Interviews

For our group, we decided to study QR codes. That switched over to Tag codes developed by Toronto's Luna Development. I managed to set up an interview with the CEO of Luna, Michael LoPatriello. I also set up another interview with the promotion manager of the Auto Show. They are using QR codes in their poster ads. But I don't think he'll respond to my questions as he said he very busy. Anyways, here's the Luna interview.

Toronto’s Tag Code: Questions and Answers

1. Where have you been using Tag codes? Which locations, where Tag codes are used,
are the most successful?
We’ve used Microsoft Tags in a few locations throughout the City of Toronto. In particular, Luna and
Microsoft launched a joint initiative in June of 2009 to use them in Toronto’s exclusive Yorkville district.
The tags were provided to local businesses and a mobile enabled website that linked from the Tag was
also provided. The Microsoft Tags are most successful in areas where there is casually minded, high
pedestrian traffic.

2. What demographic do tag codes attract?
The Microsoft Tag has the ability to appeal to wide range of demographics depending on the ultimate
destination for the Tag. As you might have guessed, young, hip individuals with a passion for mobile
phones are an obvious demographic interested in the technology. However, when you place a Microsoft
Tag on a senior’s prescription medication and give them the ability to more clearly read the text and
participate in a survey to get a free supply of medication, it quickly appeals to a broad demographic.

3. Why Tag codes and not QR codes? Do you find Tag codes more successful than QR
(visually? more practical?)
We actually started out with QR Codes back in 2007 when we introduced the Blitzkap QR Code reader
for Windows Mobile. The problem with QR Code technology has not been with the technology itself, but
rather the market uptake. Without a champion for the QR Codes (e.g. a company with deep pockets, or
a carrier willing to load the technology on each new phone) the resistance to getting wide spread use of
the QR Code was high. Since Microsoft has the greatest marketing engine in the world, and with the Tag
reader being made available for free to a very wide range of devices, it’s simply a matter of who will
drive adoption.

4. How do you think Tag codes will change advertising?
Microsoft Tag’s impact on advertising will not be fully understood until there is wide spread adoption.
Since the technology is in its infancy here in North America, it’s the same as asking how the internet
would have had a change on advertising looking back to 1998. The Tags allow for a deeper customer
interaction. They allow for a strong connection between the manufacturer and the consumer. They also
rely on an opt‐in model of advertising which means that each and every person that views a destination
from a Microsoft Tag wanted to see what was there. Immediately advertisers can see metrics
surrounding real world advertisements the way they do with online advertisements and page views.
That’s a huge change from calculating “eye balls” that may potential see a sign or newspaper ad.

5. Are there specific areas you choose to or not to place tag codes?
We chose to focus on a controlled area to gauge the acceptance of the Microsoft Tag in a campaign.
Consider it like a lab experiment.

6. What has the response been to Tag and QR codes in Toronto? Good or Bad?
As far as response, it’s difficult to gauge that in a meaningful way at this point. Each time they appear,
there are mentions in local publications, trade magazines for advertisers and so on. When we first
brought the QR Code to North America, it was an instant success with the main stream media simply
due to the cool factor. In terms of companies actually adopting the technology for advertising or other
purposes, the uptake has been at a slow but consistent rate as we expected. However, compared to
other areas of North America, the QR Code and Microsoft Tag technology is certainly more employed
here than elsewhere.

7. Is there any other place you wish to put Tag codes to use? Such as Toronto's public
services? (e.g. Inside TTC buses or bus shelters)
We’d like to see them everywhere you see a URL for something. If a movie poster says
www.NextBigMovie.com I would love to see a Tag linking to a mobile website where not only can people
view a movie trailer on their mobile phone, but also download a ringtone, wallpaper, instantly send a
notice to their friends, add a calendar appointment for opening night and have a link to purchase tickets.
I’d love to see them used on all sorts of consumer packaging. Everything from everyday items like the
food we eat, showing nutritional information, to the medications we take, showing potential drug
interactivity issues. They’re also a great way to pass information securely between phones and other
electronic devices for payments, authorization, and so on.

8. What future do you see for QR codes in Toronto?
QR Codes (and all 2 dimensional barcodes for that matter) continue to crop up everyday around
Toronto. The Metro newspaper is using a lot of 2D barcoding. The Toronto Star put a Microsoft Tag in
their Wheels section a week ago for the first time. A billboard in Markham was one of the first to have a
Microsoft Tag on it. The Yorkville initiative will also be re‐launched in conjunction with a new Microsoft /
Luna joint venture, with contests, celebrity endorsements and a featuring at the Toronto International
Film Festival.

9. What other Canadian businesses have expressed interest in using tag codes?
Think of big names you see every day and we’ve probably talked to them or their advertising firms. From
auto manufacturers to fast food retailers and a lot of companies in between, they’re all keen to jump
onboard as soon as adoption hits critical mass.

10. Will Toronto see further upgrades and developments of Tag code technology in the
future?
It sure will. Stay tuned.

I hope this helps with your project. Thanks for the enthusiasm in one of our great initiatives. And best of
luck with your studies!
Micheal LoPatriello
CEO, Luna Development