An Alternative to the Much-Hated QR Code

Nationwide's new QR code

Marketers have been trying to make print and outdoor ads interactive for years, but despite their efforts, consumers are largely rejecting QR codes. Can a new technology called clickable paper reboot those efforts? Imaging and electronics company Ricoh introduced clickable paper two years ago, but the company just introduced iOS and Android apps in the United States late last year. (A similar app has been available in Japan since 2012.)

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