Knuchel, Thomas

Kuntner, Tobias

Pataki, Eva Carolina

English

AIS Electronic Library (AISeL)

BISE – CATCHWORD2D-CodesTechnology and ApplicationDOI 10.1007/s12599-010-0139-zThe AuthorsB.A. (HSG) Thomas KnuchelB.A. (HSG) Tobias KuntnerB.A. (HSG) Eva Carolina PatakiProf. Dr. Andrea Back ()Institute of Information ManagementUniversity of St. GallenMüller-Friedberg-Strasse 89000 St. GallenSwitzerlandthomas.knuchel@alumni.unisg.chtobias.kuntner@alumni.unisg.chevacarolina.pataki@alumni.unisg.churl: http://www.iwi.unisg.chandrea.back@unisg.chReceived: 2010-02-24Accepted: 2010-11-13Accepted after three revisions byProf. Dr. Sinz.Published online: 2010-12-21This article is also available in Ger-man in print and via http://www.wirtschaftsinformatik.de: Knuchel T,Kuntner T, Pataki EC, Back A (2010)2D-Codes. Technologie und An-wendungsbereiche. WIRTSCHAFTS-INFORMATIK. doi: 10.1007/s11576-010-0255-x.© Gabler Verlag 20101 IntroductionIncreasing customer expectations andcost pressure intensify the competition inmany businesses. New technologies canhelp to gain competitive advantages andreduce cost at the same time. The inte-gration of the real world into the digi-tal one will be key to enable automatedprocesses. The increasing distribution ofmodern handhelds, with high-resolutiondisplays and cameras, favors 2D-Codes asan innovative and cost-efficient solutionfor customer integration and the link-age of both worlds. After a short technol-ogy overview and description of common2D-Codes, the article introduces severalusage scenarios. In certain businesses, forexample ticketing, 2D-Codes are alreadyestablished and have proven the poten-tial and road capability. Finally, the pa-per ends with an outlook about the fu-ture development of 2D-Codes and theadvantages over RFID technology (Lam-mert and Grauer 2006, pp. 198–205).2 TechnologyIn the following section, the 2D-Codetechnology is described as an evolutionof the one-dimensional barcode technol-ogy. 1D-barcodes, e.g., the European Ar-ticle Number (EAN) Codes, consist ofseveral bars of different width which arearranged in a parallel way and are sepa-rated from each other by gaps. The cru-cial characteristic of these codes is thatthe information which they contain canbe read by barcode scanners and can beprocessed automatically by IT-systems.2.1 What is a 2D-CodeThe first 2D-Codes, like the PDF417 bySymbol Technologies, were developedin the late eighties (Renn 2004). Nowa-days, approximately 70 different types of2D-Codes exist which differ in regardsto their structure, their storage capacity,and particularly their application area.An overview and a description of themost popular 2D-Codes are provided byAdams (2009) and the Table 1. 2D-Codeshave a two-dimensional structure andtherefore can, in contrast to 1D-Codes,encode information not only horizon-tally but also vertically. This means thatdata can be stored in a two-dimensionalspace. The resulting advantages are anincreased storage capacity, a higher errortolerance, and extended storage possibil-ities.Storage capacity: Being able to store in-formation in a two-dimensional space,there is a relatively small need for spaceper character which increases the storagecapacity of the code significantly. A one-dimensional EAN-13 code, for instance,can store only 13 characters at max-imum. A two-dimensional Quick Re-sponse (QR) code, however, can encodeup to 7089 characters. Put differently, aQR-Code requires only a tenth of thespace for storing the same amount of dataas an EAN-Code (n.a. 2010).Error tolerance: 2D-Codes exhibit ahigh tolerance in regards to pollution,low-quality printouts, or damage becausea code contains the same informationup to four times redundantly. By usingthe Reed-Solomon error correction tech-nique (Wicker and Bhargava 1994), evenheavily damaged codes can still be readcorrectly. The error correction process isexecuted according to the error correc-tion level that has been set by the user.The level should be set in correspondenceto the size of the code and the extent ofdamage.Extended storage possibilities: Anotheradvantage which 2D-Codes hold over1D-Codes is that not only numeric butalmost any kind of information, such astext, URLs, and addresses, can be en-coded by them. Apparently, a growing in-formation density also requires the size ofthe code to grow. A 2D-Code which en-codes a telephone number, for instance,is considerably smaller than a code whichstores a complete address.2.2 What Is the Structure of a 2D-Codeand How Can It Be Scanned?Describing the structure of 2D-Codes,stapled and matrix codes need tobe distinguished. Stapled codes, likethe PDF417, consist of several one-dimensional barcodes which are stapledon top of each other. The data is ar-ranged in various stapled rows which areread from the left to the right and fromthe top to the bottom. Quiet zones arelocated at the start and at the end of eachrow. These zones are needed by the scan-ner in order to identify the surface whichis intended to be encoded. Through startand stop patterns the code signals to thescanner where it should start or stopreading. The indicators define the leftBusiness & Information Systems Engineering 1|2011 45BISE – CATCHWORDTable 1 Overview of 2D-CodesOverview of 2D-CodesQR code PDF417 Aztec DataMatrixType Matrix Stapled barcode Matrix MatrixCapacity: Numeric 7089 2710 3832 3116Alpha-numeric 4296 1850 3067 2355Binary 2953 1018 1914 1556Main characteristics 3 position markers,easy to scan, largecapacityIdeal forprint-outs1 position marker,applicable for allkinds of displaysVery smallprint-outs arepossibleApplication areas Marketing, MobileTaggingPaper-basedtickets andboarding passesElectronic ticketsand boarding passesLogistics andproduction(marking very smallelements)Fig. 1 PDF417-Code (n.a.2010)and the right of the code which is im-portant because the scanner could beplaced on the code from various angles.Figure 1 shows the structure of a stapledcode using the example of a PDF417.Matrix-codes, sometimes called array-codes, store the data both horizontallyand vertically. Typical examples for array-codes are the QR- and the Aztec-Code.Three position markers define the direc-tion a QR-Code has to be read from.The scanner starts reading from the cor-ner where no position marker is lo-cated. Additionally, the version, the for-mat, and the key for the error correc-tion are recorded in the code. The struc-ture of an Aztec-Code is different fromthe one of a QR-Code because the posi-tion marker is located in the center of thecode. The scanning direction is from theinside to the outside and each data-layeris completely encompassed by the pre-ceding one. Figure 2 shows an exampleof an Aztec-Code and Fig. 3 shows one ofa QR-Code. Both codes encode the URLhttp://www.unisg.ch/.Fig. 2 Aztec-Code (RACO Industries2010)2D-Codes cannot be read by existingbarcode scanners, like Laser- or ChargeCoupled Device (CDD) scanners. In-stead, so-called Imagers (camera scan-ners) have to be deployed. First, the codeis captured by the imager, then it isdecoded using digital image processingand finally the stored information is dis-played (e.g., a website, text, or an ad-dress). Thereby, the code can either con-tain the information itself or it containsthe reference to an external server wherethe actual information is stored. If aFig. 3 QR-Code (Kaywa 2010)mobile phone has an integrated digi-tal camera and the appropriate scanningsoftware, it can also be used to read 2D-Codes.3 Application AreasIn the following section, some of themost popular application areas of the 2D-Code technology are described. The keyfinding is that certain types of codes areparticularly appropriate for certain ap-46 Business & Information Systems Engineering 1|2011BISE – CATCHWORDplication areas because of their specificcharacteristics.3.1 Mobile Tagging in MarketingThe term mobile tagging refers to theprocess of scanning a code with a mo-bile device and displaying the stored in-formation on the screen of that device.QR-Codes are the most popular codesapplied for mobile tagging because theyare easy to scan and have a high stor-age capacity. In the area of market-ing, QR-Codes are combined with clas-sical media, like journals, newspapers,or posters. A passerby, equipped with asmart phone and the respective software,can, for instance, scan a QR-Code ona poster in order to get interesting in-formation about the advertised productsand services. In many cases, a web-linkis stored in the QR-Code which leads theinterested person directly to the advertis-ing company’s website. As this exampleshows, the 2D-Technology enables po-tential customers to interact with an ad-vertisement and furthermore allows thecompany to measure the success of an of-fline campaign because the code alwayscontains information to its source (n.a.2008). The fashion company Hennes &Mauritz (H&M), for example, integratesQR-Codes in their clothes and uses themfor advertising purposes. In February2010, the American broadcasting channel“The Weather Channel” advertised hisAndroid-based application by using QR-Codes on TV and thus shows that QR-Codes are not restricted to paper-use butcan be deployed in almost all media (Ju-nior 2010).Nowadays, 2D-Codes can even bebranded and personalized by makingthe company’s logo part of the Code.Figure 4 shows a QR-Code which hasbeen branded with the logo of the bankSparkasse. The various ways of howshapes and colors can be integrated intoa code, is displayed by the Microsoft Tagin Fig. 5.3.2 Electronic Tickets and BoardingPassesIn order to prevent counterfeiting andto guarantee optical readability, Aztec-Codes are the first choice for electronictickets and boarding passes. In this case,a passenger does not scan the 2D-codehimself but receives the code, which rep-resents his ticket, on his device. The mo-bile ticket is directly sent to his Internet-ready mobile phone by Email, MMS,Fig. 4 QR-Code of Sparkasse (Ajung2010)or Text-Link. By following the providedlink, the customer is forwarded to a web-site where his personal ticket is waitingfor him. He can travel paperless becausethe 2D-Code on his phone is read by anappropriate scanner. The broad varietyand diversity of mobile phones increasesthe technical complexity because neitherthe resolution nor the metrics of the dis-plays have been standardized yet. TheAztec code addresses this problem in anappropriate way because it is read fromthe center to the outside. Therefore it isguaranteed that even codes that are largerthan the display or are displayed in poorresolution can be read correctly. In April2008, the airline Deutsche Lufthansa AGhas introduced the electronic boardingpass. This enables the customer to or-der all flight related documents online,check in before arriving at the airportand travel paperless on most routes. Thisnot only helps to lower costs in the tickethandling process but also increases thecustomer’s convenience. 2D-Codes, espe-cially the Aztec-Code, are also deployedin railway services: The German railwaysDeutsche Bahn as well as the Swiss rail-ways Schweizerische Bundesbahnen usethem for mobile ticketing.3.3 Paper-Based Tickets and BoardingPasses, ID DocumentsThe 2D/Code PDF 417 is predestined forprintouts because the paper size, in con-trast to mobile phone displays, is stan-dardized and almost no restrictions interms of space need to be respected. Thepowerful error correction algorithm ofthe PDF417 allows for reconstructing abarcode, even if 50% of it is damaged.This Code is used for paper-based ticketsand boarding passes as well as for Ameri-can driving licenses.3.4 Logistics and ProductionIf large data volumes need to be trans-ferred in a machine-readable format, theDataMatrix-Code is the right choice. Al-though this code is established in nearlyFig. 5 Microsoft Tag (Microsoft 2010)all production-oriented industries, itsmain application area resides in mark-ing electronic modules because it canbe correctly read even in very smallformats. Logistics is another applica-tion area where the DataMatrix-Codeis wide spread. The German parcel ser-vice Deutsche Post AG, for example,prints the DataMatrix-Code on virtuallyall their consignments. As one of thefirst business customers of the DeutschePost AG, T-Mobile changed the libera-tion of their mailings to the new stan-dard DataMatrix-Code which allowed forgenerating the franking postal charges forlarge quantities of mails electronically.The client integrates the software thatsupports the liberation process into hisdistribution and logistics systems. Beingenveloped, the liberated consignmentsare ready for shipment which saves timeand costs. The code replaces the conven-tional stamp and the client does not payuntil his mailing has actually been deliv-ered. The code includes all shipment in-formation of the post company and pro-vides the telecommunication companywith additional storage capacity for in-dividual customer information. In do-ing so, T-Mobile optimizes its returnmanagement with the DataMatrix-Code(Deutsche Post 2006).4 Summary and Outlook2D-Codes have significant advantagescompared to 1D-Codes. These are espe-cially an increased memory capacity anderror correction that favor 2D-Codes asa reliable technology to link the real andvirtual world together. However, each2D-Code has different characteristics andadvantages. PDF417-Codes are primar-ily used for printouts, QR-Codes can –due to three positioning points – easilybe read with mobile devices and Atztec-Codes can – due to a central position-ing point – reliably be read from displaysof different sizes. It can therefore be as-sumed that several codes will pass the testof time and each of them will be used ina specific usage scenario.Business & Information Systems Engineering 1|2011 47BISE – CATCHWORDThe limits of usage possibilities andcapacities of 2D-Codes have not beenreached yet. From a technological pointof view, color information will soon beused as a third dimension that will sig-nificantly increase memory capacity anderror correction (Microsoft 2010). Com-pared to current 2D-Codes, there is stillroom for improvement which will help tosatisfy the increasing demand for mem-ory capacity and data redundancy.Radio Frequency Identification (RFID)technology can be seen as a direct com-petitor to 2D-Codes technology as it alsoprovides an interface between the realand digital world. Even though RFID hascertain advantages, such as visual con-tactless data gathering, 2D-Codes willnevertheless not disappear due to twomain reasons. First, current mobile de-vices like mobile phones and handheldsfulfill all criteria to handle 2D-Codes. Re-garding RFID, only a few prototypes areable to read RFID but are still not ableto work as a transponder. Second, 2D-Codes are more cost-efficient then RFIDchips. While 2D-Codes can be generatedwith a standard PC and a printer, the useof RFID requires expensive equipmentand software.In addition to technological develop-ment, there is also great potential regard-ing usability. The passive usage, for ex-ample the mobile boarding pass, is es-tablished in practice. However, customersare not accustomed to use their mobiledevices to gather information actively. Toimprove this situation, pre-installed 2D-Code-readers and attractive offers couldreduce the threshold and make the use of2D-Codes a routine.ReferencesAdams R (2009) Specifications for popular 2Dbar codes. http://www.adams1.com/stack.html. Accessed 2010-03-17Ajung (2010) Sparkasse mit QR-code brand-ing von tagnition. http://mobile-tagging.blogspot.com/2010/02/sparkasse-mit-qr-code-branding-von.html. Accessed 2010-03-31Deutsche Post (2006) Neuer Barcode derDeutschen Post AG bietet Speicher fürKundeninformationen – T-Mobile stellt DV-Freimachung auf Data Matrix um. http://www.openpr.de/news/93419. Accessed2010-02-09Junior D (2010) Watching the weather chan-nel? Download their app from your TV.http://androidcommunity.com/watching-the-weather-channel-download-their-app-from-your-tv-20100203/. Accessed 2010-02-09Kaywa AG (2010) QR-code generator. http://qrcode.kaywa.com/. Accessed 2010-01-24Lammert UW, Grauer MA (2006) RFID imBlickpunkt wirtschaftlicher Überlegungen.WIRTSCHAFTSINFORMATIK 48(3):198–205Microsoft (2010) Microsoft Tag. http://www.microsoft.com/tag/. Accessed 2010-02-09na (2008) Intelligent Analysieren. QR Codeszunehmend Bestandteil von Multichan-nel-Kampagnen. http://www.intelligent-analysieren.de/news/qr-codes-zunehmend-bestandteil-von-multichannel-kampagnen.html. Accessed 2010-01-27na (2010) AIPSYS Software Laboratory. AboutPDF417. http://www.aipsys.com. Accessed2010-01-17RACO Industries (2010) Aztec code barcodegenerator. http://www.racoindustries.com/barcodegenerator/2d/aztec-code.aspx. Ac-cessed 2010-01-24Renn U (2004) 2D-Code-Fibel, 4th edn. Dorn-stettenWicker SB, Bhargava VK (1994) Reed Solomoncodes and their applications. IEEE Press, Pis-cataway48 Business & Information Systems Engineering 1|2011

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