can I even honor my own privacy policy if I use MS Tag?

    Can I verify the penetration of readers across all platforms?

    I have great sympathy for Mark and his colleagues. They are being asked by Microsoft to evangelize a technology, that Microsoft itself doesn’t seem very committed to. Did win 7 mobile (or earlier windows mobile OS’s) launch with native Tag support? How many of the physical SKU’s that Microsoft sells currently include Tag’s on the packaging (I know of 2, out of 10,000+ SKU’s)? Do Microsoft’s ad campaigns use Tags? What about the 8 Microsoft Retail stores? What about the thousands of retail stores that Microsoft buys displays in, do any of them use Tags?

    I’d have loved to have seen MS release Tag as an open format and aggressively support it, but that’s not how they choose to play it. Given MS own half-hearted support, its proprietary nature, and lack of any legal assurances about its future financial models and data privacy it’s pretty hard to advocate it for many use cases.

    Just my $0.02. Cheers,

    Jason “Retailgeek” Goldberg
    http://retailgeek.com
  • A-Sun Truth
    Who's Microsoft? Don't they make XBOX?
  • Gregg Hamilton
    Wouldn't it be possible for an app to be developed which could scan and interpret multiple code formats? Wouldn't this save the day?
  • Amannira
    FlareCode will save the day soonn enough,, coming this summer
  • Mstagmaster
    I create custom Microsoft Tags with a QR Code superimposed over them so they can be read by both readers.
  • Steve O'Connor
    It would - if the companies creating the proprietary codes would let us, but they won't.
  • Bradchesney79
    QR is a more or less a open standard-- evidenced by the availability of the specifications from it's creator Denso Wave and the myriad of creators and readers available out there.

    To be fair, the group I am with is the only entity with the right to distribute solutions with the Denso created software modules wrapped up inside-- but people can interpret the specifications and build their own modules.

    I will assume you are logical and intelligent people and you have the power of the entire Internet to compare QR codes against the alternatives.

    Microsoft only gives you hooks, APIs into their proprietary code, and the others are just a smidge obscure. Good luck integrating.

    Or, you could just focus on the one that is everywhere and available from a hundred dozen services if you don't want any of the standalone solutions.

    Do one thing, do it well. I will not be giving the other technologies any more time than I already have.

    -Brad
    vitreoqr.com
  • Dean
    Like animals marking their territory - literally.

    It is a shame these bullies will confuse consumers even more during these formative months.

    It is my opinion that standards will win out and content is king, it will just take longer and be more painful…(like working in Vista).

    The bad news is they have the deep pockets and can afford to give it away, while small businesses need to find a way to make money at it…now.

    Perhaps it’s time for a protest. Let’s get a bunch of people together and create a human QR Code (true ISO compliant of course) that resolves to a video collage of people giving AT&T and MS the raspberries.

    Never a dull moment!

    Dean H.
  • Rinoldo
    Mobiletag and AT&T scanner reading also the qrcode!
    We need to be objective.
  • MaurieD
    There's room for MS Tag and QR Codes, provided the QR Codes can all be read by any generic QR Reader. It's the "indirect" proprietary faux-QR Codes that cause real fragmentation and confusion in the marketplace.

    There are a slew of new companies who are using the QR Code format but demanding that they only resolve via a proprietary app-reader.

    What this means is that I will NO LONGER scan QR Codes, because I'm tired of finding that half of them won't resolve with one of my six generic Readers.

    MS Tag are taking advantage of this QR fragmentation and they are landing the most high profile consumer-facing marketing/advertising accounts while the QR industry shoots itself in the foot. The problem with "open source" is that this kind of Wild West thing can happen, destroying the value that was once there.

    BTW, talk to advertisers and even many of the larger mobile marketing companies -- not one of them cares for QR (or 2D), they are all hoping image recognition and NFC will come to market soon.
  • Bradchesney79
    @Matthias Galica

    I don't think these other technologies are bad per se, but I know I am also backing the one I feel has the technical and distributional advantage. The only one that I see as a real competitor is the Microsoft tag because they have what essentially amounts to a monopoly on personal computers for operating systems and boatloads of money to make a go at it-- it has nothing to do with the actual tag which has few technological advantages.

    I used to code web pages for local bands. I think the niche you are serving is a really cool idea. Nothing but the best for you in your endeavors.

    -Brad
    vitreoqr.com
  • BayanSell
    QR code is already a standard. Everyone should stop supporting proprietary formats.
  • Mstagmaster
    Ridiculous. The model T was the standard and that is exactly what Henry Ford said..
  • Dean Bubley
    Why?

    There are plenty of industry "standards" in mobile that attempt things which are done better on a proprietary basis. (For instance, Skype vs. IMS-based VoIP). Often the standardisation process is highly politicised and may overlook concepts which are clever, but too disruptive to certain interest groups.

    If standardised solutions are good, they'll win out in the market.
  • BayanSell
    Because it creates incompatibility.

    When did Microsoft create something proprietary that is superior anyway?
  • Steve O'Connor
    You know those 'evangelists' I mentioned in my previous post? marklipsky just happens to be one of the worst I have come across. He is just as arrogant here I see, plus he failed to state that his job is to sell MS Tags to folk.

    Hi Mark :)
  • joe sixpack
    +100
    absolutely agree
  • Anthony Cerreta
    Great post and looks you're not alone. Laura Marriott from NeoMedia reflects similar views in her statement in "QR code has most traction among bar codes: NeoMedia chief" on mobilemarketer.com at http://www.mobilemarketer.com/...
  • Pedwards
    How many choices of automobiles, cereal, brands of beer and restaurant franchises are there? QR codes vs tags? Who cares. The market will decide to embrace the winning choices and abandon the rest. EX: betamax, VHS, eight track tape, atari...need I go on?
  • Frankinbozeman
    Having experimeted with QR code scanners and the Microsoft Mobi Tag scanner I can say the the Microsoft code scanner scans much quicker than the qr code readers. In fact I had a hard tem getting a good read onthe qr bar codes more time times than not. With the MIcorsoft mobi tag - it seems like the camera found the tab nad read it faster than I could actually focus on it. A more enjoyable experience for me. And it seems as though the mobi-tab links more often that not take you directly to a video or web page formatted for mobile phones. QR code users are going to kill the technology by dropping people off into a busily designed web page - that is hard to view on the smart phone. MAybe you should get off your high horse and actually try it before you bash it.
  • Mike Cane
    Good work. It needs to be said. I was nearly misled by an AT&T ad for "Mobile Barcodes," thinking they simply had a clever brand name for QR Codes until someone put me straight. This slicing the market must stop.
  • yardmanflex
    ok so where is your WP7 app? shouldn't you be on all platforms.
  • MHz
    The market will weed out these attempts to force proprietary apps and platforms onto people. Microsoft should know better by now. Remember "information wants to be free"? That really means people want access to information to be unhindered by corporate interference.
  • Question
    Just like the market has weeded out all things Apple?
  • rski
    Strange nobody notices QR codes are a dead alley, an idea only pushed by marketoids these days. An URL nobody can read without a decoder.

    There are mobile apps now that can scan proper URLs, so I believe there is no reason for QR codes to exist in that space—not that there ever really was.
  • Anthony Cerreta
    There are mobile apps now that can scan proper URL's? Do you have any examples?
  • ImageRec
    My guess is that GOGGLES could do this, with a minor tweak.
  • rski
    I never looked for one, to be honest but used OCR apps in the past—quite precise ones, i.e. not just for text but typeface recognition. Most users don't have a problem typing in an url, this action alone reinforces its remembering, as opposed to scanning non-human-readable code.

    In a discussion recently, someone suggested street QR codes could easily be hacked with stickers—I found this aspect fascinating, wondered if it had been done already.
  • Steve O'Connor
    "There are mobile apps now that can scan proper URLs...", but you've never seen one. How does that work?

    Most users (in my experience) are grateful to NOT have to type a url, just snap an image or scan - when they find out about QR codes.

    Bus stop QRs were 'hacked' in Japan via stickers (pron sites) but, surprisingly, there seems to have been little of this activity.
  • rski
    This thread cost me €0.79 —I just bought the app :)
    http://itunes.apple.com/ie/app...
  • Bradchesney79
    ...for the right level of error correction you can be missing/damaged/covered up to approximately 33% of the QR code and still get a good read. Also, it was designed for high speed scanning. Let me put it to you this way so you can understand. More faster and okay if busted = gooder.

    I would like to see those same tricks accomplished with any solution you are referring to.
  • rski
    First of all, coming here to this article from a twitter link I had no idea this blog belonged to a party invested in QR technology—I was rude to start criticising it straight away, uninvited. Apologies are owed.

    This is, however, how I feel about QR codes. They are an interesting technology and I am sure will have their use, just not for street/print advertising. They provide a way to skip URL entry but at the same time aren't readable to humans. This is a serious usability flaw.

    My experience with QR codes on the street is, in every case I had to rescan at least once (this could have to do with iPhone's poor camera, but still a valid experience). It is a cool novelty, but I don't see it catching up.
  • Bradchesney79
    No apology necessary, going back over what I wrote it does have a tone that does not match with how I say things face to face. You would have received the same words, but with a playful spin.

    We are the only company with the Denso software. The QR codes you have been using may not be up to ISO quality standards. We have the software written by the people that wrote the specifications.

    One of the things that QR codes, as mentioned in the regular article, is about tracking and recording data. QR codes are a layer in a whole solution that allows us to actually measure the effectiveness of the client's campaign. It is worth something to know your ad is or is not registering with it's viewing audience and with some mediums an somewhat precise measurement of how many people could potentially have been moved by the piece. This is why they will be out there, they are a tool for marketing as you mentioned.

    I actually am in charge of building our V 2.0 analytics to collect all this data from the cutting edge video ads with clickthrough, or QR scans, and all the things you can monitor passively. Then there are the things you can monitor actively:
    -How long your employees really take to create a campaign with our tools
    -The amount of errors from not reading the directions entered on our forms
    -Which of your offices use our tools the most

    There are so many things that can be recorded. My superiors stress that the data we are collecting be handled in an altruistic way. So, many of the things flying through my imagination may never come to fruition. Just because I can is no reason that I must. Trust is very important, and I can respect that.

    But, on the consumer side. Sometimes the space for the information is just not enough for everything one might want to know. Take stereo shopping at XYZ Big Box Store, the things I want to know barely fit on the box it comes in-- let alone the 3"x5" card of which 20% is reserved just for the price alone. Enter the QR code. I shoot it and after I scroll down on a mobile (or mobilized) website I can see my usage of all three HDMI ports does not hinder my use of any of the other older input ports-- all because I could instantly access a website on my smartphone. I'm lazy, I would not have typed the website in. I may have googled the model number, but it is mildly inconvenient to punch in a web address android or iphone. I would start an app and hit a button.

    Your argument is that I should just scan the text and OCI style get my same redirect. It just doesn't sound as sexy.

    But then like I said, there's damage to worry about, covered up stickers, and limited time to get the potential customer to do something. With cameras getting better and better, the readability issue is likely just going to evaporate.

    More than you ever wanted to know, but I do appreciate the opportunity to 'soap box' a little.

    Take care,
    -Brad
    vitreoqr.com
  • Dean Bubley
    As an industry analyst covering mobile, I've been aware of QR codes for several years. Yet I have to say that I agree that they are (at best) a distraction. I've certainly never come across a use case in my personal life that has made we want to scan one.

    I think the problem is partly that the process itself is clunky - firing up an app/the camera. But moreover, I don't WANT to be analysed as a (potential) customer. I want to go to www.amazingproduct.com main site, not amazingproduct.com/busstop#176 or amazingproduct.com/dailytelegr... . Yes, I'm aware that web adverts profile me courtesy of Google or Facebook, but I've accepted that as a cost of using their free services. I won't accept being profiled / analysed / directed by an advertiser offering me nothing in return.

    Overall, I think that the 2D barcode market has suffered because of its prime focus on advertising and branding. It distracts from the million other possible applications that could drive uptake.

    In a similar fashion, NFC is going to suffer because of its over-focus on payments. My view is that NFC is more about revenue-free "interactions" not paid "transactions" and the value chain will need to reflect that.

    So if QR (or peers) are to succeed at a massmarket level, it will be whichever ecosystem steers furthest away from advertising.

    Dean Bubley
    Disruptive Analysis
  • Jim
    Great application IMO at the Santa Barbara zoo. Qr code on a little placard next to each animal pulled up more info, videos, feeding schedule, etc. I can envision lots of good uses.
  • Bradchesney79
    We do advocate making part of the message beneficial to the user where the scan links to a coupon/code/something that saves the customer money and makes it worth their time or provides useful information with links to mobilized sites (while being somewhat resilient whereas a URL missing things will usually result in 404: not found).

    About being analyzed, sorry about that. But the end consumers aren't our target customer. Our targets are the people that want to know if their advertising is working or would like reasonable proof their efforts and resources have not been wasted.

    I hope it is of consolation that my superiors are adamant that we maintain strong respect for the end consumer's privacy and do no harm with our data collection. For proof you can read our coming privacy statement. It is planned to be short. How many words (even in legal speak) do you need to say that the only people with access to the data (some of which the end consumer will have to consent to be sent) are those that bought the ad, the database administrators, and select internal Vitreo staff when necessary.

    This technology is prolific in Japan. Some Japanese scan their groceries to see where they came from and how fresh they might be. I have no doubt the usage will become as integrated into our daily lives here as well. Advertising is not the only purpose. But, for the people that want us to help with their goals-- to find out more about people that are interested in their work, we have a tool for them.

    Brad
    vitreoqr.com
  • Rohit Nallapeta
    I think this is a great post and yes building technology, content that is more valuable rather than trying to propertieze the format. Looks like these people want to be the gate keepers of innovation and different formats will kill the potential of the technology.
  • FaceCash
    One-dimensional barcodes work just fine for us (and Starbucks)! http://www.facecash.com
  • postyoursquare
    I don't see the point of why Microsoft and AT&T trying to recreate the QR code when it's worked so well in Japan for many years. Give it up and lets get some industry standards in place - NOW!
  • mstagmaster
    ATT has nothing to do with Tag. Where did this urban myth come from???
  • Roger Marquis
    Matthias:

    You and others talk about fragmentation in the market (code providers as well as code reader apps) and what it means to adoption and long term use and acceptance of the technology, but I have to agree with some who comment here that it is for the user/consumer to decide, as well as the brand (and its agency).

    Let a company like Microsoft build a proprietary platform and when the day comes that they will start to charge for services, let's see what the drop off rate is and who brands turn to then. Let a company like AT&T build a proprietary platform (outsourced to MobileTag) and limit brands to only being able to link URL and vCard information to the code. And, when AT&T starts to charge for services as well, then what happens?

    You write, "Microsoft, AT&T and now Mobile Tag would do themselves, and the industry, a huge favor by moving away from their proprietary formats and focusing their efforts elsewhere, like making the content behind the code more valuable." but I disagree. It is not for these companies to make content behind the code more valuable, that's up to the brand and its agency. And, as I point out on my blog, it's unfortunate that the brands are failing at this miserably.

    As with most any other product or service, there are choices and there is competition. Why some believe that there needs to be one provider or code standing at the end of the day, I am uncertain (although I believe it has something to do with ownership of data). Yes, fragmentation and proprietary products may slow the overall adoption rate, but what will make it even slower are 2D campaigns that result in a less than ideal (read: relevant, meaningful, valuable, beneficial, unique, innovative, friendly, enhanced) mobile experience for the consumer/user.
  • Matthias Galica
    Well said.
  • Roger Marquis
    Thank you.

    One other item comes to mind and this is what "the other" Roger mentioned...from my perspective too, QR Codes are leading the field. Tags might lend themselves to more high profile engagements and uses, but they are not as widely used as QR, and they suffer from poor user experiences just as much as a QR Code based campaigns. Tags are not the silver bullet. The creative and strategic process, offering, experience and deliverables are, all of which come from the brand, not the code.
  • Matthias Galica
    I'll take the heat for making it personal. But what I want to see from you and MS is some hard metrics on usage, installs across platforms, and scanning conversion rates. Only actual Tag numbers I've seen is number of appearances in publications and no one should be impressed by that. Do this in a public forum - I'm tired of hearing of meaningless marketing speak on 30 min phone calls. Consider it Step #3 in being an evangelist, lay your facts on the table and engage the public in open discourse. Don't insult the collective intelligence by saying it's too complex and use that as a smokescreen for big company obfuscation.

    Simply put, there is no reason to take you seriously unless we know the total number of Tag Reader app installs in the United States right now. Period.

    Fwiw, poor upbringing is a chip on my shoulder. Forces me to design lean products that people actually want to use, instead of leveraging multi-MM marketing budgets to ram it down their throats.
  • marklipsky
    Hey Matthias -

    Thanks for the spelling correction. Easy to correct. Not so easy to correct your questionable thought process. (Also not easy to correct your giddy joy at public humiliation of others but that's likely a product of poor upbringing which you can't be blamed for.)

    I don't think it's useful to address your comment here. But anyone that's interested in discussing this complex issue directly with me, feel free to reach out at [email protected].
  • Yohei Nakajima
    Come on Mark. This was an opportunity for you to present us with information to convince us that Microsoft Tag makes sense. Instead, you make the brand seem insecure and pity.

    I'm from Seattle, come on man...
  • Rob V.
    Wow. Matthias' initial post may not have been particularly kind, but your response, Mark, is downright rude and unprofessional.

    As a self-proclaimed evangelist, you ought to work to sell yourself better. As a public face for a publicly traded corporation that has long struggled over its reputation, you ought to be remanded if not let go as a liability. As a human being, you ought to just wonder what your mother would think.
  • Pallab De
    Wow! Insulting your critic's upbringing. Classy indeed.
    Shame on you Mark. You crossed the line.
  • Bradchesney79
    I cannot condone a personal attack, but I do feel the only heavy advantage tag has over QR is that it is backed by Microsoft. Just the same I'm betting the proverbial farm on QR.

    I'm with VitreoQR and in addition to the Denso sanctioned tools we are already bringing to the table we will likely surpass functionality of what I have seen available to Tag developers.

    So, to the people reading this. If you feel strongly that QR is better, we would love to talk with you about how we can help you deploy a ISO solution that works for your business every time with Denso's own QR modules at the heart of our applicaions. Denso is Toyota's part distributor much like Delco makes parts for GM and Toyota seems to like it and those people are all about the relentless pursuit of perfection. Microsoft gave you Vista and made you use it...

    Good luck Mark.

    Take care everyone,
    Brad
    vitreoqr.com

  • Matthias Galica
    Like I said, I'm willing to concede going there first, but let's weigh "personal attacks" on balance. I pointed out that our man misspelled his own title. He then suggested that my momma didn't raise me right. Worse though he didn't actually address the issue at hand.

    Still waiting on those hard figures Mark.
  • Roger Smolski
    In my opinion it is not true that these companies are "...killing consumer QR Code scanning in utero".

    They are raising the level of consumer awareness of 2d barcodes in general and this is no bad thing.

    In this battle for the hearts and minds of the consumer it is the consumer who will decide the victor and at the moment QR Codes are winning convincingly.


  • Sal
    +1

    Exactly. The more any format succeeds, the larger the pie gets. Worry about divvying it up later.
  • Ian Lewis
    Some responsibility lies with advertisers who are out of date with this kind of technology. There are plenty of commercial opportunities to popularise 2D codes but they aren't being taken which means that the exposure to them is so low that innovation is being limited.

    It's unfortunate that Microsoft might be the people to monetise this as they will be selling ideas of how to make money out of the use of the codes. One of the hurdles is getting people to put them out there closely followed by encouraging others to scan them on their smartphones and reap the benefits.

    Edit: I have just been informed that QR codes were created by Toyota but have been under open licence for so long as to be the de-facto standard.
  • peSHIr
    Very true: we need handsets (or software for them) that understands all the formats out there, or one dominant format should be chosen. Asked Microsoft Tag almost immediately, but... http://getsatisfaction.com/mic...
  • Steve O'Connor
    I'm glad to see more people in key positions talking about this. MS are pushing their format hard, using 'evagelists' (i.e. 'sell their grandmother' sales people) and their established link through Windows and Office to convince businesses. I'm waiting for the inevitable pricing structure to be rolled out.
  • Mstagmaster
    Something wrong with making money?? You get what you pay for.
    Only democrats want something for nothing.
  • Guest44
    MS recently (within 2 months) made announcements re: their T&C and have made it clear that the free service will continue (I believe until 2015). But, the free service is for kids. If you only care about scan number metrics and a heat map, it's fine. If you want to get real barcode analytics, you must use a different platform and service (or, see if you can pay MS for real analytics).

    There has been a lot of misleading statements about what MS can do with the analytics they gather. Read the T&C, it's really not very invasive. The only real problem is that "free" accounts get such thin reporting.
  • uQR.me
    Matthias, did you know we love you? It's crazy they're sparking off a VHS-vs.-Betamax-like war when there's an open, affordable, flexible format that people are learning to use to make their own internet of things...
  • Scharnagl Thomas
    They count their chickens before they are hatched.
    What is the market share of smartphones with Microsoft`s operating system? Hahaha. Do they think, with "colourful" codes they can raise the market share? Haha
  • Andrew Skotzko
    Great post Matthias. Echoed many of my feelings as well.

    Having recently seen a Microsoft presentation about TAG, 2 thoughts come to mind:

    1) Microsoft is trying to buy it's way into dominating a market that is both winner-take-all (handsets' installed base has network effects) and which has also already voted against them.
    2) How many times does a marketer find success trying to force their consumer to do something they fundamentally don't want to do? By being proprietary, they increase friction, which lowers consumer adoption and the results of their campaigns, making scanning less successful overall.
  • Mimi Newton
    Are there any phones that come with code scanners already installed? Since you are opining, I'd love to know why you think these apps are not coming native with more phones yet? It would definitely help determine the dominant design for codes in the U.S.
  • greenlight
    I believe Nokia Symbian phones have come with a QR scanner built in for years now.
  • TerenceEden
    Interestingly, the latest Windows Phones 7 devices *don't* have an MS Tag reader installed.
    You can read a little about the decisions on my blog http://shkspr.mobi/blog/index....
  • Mstagmaster
    I am sure if Microsoft preloaded the Tag reader app on their phones QR Coders would be screaming foul..
  • Matthias Galica
    Yep, the newest versions of Android come with Barcode Scanner pre-installed, which uses Google's ZXing api. Also, the newest version of Blackberry's BBM, 5.0, has a QR code scanner built-in. http://www.blackberrytune.com/...
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