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The image on the side is comprised of a matrix of white and black points known as the QR barcode (Quick Response barcode). This system is used to store information in "bars" (the "bar" in barcode) in a two dimensional format.
This code was created by a Japanese company called Denso-Wave in 1994 to classify automobile parts. Today it is very popular in Japan for conveying information quickly and efficiently in a physical format. The code can be put on any object: a letter, a magazine or a beverage, etc. or an electronic device, such as the barcodes put on telephones nowadays.
The information encoded in the QR might be an image, text, a telephone number, information for a boarding card or an internet address; the possibilities are almost without end. They can hold up to 7,089 numerical digits or 4,296 alpha-numerical characters.
To read a QR code, you need a mobile phone with a camera, and you have to install an application to decode the information. The most common applications are: