A few days ago, Google formally announced Google Goggles and today, I saw a magazine advertisement for T-Mobile's G2 mobile phone, which featured Google's latest utility.
While not a true 2D barcode, Google Goggles works on the same premise as 2D in that a consumer scans an object in the physical world and instantly they are transported via a smartphone to the digital world. Not to get bogged down in a debate on the advantages/disadvantages, pros or cons of visual/ image recognition and what it might spell for 2D in the future, I really wanted to call attention to the way in which Google describes and instructs readers of the ad to make use of the utility.
At the bottom of the ad is a Google Goggle's logo and copy, which says, "This ad is Goggle Goggles enabled. Take a photo of this ad with Google Goggles on Android to explore its interactive features. Be sure to photograph the entire ad." Lengthy, perhaps a little, but very complete and very direct. 2D barcode advertisers should pay heed to what Google has done here, as I believe it would help tremendously with 1) increasing scan rates and 2) raising the consumer comfort level and adoption of 2D technology.
As an aside, what I did not like about the Goggles experience is that once the ad was scanned, I was brought to a Google search results page and, from that page, I had to select the page to go to next. This next page was actually the T-Mobile G2 product page where I could learn more about the product and even purchase the phone. Overall, not an ideal experience in that there were too many steps to take.