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Telstra Brings QR Codes To Australia Via NextG
Posted by Nick Broughall at 2:43 PM on June 26, 2008
Remember QR codes? Those small, square designs that act like barcodes that you can scan with your mobile phone's camera? They're huge in Japan - those crazy Japanese are even putting them on graves. Well, Telstra announced today that they'll be introducing the software to read QR codes on their NextG handsets as a free download for customers. And from the sounds of it, it will happen automatically - so you don't even need to do anything.
According to the press release, Telstra's planning on using the QR codes to offer, among other things:
"the latest news, sport and weather information; music files; maps; store information for later if you're in a hurry; tickets to shows; video presentations that give users guided tours, how-to information and trailers; links to social networking sites and special discount offers."
It will be interesting to see if the other networks follow suit and offer similar software for consumers - hopefully there's enough interest from both consumers, companies and the rest of Australia to make this a mainstream service.
The service will go live on July 1, and the big T has even set up a website - www.qrious.com.au - to try and either explain the next-gen barcode technology or totally confuse customers - we're not sure on that one yet.
In case you're interested, the full press release is below:
26 June 2008 176/2008[QR on Giz]
Telstra cracks the code to mobile revolution in world first
More than half a million Australians will have software downloaded free to their mobile phones to give them quick access to websites and mobile content via special barcodes, Telstra Group Managing Director for Consumer and Channels, Mr David Moffatt announced today.
This is the first time in the world that barcode readers have been automatically installed on mobile phones for free.
Telstra customers can simply point their mobile phone cameras at the specially designed barcodes, known as Telstra Mobile Codes, to access content such as weather, localised maps and mobile videos. The barcodes can be placed on virtually any surface including newspapers, clothes, business cards, shop fronts, product packaging, billboards, bus stops, magazines, menus, TVs and computer screens.
Telstra Group Managing Director for Consumer and Channels, Mr David Moffatt, said more than half a million Australians would begin receiving the free mobile code readers from July 1, with more to follow.
"Telstra Mobile Codes will revolutionise the way Australians access mobile internet content and information, allowing a faster and simpler mobile internet experience just by scanning a code through their phone camera," Mr Moffatt said.
"Telstra is leading the way by putting the code readers on selected Next G™ mobiles for free and providing customers with a simple one-click experience.
The barcodes are two dimensional squares with unique pixel configurations which, with a single point and scan with a compatible Telstra Next G™ mobile phone, can take users to online destinations including mobile websites with to-the-minute information, video content and special offers.
Mr Moffatt said the technology had the potential to radically change the print and outdoor advertising industry by providing advertisers the opportunity to have more meaningful dialogue with customers and a better understanding of their interests.
The sorts of content to be available through Telstra Mobile Codes include the latest news, sport and weather information; music files; maps; store information for later if you're in a hurry; tickets to shows; video presentations that give users guided tours, how-to information and trailers; links to social networking sites and special discount offers.
Telstra Group Managing Director for Product Management, Ms Holly Kramer, said Telstra continues to lead the market in developing and deploying innovative new products and services.
"Telstra Mobile Codes are the latest in 1-click technology," Ms Kramer said. "They are simple to use, convenient and allow customers to save valuable time.
"Our customers will be able to use the codes to fast track everyday tasks. Simply scanning the barcode will enable them to connect directly to a website, send an SMS, dial a number or save a contact to their mobile address book," Ms Kramer said.
Telstra is partnering with major companies to bring new applications and content to Australia using the Telstra Mobile Code.
The new Telstra Mobile Codes were unveiled today at the opening of the company's new flagship T [life]™ store in Melbourne.
Executive Director, Telstra Consumer and Channels, Mr Tim Copper said; "Telstra is pleased to be partnering with companies including Sony Australia, Metlink and Sony Ericsson to bring the possibilities of Telstra Mobile Codes to life."
"People will soon be able to have fun with Telstra Mobile Codes to access Sony Ericsson and Sneaky Sound System content for a chance to win VIP tickets to see Sneaky Sound System play live. Watch this space," Mr Copper said.
For a sneak peek of Telstra Mobile Codes go to www.qrious.com.au and to see if your Telstra Next G™ phone is ready click the MyPlace menu tab on your mobile and look for "Scan Code".
Comments
Rory Moulding
Posted June 26, 2008 3:33 PM
Nokia N95's with unbranded and up to date firmware should already have this functionality. :-)
Phil
Posted June 26, 2008 3:37 PM
This is old news, nokia has been able to do this for years, even here in Australia
S.
Posted June 26, 2008 5:07 PM
Zurich Insurance in Japan apparently has these things on bumper stickers, so if your car is in a crash you take a photo of the image and it sends your location to Zurich and starts the claims / assistance process.
Thats pretty cool.
NFG
Posted June 26, 2008 6:36 PM
The barcodes in the photo for this article are not QRCodes. Also, there's a QR Code generator on my site: http://nfg.2y.net/system/qrcodegen.php
Antony McGregor Dey
Posted July 1, 2008 10:02 AM
Actually NFG has a very good point...
The codes in the picture are in fact EZ codes a propriety format from Scanbuy. The picture is actually of a recent Scanbuy campaign in San Francisco with City Search. We (QMCODES)will be launching something similar here shortly with My247.com, keep an eye out for it coming to a restaurant near you!
James Onix
Posted July 1, 2008 4:28 PM
This all sounds very interesting but i have heard about some other software called "MyClick" which offers the same service but with real images. What does Telstra Mobile Code offer over this technology which seems like the next generation?
James Tally
Posted July 1, 2008 4:28 PM
Not sure if art directors etc. will want a crossword puzzle on Ad's? Also looks like it needs to be large to be read correctly. What about www.myclick.com.au isn't that more advanced?
Wolfcat
Posted July 1, 2008 5:10 PM
Can I sue telstra for prior art, I have been using a qr code as my icon for quite some time now.. so they have not introduced anything into australia...
dean collins
Posted July 2, 2008 12:24 AM
Hi from New York.
It's been with great interest that as an expat I've been watching the launch of QRious.com.au
As a consultant in the QR space - www.cognation.net/profile I agree with you that QR codes have been used in Australia for a long time.
And yes Telstra's rhetoric is way over the top BUT the deployment of QR readers directly onto handsets by a carrier has always been a barrier to utilization.
With Telstra getting into this in a big way my advice to clients is leverage and take advantage of this.
For those of you that are interested go to www.collins.net.pr/blog and search QR in the top left hand box and you'll find 10 or so articles about the history of QR and it's deployment globally in successful campaigns.
There is also a background briefing pdf at www.cognation.net/qr
Cheers,
Dean Collins
www.Cognation.net
Simon Morgan
Posted July 3, 2008 1:00 PM
Good point Dean. The fact that Telstra is getting behind QR codes means that there will be scale and therefore a standard. This has been a barrier in other markets and I believe will mean that QR codes in Oz will become a must-use media activation device for marketers... and in turn a huge driver for the mobile web. Add iPhone into the mix - now only days away - and I think it fair to say that we're going to see some BIG changes in mainstream consumer behaviour. Bring it on!
Malformation
Posted July 5, 2008 6:35 PM
I think this is all very amusing. Not only will there be drive-by-downloads on mobile phones, then they'll have to make antivirus for mobile phones too.
In the digital world, we call the internet, there is this thing called an IP Address. It links malicious attackers to their point of attack. What's stopping a mischievous child making and printing out a bunch of small QRCodes that costed him less than 20 cents to print and sticking them neatly on public transport signs all over his neighbourhood causing a malicious worm to be at his fingertips? How about a botnet of mobile phones to bring down Telstra? No IP Address there folks.
Yours skeptically,
-Malformation