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Technology Untangled: QR codes provide quick info for smartphones

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technology-bourI have been seeing these odd-looking UPC barcode-like patterns in various print media for some time now. These small squares, about one inch in size, usually appear in the corner of a print advertisement or a poster. Sometimes they include instructions about what they are for, but often they do not. These codes are designed to be used with your smartphone, and they open up a new high-tech avenue for marketing of all types.

I have used my smartphone for about a year now, and I am intrigued and impressed on a regular basis by the many ways it can provide practical applications far beyond those of the simple cell phone. Because of its versatility, Popular Mechanics magazine recently ranked the smartphone at number one in its compilation of the best 100 gadgets of all time. In the case of the codes that are the subject of this article, the smartphone becomes a tool for efficiently dispersing information or for marketing goods and services directly to the clients most interested in your offering.

These scan codes are known as QR codes (abbreviated from Quick Response code). While relatively new to smartphones, this type of two-dimensional matrix barcode has actually been in existence since 1994. Its primary purpose was for tracking component parts in manufacturing plants. The recent proliferation of smartphones has opened a growing market for other uses for these codes. The two technologies that bring it together are the smartphone’s camera and its Internet connectivity.

How do you use them? You simply take a picture of the code with your phone, and you are immediately directed to the information source associated with the code. Essentially, it provides a Web browser quick link. The only other thing you need besides your phone is a free code scanning application. These are easily downloadable just like any other smartphone application. The two I use are the QuickMark Code Scanner and the Microsoft TagReader app (http://tag.microsoft.com, or http://gettag.mobi from your phone).

The more colorful Microsoft Tag is the code that recently caught my eye. This type is known as a High Capacity Color Barcode (HCCB). I noticed it on the front page of each section of a USA Today newspaper. The first example scan I tested from the sports section took me directly to a Web page containing all the best sports photos of the day. The next one from the money section took me to detailed financial market information. Of course, surfing the Internet from a phone is commonplace today, but here is why the tags make sense; had I opened the smartphone’s Web browser on my own, I would have had to type in a link containing over 65 characters to see those same photos. Tedious at best and dangerous at worst, given today’s increased scrutiny about texting or manipulating your phone while driving.

While the sports page may be a trivial application, there are many opportunities for practical commercial use. Tags such as these can be added, for example, to real estate signs or billboards, theoretically allowing clients to quickly snap a picture of the code while on the road (although, I don’t suppose it would be all that much safer if you were doing that while actually driving). An attorney could add a code to his business card or print ad, providing a quick link to the law firm Web page, a promotional or instructional video, or to case-specific details for different areas of law. Tags can also be designed to dial a phone number when scanned, display a simple informational text message, or download business contact information directly to a phone. These last few examples do not even require Internet connectivity.

There is one important caveat to using a code scanning application on your phone. The default settings allow marketers to collect location-specific information about you whenever you are snapping a code. Sure, that’s useful for sellers, but to me, it’s still a bit creepy. The General Terms of Use also includes language about access to and use of your data and messaging information. The fact is most smartphone applications probably include language such as this, so just be aware.

Creating your own colorful Microsoft Tag takes some study, but the instructions are clear. You can even create decorative custom tags that include your company logo or other artwork. You also get the ability to track results and see how many people scan your tag (and from what location) to help refine your advertising and message. See http://tag.microsoft.com/create-your-own-tag.aspx for more details. The basic features of the Microsoft Tag creating service are free. For simple and free black-and-white tags, try Kaywa QR-Code Generator (http://qrcode.kaywa.com/).

Next time you notice a QR code, go ahead and download a reader app and give it a scan. You may soon find yourself getting good ideas about creating and using codes of your own.•

Stephen Bour (bourtech@iquest.net) is an engineer and legal technology consultant in Indianapolis. His company, the Alliance for Litigation Support Inc., includes Bour Technical Services and Alliance Court Reporting. Areas of service include legal videography, tape analysis, document scanning to CD, and courtroom presentation support. The opinions expressed in this column are the author’s.

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  1. The voices of the prophets are more on blogs than subway walls these days, Dawn. Here is the voice of one calling out in the wilderness ... against a corrupted judiciary ... that remains corrupt a decade and a half later ... due to, so sadly, the acquiescence of good judges unwilling to shake the forest ... for fear that is not faith .. http://www.ogdenonpolitics.com/2013/09/prof-alan-dershowitz-on-indiana.html

  2. So I purchased a vehicle cash from the lot on West Washington in Feb 2017. Since then I found it the vehicle had been declared a total loss and had sat in a salvage yard due to fire. My title does not show any of that. I also have had to put thousands of dollars into repairs because it was not a solid vehicle like they stated. I need to find out how to contact the lawyers on this lawsuit.

  3. It really doesn't matter what the law IS, if law enforcement refuses to take reports (or take them seriously), if courts refuse to allow unrepresented parties to speak (especially in Small Claims, which is supposedly "informal"). It doesn't matter what the law IS, if constituents are unable to make effective contact or receive any meaningful response from their representatives. Two of our pets were unnecessarily killed; court records reflect that I "abandoned" them. Not so; when I was denied one of them (and my possessions, which by court order I was supposed to be able to remove), I went directly to the court. And earlier, when I tried to have the DV PO extended (it expired while the subject was on probation for violating it), the court denied any extension. The result? Same problems, less than eight hours after expiration. Ironic that the county sheriff was charged (and later pleaded to) with intimidation, but none of his officers seemed interested or capable of taking such a report from a private citizen. When I learned from one officer what I needed to do, I forwarded audio and transcript of one occurrence and my call to law enforcement (before the statute of limitations expired) to the prosecutor's office. I didn't even receive an acknowledgement. Earlier, I'd gone in to the prosecutor's office and been told that the officer's (written) report didn't match what I said occurred. Since I had the audio, I can only say that I have very little faith in Indiana government or law enforcement.

  4. One can only wonder whether Mr. Kimmel was paid for his work by Mr. Burgh ... or whether that bill fell to the citizens of Indiana, many of whom cannot afford attorneys for important matters. It really doesn't take a judge(s) to know that "pavement" can be considered a deadly weapon. It only takes a brain and some education or thought. I'm glad to see the conviction was upheld although sorry to see that the asphalt could even be considered "an issue".

  5. In response to bryanjbrown: thank you for your comment. I am familiar with Paul Ogden (and applaud his assistance to Shirley Justice) and have read of Gary Welsh's (strange) death (and have visited his blog on many occasions). I am not familiar with you (yet). I lived in Kosciusko county, where the sheriff was just removed after pleading in what seems a very "sweetheart" deal. Unfortunately, something NEEDS to change since the attorneys won't (en masse) stand up for ethics (rather making a show to please the "rules" and apparently the judges). I read that many attorneys are underemployed. Seems wisdom would be to cull the herd and get rid of the rotting apples in practice and on the bench, for everyone's sake as well as justice. I'd like to file an attorney complaint, but I have little faith in anything (other than the most flagrant and obvious) resulting in action. My own belief is that if this was medicine, there'd be maimed and injured all over and the carnage caused by "the profession" would be difficult to hide. One can dream ... meanwhile, back to figuring out to file a pro se "motion to dismiss" as well as another court required paper that Indiana is so fond of providing NO resources for (unlike many other states, who don't automatically assume that citizens involved in the court process are scumbags) so that maybe I can get the family law attorney - whose work left me with no settlement, no possessions and resulted in the death of two pets (etc ad nauseum) - to stop abusing the proceedings supplemental and small claims rules and using it as a vehicle for harassment and apparently, amusement.

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