Full disclosure – I’m a skeptic. For some of the reasons you list, mostly involving the infrastructure. Companies around the world still struggle with how to leverage what they know about their customers. QR code implementation means that you not only need the means to get the code on the document (not very hard) but you need some reason for a customer to engage with that code and then you need to fulfill it. It’s a tall order when you still can’t coordinate your direct mail and your web campaigns.

When I was in Japan last month I asked my colleagues if they see a wise use of QR codes. I had been told they were everywhere – on posters and visible in public transportation venues. I didn’t see them. One colleague told me that sometimes he sees them on bills or statements, but not much.

One printer of bills and statements said that they had trouble getting brand owners interested in them.

So, this idea that they are all the rage in Japan, and so the rest of us should sit up and take note — well.. let’s say I’m still skeptical.

Can it work – you bet! But the first step is the same for QR codes, the emerging color matrix technology, or any other form of interactive conversation with a customer – you’ll need something to say! The technology isn’t the issue.