Just as the rest of the world catches onto QRCodes, of course Japan’s testing the next leap forward
From Pink Tentacle:
Throughout October, selected test participants will be able to receive and view digital content such as movie stills and trailers simply by holding their NFC-compatible phones (containing NFC-USIM cards) next to the smart posters. Along with the digital content, users also receive an access code that, when transferred to a compatible Hitachi HDTV at home, allows them to view a WALL-E trailer in high definition (via Hitachi’s content distribution service).
The tests, which are designed to help the companies evaluate the effectiveness and potential of NFC smart posters as a promotional medium, could be a sign of things to come in the field of poster advertising. Should NFC smart posters become cheap and easy to produce, they have the potential to replace the ubiquitous QR (2D) code that commonly appears in Japanese advertising posters. NFC is seen as more convenient than QR code because the user does not have to scan a code and visit a separate website to view the data. Instead, digital content can be accessed directly with a simple swipe of the phone.
I am very curious to see how these work in the field, and since I will be over there in a month I can find out (hooray!).
We have had billboards with data in Australia for three years now, and I am sure they are elsewhere too. So what is different about this Near Field Communication? Is there some thin electronics being printed into the poster? More investigation is clearly required.
When I was there in February, they had small devices set up in places like tourism offices and retail stores etc.: you would just set down your cell phone on the surface of the little box, and it would transfer information to your phone directly, like local maps, coupons or whatever. I’m sure this is the same technology only embedded in posters instead of small desktop stations.
It’s also probably the same technology that they use to turn their phones into rail cards (purchase your rail card via the phone’s mobile browser and swipe the phone itself at the turnstile to get on the train).
Elana is correct.
Not being terribly interested in being advertised to, I haven’t tried these out. If it’s what I’m thinking of, there is a side panel next to some of the big billboards in train stations that has one of the lit up IC swipe panels on it. I’m also a little scared of what I might be giving away in order to receive their delicious advertising.
On another note, I really ought to get off my ass and work out how to get my commuter pass into the FeliCA chip in my phone. When I bought single tickets, I used to use it all the time, but lately not at all. Also got bored of the fact that you could only cash charge it at the register of selected conbini, rather than at the ticket machines.