Their terms and conditions at the time said

We will also use commercially reasonable efforts to make these basic features available until at least January 1, 2015, and provide two years prior notice before we terminate the basic features or the entire Microsoft Tag service.

Well, they've just given their two years' notice. They've offloaded the entire service off to ScanBuy:

Through August 19, 2015, you will be able to continue to log into your existing Microsoft Tag service account, use existing Microsoft Tag codes, generate new Microsoft Tags, and run reports as usual. Scanbuy plans to support Microsoft Tag Technology on the ScanLife platform beginning no later than September 18th, 2013, and to offer transition and migration services to Microsoft Tag customers who choose to migrate to the ScanLife platform.

I've got nothing against ScanBuy - but why would anyone carry on with this ridiculous platform now? What's to stop ScanBuy in the future abandoning it, going bust, or radically changing the pricing structure? Nothing.

With QR codes, you have an open standard where the destination is controlled by you! There's no relying on the largesse of multinationals to keep a service running.

Further evidence of this can be found on Microsoft's latest XBox poster which contains a rather prominent QR code.

Here it is in more detail.

When scanned, it goes to a Google URL shortner!

If Microsoft's own marketing department doesn't have faith in the MS Tag - or their own QR creator - why should anyone else?

In the left corner - John Lewis sporting a QR Code. In the right corner - the Donkey from Shrek going into battle with an MS Tag.

FIGHT!

QR Code

This use of QR code leaves me a little conflicted.

On the one hand, the code is too small and, either in resizing or printing, has become distorted.

On the other hand, the code resolves to a great mobile site.

You can also read Nick Burcher's analysis of this campaign.

MS Tag

I've previously railed against the MS Tag. In this advert, the tag isn't the problem - the destination is. The tag is well presented - although the disclaimer text doesn't need to mention messaging charges.

Scanning the tag with Microsoft's proprietary reader (assuming it's available for your phone) takes you to this rather hopeless Facebook page.

That's right. The tag points to the WWW page of Facebook - rather than the mobile site! The video is flash based, meaning many phones won't play it - including Microsoft's new Windows Phone 7.

Trying to playback the video is a jerky affair - and not helped by the fact that the video doesn't take up the full screen of the player.

The advertiser really should have pointed to a mobile friendly video site like YouTube or Vimeo.

Conclusion

Despite the weakness of the MS Tag campaign, this is not the fault of the tag itself. Pointing to a useless destination is possible with either technology.

Both tags scanned quickly on my devices - although the QR code should have been bigger and clearer.

Finally, it's interesting to note that neither tag is particularly well integrated with the advert. John Lewis could have placed the QR code as one of the boxes of the Christmas tree. The MS Tag is shunted to the side with no real consideration of how it fits in with the rest of the creative.

Overall, while it's heartening to see 2D tags going mainstream, advertisers need to work harder to ensure that their tags mesh well with the advert and that the destination is always mobile friendly.

But I do have serious concerns about Microsoft's attempts to enter the 2D tag market. While talking about QR Codes on Twitter, the Online Community Manager for Microsoft Tags sent me this message.

Elliott Lemenager

@elemenager

Replying to @Pongr@PongrMedia @edent have you checked out Microsoft Tag? You can make some pretty cool custom designs http://ow.ly/i/5Ljk

---

It seems that Elliot spends his entire time trying to convince QR users that MS Tags are the next big thing. But are they really? Not everyone is convinced. I'd like to take you through why I think that Microsoft's tag strategy is misguided and why you should avoid using them.

Example MS Tag

Indirect

I've spoken before about the perils of indirect codes. Essentially, an MS Tag contains just a number, the reader then has to connect to the Internet, query Microsoft's servers, then return the information to you.

This is worse than a QR code and raises the following questions:

• What if Microsoft's database goes down, gets corrupted, is switched off, or is generally unavailable?
• Can Microsoft profit from your data?
• When Microsoft starts charging - what happens if you don't pay?
• If a customer is roaming, or doesn't have internet access, how do they get the content? A QR card containing a business card can transfer contact details to your phone even if you don't have an Internet connection.

One positive feature of using an indirect code is that you can update the destination information. You can log on to Microsoft's servers and point your code at a different URL, that way, you don't need to reprint your tags. Of course, you can do this with a QR code as well! If your QR code points to example.com/ScanMe - all you need to do is update your .htaccess file to redirect the scanner to a different page.

Controlled By a 3rd Party

With a QR code it is you who are in control. When you relinquish that control, you open yourself up to a world of uncertainty. Take a look at these two clauses from the Microsoft Tag Terms of Use

we may change this Agreement, the API or any Service at any time and for any reason, with or without notice. Such changes may include removal of features, addition of new features or the requirement of fees for previously free features

So, once your MS Tag is getting a few hundred scans a day, Microsoft can send you an email saying

"Nice campaign you're running there. It would be a pity if anything happened to it. Shall we say $10 per scan?"

Or, take a look at this fine piece of legalese.

THE API AND SERVICE, INCLUDING BUT NOT LIMITED TO TAGS AND REPORTS, ARE PROVIDED "AS IS" WITHOUT WARRANTY OF ANY KIND. MICROSOFT AND/OR ITS RESPECTIVE SUPPLIERS MAKE NO REPRESENTATIONS ABOUT THE SUITABILITY, FUNCTIONALITY, ACCURACY OR AVAILABILITY OF THE SERVICE OR TAGS, OR THE INFORMATION CONTAINED IN THE DOCUMENTS, REPORTS AND/OR RELATED GRAPHICS PUBLISHED AS PART OF THE SERVICE OR IN CONJUNCTION WITH ANY TAGS FOR ANY PURPOSE

Now, I know that all services disclaim liability. But a QR code isn't a service. It's a specification. No one can suddenly revoke it. It will never stop working because a company goes out of business or simply decides to retire a service.

More Expensive To Print

This isn't a trivial point. A QR code works best in black and white - but you can use colours if you want. MS Tags require a complex colour printing process. That's expensive if you're printing out fliers, photocopying leaflets, or simply ordering business cards.

You can hack MS Tags to make them readable in black and white - but it's not officially supported.

I'll agree that the basic QR code is nothing much to look at - but that doesn't mean you can't make them as visually interesting as MS Tags if you want.

Limited Availability

I'm a big fan of Windows Phone 7. You would think it would be natural to ensure that every WP7 device has an MS Tag reader. I asked Oded Ran, Microsoft UK's Head of Consumer Marketing for Windows Phone, if that was the case.

Terence Eden is on Mastodon

@edent

Anyone with a #WP7 device know if the Microsoft Tag Reader comes installed as default? (CC @odedran)

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Oded Ran

@odedran

Replying to @edent@edent no, it doesn't come pre-installed.

---

I understand better than most the realities of bringing a device to market. It's a constant battle over which features have to make the cut. It just seems odd to me that Microsoft didn't insist on a tag reader to be installed. True, there are readers available in the Windows Phone 7 app store - but it strikes me a glaring omission not to capitalise on the new platform. The MS Tag reader wasn't even available at launch. I'm sure Microsoft have a high level of confidence in both platforms, but it's a worrying gap.

While Microsoft claim that they're available on more phones than other readers, I find that hard to believe. What's more, because the code is proprietary, you're once again reliant on Microsoft to release a reader for your platform. If MS makes a business decision not to support, say, Bada, you literally cannot reach those customers. You can see the full list of supported phones at gettag.mobi - Bada isn't on the list - and there's no indication of when or if it will ever be available.

Once again, the open standard wins through. Readers can be created by anyone for any platform.

Not as Recognisable

It's pretty cool that MS Tags can be merged into images like these. But how do you let users know that it's a scannable image? You either need an extra graphic or text explaining which image can be scanned. A QR code has a distinct look which is easy for a customer to recognise.

Continuing Support

It's hard introducing a new technology to a crowded marketplace - but once again, Microsoft haven't done themselves any favours with developers. The MS Tag support portal is eerily quiet and littered with unanswered questions. True, there is only a small team working on this - but it still strikes me as a bit of a half-hearted effort.

Final Thoughts

QR Codes are an open and published standard (ISO/IEC18004). There are no patent or royalty fees to pay. Ever.

I struggle to see what MS Tags bring to the party. Their one strength - their attractive multi-coloured nature - turns out to be a considerable weakness in terms of cost to print and longevity. What happens when those colours fade in the sunlight?

Everything else about them strikes me as a huge risk. A closed proprietary standard which exists solely on the whim of Microsoft. At any time Microsoft can turn it off or start charging you money for campaigns which are already live. Those are two huge risks which simply aren't present with QR codes.

Overall, I can't find any clear advantage when using MS Tags.

Think I'm wrong? Please let me know in the comments below.