Is Microsoft trying to reinvent the QR-Code technology?
I am a great fan of QR-Codes; and wish that more publishers would adopt the technology and implement these snazzy snippets of interactive information within their advertising and media campaigns. I recently posted an article talking about how XMPie was now supporting the creation of QR-Codes; and other 2D barcodes from directly inside uDirect.
Recently I heard about Microsoft Tag, Microsoft’s own 2D Barcode technology. At first sight it would seem that Microsoft has simply reinvented the wheel and created another style of 2D Barcode; however looking closely things seem slightly different.
For starters a Microsoft tag actually uses less space to encode a single byte of information; using different coloured triangles opposed to black/white squares.
Secondly it produces smaller sized codes as you can see below:
What’s more interesting is that Microsoft Tags do not actually encode the data (URL or other text) inside the mark. What they actually do is contain a unique reference which needs to be decoded my a Microsoft Server; which in turn points to the actual URL or reference point.
Using a server in this way effectively allows you to track the usage of a code within the field – by analysing the server you can see how many people have used the mark etc.
So in essence Microsoft have not reinvented the wheel; this is a new technology.
But wait; hold the boat one second. Microsoft Tags are unique effectively because they allow a managed and traceable service. However refer back to my original posting and you will see that my using standard QR-Code and a Cross Media Marketing tool; such as XMPie PersonalEffect you can easily create personalised QR-Code, that contain a unique URL (personalised or response URL).
Thus you can create unique codes, and then include then within your campaign. Add to the mix XMPie’s Marketing Dashboard; you can then track how successful the QR-Code has been within a campaign – not just one element to a campaign. The power of integration wins again!
So, in conclusion …. it is better (in my opinion) to stick with QR-Code as they allow you to encode a greater variety of information (URL, SMS, VCARD etc) and track their use within an integrated campaign tool.
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Dave is a 30-something year old technologist and professional working and living in the UK. Ever since he first sat down at a computer keyboard back in the early ‘80s he has been hooked on technology – good and proper! Now-a-days he works within the software business with a fast paced organisation evangelising how technology can help save us all time, and make us money! Dave’s wife and 2 kids tend not to share this enthusiasm and believes that he is just playing!
The views expressed are those of the authors and do not necessarily reflect those of his employer.