Dynamic QR management platforms such as xcan.it are helping organisations treat QR codes as long-term digital infrastructure rather than fixed marketing assets
LONDON, UNITED KINGDOM — QR codes are rapidly becoming embedded in permanent physical infrastructure across the United Kingdom, from building signage and hospitality menus to retail packaging, public notices, and asset labels. Yet many organisations continue to deploy static QR codes that cannot be updated after printing — creating avoidable digital risk when websites, campaigns, or service pages change.
Industry experts warn that this growing mismatch between permanent physical assets and frequently updated digital content is creating what some are calling “QR infrastructure drift” — a situation where printed QR codes outlive the digital pages they were originally connected to.
Static vs Dynamic: A Structural Difference
A static QR code links directly to a fixed URL that cannot be changed after printing. If the destination webpage is moved, deleted, or replaced, the QR code may lead to outdated or broken content.
A dynamic QR code, by contrast, allows the destination URL to be edited without reprinting the physical QR code. The printed code remains the same, while the digital endpoint can be updated centrally.
As QR codes move from short-term marketing campaigns into long-term installations, this structural distinction is becoming increasingly significant.
From Campaign Tool to QR Infrastructure
Historically, QR codes were used for temporary promotions. Today, they are embedded into signage designed to remain in place for years. In sectors such as property, retail, hospitality, education, and public services, QR codes are acting as permanent bridges between physical spaces and digital information.
Websites may be restructured multiple times per year. Campaigns expire. Service pages are relocated. Physical signage, however, often remains installed for three to seven years or longer.
This lifecycle imbalance is forcing organisations to reconsider how QR codes are managed.
“QR codes are no longer just campaign tools — they’re becoming part of an organisation’s digital infrastructure,” said Mark Hickman, Co-Founder of xcan.it. Businesses already manage websites, IT systems, and data as infrastructure. QR codes now sit at the intersection of physical and digital assets. If they can’t adapt over time, they create friction, waste, and unnecessary operational risk.
Governance, Sustainability, and Lifecycle Control
When QR codes are printed on permanent signage or packaging, reprinting can result in material waste, additional cost, and operational disruption. While durable materials extend the lifespan of the printed code, they do not address the challenge of maintaining control over the destination.
As a result, procurement teams, facilities managers, and digital governance leaders are beginning to treat QR deployment as an infrastructure decision rather than a marketing afterthought.
Centralised QR management platforms such as xcan.it allow organisations to:
- Update destinations without reprinting
- Maintain control over digital endpoints
- Reduce reprint waste
- Align physical assets with evolving online content
- Manage QR codes across multiple locations
This shift reflects a broader trend: QR codes are increasingly being evaluated as part of long-term QR infrastructure strategy.
The Infrastructure Question
As adoption accelerates, the conversation is changing. The question is no longer simply “Does the QR code scan?” but “Who controls it over its lifespan?”
Organisations that treat QR codes as fixed, disposable tools risk creating digital dead-ends across their physical estate. Those that implement editable, centrally managed systems are beginning to view QR codes as infrastructure assets requiring governance and lifecycle oversight.
Additional information about dynamic QR infrastructure management is available at www.xcan.it
.About xcan.it
Xcan.it is a UK-based dynamic QR code management platform designed to help organisations maintain long-term control over QR code destinations after printing. By enabling editable endpoints and centralised management, xcan.it supports QR infrastructure governance, sustainable print strategies, and lifecycle alignment between physical assets and digital content.
Media Contact
Mark Hickman
Co-Founder, xcan.it
www.xcan.it
7 Bell Yard
London
WC2A 2JR
United Kingdom
Phone +44 7544 683677
media@xcan.it
