QR Codes- Why, Why, Why?

Although the printing industry (or perhaps slightly more accurately, its consultants and journalists) seems to have latched onto QR codes in a pretty dramatic way, parallels can be drawn to the initial hype of VDP PURLs (Personalized URLs) that took place in the early 2000s. If you pick piece from a printing trade journal written seven or so years ago about VDP and PURLs, you could replace the acronym “PURL” with “QR Code”, and the piece would likely still have the same meaning; tell the same story.

In overview, the goal of QR codes is to enhance the user’s (i.e., reader or consumer) seemingly dull print piece with access to new, rich media experiences that complement the print piece. The flip side is the notion that the print piece is driving customers to the rich media experience waiting for them to view, to help “close the deal”. These are both worthy goals, but have encountered some challenges along the road to adoption.

For printers who have implemented VDP, QR Codes are technically just like implementing a PURL (Personal Response URL) on a printed piece—the benefit is that the recipient doesn’t have to type it in. This should increase the likelihood that the prospect will engage and see the additional content. That additional content to be provided via the QR Code’s link is often a mobile website these days, but can take other forms, like playing a video or showing a map. Like PURLS and other VDP applications, QR Codes can be “one to many”, where the same QR Code could be scanned by thousands of prospects, and they are all taken to the same unique content, or they can be 1:1, where each user gets their own personalized QR code, that takes them to some content that is personalized just for them. Printing QR codes is easy, and can technically be done by any Print Service Provider, using inexpensive and even free software.

One of today’s QR Code applications, readily seen, is on signs and graphics. The consumer at the point of purchase, or in the aisle of a retail store, is enticed by offer text and graphics on a printed piece; or the merchant wants to make a special offer on a particular product or add-on item.

QR Codes have appeared in many different shapes and sizes of printed products in addition to signage and display graphics. These include magazines and newspapers, brochures and datasheets, and even stationery including business cards. The results are mixed because of some obvious limitations of QR Codes.

The biggest obstacle is software that can read the code, which is relatively cumbersome to obtain today. This limits the audience for the code to tech-savvy consumers. While at this writing some 88% of smartphones have cameras, apparently only about 13% have software installed to allow them to read QR Codes. This special reader software must be installed on a smart phone to scan the code, and it is not included with Google’s Android smartphone software nor on the Apple iPhone and iPad devices. Until Apple and Google include native QR Code applications that automatically work with smartphones built-in cameras, QR codes will remain a curiosity that will only be used by technical and “bleeding-edge” users.

Another problem with QR codes is their size and appearance on the printed piece. To make them easier to scan, they are general fairly large on the printed piece. Making them bigger also makes them obvious to the user, because it’s a double edge sword—they are seen, but they are ugly (a bunch of square dots inside a larger square), as well as meaningless and unfamiliar to most consumers. All while taking up print “real estate”.

So although the QR Code is being touted by consultants and pundits in the printing industry, it has not achieved enough traction or “ubiquity” to justify the amount of attention it has received. Does it make print complement mobile? It technically can, but today the consumer has to be quite motivated (presumably by an enormously valuable offer) to act. While it could be said that this may be the problem, not the technology itself—i.e., the creativity and motivation of advertisers to actually use this new mechanism in campaigns— it’s kind of a chicken and egg thing, and if advertisers really saw the value in doing this versus alternatives, perhaps we would all be scanning QR codes multiple times a day.

There are other ways to achieve the same results that QR Codes are promising. A company called DigiMarc, based in Beaverton, Oregon (www.digimarc.com) has been creating what they call Digital Watermarks for many years. Their software accomplishes the same end goal as QR Codes, but without the visible barcode-style manifestation. The August 2012 edition of Seventeen Magazine makes extensive use of the technology. Similar to QR Codes, the company’s solution requires reader software to be installed on the consumer’s smartphone to activate the rich media experience (in this case, software that is proprietary to DigiMarc), leaving that hurdle for the consumer to overcome. Seventeen Magazine’s young readership may be a good test, because it “seems” likely they would engage and want to see rich media associated with the “fun” content in the printed magazine. We will stay tuned and look forward to seeing the results.

Image recognition technology is likely to become much more powerful in smartphones as their processor speeds and memory capacity increases. This will allow the phones to recognize images, and retrieve offers based on the actual image itself, without a code. Google has been working on such technologies for several years, and is likely to make this available as an adjunct to their Ad Words offerings in the future.

Voice Recognition software in phones is only in its infancy now with technologies like Apple’s Siri, but will very likely be used for advertising applications. Instead of having to scan a poster, for example, you could simply speak particular text from the poster (i.e., keywords) to Siri, and she would retrieve an offer for you on your IOS-based smartphone. Apple is making gigantic investments in mobile advertising technology, so we can expect this to happen sooner rather than later.

This is an excerpt from the paper entitled, "Does Print Complement Mobile Computing", by Chuck Gehman and David Uyytendaele, published in the TAGA 2012 Proceedings.

The Inevitable End of the Flash Era

Adobe has some really cool things pointed at the Internet these days, much more than what they are doing in the print space. A friend pointed me to this nifty open source framework they've shipped, called PhoneGap. Mobile Internet, and "multi-screen" are the hottest areas for developers, so it should come as no surprise that this is where Adobe's attention is focused.

As for the Internet goodies, apparently Flash is no longer part of their plans for the future. The writing has been on the wall since Steve Jobs started his anti-Flash crusade roughly three years ago.

Last November, Adobe announced that it would stop the development of Flash for mobile devices. This week, Adobe disabled new installs of Flash on Android devices. If this really means Flash is done for Android, this is really a huge milestone. I mean, Flash is still "ubiquitous", and a lot of work will have to be done to completely erase it from the web. In fact, it's likely that remnants will be around for many years.

Steve Jobs would be completely stoked. As we may recall, he started this whole thing in early 2010 by calling out Flash as "evil." He, almost single-handedly, made HTML 5 as the platform of choice for mobile content. Obviously HTML 5 is growing in adoption on the desktop, too-- limited primarily by the unfortunate staying power of ancient browsers on user desktops.

Anyone who uses Flash now for anything except games and certain video applications is making a bad technical decision. And unless you already have lots of Flash expertise in house, you should move on-- because the best developers will have little interest in working with this platform from now on.

The Era of the Hard Drive in the Sky has Begun!

Yesterday, Google announced Google Drive, a cloud storage system that is among the most anticipated features of any software system, ever. Industry analysts, pundits and gadflies have been predicting the eventuality of this capability for years. In it's initial launch incarnation, Google drive is simple to install and easy to use, and as far as I'm concerned, totally lives up to the expectations built-up around it! Out of the gate, anyone who signs up gets 5GB of online storage for free. Upgrade to 20gb, 100gb or even a terabyte for very affordable incremental fees. It makes storing files to the cloud and syncing them among multiple devices seamless (PCs, Macintosh and Android Smartphones today, Apple iOS and other OS/devices later). Google Drive acts just like another drive on Windows or the Mac. You can copy or move files to it, and even create new files and folders in it. I installed it on my Macintosh first, and when I logged in, I just saw all my Google Docs files in a native OS window on my MacBook Air. It could not have been simpler.

The timing of the Google announcement may have been planned to steal the thunder of a Microsoft announcement only two days earlier-- of a similar solution, the new version of SkyDrive, which gives MSFT a competitive offering in the cloud storage arena. Notable in the announcement are new storage applications, new support for devices running Mac OS X Lion and iOS, as well as support for Windows phones. SkyDrive automatically synchronizes the devices to which it is connected. Files and folders are organized in SkyDrive in the same manner to which we've all become accustomed on our local devices.

While Google and Microsoft are well-known as rivals to one another, they are both equally wary of startups who might come along and eat their lunch. In this case, those companies are Dropbox and to a lesser extent Box (formerly box.net). Dropbox was founded in 2007, and has a good head start on both of the (in the case of MSFT relatively) new competitors. Dropbox has more than 25 million people using the service, which works on Windows, Mac and Linux computers, as well as with mobile apps on iPhone, Android and Blackberry. Drew Houston, Dropbox's Co-Founder and CEO, upon hearing the announcement of Google Drive, tweeted, "In other news, @Dropbox is launching a search engine." I'm not sure if this response is hubris or real fear. Prior to the announcement, Dropbox's private company valuation was speculated to be about $4 Billion. It remains to be seen if it can maintain that sky high valuation in light of the fact that two of the biggest tech companies in the world just came out with respective "features" that come close to duplicating Dropbox's entire business. That is sort of the key: for MSFT and Google, this is a feature among many thousands of other features, not the whole company or even the most important part. On the flip side, though, Dropbox has been expecting this kind of competition for a long, long time. Now its here and it is formidable. For example, Google Drive's pricing is roughly 1/4 of Dropbox's pricing today. That could dramatically change the game, in terms of acquisition of customers for Google, and loss of revenue for Dropbox. Furthermore, the integration between Google Drive and Google Apps, though a bit minimalistic today, is already very useful for companies like my own who have been using Google Apps almost exclusively for the last couple of years.

For consumers of this technology, it's going to be exciting to watch this competition between industry giants. In addition to simple storage and backup in the cloud, these services offer great collaboration and sharing possibilities-- both intracompany and between companies. It's hard to believe that in this day and age high-tech companies would still be using technologies like FTP to share files, but they are. Replacing such primitive services with these new technologies is good for everyone-- the creator, the user, the printer, the IT guys, everyone. With the large files we consume daily in the graphic arts industry, these services offer a really affordable and easy to use alternative to old fashioned, error-prone methods that our customers don't want to understand and shouldn't have to!

Cisco, Xerox and Cloud Printing

Back in January, at the Consumer Electronics Association's venerable CES show, an “Innovation Power Panel" took place, featuring Cisco CEO John Chambers, GE Chairman and CEO Jeffrey Immelt, and Xerox Chairman and CEO Ursula Burns. Among other topics, the CEOs talked about how their respective companies innovate. Things like decentralized management; investing in R&D, focusing on human resources and shortening their time to market for new products. Perhaps after the session, the two vendors and their big customer got together to talk about the difficulty of printing in the enterprise today.

Last month, Cisco Systems and Xerox announced that they would partner to create a mobile printing system, to allow users to print from any device to any printer. The uniqueness of this announcement is that, while virtually “everyone” is now talking about making printing easier for mobile employees, no one is really talking about the underlying network and infrastructure, which is Cisco's forte, and the system integration necessary to make it happen, which is clearly a strength that Xerox brings to the table with the powerful capabilities the ACS acquisition provides.

Unless you are a serious tech geek, you probably haven’t even heard of Cisco's UCS (Unified Computing System), which is a key hardware and software component to the relationship. Cisco’s very extensive network of channel partners will resell the technology and a managed service that will be delivered from a Xerox data center.

According to the announcement, which focused on mobile printing, an employee can send a document from a smartphone, tablet or other device to a Cloud service that will make that document available to any printer in an organization. The employee can go to one of those printers, punch in the code for that document, and have it printed out.

This isn’t a particularly earth-shattering revelation. Several other companies have extolled the virtues of this kind of capability for at least a couple of years. Last month, I talked about PrintMe, which is a Cloud service from EFI that provides remarkably similar functionality. Furthermore, roughly two years ago I attended an HP event in NYC that described exactly this, focusing on HP’s enterprise print server and a concept they called “pull printing”, albeit without reference at the time to mobile applications.

However, the combination of the resources of Cisco and Xerox definitely can help address the growing issues of printing associated with mobile devices and virtual desktops in far-flung enterprise deployments. It shouldn’t be hard for an employee to print, no matter where they are. But alas, today it can be quite difficult.

We've all done it "the hard way". The typical method for getting a document printed from a mobile device is to email it to someone who sits near a printer and have them print it out. This is both cumbersome and time-consuming, and in many companies, introduces document security risks. In fact, in many organizations, there still is no “guest” network access, so even sending the email from a laptop or mobile device to a local user can be challenging, unless you have an aircard or something.

Xerox introduced their Mobile Printing System last year, which I’ve discussed in previous posts, but seemed to leave it up to enterprises or third-party system integrators to deploy and configure.

According to the partnership announcement, the companies will build print agents into Cisco routers and switches, starting with the ISR (Integrated Services Router.) They will use Cisco's wide-area network acceleration products to help print jobs travel faster, and Cisco security tools to make sure information doesn't end up in the wrong hands, the announcement said.

Cisco and Xerox will deliver the mobile printing capability in three products. Xerox Managed Print Services (MPS) over Cisco Borderless Networks is a software product from Xerox that provides the tools for an enterprise to implement mobile printing services to its own employees. The software, which takes advantage of IOS (Internetwork Operating System) on Cisco network equipment, provides the security, WAN optimization and print monitoring for mobile printing. Cisco channel partners will also be able to use Xerox MPS to offer these services to enterprises. Xerox MPS should be offered through Cisco channel partners in the U.S. starting in July or August and in Europe next January.

Xerox Cloud ITO Services is a set of services, including mobile printing, that Xerox will offer to enterprises and small and medium-sized businesses. The services grow out Xerox's acquisition of ACS. They will run on Xerox data centers built with Cisco's UCS servers and the Vblock infrastructure made up of Cisco networking and computing, EMC storage and VMware virtualization software. These services will also be sold through Cisco's channels. They are available on a limited basis now and are likely to be generally available next January, the companies said.

There will be client software for Cisco's Cius tablet and for Cisco Virtualization Experience Client devices, which is installed on desktop computers. This Xerox Mobile Print Solution will allow users of those clients to securely print documents on any printer in the enterprise.

In summary, this partnership appears to glue together a number of important pieces for enterprise Cloud printing into a complete hardware, software and services offering that previously would have required enormous amounts of labor and expense for customers contemplating enterprise deployments. Cisco and Xerox's ACS acquisition have long been partnered, with ACS being a top Cisco reseller for many years. Stay tuned for more as deployments begin to roll-out.

More on PrintMe, and Xerox Cloud Mobile Print

Over at Whattheythink.com today, another great video interview by Cary Sherburne with Toby Weiss, EFI Fiery GM. Cary must have been very busy at Connect, I bet we're going to see many hours of great footage over the next few weeks! Good stuff.

The new interview, which you can see here, has additional information about PrintMe that I hadn't heard prior to writing my post last week.

Notably, Toby says that Xerox MFPs (Multi-Function Peripheral/Printer) are "out of the box" capable of working directly with PrintMe (which we discussed here last week) via the Xerox Extensible Interface Platform (EIP). Xerox describes EIP as "a software platform upon which developers can use standard web-based tools to create server-based applications that can be configured for the MFP’s touch-screen user interface." For detailed information, visit the Xerox EIP page.

Xerox describes many applications for EIP besides printing. Enterprise applications like searching a client database or submitting forms to corporate departments; configuring personal preferences for output by swiping an ID badge, or scanning documents into a enterprise document management system. They also speak of the applications HP has promoted so heavily recently, like printing the news or stock reports off the Internet directly via interacting with the Xerox MFP touch-screen.

While we're on the subject of mobile printing and the Xerox MFP interface, check out this video demo from an event almost a year ago in Amsterdam. This Xerox Mobile Print interface, which appears to use this EIP technology, sounds more like HP ePrint by virtue of being based on email, than like PrintMe. Cool demo, though. It shows a lady (customer? XRX employee? shill?) who appears to have just walked up to the stand and prints something from her Blackberry, with no advance preparation. She's excited!

My next post is likely to be regarding the recent Xerox/Cisco announcement. I want to say that Xerox is getting very aggressive, and it does appear they are going to leverage all their relationships in this area. It's kind of funny, though, that HP and Google have gotten all the buzz, and here's Xerox demoing stuff a year ago that quite frankly very few people have heard about.

It may well be a factor of the level of embrace of the developer community-- Google gets thousands of bright people (i.e., software developers) to generate grass roots publicity, by making things "open". With XRX, it seems like you kind of have to be Cisco or SAP (or I guess EFI now) to participate in their ecosystem.

EFI PrintMe Emerges From Obscurity

Those of you who read this blog on a fairly regular basis may know that David and I have written a bit on the subject of mobile printing, notably from Smart Phones and Tablets. Our colleague Kin Lane, who is Mimeo's API Evangelist, joined forces with us this past winter to write a paper for TAGA, the Technical Association of the Graphic Arts, that provides an inventory of Cloud Printing technologies. The paper is primarily focused on Apple AirPrint, Google Cloud Print and HP ePrint, which are clearly the leaders in this area. That "semi-academic" treatise will be published in the TAGA 63rd Annual Technical Conference Proceedings, which will come out later in the summer. You can contact TAGA if you want a copy of it.

In addition to the things the "big three" are developing in this area, there are quite a few other smaller companies developing Cloud Printing technology and capabilities, and one we felt we had to at least mention in our paper was EFI. Unlike the three companies mentioned, EFI is not known for doing much in the mobile arena. But EFI actually invented the idea that has become the mobile component of "Cloud Printing", way back during the "dot com" era. They didn't use the term Cloud, because it hadn't been coined yet. Instead, they gave it a "fun dotcom" name, PrintMe. I'd venture to say that most people who ever knew about PrintMe don't know that it has continued to exist over the years since it's announcement in October 2001.



PrintMe was literally 10 years ahead of its time. It partnered EFI with leading companies like Adobe, who actually provided a button in Acrobat reader that connected to PrintMe, Sir Speedy, Xerox, and Yahoo, as well as early hotel Internet provider STSN (now iBAHN), and even Mimeo.com. For several reasons, including timing, the service never became as ubiquitous as would have befitted its innovative nature.

Perhaps in another post, we'll talk about all the reasons why PrintMe didn't achieve world domination the first time out, but let's focus on today and the future here. With the new excitement around the Cloud, and the emerging need for printing on mobile devices, it makes sense that EFI would restart marketing and make new investments in the development of this platform.

Originally, Printme was brought to market by a separate "Enterprise" team at EFI, with its own GM, etc. Today, according to a recent update from Cary Sherburne at Whattheythink.com, the technology is part of the Fiery group, led by Senior Vice President Toby Weiss. This should mean it will garner more resources, and be able to leverage EFI's world-leading technology, more than in the past 10 years.

In a press release from the original launch, PrintMe was described as “the first complete Internet printing solution that enables remote printing without requiring print drivers, cables or complex setup.” The company further described the solution as enabling "users to print documents from their personal computers, personal digital assistant (PDA) devices, two-way pagers and even cell phones by simply “dialing” in to any printer on the PrintMe Network.”

EFI has always been very forward-looking, and PrintMe is no exception. It was launched literally a decade ahead of its time. The message in that press release from so long ago is pretty much exactly what Google and HP are talking about in their Cloud Printing initiatives today. EFI could re-launch the service and pretty much just copy and paste the original press release into PR Newswire, with few edits!

PrintMe now appears to be poised to fulfill its original promise. A user sends their "print job" to PrintMe Cloud, and obtains a code which allows them to retrieve their output on a PrintMe enabled printer. This is similar to how other technologies are doing this now, although the need for a user to have a unique "code" that identifies their job, and requiring them to remember and enter that code somewhere is absent from other developer's implementations.

A unique feature of PrintMe is that it has a hardware component for the output device. EFI today says that "terminals" can be purchased for almost any copier/printer and can also be embedded in Fiery controllers. According to EFI, this makes the service brand agnostic, and allows it to work with any output device. Frankly I was surprised to read that this "feature" of the original service is still being offered today. In a world where every device is Internet-connected, and Printers have web browsers and touch screens, it seems a bit unnecessary and expensive to have additional hardware attached to a printer. Google Cloud Print, for example, offers similar support for legacy printers and can be supported with a tiny piece of software that can be embedded into any printer, as well. That same code snippet extends Google Cloud Print to other applications, as well, including opening it up to commercial printing applications-- something else EFI dabbled with back in the early days.

PrintMe is an enduringly cool idea and I am really looking forward to EFI's progress in this area. I hope they make the appropriate level of investment to get this adopted broadly because it is a huge opportunity. They invented this, and they deserve to capitalize on it. There is much more competition now from big companies who are similarly extremely innovative like EFI, so the bar has been raised.

EFI has proven over the years they are a tough competitor, so it's going to be interesting to see what they do!