2D barcodes have a lot of potential, especially in the realm of mobile marketing, but a major roadblock for widespread adoption in the U.S. remains device limitations- mainly the fact that users are required to download special software to their devices to utilize the technology, making it not worth it for most consumers.
A new company dubbed JagTag aims to change all that with its introduction of 2D “brandcodes,” or unique 2D barcodes that are readable via any cell phone with a camera, even minimalistic feature-phones, and thereby require no additional software for the end-user to obtain. The new technology marks the first and only viable 2D barcode solution available in the U.S.
It works by utilizing MMS- a user snaps a photo of the barcode, sends it off to a shortcode, JagTag’s platform retrieves the associated content and returns it back to the user via MMS. The platform takes into account several metrics before sending out associated content. When a user sends a barcode off to JagTag, its platform takes into account the user’s phone number and device information, and returns personalized content based on that user’s profile, device capability and the particular brand’s specifications.
JagTag is a self-proclaimed “non-invasive, ‘pull’ mobile media that transforms a marketer’s physical objects into interactive and measurable digital media.” It prides itself as being the only media in the U.S. capable of delivering audio, video and pictures to a mass mobile audience and the first mobile media in the world to combine Multimedia Messaging (MMS) and 2D barcodes.
I’ve long been a proponent of 2D barcodes for marketing potential, and JagTag seems to have hit the nail on the head. Still, the technology seems to be more of an image-recognition technology more than a barcode technology which makes me wonder why marketers would want to use barcodes instead of branded images for consumers to interact with. Companies like SnapTell utilize the exact same methodology, except they use images of physical-world objects instead of barcodes.
To me, physical-world image recognition is a much more powerful technology than 2D barcodes- though underlying factors may contradict completely. What do you think- which provides more benefit? 2D barcodes or physical-world image recognition.
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