System Administrator Appreciation Day Fancy Cake with two QR-Codes. (Photo credit: Wikipedia)
We are seeing a lot of QR codesemerging lately. Although they have been around for quite some time QR codes have recently reached the radar of mainstream marketers. We are seeing them pop up on business cards, email signatures, advertisements and in many different and innovative ways.
They are a great idea, and a great way to pack a lot of information into one small package. But before you go ahead and go crazy with QR codes it is useful to learn from the mistakes others have made. The following are some recent QR code ‘fails’ that I have seen and I welcome anyone to add to this list over time:
1. Dangerous positioning. I’ve seen a billboard on a North Shore train station that invites readers to scan the QR code to find out more about the service being offered. The only problem is that the QR code is just too small to scan from a smartphone while standing on the platform. To scan it properly you would have to climb onto the tracks and risk being run over by a train.
2. Too much information. There is a great temptation to pack as much information as possible into a QR code. If you look at the way a QR code is constructed you will see that it is a pattern of dots arranged in a square. The more information stored the smaller the dots become and the more complex the code looks. The more complex the code the more difficult it is to read, so although you might embed more information you risk the chance of someone giving up scanning it because their reader is having trouble. Remember as a QR code creator you cannot guarantee that the recipient of the code will have the latest and greatest reading software. Better to aim for the middle of the range and assure that your code will be read.
3. Not thinking of the user experience. I’ve scanned may QR codes and found that the website that I have been directed to is not optimised to be read on a smartphone. Lets think about it – you use your smartphone to scan the code, the code directs you to a website. If the website you have been sent to cannot be read on a phone the campaign has not really been thought through. It is highly unlikely that someone will scan a QR code and then send it to their PC for future browsing. Not optimising the website you direct your QR code to is one thing, but another unforgivable offence is to direct the code to a website that is flash enabled. Many a QR code reader will be underwhelmed when they use their iPhone to visit a site that is optimised for Flash.
Used wisely, QR codes can potentially enhance and improve the results of your campaign. Used poorly, they can make you look silly and potentially scare off good customers. As with most things, think of the business problem you want to solve first rather than finding a solution and then trying to find a problem to solve with it.
I would love to hear your stories on how QR codes have made a difference to you – in either a positive or negative way.
Image via Wikipedia
April this year marks the 50th anniversary of manned space missions. On April 12, 1961 the cosmonaut Yuri Garagin became the first human in space. This milestone was closely followed by a number of missions over the next few years in what we now know as the Space Race of the sixties.
At the Air and Space Museum in Washington is the actual capsule that returned to Earth from one of those early missions (I believe it was from John Glenn’s first orbital flight in 1962 but don’t quote me on that). The thing that blew me away when I saw it up close was that it looked like a home made science project. I’m sure it was state of the art at the time but I recall seeing a household power plug on the outside with ‘110 VAC’ handwritten on the outside. It obviously served the purpose but to me it didn’t exactly exude confidence. What you could see of the wiring and electronics made the old Black and White valve TV look like modern technology.
In the movie ‘Apollo 13’, which chronicles the unlucky aborted moon landing mission of 1970, the character played by Tom Hanks makes a remark that computers have become so advanced that you can get a ‘whole computer in just one room’. The reality is that the iPhone that you carry around in your pocket probably has more processing power than the computers these pioneers depended on for their epic journeys.
The point of this post is that it is interesting to take a few steps back once in a while and reflect on how technology has changed our lives in a relatively short space of time for humans. If you teleported someone from 1961 into 2011 they would find it hard to adjust to the idea that:
- Almost every human in the Western world has access to a cell phone
- Your car can tell you how to get to your destination
- Almost every household has a computer, and most have more (many people in 1961 would say “what is a computer?”)
- You can have a meaningful dialogue with someone in another continent on the other side of the world as if they were just next door
- Someone could sneeze in Australia and another person in the UK will know about it as it happens
- Heart and eye operations are almost regarded as routine procedures
The list goes on and on and you could really have a brain explosion if you think about it too much. It would be a very interesting exercise to move forward another 50 years and find out whether life has changed substantially from the last 5o years.
Image via Wikipedia
Yesterday I was speaking to someone who works at one of Australia’s largest banks. I was horrified to hear that her laptop takes 15 to 20 minutes to boot every morning when it is connected to the Bank network. That’s at least 15 minutes before a senior person can get started on her daily work. Multiply that by thousands of employees and that’s a lot of lost productivity. It would be easy to apply an average hourly rate to the calculation and come up with a very scary figure – for executives and for shareholders.
Apparently this is normal for that organisation. Employees complain about it but also accept it as a fact of life that that is how long it takes for a laptop to come online. There are many reasons – the strict security deployed by the bank, the age of the hardware, the convoluted process to log a support call, the list goes on.
But just because employees accept it does not mean that it is OK. It also begs the question – does the CIO of the organisation know? I would imagine that the employees at the coalface who wait more than 15 minutes to get online are very far removed from the VIP treatment the senior executives get from the IT department.
Any CIO who is really focussed on their business would be concerned, but the facts are probably far removed from the senior level of the organisation and hidden by layers of bureacracy. While it seems like an injustice it’s really just caused by a lot of people doing their work with the best of intentions without really relating it back to the big picture. For example:
- The procurement person that believes that holding back a hardware refresh for a year will make a contribution to the organisation’s profitability
- The security person who is so obsessed by applying the tightest possible security that they lose sight of the angst they are causing the people who have to work with their systems
- The employee who doesn’t escalate the issue because they are so certain that they won’t be heard.
The above example may be oversimplifying things, but the point I would like to make is that at least one person in the organisation should be able to make a direct link between the business and the technology that supports it.
That person is the CIO. I would suggest that every CIO needs to take the time to really understand how things are really going at the coalface – they may be surprised at what they find.
Image via Wikipedia
Some time ago I lost my car parking ticket in a local shopping centre. I had only been there for 30 minutes and it must have slipped out of my pocket when I took my wallet out. After a quick retrace of my steps I concluded that it was lost for good so I went off to find a real person who could help.
The problem with a totally automated parking ticketing system there is no need for a real person to apply common sense to the situation. The solution – use the ‘lost ticket’ button on the autopay machine and it will kindly charge you a ‘lost ticket fee’. This is coincidentally the equivalent of the maximum rate for the day. My 30 minutes of shopping just cost me about $50.
Last week I heard about someone having a similar experience with a very different outcome. This person parked at their local council car park and lost their ticket. They contacted the parking area administration who were able to go through the surveillance video footage to identify the number plate of the car and the time it entered. The person was able to escape the car park and only pay the correct fee.
The technology is often available to provide excellent customer service, however a lot of organisations choose to let bureacracy get in the way. It’s much easier to say ‘no we can’t do that’ than to look into how we can help. It’s actually got nothing to do with the technology itself but more to do with the attitude of the people running the business.
I’m conscious of giving the iPad too much airplay but there doesn’t seem to be an end to the number of new applications for this ground breaking device. Here’s a post from Richard Branson’s blog announcing the PROJECT, an iPad-only magazine produced by Virgin. It’s freshly launched and now available through the App Store.
It’s a new initiative being spearheaded by Richard’s daughter Holly, who also looks after ‘special projects’ at Virgin (how do you get a job like that?). From the promotional video the magazine takes advantage of all the bells and whistles of the iPad and delivers beautiful animated content that is well and truly in line with what you would expect from Virgin and Apple. It’s a bit like the animated newspapers and portraits you see in the Harry Potter movies – a true example of a multimedia publication.
While the online multimedia magazine idea is not that new, the interesting part is that Virgin has targeted a specific platform – the iPad. This makes an assumption that the iPad will continue to be the leading tablet platform – a fairly safe assumption in my opinion as it has gained an incredible head start on the market and will do for at least the next 2 years.
It’s not just about the choice of the iPad as a platform that makes sense for Virgin. Sure the iPad is a great piece of gear that supports the multimedia format exceptionally well, but other tablets will soon catch up and may surpass the original idea. It’s Apple’s iTunes as a delivery platform that really clinches the deal. Here we have a proven ready-made distribution platform all ready to go that is accessible to everyone who owns a device!
One can only guess where this will lead for Virgin. PROJECT is the perfect opportunity to reinforce the Virgin brand and to promote cross-selling across the group. Content can be easily customised to the location of the reader as can promotions, cross-selling opportunities and information. It’s a marketer’s dream platform and one that doesn’t involve the killing of any trees to produce an issue.