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Making more of your mobile

21/01/2003

"This imaginative use of communications technology has scope across a wide range of possible applications from purely commercial

The Cambridge-based business, Hypertag, was founded by four Cambridge University Engineering Graduates specificially to work on developing technology for people to benefit from quick and easy access to location-specific information. The team is led by Jonathan Morgan who is joined by Nick Hardy, Rachel Harker and John Winn.

Utilising the latest wireless communications technology, the small electronic 'Hypertag' can be attached to any information display surface, such as an advertising panel, museum exhibit, trade show stand or in-store promotion. Visitors and passers-by simply point and click their mobile phone at the display to access additional information and services from the Internet, tailored to the location and context of the display. This opens up a range of commercial possibilities, for example, data capture and online registration for special offers and more information. Further down the line the user could even download a film trailer in a cinema foyer.

In terms of museum and gallery applications there will be strong educational benefits as the user will be able to download high quality content about artistic, historic and cultural endeavour, enriching the experience for the visitor.

Mark White, NESTA Invention and Innovation Director, said: "This award is living proof that we are uncovering highly innovative ideas from all around the UK. This imaginative use of communications technology has scope across a wide range of possible applications from purely commercial to broad social benefits such as education. The Hypertag team demonstrated to us that they possess the necessary drive and commercial acumen to underpin the business with its first orders."

As with all Invention and Innovation awards, NESTA has taken an equity stake in this business. If Hypertag generates investment returns, NESTA will realise returns that can be re-invested in other people and projects.

HYPERTAG LIMITED provides wireless information access. Its 'point and click' platform is the easiest way of accessing relevant web pages on mobile phones and connected PDAs. Games, data services and adverts can be promoted in targeted locations.