[albertsun]

I really don't understand at all. What's Microsoft's interest in pursuing an alternative format to the QR code? What could they possibly gain from it?

[pedalpete]

I suspect that there are business infrastructure tools with custom capabilities associated with the tags. Creating the tags may be free, but it doesn't say that getting the available features is.

[X-Istence]

All of the tags are pointing towards a URL they control, and it is a 301 redirect ... you get massive amounts of data for future ad campaigns that way.

[Joakal]

The same reason they tried to establish MSN as the only Internet there is.

[shadowfox]

And what was that reason?

[sorbus]

Controlling the system people use allows more opportunities to profit.

It's the exact same basis that almost every corporation operates on: control what people are using so that you can monetize them (either by charging them directly, or charging other corporation who want to reach them, or both).