December 12, 2005
Technology in Focus features analysis of recent technology news articles, by the consultants in Technology Group, IDA. This is the top pick of the month from a list of 10-20 news analysis compiled monthly.
Search Technology Comes to Mobile Phone, 22 Nov 2005
by Steven Ong, Consultant, Mobile Wireless
Mobile interactive media. The proliferation of the Internet and digital communications (such as mobile phones) has opened up exciting new channels for brand advertising. Traditional media, such as television and newspapers, were until recently only able to engage a person in a monologue. With the growth of broadband and technologies such as digital imaging, these traditional channels have evolved into interactive media with ability to engage consumers in two-way communication delivering immediate gratification. Some example of such interactive communication and product selling involves the use of camera phones and 2D symbologies, also know as 2D bar codes.
In Japan and Korea for instance, the proliferation of camera phones embedded with the 2D symbologies reader has led to a wide variety of new, consumer-oriented applications, aimed at simplifying the access of information and the creation of innovative mobile services that espouses the concept of ubiquitous computing, user-centric services and applications that adapt to the device owner's profile and current location.
Physical world hyper linking. With the ever increase in mega pixels count being supported on mobile phones, some mobile solution companies such as Mobot and Neven Vision have taken imaging technology to the next level by incorporating more sophisticated object and facial recognition software on the mobile to support mobile visual search functions. Instead of depending on physical 2D symbol tags with embedded data information or resource hyperlinks, the software submits the captured images of physical objects or posters to an Internet-connected database which matches the image against those scanned into the database. A match will trigger a range of possible results, including delivery of promotion e-coupons, ring tones download, price compassion information, maps and location-specific information. Imagine the possibilities; any physical object around us can be electronically tagged (hyperlinked) with any textual and video content for sentimental reasons or public service information or even linking up with relevant commercial services.
The mobile phone effectively becomes the mouse of the physical world. By clicking on items with a physical world hyperlink, the phone will take you somewhere or do something. A cell phone is a portable mouse and barcodes / 2d codes / the object themselves becomes the web addresses.
IDA is been working with a local company to develop such a platform, which will enable service providers to hyperlink physical advertisements or objects to their web sites. The platform has been designed to support multiple 2D symbologies but the underlying image recognition engine can be easily extended to support physical object or even facial recognition as it is based on XiD facial recognition technology, which has been deployed as a face recognition access control system at an immigrant workers dormitory in Singapore.
Conclusion.For brand owners and businesses the ability to reach its targeted customers on a device which is always with the consumers offers a very compelling proposition for the brand owners and businesses. The fact that this is an opt-in service access solution makes it much more acceptable for most consumers since they are in control of the entire process. Mobile phones and the physical world hyperlink look set to become the permission interactive advertising model of the future.
Some words about the writer
Steven Ong is a consultant with the Technology Group, tasked with the responsibility of identifying, tracking and exploring leading edge enabler technologies in the mobile wireless arena. He is currently looking at areas such as Digital Rights Management, wireless security as well as smartphone application platforms.
Disclaimer:
The Info-Communications Development Authority of Singapore ("IDA") makes no warranties as to the suitability of use for any purpose whatsoever of any of the information, data, representations, statements and/or any of the contents herein nor as to the accuracy or reliability of any sources from which the same is derived (whether as credited or otherwise). IDA hereby expressly disclaims any and all liability connected with or arising from use of the contents of this publication. This analysis does not necessarily represent or contain the views of IDA nor the Government of the Republic of Singapore and should not be cited or quoted as such. All trademarks are the property of their respective owners. Copyright 2004 Info-communications Development Authority of Singapore. Other than for purposes of circulation WITHIN your organisation/company, this article (or any part thereof) must not be reproduced or redistributed without the prior permission of IDA.