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A More Effective Alternative to QR Code

A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

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Page 1: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

A More Effective Alternative to QR Code

Page 2: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

QR Codes � QR Code (abbreviated from Quick Response Code) is the

trademark for a type of a two-dimensional code first designed for the automotive industry

�  Initially designed by Toyota in 1994 to track vehicles during the manufacturing process

�  It has recently become popular outside of the industry due to its fast readability and large storage capacity

�  The QR code has become a focus of advertising strategy, since it provides quick and effortless access to the brand's website

Page 3: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

USPS Mobile Commerce Initiative

�  In summer of 2011, USPS offered a promotion of a 3% discount on Standard and First-Class Mail letters and flats that included a mobile bar code

�  The mobile campaign was primarily designed to build awareness around how mobile bar codes could make any piece of mail more engaging and increase the value of mail

� USPS has offered a similar promotion in 2012 with the intention of creating awareness and more innovative uses of mobile barcodes, highlighting the value of multi-channel communications.

Page 4: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

USPS Mobile Commerce Initiative - 2012

�  2012 promotion requirement

�  2% discount on first class and standard letters and flats

�  Mobile bar code must lead the recipient to either a mobile-enhanced website where a PURCHASE can be made, or to a personalized mobile-enhanced website that leads to a unique page directed to the specific recipient.

�  Full service Intelligent Mail Barcode and Electronic documentation

�  Use of 2-dimensional barcode

�  AVI has recently received an exception from the USPS allowing the use of IMB as an alternative to QR code

�  Will be open for signup starting May 1, 2012

Page 5: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

QR Code - Challenges

� Most QR codes are static and direct the recipient to a generic web site �  Often a turn-off and perceived as not worth the effort to scan

� Costly to design and print individualized QR codes �  Requires scarce IT resources �  Takes up premium real-estate on the face of the envelope

� QR scan action is cumbersome to change after it has been created and printed

�  Some previously participating mailers have already stated that they do not plan to participate in 2012 due to the above complexities

Page 6: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Intelligent Mail Barcode - IMB �  IMB is required by USPS on most Standard and First Class mail to

obtain mailer discounts

� Why not take full advantage of this barcode instead of printing an additional QR code?

�  Scanning an IMB will also offer the opportunity to receive final delivery confirmation

Page 7: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Mobile Apps � Mobile apps such as IMBscan are in the market today for iPhone and

Android, used primarily as a quality control tool for the mailing industry �  Decodes the IMB 4-state and POSTNET barcodes

�  Performs a reverse address lookup using the 11-digit DPC

�  Displays the results as shown below

Page 8: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

IMB as a QR code alternative

� Advantages over QR codes �  Since IMB barcodes are already being printed on most Standard and First Class mail

items, there is no need to create, manage or print new code

�  Customizing the action of an IMB scan for each mailing or recipient is as simple as updating a mailing database

�  Changing the action of an IMB scan can be done at any time (before or after the IMB has been printed)

�  IMB barcodes already provide the means of deriving the name and address of the recipient and this information can be used to pre-populate mobile optimized web pages

�  Real-time “touch marketing”; delivery confirmation

Page 9: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

IMBscan-NPF à QR code alternative

� A Demo app designed for the NPF 2012 �  Decodes the IMB 4-state and navigates the user to a mobile optimized website

�  Pre-populates and individualizes the web page with user info extracted from IMB

Page 10: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Use Case: Bill Payment

Page 11: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Use Case: Donations

YTD: %$25 %Received%on%Jan.%30,%2012;%Thank%you%so%much%Request: %Urgent%Need%in%Horn%of%Africa;%Please%Pledge%$50%by%March%30th%

Page 12: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Use Case: Coupons

Hurry!!! Offer expires in 3-days

Use your phone to redeem coupon

Page 13: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Use Case: Credit Cards

$25,000 Credit Line;

Click Here & Receive Pre-Approved Application à File in less than 2 minutes

Page 14: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à QR code alternative*

� Our goal is to make it as simple as possible for mailers to take advantage of the USPS mobile postage discount

� AVI will provide �  Smart phone app, “mailScan”, free to download for iPhone and Androifd

�  Mobile optimized website, customized for each mailer, including web hosting à personalized based on information from IMB

�  Analytics and scan reports

�  Mail.dat tool, if needed for consolidators to populate “by/for” fields

� Mailer provides �  IMB extract data à First/last name for each IMB needed to personalize the mobile

web site

�  Brief instruction print near the barcode for the user to scan à USPS requirement

* Patent Pending

Page 15: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Mobile Web Templates

Sample Actions: 1.  Send “printed material” 2.  Visit mobile website

TEMPLATE A

Pre filled, if info is already available

5:44$PM$AT&T$ 3G$ 85%$

Greetings John Doe!

MAIN TITLE

Main%Graphic%Coupon%/%Offer%

Text%Message%

Enter%email%address%to%receive%coupon% GO$

Follow$us$on $$$

Follow$us$on $$$

Other$ac<on $$$

Different text messages and/or images based on category of recipient

Page 16: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Mobile Web Templates

TEMPLATE B

Sample Actions: 1.  Send “printed material” 2.  Visit mobile website

5:44$PM$AT&T$ 3G$ 85%$

Hi John Doe!

MAIN TITLE

Enter&email&address&to&….& GO$

Button A Text

Follow$us$on $$$

Follow$us$on $$$

Text&Message&

Different text messages and/or images based on category of recipient

Page 17: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Mobile Web Templates

TEMPLATE C

5:44$PM$AT&T$ 3G$ 85%$

Hi John Doe!

Enter&email&address&to&….& GO$

Display My Usage Graph

Follow$us$on $$$

Follow$us$on $$$

Different text messages and/or images based on category of recipient

Page 18: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Mobile Web Templates

TEMPLATE D

5:44$PM$AT&T$ 3G$ 85%$

Hi John Doe!

APRIL 2012 DRIVE

Enter&email&address&to&….& GO$

Make a Pledge

Follow$us$on $$$

Follow$us$on $$$

Different text messages and/or images based on category of recipient

Page 19: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Mobile Web Templates

TEMPLATE E 5:44$PM$AT&T$ 3G$ 85%$

Hi John Doe!

Enter&email&address&to&receive&updates& GO$

Become a Reserve Customer

Follow$us$on $$$

Follow$us$on $$$

Different text messages and/or images based on category of recipient

Page 20: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Mobile Web Templates

TEMPLATE F

5:44$PM$AT&T$ 3G$ 85%$

Welcome back John Doe!

American Express HOME% CARDS% SERVICES% SIGN%ON%

John%Doe%

[email protected]%

100%Main%Street%

Suite%500%

La%Crosse%

WI% 55512%

I would like to receive a product brochure

Please verify your contact information below

Submit

Message%

Different text messages and/or images based on category of recipient

Page 21: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Sample Analytics

0"

20"

40"

60"

80"

100"

120"

Week"1" Week"2" Week"3" Week"4" Week"5" Week"6" Week"7" Week"8"

Weekly&Scan&Count&

ABC&Co.&

Page 22: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

“mailScan” à Sample Analytics

0"

5"

10"

15"

20"

25"

30"

1'Jul" 2'Jul" 3'Jul" 4'Jul" 5'Jul" 6'Jul" 7'Jul"

Daily&Scan&Count&

ABC&Co.&

Page 23: A More Effective Alternative to QR Code Alternative to QR Code.pdf · Mobile Apps ! Mobile apps such as IMBscan are in the market today for iPhone and Android, used primarily as a

Concluding Remarks

� Mobile commerce initiative creates additional awareness and adds more value to mail as part of multi-channel communication

�  There is no need to add yet another bar code to the mail, which already havs an IMB

� Changing the action of an IMB scan can be done at any time (before or after the IMB has been printed)

� USPS has extended AVI the option to utilize IMB in lieu of QR code for their summer mobile promotion

� AVI’s solution enables a much larger mailer base to take advantage of this opportunity (2% postage discount)