QR code use broadens in Europe through creative applications

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QR Codes on TV

Though the adoption of QR codes has been a slow one among American consumers, the use of these barcodes is growing much more quickly in Europe where there have been a number of wide scale creative and practical applications for them.

Eurosport, the top sports channel, for example, has launched a Europe-wide campaign that will be utilizing QR codes on air in order to encourage smartphone and tablet using fans to use their mobile devices to access content.

This is the first time that the Eurosport Group has taken this kind of step, but it first went live during the Australian Open coverage by the channel, and will continue through January 29. The campaign is meant to redirect fans who have scanned the code to the Livescore app from Eurosport.com.


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The app functions with iPhones, iPads, and iPod Touch devices, and offers its users the ability to receive alerts for scores, schedules of upcoming games, and the results of those that are finished. These services are designed to work as a complement to the Eurosport television experience for viewers throughout the Australian grand slam.

The growth of 2d barcodes in Europe has quickly become an everyday tool for weekend fun as well as daily transportation updates. Using the same technology but in an entirely different way, Glasgow is installing QR codes at its public transit bus stops. This will allow mobile device using transit riders to be redirected to the official website of the bus service so that they can find updates about bus service, as well as news, timetables, and initiatives.

First Glasgow commercial director, Alex Shearer, has said that “Displaying QR codes in bus stops is our latest initiative to improve our service offering to customers,” since bus riders are using smartphones on an increasing basis to discover this information.

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