This paper introduces and compares three popular easy assess methods for mobile communication—short code, image code and QR code. It further exemplifies the actual use of QR codes with print ads, outdoor advertising, product package, and services in Japan. The analysis concludes that the real value of a QR code is its ability for marketers to implement a pull strategy in consumer communication, to integrate traditional media with interactive media, and to engage mobile users in interaction with marketers and fellow users. Because a QR code communication process is typically initiated by consumers, the process is less intrusive and more engaging, leading to what should be the ideal mode of consumer communication in the networked marketplace.