While QR codes and Microsoft Tags have 95% of the 2D barcode market (see Nellymoser report), a strong niche exists for “snap and send” from companies like Spyderlynk. Instead of using an app, consumers take a picture of the code using their camera phone and then send it via MMS or email to a server organized by the vendor. (An app to simplify the process is available. The app does ask for the user’s phone number for marketing purposes.)

The primary advantage is that these codes work with any camera phone, not just those that can run apps. It also does not require a user to download any application.

Another advantage is that snap and send technologies can be used for any type of image. Spyderlynk is promoting it for use with company logos and, more recently, for use with social media logos (e.g., Facebook and Twitter).

The disadvantage is that the process can be more complex than the process used for a QR Code, Microsoft Tag or digital watermark. Here are the steps:

1. A customer takes a photograph of code.
2. The consumer then forward the picture via MMS or email to the company’s server.  The consumer must know how to forward a picture and must type the correct destination address.
3. The server recognizes the code, assuming that the photograph is of sufficient quality.
4. The server sends back a URL or other information to the phone via SMS.
5. The consumer then clicks or selects the URL to begin the engagement.

This five-step process requires some knowledge and effort on the part of the consumer before the mobile engagement can begin.

Nellymoser can deliver content to consumers who use “snap and send” technologies.