Mobile Commerce for the Book Industry
A new way to communicate with book buyers, other consumers, and the general public is spreading rapidly in North America. Consumers in the U.S. are joining their counterparts in Japan, other parts of Asia, and Europe in using mobile phones and other mobile devices to obtain information and even make purchases.
NEW! July 5, 2012: Simon & Schuster is adding QR codes to all hardcovers and trade paperbacks, starting in the fall. Read about it here, as reported in Shelf Awareness.
The practice is widely referred to as "mobile commerce," but this term is somewhat of a misnomer. While the purpose of many applications is an immediate commercial transaction, other applications focus on advertising or product descriptions that may or may not lead to future sales. Still other applications are purely informational and are not commercial in any respect. Nevertheless, no other term has a comparable span of acceptance, and BISG will use "mobile commerce" in its presentations.
Mobile commerce uses bar codes placed on posters, in print media, and on products as the starting point for communication with consumers. These bar codes are most frequently two-dimensional (2D), consisting of a matrix of tiny black and white squares rather than the more familiar one-dimensional (1D) bar codes consisting of bars and spaces. The QR Code®, a registered trademark of Denso Wave Incorporated, is one of the most widely used of these newer symbologies.
A consumer can capture an image of the bar code with a mobile device that has an integrated camera and activate an application on the device. A URL stored in the bar code directs the application to a website that displays information or permits a wide variety of actions, including purchases.
Companies in general retail are increasingly active with mobile commerce advertising and promotional campaigns, and new examples appear daily. Publishers and booksellers are also exploring uses.
BISG is not promoting or advocating mobile commerce or any specific approach to implementing it. However, BISG is actively assembling information to help participants in the book industry consider this technology. Topics covered to date are shown below; click on the headings for details. The information will be updated and expanded as developments warrant.
Introduction
QR Codes and Other Symbologies
Application Considerations
Three Approaches to Mobile Commerce
Publisher Campaigns
Bookseller Campaigns
NEW! July 5, 2012: Simon & Schuster is adding QR codes to all hardcovers and trade paperbacks, starting in the fall. Read about it here, as reported in Shelf Awareness.
The practice is widely referred to as "mobile commerce," but this term is somewhat of a misnomer. While the purpose of many applications is an immediate commercial transaction, other applications focus on advertising or product descriptions that may or may not lead to future sales. Still other applications are purely informational and are not commercial in any respect. Nevertheless, no other term has a comparable span of acceptance, and BISG will use "mobile commerce" in its presentations.
Mobile commerce uses bar codes placed on posters, in print media, and on products as the starting point for communication with consumers. These bar codes are most frequently two-dimensional (2D), consisting of a matrix of tiny black and white squares rather than the more familiar one-dimensional (1D) bar codes consisting of bars and spaces. The QR Code®, a registered trademark of Denso Wave Incorporated, is one of the most widely used of these newer symbologies.A consumer can capture an image of the bar code with a mobile device that has an integrated camera and activate an application on the device. A URL stored in the bar code directs the application to a website that displays information or permits a wide variety of actions, including purchases.
Companies in general retail are increasingly active with mobile commerce advertising and promotional campaigns, and new examples appear daily. Publishers and booksellers are also exploring uses.
BISG is not promoting or advocating mobile commerce or any specific approach to implementing it. However, BISG is actively assembling information to help participants in the book industry consider this technology. Topics covered to date are shown below; click on the headings for details. The information will be updated and expanded as developments warrant.
Introduction
- An overview of the mobile commerce process
- A brief list of terms and their definitions
- Sources of additional information or assistance
QR Codes and Other Symbologies
- QR Codes and other frequently seen symbologies
- The properties and typical applications of each symbology
- Important points to consider in presenting symbols on display objects such as signs, posters, books, and magazine advertisements
Application Considerations
- Important points to consider in planning mobile device applications and mobile commerce campaigns
Three Approaches to Mobile Commerce
- Printed or Displayed Bar Code Symbol
- Near Field Communication (NFC)
- Direct Communication
Publisher Campaigns
- Advertisement in The New York Times Book Review
Bookseller Campaigns
- General information poster in store window
- In-store display of hardcover titles