There's more to mobile than SMS and MMS

27 November 2008

Some time after SMS was launched commercially in 1995, a few brands had the courage and vision to undertake SMS promotions. Now they’re so old hat that many brands have started to look for more relevant and engaging methods of interacting with their consumers. However, it’s a good job for Douglas McDonald (Pepsi launches on-pack QR codes; nma.co.uk 3 November) that someone took those first steps.

Some people are excited by change and pushing the boundaries. Graphico’s work with QR codes is undoubtedly innovative and designed to appeal to early adopters of digital technology.

For McDonald to assert that ‘no one has a QR reader on their phone’ is not just surprising, it’s also inaccurate. A number of phones are delivered to the consumer with QR code readers already loaded and an increasing number of partnerships are being brokered to bundle the software into the handset before sale.

The early response to the QR code activity we’re working on shows how keen consumers are to adopt the technology and use QR codes as a gateway for interaction.

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