microsoft-tag-overview-presentation-for-agency-day-singapore

Microsoft Confidential

Reach to your consumers

while on the Go!

Microsoft 'Tags' 2 billion real

world objects with its phone

friendly barcodes

� Mobile isn’t a technology anymore. It is a way of

life!

� Phones are becoming increasingly integral to

marketing campaigns, allowing marketers to reach

consumers while on the go.

� 2D barcodes will play a big role in marketing

campaigns. Deliver a richer interactive experience

to the consumers.


Mobile Broadband is key to the success of the Mobile

barcode penetration. Below is the statistics of Mobile

broadband growth in Asia:

� Mobile broadband subscriptions are increasing

exponentially, with penetration rates in developed

Asia-Pacific projected to rise from 2.67% to 11.3%

by 2015.

� Data revenue growth is surpassing voice revenue

growth and the introduction of smart phones will

accelerate this trend, with mobile broadband

revenue increasing to USD 7.1 billion by 2015.

� Growth in mature markets will be eclipsed by

emerging markets as Asia becomes poised to

dominate mobile broadband by 2015.


� Printed, placed, or displayed anywhere

� Scanning a Tag with a mobile phone takes users to more information, allowing them to take immediate action

� Publishers get detailed scan reports to improve communications effectiveness and decision making


The Future of marketing is

in your hands!

• 1 billion Tags printed in past four

months, 2 billion Tags printed since

launch (Jan 2009).

• Tag users increased x3 since May;

Tags scanned increased x4 during

same period.

• 140,000+ Tag accounts created.

• Since August 2010, Tag has been in

more than 100 million magazine

issues.

• Largest known barcode campaign

to date: Allure magazine, 450,000+

scans

WW Tag

Users



� Superior User Experience :: Unsurpassed read rates and robust error correction - even works out-of-focus

� Fast :: Can decode in under 0.01 seconds

� Small :: Requires ¼ the print area of other 2D barcodes.

� Multi Channel :: Effective for print and video display

� Customizable :: Incorporate branding and design

� Mobile Optimized :: Designed by Microsoft Research for performance on mobile handsets

Relative size of QR Code and

Microsoft Tag.

Example of a successful scan

using a

Samsung

Blackjack II

Customized

Tags


QR Tag

Look &

design

Code colorscheme

B&W only B&W, color

Codes

customizable

Yes, affects quality of scan

Yes

Minimum size 1.25” square 0.75” square

Consumer

experience

Acquiring

reader

Multiple sites, sources can

be confusing for user; quality of readers

inconsistent

Single call to action and

single site to point to

Reader quality QR readers inconsistent,

some will not work with some QR codes

Tag Reader works with any

Tag

Brand ROI

Flexible content No, content ‘hard-wired’

into code

Yes, where the code points

to can be changed in seconds

Reporting services

No Yes, free to any Tag creator

Investment in

future

Scattered Yes, Microsoft committed to Tag through at least 1/2015 +

2 yr. notice

Tags

Microsoft Tag Reader

Tag Management Tool

Analytics and Reporting

Tags can point to: • Web sites

• Contacts

• Display Text

• Dial Phone Number

Cross Platform:• Windows Mobile/Phone 7

• iPhone

• Blackberry

• J2ME

• Android

• Online service to

create and manage

Tags.

• API allows bulk Tag

creation and

management.

• Know which efforts

are most effective.

• Enhance decision

making.


� Connect with your audience from just about

anything

� Increase effectiveness of traditional marketing efforts

� Create truly integrated marketing campaigns

� Dynamic engagement with potential customers

� Shorten the purchase cycle

� Increase add-on sales

� Decrease costs of service and production

� Report and measure

� Easily assess ROI

� Adjust campaigns based on results


� Help clients transition from traditional to digital

medium

� Open up discussion with new groups

� Demonstrate innovative thinking

� Pull through additional products and services

revenue

� Mobile/web site development

� Mobile/web advertising

� Promotional opportunities

� Expanded creative opportunities

� Enable end-to-end strategic marketing solutions


Product Packaging Print-based Ads

In Store Displays Business Cards

Catalogs Signage

Price Tags & Shelving Spec Sheets & Brochures

Posters and Flyers Transit Ads

Storefronts Magazine Articles

Museum Exhibits & Attractions Billboards & Outdoor

Advertisements

TV Shows & Commercials Giveaways

Receipts Video Displays

In Video Game T-shirts

Serial Number Plaques Product Manuals



Seeing is believing



� Challenge: Increase engagement with readers for annual giveaway in partnership with brands

� Solution: Allure’s August issue included 39 Microsoft Tags that readers scanned to enter the 159 giveaways of beauty products

� Results:› 444,572 scans - believed to

be the top 2D barcode campaign to date

› 38% more entries than the 2009 giveaway

› Mobile participants 2.5x as active as other contestants

› 34% of mobile entrants opted to receive email updates and Allure information




Publication using Tags in Editorial as well as Advertising

• Tags on 2Pro soft drink bottles (3 flavors) Peach, Apple,

Grape

• 3 short films (video) based upon different characters

and endings• http://www.lottechilsung.co.kr/brand/health/health_2pro.jsp?pid=10

46Microsoft Confidential


Shanghai Expo Implementation


Scan to get detailed product info

Ford is using Tag in their 2010 Dealer Brochures and print ads to link to

additional information about specific features.


Madison & Mulholland sponsored a Tag party in New York. They

feature Tag in their catalogues throughout New York and in the

Hamptons.

Sweet Crude printed Tag in its outdoor advertising. It uses Tag to help get more out of its

ad-spend, turn interest into action, and more deeply engage with its potential

customers (and in a measurable way).


Italian Publisher using Tags in Phone Directory to link to additional information about companies.


Avatar Promo

Tag being used to promote a movie – includes

downloadable content


• First Tag deployment by a major studio

• Tags in print ads that link to movie trailer

• Expanding to additional DVD titles and

potentially movie posters



“To publicize the release of an Xbox game called "Halo Wars," the retailer created tag-enabled store

displays. Consumers who scanned or "snapped" the tags with their phones were taken to a special Web

site where they could pre-order the game and get freebies like ringtones.” Elizabeth Woyke, Forbes

85% of the people

who visited the site ended up

downloading content onto their phone

The technology will appear in most of the 10 Xbox titles Microsoft plans

to release this fall. Advertisers include operator Sprint Nextel , which will

use tags in a campaign on Xbox LIVE. Scan for special pre-order &

freebies


Product ad in Wired magazine that linked to a

mobile website for more detailed product

information.

Scan for detailed info


Throughout Get Married magazine, select editorial and advertisements will have

a Microsoft Tag printed directly onto the pages… busy brides connect instantly to

videos, websites, photos and information - while on the go.

“…integrating Microsoft Tag

changes the way brides read a

magazine, gather inspirations

and connect with advertisers…

we are moving beyond the

traditional ways of delivering a

bridal publication -- from the

newest interactive technology

and latest trends in bridal

shopping and style to a colorful,

fresh voice in the wedding

genre.”

Stacie Francombe, founder and

president of Get Married Media

Scan for videos, websites, photos

on the go


French Retailer, Auchan, is using Tags in their Hypergames magazine

with links to mobile content.

Scan to get detailed info


Implementing Tag enables (at last) the

ability to measure off-line advertising

effectiveness. The old saying goes “I

know half of my ad spend is wasted, I just don’t know which half”.

By providing an engagement

mechanism to traditional media,

agencies and brands now have a way to get visibility into the effectiveness of

their spend.

Use Tag’s built in reporting and analytics capabilities to accurately measure your campaign results. Which Tags were the most popular? How many people used that coupon? Did our mailing list grow after our last event?

With Tag, anyone can measure the effectiveness of static campaign elements the same way they can track, warehouse, receive, & analyze digital data related to online media interactions.

In other words… Tag delivers the full picture when it comes to marketing spend.


• view data on individual or group of Tags

you’ve created.

• The circles below represent where scan

activity is taking place.

Gain greater insights into campaign effectiveness using Heat Map reporting

� Microsoft Tag is a mobile 2D barcode that lets you seamlessly connect your offline materials to the digital world. Engage your customers in the moment using their mobile phones.

� Agile: Tag's dynamic technology lets businesses change campaigns at any time, enabling companies to react and evolve in real-time and deliver the most powerful outcomes.

� Report & Measure: Tag has built-in metrics allowing you to measure the effectiveness of your offline materials. View where and when your Tags are being scanned - for free.

� Tag vs. QR: Unlike QR, Tag is an end to end barcoding solution that creates customizable codes, uses a single Reader for a consistent end customer experience and delivers robust reporting

� Pricing: Tag is free to use. There is no charge to create Tags, download the Tag Reader or access our basic reporting.


� Creating Tags takes just a few minutes

� It’s Free for the basic usage

� Full control of user experience and content

� Full access to scan reports and analysis


for more info contact:

Sandeep Nair ([email protected])

or

Camille Mazo

([email protected])

and to get started

visit: www.microsoft.com/tag

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microsoft-tag-overview-presentation-for-agency-day-singapore