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A More Effective Alternative to QR Code
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
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.
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
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
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
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
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
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
Use Case: Bill Payment
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%
Use Case: Coupons
Hurry!!! Offer expires in 3-days
Use your phone to redeem coupon
Use Case: Credit Cards
$25,000 Credit Line;
Click Here & Receive Pre-Approved Application à File in less than 2 minutes
“mailScan” à QR code alternative*
� Our goal is to make it as simple as possible for mailers to take advantage of the USPS mobile postage discount
� AVI will provide � Smart phone app, “mailScan”, free to download for iPhone and Androifd
� Mobile optimized website, customized for each mailer, including web hosting à personalized based on information from IMB
� Analytics and scan reports
� Mail.dat tool, if needed for consolidators to populate “by/for” fields
� Mailer provides � IMB extract data à First/last name for each IMB needed to personalize the mobile
web site
� Brief instruction print near the barcode for the user to scan à USPS requirement
* Patent Pending
“mailScan” à Mobile Web Templates
Sample Actions: 1. Send “printed material” 2. Visit mobile website
TEMPLATE A
Pre filled, if info is already available
5:44$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 $$$
Different text messages and/or images based on category of recipient
“mailScan” à Mobile Web Templates
TEMPLATE B
Sample Actions: 1. Send “printed material” 2. Visit mobile website
5:44$PM$AT&T$ 3G$ 85%$
Hi John Doe!
MAIN TITLE
Enter&email&address&to&….& GO$
Button A Text
Follow$us$on $$$
Follow$us$on $$$
Text&Message&
Different text messages and/or images based on category of recipient
“mailScan” à Mobile Web Templates
TEMPLATE C
5:44$PM$AT&T$ 3G$ 85%$
Hi John Doe!
Enter&email&address&to&….& GO$
Display My Usage Graph
Follow$us$on $$$
Follow$us$on $$$
Different text messages and/or images based on category of recipient
“mailScan” à Mobile Web Templates
TEMPLATE D
5:44$PM$AT&T$ 3G$ 85%$
Hi John Doe!
APRIL 2012 DRIVE
Enter&email&address&to&….& GO$
Make a Pledge
Follow$us$on $$$
Follow$us$on $$$
Different text messages and/or images based on category of recipient
“mailScan” à Mobile Web Templates
TEMPLATE E 5:44$PM$AT&T$ 3G$ 85%$
Hi John Doe!
Enter&email&address&to&receive&updates& GO$
Become a Reserve Customer
Follow$us$on $$$
Follow$us$on $$$
Different text messages and/or images based on category of recipient
“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%
john.doe@mycompany.com%
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
“mailScan” à Sample Analytics
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120"
Week"1" Week"2" Week"3" Week"4" Week"5" Week"6" Week"7" Week"8"
Weekly&Scan&Count&
ABC&Co.&
“mailScan” à Sample Analytics
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1'Jul" 2'Jul" 3'Jul" 4'Jul" 5'Jul" 6'Jul" 7'Jul"
Daily&Scan&Count&
ABC&Co.&
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)
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