Beyond QR codes: what’s next? [Video]

How to elevate the cumbersome QR code to one that enhances and adds value to customer experience is a conundrum that marketers have pondered since the birth of the smartphone. 

But now there is a solution, Matty Beckerman, chief executive of technology company IRCODE, which made its debut at Cannes Lions festival, told Campaign technology editor Lucy Shelley during a recent panel.

“IRCODE – the name comes from ‘image retrieval code’ – turns any image into a searchable object,” he said. “The image itself is the code. So, you no longer have to have a QR code to be able to engage with something.”

An unsuccessful attempt to track down a pair of sunglasses he liked in the movie The Matrixinspired IRCODE CTO and German engineer, Philipp Holzschneider: “He decided to invent a way to watch a movie and take a picture of the screen and then find out all the …