"Hypertag" will very soon become a medium instead of a product. Nope, I'm not referring to some kind of HTML tag. I'm talking about the system developed by Hypertag, a UK-based company, that allows your mobile phone to collect information or content from objects simply by pointing your phone at it.
You probably figured out a while ago that your mobile phone can transfer contact information by simply pointing its infrared port at another phone's port. Fast and easy and so convenient. Well, just expand the idea of "another phone" to posters, advertisements, artworks, products, logos... and, expand the concept of "contact information" to include words, pictures, ringtones, music, a reminder, game, logo.... That's Hypertag. A system that allows your phone to read from and download information stored in a tag embedded in or near anything.
London's Underground used the technology as part of their Safe Travel at Night campaign during the holidays to assist travelers in avoiding trouble and especially to reduce the incidents of assaults by unlicensed minicab drivers. By pointing their phone at marked signs and posters, travelers were given the information they needed to get home safely. They were especially helpful in the Underground because Hypertag works outside the mobile phone network.
But more exciting is the use of Hypertags in museums. Here's a quote from Hypertag's web site on the future of museum guides:
"Small electronic Tags are fixed beside objects, into signs and behind paper or clear plastic. When visitors are interested in an exhibit, they click a button on the handheld computer and images and text instantly appear on the screen (perhaps with audio commentary or video). They can then link to further web-based information if they wish, or keep lists of bookmarks to extend the learning experience back home or into the classroom."
Well, the future is here. Brooklyn Museum launched PocketMuseum Digital Guide October 22, 2004. This December certain portions of the Museum's collections database will be available via PocketMuseum and audio & video and visitor-to-visitor discussions are coming soon.
Soon, Hypertags will turn everything into an interactive object. But, for a simple concept of mobile phone as content provider, check out the [murmer] project in Toronto, Canada.
Kameleon Technologies does the same thing with an enhanced Bluetooth connection. Kameleon is currently under deployment in Madame Tussauds Museum in London. Kameleon also developped "Bluespots" for mobile marketing that have some great features:
- It's a Bluetooth "one click" technology.
- The emetter can work on battery life for 18 months.
- The update is made through Internet and the process is transparent for the user as well as for the advertiser.
- The network specific architecture of Kameleon allows the advertiser to know what kind of contents where mostly downloaded.
- The connection has been made faster and more secure thanks to our specific Bluetooth innovation ( 3 worldwide patent).
Posted by: philox | March 14, 2005 at 06:39 AM