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                                                                              Chapter 3 E-business infrastructure  181
































                                                   Use of QR code for promotion of film 28 Days Later
                                      Figure 3.22
                                                   Source: www.giagia.co.uk/?cat=63, created by www.giagia.co.uk/?page_id=2 blog


                  Short code        5 Rewarding with offers for brand engagement.Valuable content on mobiles can be offered via
                  5-digit numbers combined  SMS, for example free ringtones, wallpaper, Java games or credits can be offered to
                  with text that can be used
                  by advertisers or   consumers via text.
                  broadcasters to   6 Short codes. Short codes are easy to remember: 5-digit numbers combined with text that
                  encourage consumers to
                  register their interest. They  can be used by advertisers or broadcasters to encourage consumers to register their
                  are typically followed up  interest. A similar approach is Quick Response (QR) code which is a kind of barcode
                  by an automated text  published in newspapers or billboards which can be scanned by a mobile phone camera
                  message from the
                  advertiser with the option  and then linked directly through to a web site. It does require specific software. Figure 3.22
                  to opt-in to further  shows an example.
                  information by e-mail or to
                  link through to a WAP site.  7 Offering paid for WAP services and content. Any service such as a ringtone delivered by
                                      WAP can be invoked from a text message. For example, Parker’s Car Guides now prints ad
                  Quick Response      text ‘go parkers’ to 89080 (a short code) for quick access to the Parker’s WAP site which
                  (QR) code
                  A QR code is a two-  provides car prices on-the-go, at £1 for 10 minutes.
                  dimensional matrix bar
                  code. QR codes were  SMS messaging has recently been augmented by Picture Messaging or Multimedia Messaging
                  invented in Japan where  Services (MMS). While volumes have been relatively low initially, the overlap between text
                  they are a popular type of
                  two dimensional code  messaging and e-mail marketing will decrease as there are more handsets with larger screens.
                  used for direct response.  The integration of SMS alerts with social networks has proved popular, as the box shows.



                       Box 3.12       Social networking sites turn to mobile

                                      Much social networking is already completed via mobiles, despite the relative imma-
                                      turity of social networks.
                                         Mark Donovan, senior analyst at M:Metrics, says:
                                         Nearly every online social networking site has added the ability to connect to these
                                         communities with a mobile phone, allowing people to access profiles and share
                                         content while they’re on the go. With the mobile phone playing a central role in
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