Forrester

Why Read This Report

2D bar codes have gone from an obscure topic in technology circles to a hot topic in print media and retail circles as a way to connect customers to their offerings through a mobile interface. But the growth in the number of programs using 2D bar codes has far outpaced consumer adoption. Between 2010 and 2011, consumer adoption of 2D bar codes grew from 1% to 5% among US adults. And too few eBusiness professionals use best practices to offer consumers good experiences once they've scanned a bar code. Bar codes are an execution tactic — not a strategy on their own. eBusiness professionals must first develop a mobile strategy before choosing to use 2D bar codes — a technology choice. They must also take into account the real-world elements involved in mobile user design.