Interoperability the Missing Link – How EPA, Fox and Others Could Get Get Greater Mileage Out of QR Code Campaigns

We’re starting to see QR codes pop up more and more as companies and organizations begin to see the value in integrating this technology into their mobile marketing campaigns.

The EPA and the National Highway Traffic Safety Administration (NHTSA) are revising the fuel economy label that is required on all new cars and light-duty trucks sold in the U.S. Currently, there are two primary label designs under consideration, both of which include QR codes which can be accessed via a smartphone to give consumers additional information on fuel economy comparisons.

In another example, last month FOX began delivering promotional and added show content for FOX fall programming via FOX Codes. These codes give fans a unique way to get information about FOX shows via their smartphones.

There are several other examples out there of companies and organizations making use of this innovative technology in their marketing and communications. These are all good ideas, and organizations are to be applauded for experimenting and launching new mobile marketing methods and media as well as integrating these efforts into their traditional marketing mix. Unfortunately, the problem of scale and reach still exists for these campaigns and approaches so the vast majority of Americans won’t be able to take advantage of them.

What can help Fox’s campaigns become blockbusters? and the EPA’s get the most mileage? Interoperability.

Right now, there is a missing link between the companies that produce and distribute barcode readers and other companies who create barcode campaigns. Certain barcode readers may only work with certain campaigns, leaving most consumers left out and frustrated. This has been a big factor in preventing the mainstream adoption of mobile barcodes. Many campaigns do not tell the user what the barcode is, how to use it, or that they need to have or download a specific reader to scan the code.

Also, some of the creative for these campaigns will remain exposed for months on package, in point of sale materials, in catalogs, etc., so, the brand should consider using a managed or indirect code vs. an embedded code, to more easily allow the content to continuously and dynamically change based on period in time, time of day, location, targeted user and the current campaign they may be running. Lastly, just as security has become an increasing risk for brands on the fixed line internet, it’s a growing issue for the mobile internet as companies face brand, image or code hijacking, fraud and other issues.

What is needed is a barcode marketplace exchange that provides the market the level of scale, confidence and security needed for adoption of this powerful new mobile medium. After all, the greater the reach and smarter the targeting, the better return on investment that communications medium provides to the brand. This marketplace will change as new infrastructure and standards are created to protect consumers and ensure brand policies and industry regulations are followed.

Neustar has served this role before for emerging technologies. The company’s roots lie in acting as a neutral party for interactions requiring interoperability and compatibility. Neustar was created in the late 1990s specifically to act as a trusted third party to bring Local Number Portability (LNP) to the North American market. It’s this service that empowers consumers with the ability to easily change phone numbers every time we want.

Neustar also manages and operates the U.S. Common Short Code (CSC) Registry on behalf of the CTIA and the wireless carriers. It’s this service which helped fuel reach and scale for advertisers using CSC based SMS advertising by ensuring interoperability and compatibility so practically every consumer in the US can participate in an SMS mobile marketing campaign.

For 2D barcodes, Neustar is working with industry leaders to create a barcode clearinghouse and marketplace exchange that aims to ensure readers and barcode formats are compatible so that any user can read and use this powerful new mobile medium. NeuStar’s Mobile Barcode Pilot Program is based on open standards and is designed to showcase interoperability among all members of the mobile barcode ecosystem via Neustar’s third-party central clearinghouse and registry services.

We’re excited to see 2D barcodes appearing on everything from magazines to billboards to buses to TV and in retailer stores and shelves. However, in order to make this technology as ubiquitous and powerful as texting and SMS, there needs to be open standards and interoperability among the entire mobile barcode ecosystem. Our role as a neutral third-party provider of managed services can link these fragmented single point solutions and truly bring QR codes to mass consumer adoption.