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KDDI, Oki Electric and iNAGO Start Testing Mobile Phones with Electronic Tag Readers
KDDI Corporation
Oki Electric Industry Co.,Ltd
iNAGO Incorporated
2005/03/24
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KDDI, Oki Electric Industry, and iNAGO began testing a shopping mall mobile service combining RFID tag functions in electronic posters and store POPs using the industry's first RFID [1] reader enabled mobile phone as a test terminal. The test, which began on March 24 in cooperation with Stellar Mall (about 110 stores) in Saitama city, Saitama Prefecture, will examine the effectiveness of information services using RFID tags.
The field test is designed to provide a mobile service which supports a pleasant shopping experience - using mobile phone test handsets that incorporate RFID readers developed by KDDI, connected to user friendly mobile phone agent systems developed by Oki Electric and iNAGO, and to multi-service systems developed by Oki Electric that handle a variety of media. Based on information embedded in RFID tags in the shopping mall, information introducing various shops, product recommendations and sales campaigns can be sent to a customers mobile phone while they are shopping.
The service is based of the model of holding a mobile phone up to an RFID tag in a shop and receiving information (pull type), yet with the first push-type information distribution service in the industry combining RFID tags and electronic posters. This active-type RFID tag has an effective signal transmission distance of a maximum of 10 meters, and sends shopping information displayed on the electronic posters - which changes in sync with the display content of the electronic posters - to the mobile phones carried by passersby. As a result, users do not have to stop to hold up their mobile phones and yet can receive useful information while they enjoy shopping.
KDDI, Oki Electric and iNAGO will use this field test in an ongoing study of the effectiveness of services using mobile phones with RFID tag readers, and hope to commercialize a network concierge service in the future - the age of ubiquitous computing.
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RFID (Radio Frequency Identification System) tags are integrated circuits (ICs) that have information which can read by wireless connection and write to an external chip which contains circuits that control ID, memory and communications. |
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