It's some time that Microsoft's own barcode technology called Microsoft Tag came out of Beta but so far it wasn't widely adopted. As a matter of fact, I've never seen it used anywhere in Europe and only rarely seen it used in the U.S. However, Microsoft isn't giving up on its idea to establish another tag format but to help simplify the growing fragmentation currently taking place in the barcode/reader market, Microsoft has released an update to its Microsoft Tag mobile tag reader application which now supports Microsoft Tag as well as the more commonly used QR codes but also NFC!
Microsoft's updated Microsoft Tag reader is now available for Windows Phone, Android and iOS.
Cheers ~ Arne