Monmouth is a historical town in Wales, within 2 miles (3.2 KM) of the border with England. Last year, in August, I decided to visit the town to understand the deployment of QRcodes in buildings with Wikipedia articles. Since I was studying locative media and were looking for potential case studies, I thought that would be worth seeing. I was in Lisbon, Portugal, for one month. So I flew from there to the international airport of Bristol, in the evening of July 31 2012. From Bristol, I got a train to Newport, Wales. I spent the night there and in the morning I took a bus to Monmouth. On the bus, I noticed two young people had headphones on and were using smartphones. One of them was using a Samsung phone. However,throughout the whole journey, I noticed then that the Chinese brand HTC is very well used in the United Kingdom. It seems like iPhones over there are not so pervasive as here in the United States.
After one hour on the bus, I arrived in Monmouth. I was eager to see the QRcodes, but I walked through downtown and went to the hotel, where I had a reservation. As soon as I checked in the hotel I introduced myself to the receptionist, a young woman in her twenties. I told her why I went to Monmouth by explaining that I was doing research about Monmouthpedia. Politely enough, she paid attention to what I was saying, but she had no idea what I was talking about. She was not aware of the deployment of QRcodes to access Wikipedia articles in historical buildings and commercial stores in the town, including the hotel where she was working. Having felt a bit embarrassed, she explained that she was not a local and had moved to the town recently.
My second interaction was with a sales assistant, in a store, also a young lady. Unlike the receptionist, she had heard of “Monmouthpedia”, but she never had tried it, because she did not have a smartphone to scan the codes. It is worth noting that this store is located in the main road of the downtown, where there are Cafés, restaurants and all sort of stores. On this street, the majority of stores had blue stickers of small QRcodes on their show windows. However, many of them were not visible. I talked to two employees of a drug store with a blue sticker of QRcodes. While one had no idea about the codes, the other had tried it and could see a value on it.
Drawing on my one week of observations and informal conversations I had with residents and tourists in Monmouth, I concluded that many people did not have a smartphone there. Some locals did not have even a mobile phone. An older woman said to me: “the mobile phone is the most unsocial thing I have seen…” Another woman said she was not interested in QRcodes because she was a local and knew everything about local places.
On the other hand, I also concluded that kids are more willing to use these codes. According to a sales assistant of a shoes store, usually kids scan more the codes than adults. She also saw a group of Japanese tourists using the codes to learn more about places.
Types of QR Codes in Monmouth
I saw four types of manufactured QRcodes in Monmouth: 1) a glass sticker which is made of an adhesive blue plastic and is commonly stuck onto stores show windows, 2) a rectangular tile with a size of 12 cm X 22 cm, usually stuck on historical/listed buildings, 3) a printed out on paper, used in the ShireHall, a listed building and also center of tourist information, and 4) QRcodes stuck on books, with additional information about the author.
1) Access: Many people do not own smartphones being unable to scan the codes. Moreover, free WiFi is not available. It is not very likely that tourists will use the roaming service just to scan a QRcode.
2) Visibility: Some QRcodes are not easily visible. I had to look carefully for many of them.
3) Context: Some of the QRcodes available are not created to convey context. They function simply as key words, offering definitions that assume most people already know. For instance, a bookstore has a QRcode with the words: “Book”, “Literature”, “Biography”, and “Fiction”. Another example is a drug store that has codes that link to “perfume”, “ prescription”, “personal care”, “superdrug”.
4) What should be tagged? Only local places? I noticed that international restaurants (e.g: Chinese, Indian) are not tagged with QRcodes, excepting an Italian Restaurant in the main street of downtown, I mentioned before.
What has been tagged
1) Historical/listed buildings, including schools, pubs, churches, libraries
2) Stores (e.g.: shoes, glasses, clothes, health food, real estate agent, butcher, bakeries)
3) Books at the municipal library
4) At Museums (piece of arts, small piece of papers).
5) Restaurants (e.g.: Italian cuisine, antipasto, pizza, pasta). Also the logic of keywords (Italian cuisine, welsh cuisine, seasonal food)