Here’s something that could quickly invade the Yellow Pages. Michael Taylor of The Kelsey Group reported that a new “quick response” bar code technology, called QR Codes (created in Japan by Denso-Wave) was introduced in Singapore last March.

“Branded as ZapCodes, the two-dimensional bar codes enable mobile phones equipped with cameras and special software to download information or link users to Web sites for more information,” Taylor wrote.

According to the Singapore-based Straits Times, “ZapCodes add an interactive element, a new dimension to 2-D advertising. They pack more value into your print advertisements…ZapCode allows users to simply point their mobile phone cameras at a ZapCode icon and click. When installed on a mobile phone or PDA, the software reads and deciphers the ZapCode and triggers the sending of data back to the mobile device. The data, in the form of a WAP (URL) site, may contain extra information and pictures, vouchers, music and even videos.”

Taylor believes the technology has the potential to drive traffic and usage to both the online and print versions of the Yellow Pages. “One of the executives I was working with needed information about a restaurant and saw the directory ad had a QR code. With a snapshot from his mobile phone camera, he was able to quickly download the pertinent contact information and store it in his address book.”

In the US, the technology has been used for product data, replacing outdated simple bar code technology. Japan and Singapore, however, clearly recognize its wider marketing potential. According to eMarketer, more than 60 percent of U.S. mobile phones have built-in cameras, providing a solid base of potential customers who could use the QR code technology.

“If a critical mass of QR codes could be driven into Yellow Page directories, it would represent the largest collection of QR codes in one place, adding another level of relevance and usefulness to the print directory,” Taylor added. “Utilizing QR codes in the print book would drive traffic to Internet Yellow Pages and profile pages that provide more information, online coupons and video, thus driving consumer interest in contacting and purchasing products and services.”