Mobile marketing seems to be on the radar of solution developers. The segment is increasingly witnessed innovative and unique concept being deployed to leverage on the potential. And coming with the trends another new concept has emerged with the implementation of quick response (QR) codes in mobile marketing.

The QR codes are two-dimensional barcodes that form a bridge between printed material and the mobile internet. On a handset with a QR code reader they have prove to be a short cut to the internet sites. When a user takes a photo of a QR code with a camera phone, the user will be guided to branded content linked specifically to that code.

Analysts however caution that the concept banks on the fact that the user has to download the QR reader and this they feel may prove to be a deterrent as not many mobile subscribers prefer to opt for such a download.

Some brands in UK have started trials of this concept while Japan has already witnessed its commercial use.