Photo taken by Dean Collins.

Barcode Event Recap

Moderator

• Angie Schottmuller
  

Panelists

• Dan Frommer,  Editor and founder of SplatF
• Roger Marquis, Founder, 2D Barcode Strategy
• William “Chip” Hoffman, CEO, Mobile Tag
• Adam Shapiro, Business Development Manager, Microsoft Tag
• Taylor Burton, Director of Sales, Augme

Angie Schottmuller provided the following personal recap of the our recent barcode event:

Panel Insights

• There’s a growing demand and hunger for knowledge on the topic.
• The competition of barcode format/platform differences is somewhat appreciated for technology advancements, but shunned for confusion to consumers.
• There are underlying ISO standards and telecommunication factors impacting mobile barcodes that can quickly confuse and overwhelm marketers.
• There’s consensus that marketers need to provide contextual assistance beside codes. (i.e. get a reader app, “scan to ____”, back-up alternatives like SMS or links, etc.)
• The complexity of testing barcode scannability is growing. (i.e. more readers / mobile devices / barcode types, etc.)
• Most industry experts see NFC and 2D barcodes as potential partners/sisters, not replacements, in the mobile channel.
• Industry experts don’t fully agree on best practices or the future of mobile barcodes. (Most differences surface between providers/platforms and UX/marketing specialists.)
• Although designer mobile barcodes are possible, marketers need to verify if design is necessary and test to ensure design isn’t hindering scan conversion.
• There’s an increasing need for large players and marketers in the industry to lead by example on best practices.

Post-Panel Discussion Insights

• Many tech-savvy folks are quick to use mobile barcodes without considering purpose or value-add for the user. (This trend seems to align with the fact that most developers also aren’t in tune with UX design.)
• Most folks haven’t done testing of codes to ensure scannability.
• Many attendees claimed awareness of mobile barcodes, but still were uncertain of how to effectively use them.

Conclusion
We have a lot of work to do to educate each other, marketers and consumers.

Event recaps by others:

• Mobile Monday’s State of the Mobile Barcode - A Recap by Roger Marquis (Panelist)
• The state of 2D barcode by Dean Collins (Attendee)

Related articles concerning QR Codes and 2D Barcodes by Angie Schottmuller:

• 10 Ways to Use QR Codes for Better Conversion Rates
• How To Capture Powerful Insights from Retail QR Code Campaigns [Case Study]
• Top 14 Things Marketers Need to Know About QR Codes

Thank you.

This event was made possible due to a generous sponsorship from Goodwin Procter LLP. Thank you Goodwin Procter.

We would also like to thank our moderator, panelists, and attendees for making this sold out event a success.

A special thank you to those who scanned the designer charity: water QR Code created by Delivr. A donation of $5.00 per scan is being made on your behalf by Delivr to charity: water. The offer was limited to attendees of the July25th Mobile Monday Event in New York. Maximum total donation $1000. - David Harper, @davidharper

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