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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. I have been on this program while on parole from 2011-2013. No person should be forced mentally to share private details of their personal life with total strangers. Also giving permission for a mental therapist to report to your parole agent that your not participating in group therapy because you don't have the financial mean to be in the group therapy. I was personally singled out and sent back three times for not having money and also sent back within the six month when you aren't to be sent according to state law. I will work to het this INSOMM's removed from this state. I also had twelve or thirteen parole agents with a fifteen month period. Thanks for your time.

  2. Our nation produces very few jurists of the caliber of Justice DOUGLAS and his peers these days. Here is that great civil libertarian, who recognized government as both a blessing and, when corrupted by ideological interests, a curse: "Once the investigator has only the conscience of government as a guide, the conscience can become ‘ravenous,’ as Cromwell, bent on destroying Thomas More, said in Bolt, A Man For All Seasons (1960), p. 120. The First Amendment mirrors many episodes where men, harried and harassed by government, sought refuge in their conscience, as these lines of Thomas More show: ‘MORE: And when we stand before God, and you are sent to Paradise for doing according to your conscience, *575 and I am damned for not doing according to mine, will you come with me, for fellowship? ‘CRANMER: So those of us whose names are there are damned, Sir Thomas? ‘MORE: I don't know, Your Grace. I have no window to look into another man's conscience. I condemn no one. ‘CRANMER: Then the matter is capable of question? ‘MORE: Certainly. ‘CRANMER: But that you owe obedience to your King is not capable of question. So weigh a doubt against a certainty—and sign. ‘MORE: Some men think the Earth is round, others think it flat; it is a matter capable of question. But if it is flat, will the King's command make it round? And if it is round, will the King's command flatten it? No, I will not sign.’ Id., pp. 132—133. DOUGLAS THEN WROTE: Where government is the Big Brother,11 privacy gives way to surveillance. **909 But our commitment is otherwise. *576 By the First Amendment we have staked our security on freedom to promote a multiplicity of ideas, to associate at will with kindred spirits, and to defy governmental intrusion into these precincts" Gibson v. Florida Legislative Investigation Comm., 372 U.S. 539, 574-76, 83 S. Ct. 889, 908-09, 9 L. Ed. 2d 929 (1963) Mr. Justice DOUGLAS, concurring. I write: Happy Memorial Day to all -- God please bless our fallen who lived and died to preserve constitutional governance in our wonderful series of Republics. And God open the eyes of those government officials who denounce the constitutions of these Republics by arbitrary actions arising out capricious motives.

  3. From back in the day before secularism got a stranglehold on Hoosier jurists comes this great excerpt via Indiana federal court judge Allan Sharp, dedicated to those many Indiana government attorneys (with whom I have dealt) who count the law as a mere tool, an optional tool that is not to be used when political correctness compels a more acceptable result than merely following the path that the law directs: ALLEN SHARP, District Judge. I. In a scene following a visit by Henry VIII to the home of Sir Thomas More, playwriter Robert Bolt puts the following words into the mouths of his characters: Margaret: Father, that man's bad. MORE: There is no law against that. ROPER: There is! God's law! MORE: Then God can arrest him. ROPER: Sophistication upon sophistication! MORE: No, sheer simplicity. The law, Roper, the law. I know what's legal not what's right. And I'll stick to what's legal. ROPER: Then you set man's law above God's! MORE: No, far below; but let me draw your attention to a fact I'm not God. The currents and eddies of right and wrong, which you find such plain sailing, I can't navigate. I'm no voyager. But in the thickets of law, oh, there I'm a forester. I doubt if there's a man alive who could follow me there, thank God... ALICE: (Exasperated, pointing after Rich) While you talk, he's gone! MORE: And go he should, if he was the Devil himself, until he broke the law! ROPER: So now you'd give the Devil benefit of law! MORE: Yes. What would you do? Cut a great road through the law to get after the Devil? ROPER: I'd cut down every law in England to do that! MORE: (Roused and excited) Oh? (Advances on Roper) And when the last law was down, and the Devil turned round on you where would you hide, Roper, the laws being flat? (He leaves *1257 him) This country's planted thick with laws from coast to coast man's laws, not God's and if you cut them down and you're just the man to do it d'you really think you would stand upright in the winds that would blow then? (Quietly) Yes, I'd give the Devil benefit of law, for my own safety's sake. ROPER: I have long suspected this; this is the golden calf; the law's your god. MORE: (Wearily) Oh, Roper, you're a fool, God's my god... (Rather bitterly) But I find him rather too (Very bitterly) subtle... I don't know where he is nor what he wants. ROPER: My God wants service, to the end and unremitting; nothing else! MORE: (Dryly) Are you sure that's God! He sounds like Moloch. But indeed it may be God And whoever hunts for me, Roper, God or Devil, will find me hiding in the thickets of the law! And I'll hide my daughter with me! Not hoist her up the mainmast of your seagoing principles! They put about too nimbly! (Exit More. They all look after him). Pgs. 65-67, A MAN FOR ALL SEASONS A Play in Two Acts, Robert Bolt, Random House, New York, 1960. Linley E. Pearson, Atty. Gen. of Indiana, Indianapolis, for defendants. Childs v. Duckworth, 509 F. Supp. 1254, 1256 (N.D. Ind. 1981) aff'd, 705 F.2d 915 (7th Cir. 1983)

  4. "Meanwhile small- and mid-size firms are getting squeezed and likely will not survive unless they become a boutique firm." I've been a business attorney in small, and now mid-size firm for over 30 years, and for over 30 years legal consultants have been preaching this exact same mantra of impending doom for small and mid-sized firms -- verbatim. This claim apparently helps them gin up merger opportunities from smaller firms who become convinced that they need to become larger overnight. The claim that large corporations are interested in cost-saving and efficiency has likewise been preached for decades, and is likewise bunk. If large corporations had any real interest in saving money they wouldn't use large law firms whose rates are substantially higher than those of high-quality mid-sized firms.

  5. The family is the foundation of all human government. That is the Grand Design. Modern governments throw off this Design and make bureaucratic war against the family, as does Hollywood and cultural elitists such as third wave feminists. Since WWII we have been on a ship of fools that way, with both the elite and government and their social engineering hacks relentlessly attacking the very foundation of social order. And their success? See it in the streets of Fergusson, on the food stamp doles (mostly broken families)and in the above article. Reject the Grand Design for true social function, enter the Glorious State to manage social dysfunction. Our Brave New World will be a prison camp, and we will welcome it as the only way to manage given the anarchy without it.

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