We have already seen QR Codes on the front cover of a Yellow Pages and suggested as long ago as 2008 that there should be an option to place a QR Code alongside a listing. Why it is taking such a long time for Yellow Pages publishers to provide this service is a complete mystery. Now AT&T has taken a step backwards and is using its proprietary Datamatrix Code inside and on the cover of their Real Yellow Pages for North Carolina (image below). The code will not work for anyone using a standard barcode reader and will obviously create many bad user experiences when people try. Are they unconcerned or am I missing something?