iPhone app RedLaser is now supporting QR code scanning. Owned by eBay, the app also supports the auction site's and Half.com's listings for product barcode scans. The upgrade should give QR codes a boost as it battles for market share for with comparable service providers and standards - especially Microsoft Tag.
Redmond's proprietary mobile barcode system is rapidly catching on now that it is out of beta. This past summer Allure Magazine partnered with it to give away more than $725,000 worth of free beauty and fashion products to readers in its largest deployment to date. It has also partnered with several Conde Nast titles, including W and Golf Digest. Conde Nast decided to use Microsoft Tag in its Golf Digest editorial in their November issue and placed about a dozen Tags magazine that linked to golf improvement videos. Essentially Microsoft Tag's technology is similar to existing offerings on the market, although Microsoft is talking about enhancing it with tracking, location and measurement services so that advertisers can get an accurate idea of how effective a marketing Tag has been.
As more consumers adopt mobile barcode scanning, getting the advertisers on board will be the next battlefield.