Cambridge-based company Hypertag has developed a point and click system. When a mobile phone user sees an hypertag, a small electronic device, they simply point and click at it with their infrared-equipped mobile or PDA to instantly access a relevant web page on screen.
The Scottish Executive has commissioned the first mobile Hypertag, to promote a new grant offering £1,000 for young Scots to start a business.
The Hypertag delivers a URL and phone number which can be used to get more information about the start-up grant.
The target of the campaign are potential young entrepreneurs more likely to be out and about, rather than consuming conventional media. By delivering information direct to their mobile, there’s less chance they will have forgotten the details by the morning after.