QR code vs MS Tag – Where do you stand on this debate?

October 14, 2011

As a technology PR and social media agency, Media Safari has been asked on several occasions where we stand on this engaging QR code vs MS Tag debate. Having written about it in our recent newsletter, here’s our response as to which one we think will flourish…

There’s no doubt, we only need one 2D barcode system and at the moment we have two competing systems. The first is the open source standard (QR code) and the second is proprietary software provided by Microsoft (MS Tag). And therein lies a clue as to which one we think will ultimately survive…

There are sound arguments for Microsoft’s Tag but the current level of proliferation, coupled with the unencumbered open source nature of the QR code makes that the one to back. The fact that QR codes have been around for so long makes the challenge for Microsoft a very big one indeed. It’s a case of too little, too late.

The point is that when marketers are making decisions about which format to choose for the next campaign, you are always going to elect the one that accesses the highest percentage of your target audience, thus maximising your reach and budget.

Observation tells us that the only logical conclusion to that is the QR code right now. You wouldn’t risk MS Tags and therefore, the only driver of that system will be Microsoft itself. Every example in history starting with the VHS Vs Betamax debate shows that it’s not necessarily the best technology that will survive, nor the first to market, but the one that offers consumers greater freedom and choice.

Here’s a summary of each system’s strengths and weaknesses to help you decide what will work for you:

Quick Response (QR) codes:
Strengths
Already enjoys widespread penetration
Many devices already have QR code readers installed by default
QR codes are free to create, though many are for non-commercial use
Free to download QR code readers across mobile platforms
Up to 30% margin of error means QR codes are open for significant levels of customisation

Weaknesses
Metrics are usually available via a premium
Smartphone penetration currently stands at one-third of the UK adult population
Trojan malware scam using QR code has already emerged, exploiting Android smartphones
A code’s detail can cause issues with phones with weaker cameras
Can only be used where there is internet access so ads on the tube are largely worthless

Microsoft Tag (MS Tag):
Strengths
Metrics are free thanks to single data system
Tags are free to create
Corporate colours and custom logos can be incorporated
Simplicity of the Tag allows it to be read under tougher conditions
Free to download Tag readers across mobile platforms

Weaknesses
Tag reader is not pre-installed on devices
Microsoft has promised to only support Tags until at least 2015
Penetration is lower outside of the United States
Smartphone penetration is currently stands at one-third of the UK adult population
Can only be used where there is internet access so ads on the tube are largely worthless

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2 Responses to 'QR code vs MS Tag – Where do you stand on this debate?'

1. microsoft says:

   November 5, 2011 at 2:53 pm

   Wow, incredible blog format! How long have you been running a blog for? you make blogging look easy. The whole look of your site is wonderful, let alone the content!
2. Alma says:

   February 19, 2012 at 5:35 am

   Cool blog!