The technology lets you click on an image without zooming in on a code or logo first. After clicking, you’re directed to a range of options, including an Amazon link, a YouTube video and a website; it also lets you tweet or share the information on Facebook. That’s a big improvement from QR Codes, which send you to one dedicated site. You can also lose the ugly, increasingly anachronistic code itself.
The video below shows Clickable Paper in action:
Ricoh isn’t the only company working on a QR alternative. Most notably, Google Goggles lets your smartphone read and translate images into promotional materials. Some marketers have moved in this direction, too, including HTC, Buick and Delta Airlines.