Wired

Cell Phones, Billboards Play Tag


Point and click your mobile phone at a poster in London movie theaters this July and you'll be able to directly access the movie's Web page. Due to be launched in 20 cinemas in mid-July, the Hypertag technology will enable mobile-phone and PDA users one-click access to Web pages by pointing and clicking at advertising posters. The real-world equivalent of hyperlinks, the small battery-powered electronic tags use infrared signals to send Web links to mobile phones. Developed by the Cambridge, U.K.-based company Hypertag, these smart tags can be discreetly attached to any information display surface, such as advertising panels, billboards or walls, enabling any mobile-phone user with an infrared port or Bluetooth to access digital content by downloading a small software application.