Qr codes mlearning_101011

WHAT TO DO WITH
QR CODES
Debbie Richards
Creative Interactive Ideas
debbie@cre8iveii.com
http://twitter.com/cre8iveii
http://cre8iveii.blogspot.com/

Introduction
If you don’t know what Quick
Response (QR) codes are, or
wonder why and how one would use
them in training, this session is for
you.

This session covers the following:
• Overview of QR codes technology
• Creative ways to use QR codes in
training
• QR code generator applications you
can use to create QR codes.

Discussion
• Do you have a smart phone or smart device with a
camera?
• Have you used a QR code? What for?

Video – What is a QR code?

http://www.commoncraft.com/video/qr-codes

Video – CSI moment

http://www.youtube.com/watch?v=43886f2c06I

What are Quick Response (QR) codes?
• QR codes are made to
easy link and transfer
information on
smartphones
• Think of them as print
hyperlinks

Origins
• Created by Toyota subsidiary Denso Wave in 1994 to
track vehicles during the manufacturing process, the QR
code is one of the most popular types of two-dimensional
barcodes
• It was designed to allow its contents to be decoded at
high speed
• The technology has seen frequent use in Japan; the
United Kingdom is the seventh-largest national consumer
of QR codes

http://en.wikipedia.org/wiki/QR_code

Bar codes vs. QR codes
Bar codes QR codes

• One-dimensional codes • Two-dimensional codes
• Holds up to 20 numerical digits • Can hold thousands of
• Encode information horizontally alphanumeric characters of
information
• Encode information horizontally
and vertically (can fit more data
into a smaller space.)
• Can be read from any angle

According to Nielsen.com we are at the beginning of a new
wireless era where smartphones will become the standard
device consumers will use to connect to friends, the Internet
and the world at large. The increase will be so rapid, that by the
end of 2011, Nielsen expects more smartphones in the U.S.
market than feature phones.

1 Billion 50% 200 Million
Smart Phones of all local mobile YouTube views
in use globally searches are occur every day
from a mobile

2014 86%
is the year that mobile of mobile internet users
internet usage will overtake use their device while
desktop internet usage watching television

51%
71

53% 49 48

34

51% of Americans are aware of or
have seen QR or 2D codes. This number
jumps to 71% among 18-34’s. Male Female 18-34 35-54 55+

Have used Likely to Use
(extremely/very likely)

22% To find out more about an offer or product 29%
information
14% To go directly to an online news article 25%

To scan for a coupon from a newspaper, poster, or
18% 21%
magazine

To access a brand’s website from a print ad, billboard,
16% 18%
or newspaper

14% As a boarding pass for a flight on my Smartphone 11%

Use my mobile phone to scan a QR code for a contest 11%
14%

To receive a coupon on my mobile phone while in a
16% 15%
store (by scanning the code on the shelf)

14% To purchase a product I’m interested in 36%

To refill prescription drug orders
31%

http://blog.queaar.com/post/8811809234/inf
ographics-the-rise-of-qr-codes

Video – Japanese example

http://www.youtube.com/watch?v=B_t951pF4AE

General QR code uses
• Personal or company contact information that can be
saved directly to the smartphone
• An embedded phone number that the phone can dial
immediately
• A webpage or a specific destination on a social network
• A calendar event with location, title, start and end time,
and alarm
• A physical address with location information

QR code uses in training
• Text information
• Quiz questions
• Scenario questions (e.g., how would you use this item in
this situation?)
• Polls and surveys
• Discussion forums
• Audio (including multiple language formats)
• Video (for example, those how-to-manuals can be how-to-
videos instead)
• Instructors/mentors available for live-chatting

• To link handouts and books to online resources (e.g.,
turning books into dynamic, interactive resources by
linking them to interactive update-able websites)
• To orient workers to a company’s physical plant and to link
location with information about resources (both physical
and human)
• To orient students to a campus
• To link artwork at a museum to information about the
artwork, the artist, the historical period, etc.
• To link buildings to information about architecture and
history

• To complement fieldwork and inquiry-based scavenger
hunts with online information
• To link nutritional objects to calorie counters
• To link equipment to online how-to-manuals (e.g., to link a
glucose meter for diabetics to information on how to use
it; to link exercise equipment on a jogging trail with
suggested exercises; to connect scientific equipment to
how-to-information, etc.)
• To link a presentation slide to online information (e.g., to
complement conference presentations with online
information)
http://instructionaldesignfusions.wordpress.com/2010/09/26
/qr-codes-augmenting-augmented-reality/

Student example
• Students create a video podcast about an attraction, business, or
organization of their choice within a 15-mile radius of their school.
• They research the history of their choice, plan the podcast (including
media, prose and narration) develop a storyboard in Microsoft Word
and then create their podcast using Microsoft Movie Maker.
• The students then put on their marketing hats and generate a QR
code (or "tag") for the "customers" of their chosen establishment, so
people are able to access their video podcast on-demand for their PC
or mobile device, while also including the podcasts in their class wiki.

Mobile Health
• QR codes can be used to
help patients use health
information in specific
contexts, such as when
needing to:
• Take a pill
• Interact with a device
(for example, a glucose
meter, a smart Band-Aid,
etc.)
• Engage in a behavior
(e.g., finding a hospital,
exercising, buying food,
selecting a meal, etc.).

Mobile Health
• On food/drink packages to link to nutrition information,
interactive calorie counters, and personal information
about a patient’s diet plan (which would require the
learner/patient to interact with a Web site linked to the QR
code)
• Attached to medication labels, linking the codes to
patient-friendly information, as well as physician and
pharmacy contact information
• Identify drug interactions (useful for patients and
physicians) via an interactive or static Web interface
• On devices patients use, to link to how-to information
(e.g., text, video, or audio information, that could be
presented in different languages)

Mobile Health
• Link medications, patient devices, physical locations, etc.,
to live assistance (e.g., nurses, other health care
providers) via phone numbers associated with the code or
links to sites with live chat capabilities
• On a card the patient carries or on a key-chain
attachment that’s linked to the patient’s personal health
care record (PHR) and/or emergency contact information
• To help patients identify health care providers or
emergency medical services in their area
• On the equipment on a jogging path or in a gym to
encourage appropriate exercises, connect to heart rate
monitors, etc.

Philips

http://www.elearningguild.com/showFile.cfm?id=4492

Video - Ubimark books

http://www.youtube.com/watch?v=OE5Ch4NnVu0

Discussion
• How could QR codes help with provide information to the
students in your organization?
• What application would you try and why?
• Advertisement
• Video
• Link to document

Foo Fighters
• If you liked reading an article about
the Foo Fighters in a music magazine,
you might see a QR code at the end of
the piece
• When scanned, it opens up a website
with a full-length interview with the
band members
• Or it downloads free wallpaper,
ringtones or a music video to your
device

Pepsi Max
• This Pepsi ad
creatively combines
the QR code as part of
the visual display
making both the
advertisement and the
QR code itself stand
out to anyone who
sees it.

Best Buy
• Best Buy takes
advantage of QR codes
in-store by provide
codes next to items
• When users scan the
code, they are taken to
product details, reviews,
and ratings
• The in-store poster also
provides details about
QR codes, how they
work, and how to use
them throughout the
store

TomTom Navigation
• TomTom Navigation released
an iPhone app to provide
turn-by-turn navigation. With
the app, they began selling
iPhone car kits that allowed
iPhone users to mount their
iPhone, similar to mounting
their navigation systems in a
car.
• When purchasing the car kit,
TomTom included a QR code
on the outside of the box of
their phone kit that took users
to their iPhone app.

Video – Fiat

http://www.youtube.com/watch?v=zomopCe-DGA

Airport Checkpoint Signs
• The U.S. Department of Homeland Security, Transportation Security
Administration recently announced the trial of QR Code airport
checkpoint signs
• The QR Codes use the Google URL shortener and resolve to the
relevant pages on the tsa.gov website

Fuel Pump Stickers

The Texas Department of Agriculture’s (TDA) new
compulsory fuel pump sticker shows how to file a complaint
about the pump, the fuel or an expired registration.

TDA Mobile website

The QR code resolves to a TDA mobile site
that allows users to see the inspection
history at that location or to file a
complaint.

Video – Tesco QR Code Subway Store

http://www.youtube.com/watch?v=h7HnR02kJxY

University of Alaska Anchorage

http://www.uaa.alaska.edu/advancement/qr-codes.cfm

Assistive Technology

Digit-Eyes is an iPhone 3G app for the blind and visually
impaired community. It makes text or audio QR Code labels
you can read with your iPhone and also lets you read the UPC
or European Article Number and find out what’s in the can or
package

Mobilize the landing page
• Fendi uses a QR Code that
decodes to their main site url
http://www.fendi.com
• However if you are accessing
the site with a mobile device
they are using user agent
detection to redirect to their
mobile website
http://mobile.fendi.com/
• The Fendi mobile site is quite
comprehensive and gives a
choice of languages, Italian
or English

Keep the url short

The QR Code in this advertisement for Ralph
Lauren in New York magazine decodes as
http://m.ralphlauren.com/default.aspx?ab=nym,
an unnecessarily long url.

The QR Code could have been smaller and
encoded with a higher level of error correction
(ECL) if a url shortener had been used, such as
http://3.ly/9Xe.

Make the content valuable
• The good things about this
Suntory QR Code are
• It’s on a beer can
• The QR Code goes to a
mobile site where visitors can
offset 100g of CO2 once per
day and feel good about it
• There is a daily lottery with
the chance of winning cash
prizes
• In other words, valuable
content that engages the
visitor and makes the
decoding of the QR Code
worthwhile

What happens when you scan a QR Code?
• QR code contains data which either directly provides you
with information or carries out an action:
1. A QR code that contains a URL will show you the web
link on the smart device display and ask you if you want
to use your browser to access the site
2. If you say yes, it will take you to that address on the
web

Note: Some applications will not ask but take you
immediately to the website.

QR code reader software
• For your phone to be able to read QR codes, you will need
to have QR code barcode reading software installed on it.
• To find out what application to use for your phone, do a
Google search for the model of your phone along with “QR
Reader”

• Other Resources:
• http://www.mobile-barcodes.com/qr-code-software/
• http://percentmobile.com/getqr (use smart device)

NeoReader for iPhone
• When it's open, you need
only to point your iPhone's
camera at the QR Code, click
the scan option, and you're
all set.
• Within a few seconds, the
app delivers the unique
content directly to your
iPhone.

• Works best on iPhones
running OS 3.0 or higher
• Free

Optiscan for iPhone
• Upon scanning a QR code
within the app, you can
view the company's QR
code information.
• You can also save that
data for later, so you don't
have to come back to the
QR code every time you
want to view it.
• Even better, Optiscan
allows you to share QR
codes with others.
• Costs $1.99.

QuickMark for iPhone
• After it's scanned, the app
then provides the information
it collects from the code.
• Everything you do with the
app is kept in its history
folder for viewing at a later
time.
• You can even create your
own QR codes to share data
on your iPhone with other
QR-code-reader users.

• Recommended by Google
• Costs $0.99

Blackberry Messenger 5.0
1. Open up BB Messenger 5.0
2. Open the menu and find the option "Scan a
Group Barcode"
3. A notice screen will pop-up - check the
option to not show you this message again
4. Your camera will activate
5. Center the code in your viewer - not too
close
6. Whatever content is embedded in the code
will appear and you can click "yes" when it
asks you to proceed. Most qr codes contain
links to websites

http://www.beetagg.com/en/

QR Droid for Android

https://market.android.com/details?id=la.droid.qr&hl=en

Exercise
• If you do not have a QR code reader on your smart
device, install one.
• Scan each of the QR codes examples to reveal content

• Check content against the “rules”. Does it follow the
“rules”? Why or why not?
• Mobilize the landing page
• Keep the url short
• Make the content valuable

What to look for in generator software
• Multiple download formats to give you the flexibility to
print codes on signs, put them on webpages and send
them in emails
• Ability to customize colors to coordinate with branding
• Ability to encode the types of information you want to
include (some generators have more options than others

QR code creation steps (using Kaywa)
1. Chose the content type
• URL
• Text
• Phone Number
• SMS

2. Chose the image size
3. Click Generate

Kaywa

http://qrcode.kaywa.com

Google

http://createqrcode.appspot.com/

How much data can you include?
• The amount of data dictates how intricate the barcode is,
and because not all mobile phones offer robust cameras
….
• The safest codes are those embedded with minimal text
• one or two sentences
• URL
• phone number
• email address

QRStuff

http://wwwqrstuff.com

Exercise – creating QR codes
1. Link to a URL – find an example of how to cut and paste
in Microsoft Word
2. Link to a Google Map location – your house or office
address
3. Link to a YouTube video – how to change a flat tire
4. Link to a PDF document -
http://net.educause.edu/ir/library/pdf/ELI7046.pdf
5. Copy and save the QR codes in a word processing
document

BeeTagg

http://www.beetagg.com

Qreate & Track

http://qreateandtrack.com/

QRpedia
• Generates a QR Code for any
Wikipedia URL
• When scanned the QR Code
resolves to the server and looks for
the Wikipedia entry to display in the
mobile devices preferred language
• Ideal for museums and far superior
to resolving to an entry in the same
language for every user
• The image below shows the QR
Code for one of the geology exhibits
in the Derby Museum and Art
Gallery

QRpedia

http://qrpedia.org/
http://blog.wikimedia.org/2011/09/28/qr-codes-wikipedia/

Importance when seeing a QR/2D barcode
(most important/2nd most important)

Clear instructions 61%
on what to do

Trustworthiness of 48%
barcode app

Availability of 46%
barcode app

How quickly
barcode app works 35%

16% of Americans use QR/2D codes
Interesting mobile 10%
experience at least once a month – this number
increases to 23% amongst 18-34’s.

Sources: Ipsos U.S. Online Omnibus May 2011, N=2029, Total U.S. 18+

Essentials
• Who is your target
audience?
• Do they have smart
phones or smart
devices?
• Will they feel
comfortable using the
QR reader
technology?

Licensing
• The coding standard is a published ISO document, the
name is a registered trademark, DENSO owns the patent
rights, but has chosen not to execute them, this allows
wide use without paying any royalty
• When using the term “QR™ code” the registration should
be noted on the same page. When including a QR™ code
image, no registration code is required
• (Wave, 2007‐2009)

Strategy
• Create a mobile app or
version of your content
• Make sure your
students have access
to a QR reader
• Train students on how
to use the QR reader
• Provide an incentive or
give them a good
reason to scan

Testing
• Testing is crucial!
• Be sure to try the QR code you create using different
types of phones and different reader applications to be
sure the outcome is as you’ve planned
• Use a low resolution phone camera – if it works on this
device, it’s likely to work on newer versions

Parting words
• Worthwhile - useful, offering something of value
• Timely – information should be up-to-date
• Simple and fun – should be easy to execute or
understand, yet actively engage the user
• Unique to mobile - should be something that
cannot be received in any other convenient way.
Make them fell like they are a part of a special
group because they are using their phone to gain
something unique

Microsoft Tag
2D barcode solution that
connects the physical world
to your mobile environment.
Users scan the Tag with the
camera on their Internet-
enabled phone and are
linked to digital media:
 Web content
 Videos
 Music
 Maps
 Social networks
 And more

Essentials
Tag Scan Experience/Buy Measure

Tags are used in Anyone can download After scanning the user The Tag Manager
advertising, signage, the free app to their can experience a comes with a suite of
brochures, magazines, existing mobile phone relevant and dynamic customizable reports,
posters and anywhere and scan the tag. interactive experience allowing organizations
that the online world The Tag app is available on their device. and brands to evaluate
can enrich an offline for all of the top mobile This experience can and learn from their Tag
experience. platforms, including enrich, educate and campaigns.
Tags can be black and iOS, Android, Windows even lead to a purchase.
white, color or even Mobile and Blackberry.
customized to integrate Only a single app is
with a creative concept needed and works with
or design. all platforms, all Tags.

Publishing
8 of 10 major magazines using barcodes use Microsoft Tag

Woman’s Golf Digest Seventeen EW USA Today
Day

Cooking New York ESPN Teen
Light Daily News Magazine SELF Vogue

KOA Simon & Sports
Allure Camping Schuster Illustrated People
Guide

Allure Magazine
Allure Magazine utilized Tags to increase
engagement with readers for its annual
giveaway in partnership with brands
 444,572 scans - believed to be the
top 2D barcode campaign to date
 38% more entries than the 2009
giveaway
 Mobile participants 2.5x as active as
other contestants
 34% of mobile entrants opted to
receive email updates and Allure
information

Crock Pot
“Tag delivers an intuitive element
for products that need extra
communication. The technology
improves our customers'
shopping experience, allowing
them to go from 0-60 a lot
quicker, which benefits our
brands in terms of ‘closing the
deal’ in the most efficient
manner.”
– Lenna Conley
JCS Global Brand Development

MS Office
• For the launch of Microsoft
Office 2010, the software’s
advertising team used Microsoft
Tag in its advertising and
product packaging to link
potential buyers to a mobile site
 Customers learned about new
product features through
videos and tutorials,
downloaded templates, and
registered for a trial version
 Microsoft adapted the Tag for
each publication and ad type
to track popularity of the
messaging by publication

Tag Types
B&W Color Custom

Download the free Tag app to your phone at
http://gettag.mobi to scan these Tags and try it out.

Process

A comprehensive easy to read implementation guide is available
at: http://tag.microsoft.com/resources/implementation‐guide.aspx

A MS Tag reader must be installed on the phone for the code to be read.

Standard tags
• Tags are generated in vector graphics format so that they
can be infinitely scaled from small to large yet maintain a
crisp visual appearance
• Standard Tags use a space‐efficient set of color or
black‐and‐white triangles

Standard tags
• The symbol rows are separated from the frame and from
one another by row spacers.
• The black frame is enclosed in a white border; equal in
width to the height of the black bottom bar.

License
• Microsoft® will have you agree to a terms and conditions
document
• They allow you to print and disseminate the tag on your
materials free of charge providing you comply with the
implementation guidelines found at:
• http://download.microsoft.com/download/5/0/D/50D99853-
86FF-4F18-
BBCB7A44B617AC51/Tag_Implementation_Guide.pdf
• (Microsoft, Implementation Guide, 2011)

Research
• QR codes for learning: http://www.scoop.it/t/qr-codes-for-learning
• Stimulating oral storytelling using QR codes:
http://www.youtube.com/watch?feature=player_embedded&v=a9SwTiNx_
Ps
• 2D Barcodes: http://www.webbmediagroup.com/WMG_QR_Tipsheet.pdf
• The GeoHistorian Project: http://www.rcet.org/geohistorian
• QR Code.Com: http://www.denso-wave.com/qrcode/qrfeature-e.html
• American Cancer Society Using QR Codes, Growing Adoption of 2D
Codes by the Healthcare Industry
• http://blog.roskadigital.com/2010/09/american-cancer-society-uses-qr-
codes.html
• How Philips Healthcare Mobilized Learning with ScanTechnology:
http://www.elearningguild.com/showFile.cfm?id=4492

Articles
• LinkedIn Group: 2D Code for Global Media
• 10 ways you can use QR codes now!
• USPS encouraging use of QR in mailings
• NY Times - Plants go digital - Home Depot and Lowe’s QR rollouts
• Brookstone testing QR codes at 30 NY stores
• Macy’s Backstage Pass Campaign to connect consumers with
designers (via video)
• Scanbuy reports +800% growth in QR scans since last year
• QR codes and social engagement (ie, Facebook “Like”)
• NYC has big plans for QR codes around the city

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