Push Becomes Pull With QR Code Alternative

The QR code has had its place in retail, advertising and payments, but one Israeli tech company feels it’s time to take this low-tech solution high-tech. Amir Darbi, founder and CEO of BrightCodes, concedes that it would be a long and difficult road for any new tech to replace the QR code entirely. In fact, ousting it may not even make sense in certain settings, like the developing economies in which the QR code has succeeded because of its low-tech nature. Going mainstream as a payment method would require an established technical standard and wide consensus among players in the field, Darbi said. Those things take time, and while it may not be impossible in the long run, replacing the QR code for payments is not a practical go-to-market strategy for a new tech.