The three dominant reasons are (1) better user experience, (2) more creative control, and (3) more valuable data.
When a user scans a QR code or taps an NFC tag, they do so to fulfill a need, but we often do not know what that need is. Moreover, different users have different needs.
Traditional codes and tags serve a single link, and thus a single need, which means that they lead to a bad experience when they do not fulfill the user's need. This is common and users stop interacting when bad experiences are common.
Phy completely transforms the QR and NFC user experience by treating it like the search request. When a user scans or taps, they get a preview of several relevant calls-to-action (i.e. actions). Previews load super quick, let people decide if they are interested or not, and greatly increase the percent of time that their need is fulfilled.
Creative control is about the having the tools to quickly and easily create multiple actions on a touchpoint, to control the overall page branding, and to have image rich messaging on each action. It follows that you can any or all actions anytime and as frequently as you want.
Finally, on the data side, while legacy QR code platforms are limited to capturing scan data (a measure of the QR code being in a visible location), they do not measure customer intent data. Our patented three-stage CMS measures scans, impressions (previews of available actions), and clicks (engagement). Capturing clicks closes the feedback loop, telling marketers for the first time what people want when they have a product in hand.