Executive MBA Program in Senior Public Administration

College of Management

National Taiwan University

Master thesis

An Analysis of Two-dimensional Barcodes Opportunities and Challenges

in Taiwan Market

Lee Chieh-Sheng

Advisor: SengCho T. Chou, Ph.D.
96 7
July, 2007

An Analysis of Two-dimensional Barcodes

Opportunities and Challenges in Taiwan Market

P94743024

ii

PC

EMBA

EMBA

iii

 Isaac

iv


QR Code

OMIA

QR Code

OMIAB2C

THESIS ABSTRACT

NAME Lee, Chieh-Sheng

MONTH/YEARJUNE/ 2007

ADVISERSengCho T. Chou, Ph.D.

TITLEAn Analysis of Two-dimensional Barcodes Opportunities and Challenges in

Taiwan Market
After a long period of time being driven and conducted by key telecom company, QR Code has
been successfully becoming Japanese peoples necessities in their daily life, which acts as a means
to simplify WEB address input when people use their mobile phone and want to browse the mobile
internet.
Upon witnessing the successful case of m-commerce happened in Japan, the Taiwanese
government, industry and the scholar attempted to bring up Taiwans local m-commerce market, an
alliance (OMIA) was formed to promote such tool kit, hoped people to know about it, need it and
use it, certain level of cross industry cooperation had also aligned hoped to expedite such
opportunity in Taiwan, a lot of propaganda and activities had been executed these recent years.
It is easy to benchmark the m-commerce environment between Japan and Taiwan, in terms of
infrastructure, however some sophisticated metrics are still needed to be more carefully analyzed in
depth. The purpose of this research is to have some review on the QR code from various point of
views other than those from the public information, make assumption on how QR Code related
industry is going to work in this island, explore the opportunity and the kind of potential challenge
that is not easy to be detected but essential to the success of this industry.
Some basic experiments were performed for testifying alternative solutions proposed by this
thesis; just make sure that most areas of this analysis are covered.

Keywordsm-commerce, content industry, OMIA, B2C

vi

.................................................................................................................... iii

................................................................................................................... v

..................................................................................................................... vii

...................................................................................................................... ix
...................................................................................................................... ix

.......................................................................................................... 1

................................................................................................................. 1
................................................................................................................. 1
................................................................................................................. 1

...................................................................................................... 4

QR Code .............................................................................................. 4
QR Code .................................................................................. 4
QR Code .................................................................................. 6
.................................................................................. 7
QR Code .................................................................................. 8
.............................................................................................. 8
B2C ............................................................................... 13
.................................................................................... 13

..................................................................... 16

....................................................................................................... 16
............................................................................................ 17

............................................................. 18

............................................................................................ 18
................................................................................................... 20
................................................................................................... 20
....................................................................................................... 21

QR Code ................................................................................. 25
QR Code ................................................................................. 29
........................................................................................................... 29
.................................................................................. 29
.................................................................................. 30
.................................................................................... 31
................................................................................................................... 31
vii

 ........................................................................................................... 33

QR Code ............................................................................................ 33

QR Code ............................................................................................ 34
QR Code Barcode ................................................................... 34
................................................................................ 35
QR Code ........................................... 37
QR Code ............................................................................... 38

................................................................................................................. 40
QR Code ........................................................................... 41
BQR Code BarcodeRFID ......................................................... 42
C ........................................................................................... 43
D .......................................................................................... 44
E ............................................................... 46
F ............................................................................... 47

viii


2 2 2 2 2 2 2 2 2 2 2 2 2-

1 QR Code ......................................................... 4
2 QR Code ..................................................................... 5
3 180 ................................................................................ 5
4 QR Code .............................. 6
5 QR Code ................................................................................ 7
6 QR Code Micro QR Code ............................................................................. 7
7 QuickMark Code ...................................................................................... 8
8 Content Positive Feedback ........................................................... 11
9 Java Positive Feedback ..................................................... 11
10 ........................................................................................... 12
11 M-commerce ....................................................................... 13
12 ................................................................................... 14
13 ............................................................................................... 15

1
2
3
4
5
6
7

4444444-

.................................................................................... 18
..................................................... 19
OMIA .......................................................................... 20
........................................................................................ 21
.................................................................................... 21
.................................................................................... 22
QR Code ............................................................................. 23

5- 1 QR Code ...................................................................... 25
5- 2 ............................................................. 26
5- 3 NTT DoCoMo ................................................ 27

777777-

1
2
3
4
5
6

Barcode QR Code ........................................... 35

Barcode .................................................................................... 35
................................................................................................... 36
QR Code (15%, Version 17, 85 x 85)............................................. 37
QR Code ......................................................................... 38
QR Code .......................................................... 39

ix

 6- 1 .......................................... !

QR
Code
QR Code
QR Code
QR
Code
....

QR Code

QR Code

QR Code

How can we use QR Code for m-commerce? QR Code

(Solution)

QR Code

1.

QR Code Barcode

2.

QR Code
QR Code
QR Code
QR Code
QR Code
QR Code

3.

QR Code QR Code

4.

QR Code

QR Code QR Code
QR Code

QR Code
QR Code
QR Code
QR Code

QR Code

QR Code
QR Code
QR Code


QR Code

QR Code


QR Code
QR Code 1994 Denso Wave

QR Quick Response QR Code

QR Code
QR Code
QR Code 4 3
3

2- 1 QR Code

QR Code JIS X 0510 1999 1 ISO

ISO/IEC18004 2000 6 Denso Wave
QR Code QR Code Denso Wave

QR Code
Bar Code

1.

QR Code 1100 2000

2.

QR Code
4


3.

QR Code
15%

4.

QR Code Module

2- 2 QR Code

5.

QR Code

2- 3 180

6.

100 32ms

 2- 4 QR Code

QR Code
1.

Module QR Code QR Code

2.

VersionQR Code 40 Version

1Version 1 21 x 21 Version
40 177 x 177XY 4

3.

Denso Wave QR Code

QR Code
LMQ H
M M Level15%
ModeError Correction Level
QR Code Reed-Solomon error correction
Google http://www.4i2i.com/reed_solomon_codes.htm
Wikipedia

4.

TypeQR Code

7,089

4,296

2,953

Kanjifull-width Kana1817

 2- 5 QR Code

QR Code

1.

Magicode QR Code

2.

Micro QR Code Denso Wave QR Code Micro

QR Code
ID Micro QR Code
QR Code

2- 6 QR Code Micro QR Code

3.

Audio QR Code DoCoMo

7

4.

FP (Fine Picture Code) Fujitsu

5.

QuickMark Code
QuickMark

2- 7 QuickMark Code

QR Code
Chris Anderson 2004

20/80
QR Code

B2C B

QR Code QR
Code

1999 NTT DoCoMo i-mode

i-mode i-mode

:
( Barnes And Huff, 2003; Elliott, Phillips, 2004)

(location

based)

Reverse Billing

Banner AD email PC 0.5%

3.6%, 24%

2002 NTT DoCoMo

10 Proven Factors on Wireless Internet, Successful Value Chain from

handset to content. June 17th, 2002

1.

1/4 i-mode

2.

20%

3.

Java

4.

i-mode

5.

6.

De-jour
De-facto

7.

8.

9.

10. i-mode
NTT DoCoMo
i-mode Value Chain, From Telecom Way of Thinking
to Internet Way of Thinking

1.

Positive feedbacki-mode

10

 2- 8 Content Positive Feedback

2- 9 Java Positive Feedback

2.

De-facto

3.

4.

11

5.

6.

7.

Eco System

8.

Seamless

Positive Feedback i-mode

HTML, HTTP, GIF, MIDI, JAVA...

2- 10

Mobile Services in the Networked EconomyTelecommunications ForumSeptember

272005Helsinky University of Technology, Jarkko VesaResearch Fellow

12

 2- 11 M-commerce

B2C
B2C
B2C B2C
B2C
Dell
FINDForeseeing Innovative New Digiservices
B2C
t-commerce m-commerceFIND
m-commerce
B2C m-commerce

http://www.find.org.tw/find/home.aspx?page=news&id=2051

QR Code
13

2001

/
/

/
/

2- 12
2001P2

14

2- 13
2000P10

QR Code

15


QR Code
QR Code

QR Code
Infrastructure
QR Code
QR Code

QR Code
2005

.....
QR Code

QR Code
Business
model QR Code
QR Code

QR Code

QR Code

16


1.

QR Code
QR Code
QR Code
QR Code

2.

3.

QR Code
QR Code

4.

QR Code

5.

QR Code QR Code
QR Code

QR Code QR Code
QR Code

2G/2.5G/3G

17


QR Code

QR Code

4- 1

94 M

18

 4- 2

OMIAOpen Mobile Internet Alliance

NokiaMotorola

2006 1 23 GO

19

 4- 3 OMIA

OMIA
30 QR Code
30
MIC2005 2005
174.2

30 QR
Code

http://www.quickmark.com.tw/
QuickMark Code

20

QR Code QR Code QR
QR Code

4- 4

4- 5

21

QR Code

1.

QR Code

2.

3.

4.

QR Code QR
Code

4- 6

QR Code

22

 4- 7 QR Code

CRM QR Code

1.

QR Code
Customer database

2.

QR Code

3.

On line shopping

4.

QR Code
23

24

 QR Code

OMIA QR Code

5- 1 QR Code

Ecosystem
QR Code

25


n n+1 n n-1 QR Code
OMIA OMIA

5- 2

1.

NTT

NTT
i-mode

2.

PC
26


one-price-for-unlimited-access

WiFi 3G

Wimax

3.

4.

....

5.

5- 3 NTT DoCoMo

CoordinatorNTT DoCoMo
27

OMIA OMIA
NTT DoCoMo
OMIA
m-
2-11

28

 QR Code

QR Code

OMIA QR Code

QR Code
QR Code

29

 Internet
NTT DoCoMo
http://www.3qrcode.com/images/qrcode_3g.swf

NTT DoCoMo

QR Code

QR Code Roadmap

QR Code

QR Code

2-7

QR Code

NTT DoCoMo
30

QR Code

Wintel (Intel Microsoft)

QR Code

RFID NFCNear Field Communication....

QR Code

OMIA
OMIA Version

2 3 8

14
Version

QR Code CRM QR Code

31


QR Code

32


QR Code QR Code

QR Code

QR Code

NTT DoCoMo Positive

feedback

QR Code
QR Code
QR Code QR Code
QR Code

QR Code
Tool

QR Code

33

QR Code

QR Code
QR Code QR Code
QR Code

QR Code
QR Code Barcode
20

QR Code
QR Code
Barcode QR Code Barcode

QR Code Barcode
Barcode
QR Code
QR Code Raster
scan
Barcode

34

 7- 1 Barcode QR Code

RFID Barcode
RFID

QR Code
OMIA Version2 3
QR Code
Barcode

Barcode Backend
database

7- 2 Barcode

QR Code
35


QR Code

Self-Manifestation....

Internet QR Code

QR Code

7- 3

36

.
,
,.
,
.,.
There are several monocline structures in this
sedimentary rock area. This asymmetric
landform is formed by tectonic compression,
forming steep scarp slopes and more gentle
dip slopes. There are some small asymmetric
slopes on the wave cut platform. The island
opposite this coastline is Kueishan Island.

7- 4 QR Code (15%, Version 17, 85 x 85)

QR Code
QR Code

2007
iCash Contact-less
QR Code

QR Code
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 7- 5 QR Code

QR Code
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1.

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2.

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QR Code QR Code QR
Code
QR Code Bridging

38

 7- 6 QR Code

39


1. Ravi KalakotaMarcia Robinson
M-Business. The Race to MobilityMcGraw - Hill
2. David King / Dennis Viehland / Jae Lee Electronic Commerce A Managerial
Perspective 2006Pearson International Edition
3. 95/3
4. Jarkko Vesa, Research Fellow. Helsinki School of Economics, Department of Business
Technology. Telecommunications Forum, 9/27/2005, Mobile Services in the Networked
Economy.
5. OMIAOMIA 2006/1/23
6. ISO/IEC

JTC

N7216,

Information

Technology,

SC

31

New

Work

Item

Proposal-Information technology-Automatic identification and data capture

techniques-Bar code symbology specification-Micro QR code, 2003/10/17
7. Jarkko Vesa, Research Fellow. Department of Business Technology / Information
Systems Science, Helsinki School of Economics, Finland. Evolving role of mobile
service mediary: Is the I-mode business model becoming extinct? 2006/4/24

40

QR Code
QR Code Barcode
Barcode

QR Code

QR Code

Chukyo Coca-Cola Bottling

QR Code

Chukyo Coca-Cola Bottling QR Code

41

 BQR Code BarcodeRFID

Bar Code RFID QR Code

QR Code Bar CodeRFID Bar Code RFID

QR Code

RFID QR Code
QR Code RFID
Security

QR Code QR Code
QR Code QR Code
Self Manifestation
Backend
QR Code Bar Code RFID

QR Code
QR Code Offline
OnlineQR Code

42

 C
1.

Ubiquity

2.

Convenience
PDA

3.

Interactivity

4.

Personalization
SIM
+

5.

Localization

43

 D
OMIA 2005 6
4

1.
(1)

(2)

(3) Business Mode

(4)

(5)

2.
(1)
(2)
(3)
3.
(1)
(2)
(3) SoC
4.
(1) Wireless PKI

(2) E2E
(3)

44

(4) DRM()
(5)

(6) Cellular WLAN

http://www.omia.org.tw/

OMIA

45

 E
2007 01 10
QuickMark 2006 DELPHINEA CONSEILS SARL
DELPHINEA CONSEILS SARL QuickMark

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DELPHINEA CONSEILS SARL Tuan BUI QuickMark

QuickMark

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 F
OMIA QR Code

30 130 200 OMIA

30

QR Code

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QR Code QR 2007.4.15

47

 QR Code Module
5.00 mms

6.25 mms

7.50 mms

8.75 mms

0.20 mm/mod

0.25 mm/mod

0.30 mm/mod

0.35 mm/mod

10.00 mms

11.25 mms

12.50 mms

13.75 mms

0.40 mm/mod

0.45 mm/mod

0.50 mm/mod

0.55 mm/mod

15.00 mms

16.25 mms

17.50 mms

18.75 mms

0.60 mm/mod

0.65 mm/mod

0.70 mm/mod

0.75 mm/mod

20.00 mms

21.25 mms

22.50 mms

23.75 mms

0.80 mm/mod

0.85 mm/mod

0.90 mm/mod

0.95 mm/mod

25.00 mms

26.25 mms

27.50 mms

28.75 mms

1.00 mm/mod

1.05 mm/mod

1.10 mm/mod

1.15 mm/mod

30.00 mms

31.25 mms

32.50 mms

33.75 mms

1.20 mm/mod

1.25 mm/mod

1.30 mm/mod

1.35 mm/mod

35.00 mms

36.25 mms

1.40 mm/mod

1.45 mm/mod
6- 1

200
5.00 x 5.00mms
0.5 Module 0.02

130 160 x
120 31.25 x 31.25mms
Module 1.25mm QR Code
OMIA Module 0.80.9 1.0mm
QR Code
48

 QR Code
QR Code

30

10.00mm x 10.00mm QR Code

130

1.3cm x 1.3cmversion 5 37 x 37
1.5cm x 1.5cmversion 433 x 33 QR Code

QR Code

49