Rather than relying on location technologies such as Global Positioning System (GPS), Cell-ID, or enhanced observed time difference (E-OTD) as the basis for mobile internet push or pull services, Hypertag’s system centers on fixed information display surfaces, such as advertising hoardings, in-store promotions or museum exhibits, for user-initiated point-and-click access to information or other applications related to the display.
The basis of the system is a small tag comprised of an infrared transceiver and small microprocessor on the information surface and a small client application installed on a users’ mobile device. Users are alerted to the presence of tags by a logo on the surface in question. They are then able to point and click their device at the display to access additional information or other internet-based services such as retail offers, games or other applications.
Hypertag CEO Jonathon Morgan said Hypertag’s technology is relatively simple to implement and maintain compared with other location-based mobile internet services, which rely on expensive and complex infrastructure.
Hypertag’s simple tags may be battery or mains-powered and can be routinely serviced as part of the general upkeep of the display sites in question. Hypertag also provides server software to manage the content linked to tags, allowing tag owners to control and update the content users access, as well as to monitor tag usage.
The company’s first-round funding (in British pounds) comes from the UK’s National Endowment for Science, Technology and Arts (NESTA) and a number of unnamed private investors. Morgan claims Hypertag is already on target to launch its first commercial systems with an attraction provider and a major UK outdoor media owner due to debut the technology in the near future.
Source: Computerwire
