QR Codes are extensively being used in the West for both operational and marketing use cases. In China as well as South East Asia, these square-shaped codes have become quite the rage.
Statistics show that QR Codes are being widely used across the globe. And another region is rapidly adopting the technology—The Middle East. It is primarily driven by city administrations, government bodies, and large private brands.
Here are 11 examples on how Middle East is using QR Codes:
1. Unified Addressing System ‘Onwani’, Abu Dhabi
In 2015, the Department of Muncipal Affairs collaborated with three municipalities of the Emirates:
a. Abu Dhabi city
b. Al Ain city
c. he Western Region.
They created a unified addressing system called Onwani that puts a QR Code sticker on thousands of unique locations or addresses in the three municipalities
These QR Codes, when scanned, showed the exact location on a map. They show road directions. And they even provide details about the historical background of the area to explain naming of the street.
This new addressing system will confer 66,000 building numbers, 6,600 street names and 17,000 street name signs in Abu Dhabi alone.
2. QR Codes on DEWA Website, Dubai
The Government of Dubai is using QR Codes on its Dubai Electricity and Water Authority website. They aim to make it simple for website visitors to save contact details, customer care number, email ID, and address on their smartphones. Using these QR Codes, visitors can also use their phones to make online payments, suggestions, and complaints easily.
3. Smart Mosques Initiative by IACAD, Dubai
In 2014, the Dubai Islamic Affairs and Charitable Activities Department (IACAD) started the Smart Mosque Initiative by placing QR Codes in nine mosques.
On scanning the QR Codes, worshipers can get access to the mosques’ information. This information includes such as history, construction, category of the mosque. And even e-services such as donations, suggestions, complaints and faults reporting.
As reported in 2014, Ali Alghanim & Sons Automotive, the exclusive importer of BMW, MINI, Rolls-Royce, Land Rover and McLaren, became the first automotive dealership in Kuwait to offer valet parking services through a partnership with Parking Pal, a valet parking service provider. Scanning a QR Code is one of the ways, car owners can request valet parking.
Walid Asaloa, GM and founder of Parking Pal said:
We are happy to be working together with Ali Alghanim & Sons Automotive in providing the best valet parking service. Using the latest technology, which includes the auto request via text messages or IVR system or the scanning the QR code, we are truly proud of this collaboration. Because we always strive to improve our services and exceed the expectations of our valued customers.
5. Vodafone Virtual Store Scan&Go, Qatar
In 2014, Vodafone launched a virtual store Scan&Go where customers can shop for smartphones, subscribe to prepaid and postpaid plans, add credit to prepaid numbers, or get international calling or data cards simply by scanning QR Codes placed on walls of the store.
Khalifa al-Haroon, Head of Innovation, Vodafone Qatar said:
Even if our shops are closed or even if customers are not physically present inside our stores, they can still enjoy retail convenience. With Scan&Go, we’re open even when we’re closed. Further, we can convert a bus stop into a virtual store or project these virtual stores onto walls. Even on the great pyramids of Giza, on top of a skyscraper, or in the middle of the desert.
6. Food Ordering using QR Codes in Kempinski Hotel, Ajman
In 2015, Kempinski Hotel, Ajman used a QR Code on ‘unique pyramids’ in guestrooms to allow guests to easily order food. On scanning this QR Code, a food and beverage menu opens. Also, it is worth mentioning that the menu is available in four languages: English, German, Arabic and Russian.
Anish Kuttan, Director of Food and Beverage, Kempinski Hotel Ajman, added:
The highlight is definitely the speed of ordering. The moment you place your order, it is in the system and it directly forwards your order to the kitchen. It’s the ease of ordering and the quickness of delivery that makes everything hassle-free.
7. Controlling Cheque Fraud using QR Codes, Turkey
On Jun 15, 2015, Turkish Banking Institution, Credit Reference Bureau (CRB) (Kredi Kayıt Bürosu), and the Turkish Union of Chambers and Commodity Exchanges jointly introduced a QR Code system for cheques.
This system allows cheque holders review data on the credibility of the cheque issuer. The use of ‘Findeks’ application on their smart phones helps achieve this.
The objective behind this system was to provide transparency and to minimize cases of cheque fraud.
8. Mobile Payments via Parakod App, Turkey
In 2013, Turkish financial Institution Isbank, partnered with French-based technology company Ingenico. They launched the Parakod app that allows mobile payments using QR Codes at the point of sale. No need of using credit cards.
In 2013, McDonald’s collaborated with Kuwait International Bank. Together, they ran a pilot with Seamless’ SEQR that allows mobile payments via QR Codes or NFC.
Also, Peter Fredell, President and CEO of Seamless, added:
“We are very much looking forward to working with Kuwait International Bank to introduce SEQR in the Kuwaiti market. We now are in a very intense expansion of SEQR internationally and Seamless is already established in countries worldwide. Hence, we have the experience required for international locations. The launch of SEQR in the Swedish market has been very successful. We hope that our cooperation will help to simplify everyday life for many consumers in Kuwait.”
As per NFC World report, Kuwait International bank is the first financial institution in the Middle East to test the solution.
10. QR Code on Burger King Packaging to Launch ‘Go Mega’, Kuwait
In 2013, Burger King (Kuwait) used a designer QR Code on Burger King boxes that launched an online game – ‘Go Mega’. Go Mega is a shootout style soccer game for mobiles. Players automatically enter in a contest by making a profile and entering a code on the box. Top three scorers got two tickets to Spain to watch a Spanish Soccer League (LaLiga) match in Barcelona.
11. Save eGovernment’s Contact Details, Bahrain
Bahrain’s eGovernment has made it easier for their website visitors to save contact details just by scanning a QR Code on the eGovernment Authority portal. The portal is a one-stop shop to facilitate the utilization and access of various government services available electronically.
Examples above show that Middle East is using QR Codes across various industries.
Hence, one can say that Government institutions and private players have adopted QR Codes for various use cases. Some of these are tourism, marketing, and security use cases.
These campaigns are likely to create awareness of the technology amongst the population in the region.
Also, brands should now consider adding QR Codes to their print media marketing campaigns. As a result, they’ll be able to engage consumers in the region.
If you are a marketer looking forwards to run marketing campaigns in the Middle East, QR Codes are your way to go!
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Shubhi is a digital marketer and is quite passionate about her work. She resonates with her customers and produces results that help in branding of businesses and driving traffic to the websites. Also, Shubhi excels in improving the visibility of the company through SEO, PPC, and other digital advertising channels. She believes in maintaining a good work life balance. To do that, she regularly goes to her kickboxing classes and interacts with people in different social settings. Apart from this, her pet dog Jenny keeps her busy most of the time. Shubhi’s sole focus is on Jenny’s well-being and happiness.
