GoogleTranslate Service


Learning not brands

December 13th, 2011 by Graham Attwell

Amy Gahran has written an interesting article on the slow take off of QR codes. She quotes research by Archrival, a research group that focuses on youth marketing, which surveyed 500 students at 24 colleges and universities across the United States who “found that although about 80% of students owned a smartphone and had previously seen a QR code, only about 20% were able to successfully scan the example QR code they were shown.

Furthermore, about 75% said they were unlikely to scan a QR code in the future.”

One of the reasons advanced for the findings was that the process of accessing QR codes is too clunky and time consuming. So far I agree. Firing up the app and getting it to scan can be a pain.

But I would disagree with another of their conclusions. Archival suggest that QR codes need to provide “content that engenders a more meaningful connection to the brand or product.”

On the contrary I suspect it is just because QR codes are becoming associated with brands and products that we are reluctant to use them. In this respect context is critical. I will not use a QR code just to access some random brand or product web site. On the other hand if the code does something useful (and I know it is going to do something useful) like tell me the time of the next rain or bus or allow me to check in for my flight then I will and do use QR codes. And even if QR codes are thought to be an interim technology towards augmented reality and near field communication the same issues arise.

These findings reflect a growing tension between the development of social networks and services designed for us (the 99 per cent) and those for the one per cent or less of companies wanting to use social networks and advanced technologies for selling brands and products. The problem is that social network and service providers are more concerned with the one per cent than the 99. This has led to Facebook’s constant attempts to erode privacy in order to provide more data for advertisers. Even Twitter, which has perhaps been the most brand free of the networks has launched a re-design which seems primarily intended to facilitate brand advertising.

Such tensions will not go away. Web 2.0 was launched on the back of free service paid for by real (or hoped for) advertising revenue. Yet such revenues are finite. Ultimately we need to develop new and more robust business models which better reflect the nature and purpose of the services provided.

This does not mean there is no future for QR codes and other augmented mobile applications. There are a number of very convincing experiments of their use in education. But where they do work, in a social sense, the context and purpose is clear. And that is for learning, for interaction for creativity, not for pushing brands and products we do not want.

Please follow and like us:

Comments are closed.

  • Search Pontydysgu.org

    Social Media




    News Bites

    Cyborg patented?

    Forbes reports that Microsoft has obtained a patent for a “conversational chatbot of a specific person” created from images, recordings, participation in social networks, emails, letters, etc., coupled with the possible generation of a 2D or 3D model of the person.

    Please follow and like us:


    Racial bias in algorithms

    From the UK Open Data Institute’s Week in Data newsletter

    This week, Twitter apologised for racial bias within its image-cropping algorithm. The feature is designed to automatically crop images to highlight focal points – including faces. But, Twitter users discovered that, in practice, white faces were focused on, and black faces were cropped out. And, Twitter isn’t the only platform struggling with its algorithm – YouTube has also announced plans to bring back higher levels of human moderation for removing content, after its AI-centred approach resulted in over-censorship, with videos being removed at far higher rates than with human moderators.

    Please follow and like us:


    Gap between rich and poor university students widest for 12 years

    Via The Canary.

    The gap between poor students and their more affluent peers attending university has widened to its largest point for 12 years, according to data published by the Department for Education (DfE).

    Better-off pupils are significantly more likely to go to university than their more disadvantaged peers. And the gap between the two groups – 18.8 percentage points – is the widest it’s been since 2006/07.

    The latest statistics show that 26.3% of pupils eligible for FSMs went on to university in 2018/19, compared with 45.1% of those who did not receive free meals. Only 12.7% of white British males who were eligible for FSMs went to university by the age of 19. The progression rate has fallen slightly for the first time since 2011/12, according to the DfE analysis.

    Please follow and like us:


    Quality Training

    From Raconteur. A recent report by global learning consultancy Kineo examined the learning intentions of 8,000 employees across 13 different industries. It found a huge gap between the quality of training offered and the needs of employees. Of those surveyed, 85 per cent said they , with only 16 per cent of employees finding the learning programmes offered by their employers effective.

    Please follow and like us:


    Other Pontydysgu Spaces

    • Pontydysgu on the Web

      pbwiki
      Our Wikispace for teaching and learning
      Sounds of the Bazaar Radio LIVE
      Join our Sounds of the Bazaar Facebook goup. Just click on the logo above.

      We will be at Online Educa Berlin 2015. See the info above. The stream URL to play in your application is Stream URL or go to our new stream webpage here SoB Stream Page.

      Please follow and like us:
  • Twitter

    RT @angegerrard AI in education Twitter conference #EduAI21 is happening soon. Call for tweeters out Monday.

    About 16 hours ago from Graham Attwell's Twitter via Twitter for Mac

  • Recent Posts

  • Archives

  • Meta

  • Categories