Tag … You’re It

The average mobile phone now has more computing power than a typical computer had a decade ago. It’s no wonder today’s consumer rarely leaves home without one, and that mobile shopping is beginning to gain traction around the globe.

One of the key enabling technologies for “linking” real-world, physical objects to digital information and experiences is 2D bar-coding, and Microsoft’s Tag is setting the stage.

Tag is now coming out of its ‘beta’ phase. Over the past 18 months, more than a billion Tags have been created by people and businesses all over the world, including brands like Cadbury, Procter & Gamble, General Mills, Domino’s, Best Buy, Porsche and Ford. In April, more than 20 million Details, Lucky, Self, Conde Nast Traveler and Woman’s Day magazines featuring Tags were in the hands of U.S. consumers.

Use of Tag is free; customers can download the reader and scan Tags, as well as create their own Tags, for no charge. The Microsoft Tag Reader is now available on the Windows Mobile, iPhone, Symbian, Android and J2ME platforms.

How can retailers use Tag? For starters, they can provide visitors to their bricks-and-mortar stores with immediate access to the same types of in-depth product information shoppers have come to expect online. Retailers can also use the technology to engage with consumers via ads. Adding Tag to a print advertising campaign creates an interactive experience for consumers; it also can be used to add a new dimension to couponing campaigns. And the flexibility of Tag gives retailers the ability to change offers on the fly.

Tag provides analytics and reporting capabilities, so retailers can monitor and measure their interactions with consumers. There are additional benefits for shoppers, too. When Tag is added to a gift card, customers easily check their balance, find the closest store or view or listen to a message from the gift giver.