So QR codes would have a number of advantages - a high data density, existing libraries for decoding etc - but we went for the Popcode design in the end:

- The Popcode identifiers are very easily decoded by our software - you just have to casually view the Popcode with the app for it to be scanned whereas you generally have to hold the phone very steady to scan QR codes.

- Popcodes encode a sufficient amount of data to identify content for the forseeable future (famous last words) but the scheme can be easily extended if need be.

- The "Popcode" as a brand directly identifies augmented reality content, giving users some expectation as to the type of experience that they will have if they scan one.

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