2-D Barcodes: Siren Song or Beach Party?
Jon Box posted some about 2D barcodes a couple weeks back. In that post he threw down the gauntlet, challenging me to identify a set of business scenarios -- beyond the great examples he already listed -- that could leverage this technology to create value. No easy task, this. He even lobbed up MMS for me, so I could claim an easily "slam dunk" -- perhaps by saying something about social networking and shopping, as people send items (either purchased or desired) between phones or to a shopping list/wish list.
The truth is, I've resisted this challenge because I wanted time to contemplate what it is about 2D barcodes that's actually interesting. I'm by no means a barcode expert, but I've spent my fair share of brain cells thinking about barcodes, mobile computing, RFID, and related ubiquitous computing technologies for a giant manufacturing company. I tend to view barcodes as just a font, and in many cases, something to be replaced by some flavor of RFID. There are multiple symbologies, and even multiple kinds of 2D barcodes (for a lot more on barcodes, check out this Wikipedia article). So what's the big deal? After a week on vacation, it finally dawned on me: the interesting thing is not the barcodes, it's the readers! (duh!)
Specifically, it's the fact that mobile phone cameras now have the resolution to read the 2D barcodes. So what? This means that a chunk of the infrastructure costs can be shifted to consumers themselves.
In fact, many of the familiar scenarios that have been floating around for years about getting cross-sell and up-sell recommendations in retail stores and executing purchases are feasible with 2D barcodes and a consumer phone -- but without the privacy concerns and of RFID and without the burden of a reading infrastructure in retail locations. Again, so what? This means that these scenarios that have long been intriguing, but rarely been realized, may now be much more achievable.
Those who dismiss 2D barcodes as the same old Siren song, as I initially did, may find that competitors have met the Sirens, the rocks are gone, and they're partying on the beach. With your customers.
John Mullinax is a Platform Strategy Advisor with Microsoft's DPE Team. Before joining Microsoft in 2006, John held a vartiety of positions at Ford Motor Company, most recently leading IT services strategy to support explosive business growth in China. Other positions included: Enterprise Architect, Application Portfolio Management, Technology Governance, and Product Manager. Prior to joining Ford, John earned his MBA at the University of Washington. Before that, he was Director of Elections for Douglas County, Washington, where he conducted the first Federal mail-ballot election in the USA. Subsequently, he joined the Secretary of State's office as a consultant working with county election officials in Washington state to improve operational effectiveness, integrity, and security (aka, to prevent the kind of debacle we saw in Florida in 2000).
