2. People from a
tier-7 village in
Shanxi, China are
buying their daily
necessities by
mobile payment
via QR Code in
groceries.
Power of QR
3. Power of QR
QR (“Quick Response” ) Code,
invented by DW from Japan in
1994. QR Code now is the most
popular mobile access to
information and services Asia
wide: retail, ad, ticketing, coupon,
payment…
Chinese QR Code utility market
started in 2012 with 160MM times
of scans per month and exceeded
R$50B in size in 2015, with +10,000
local companies directly involved.
5. Tracking
After “Mad Cow” outbreaks, EU
requires traceability on all
imported food.
AIAG (American Automotive Industry Action
Group) uses DPM to trace the quality issue of
all key parts of a car.
And in services QR Code can be used also to
collect feedbacks and rate service quality, for
example online-to-offline medical services.
7. Information Storage & Exchange
Tourist & transportation info
based on geolocation
QR Code embedded business card
or gift tag
Extensive reading apart from
static content
8. Promotion
To fill the low-peak hours, E-Mart placed 36
devices that project QR-Code shadows
during lunch time that grant special offers to
clients. 12000 group deals and +25% sales
increase in a single month.
9. Value-Added Services
QR Code stamped at the
entrance of the Turquoise
Cottage Bar, which grants you
different benefits according to
different hours:
20:00-22:00 Restaurant
Discount
22:00-06:00 Taxi Hailing
06:00-16:00 Tips for Hangover
85% of customers shared on
the social media
10. Online-to-Offline Social
Harry’s Bar in Singapore:
Buy a bottle, scan the
QR Code, record the
message and send to
someone that you want
to meet in person
11. To shorten the distance
with No.1 offline
convenient store chain
with much large offline
presence, HomePlus
created virtual stores at
subway stations to grab
consumers’ fragmented
time slots.
Online-to-Offline Retail
14. Summary: QR Code Application Scenarios
1. @Attention & Interest Phase: To create integrated impact, linking offline &
online xp
2. @A&I to Search and A&I to Action Phase: To stimulate interaction and convert
to real purchase (The Blue Note Grill printed their QR Code on TPs and
achieved a 70% sales increase)
3. @Search to Action Phase: To improve transaction efficiency
4. @Share: To enable immediate sharing
16. A Game of Giants
QR Code is a game of giants and we need a high-frequent utility
and an attractive feature to start with to educate the market.
SEP 2012 in V4.3 Tencent launched
QR Code scan feature (200MM users
by 2012), for basic friend -add
purpose.
FEB 2013 Wechat added its
long-expected feature of
creating fast group chat via QR
Scan
17. QR Code Booms Together with O2O
Being an excellent tool to link offline to online, QR Code evolution
accompanied perfectly the O2O phenomenon in China
Search Interest of QR Code (red) and
O2O (blue) in China, 2011-2016
20. Comparison
ITEM QR CODE NFC
Who lead Internet Players Telecom, Financial, Terminal
Manufacturers
(Smartphone, POS,
Smartcard)
Transaction Mode Passive & Active QR Code
Scan
Near-Field Approximity
Pro Simple to Use & Easy to
Spread
Convenient, Secure, All
Players on Industry Chain
Benefited
Con Payment Process Complex
(except Wallet), Less Secure,
Less Win-Win
Long Industry Chain to
Coordinate
Scenario Small, Medium & Large –
Amount Payment
Small –Amount Payment
Example Alipay, Wechat Pay ApplePay
21. Current Champion
“2015 China Digital Banking
Report” reveals that when
paying amount of less than
RMB100, 28% of consumers
choose using QR code, 4 times
more than NFC. So far,
DoCoMo, ApplePay and
GoogleWallet all failed
promoting NFC to a global
scale.
23. Understand the Reason
Based on Queaar’s survey, 87%
users expect receive promotion
info, while in reality only 25%
advertisers fulfilled the
expectation.
24. First Things First
Before your users start scanning,
be sure to provide all necessary
tips regarding the promotions:
1. with which tool to scan
2. should expect what benefits
3. mention all security
guarantees
4. Post-event continuity
30. We Don’t Know What Tool to Use
4,418,432
4,140,918
3,971,727
1,661,503
1,302,072
Scan - QR Code and
Barcode Reader (Scan)
QR Droid QR Droid Code Scanner
(Droid)
QR Reader for iPhone QR Code Reader (Tw
Mobile)
Download
Accumulated QR-scan App Downloads Since 2011
Source: AppAnnie Set 2016
34. Suggestions
• As no giants in QR Code game, coordinated cross-
sectorial co-op seems the only solution for massive
end user education
• When promoting QR Code, subsidy is necessary to
incentivize the usage;
• QR Code is an excellent tool for offline marketing and
its performance assessment, use it wisely.
