Smart Posters

Marketers around the world can see the potential of interactive posters.

But in regions where NFC phones are not yet widespread, the marketing and brand-building opportunities can seem some way off. It is this challenge that has led, besides the traditional tag poster, the development of a new smart poster model: the "active posters".
With traditional NFC smart posters, the data exchange is between a smart NFC handset and a passive tag on a poster.

The tag gives up information when it is triggered by the handset.

When the model is reversed, the poster becomes active, capable of reading and writing data to a passive tag. The passive tag could be on a number of devices, from cards and handsets to USB keys and MP4 players.

Combining the tag with data or content storage devices, such as a USB key or MP4 player, allows the tag to act as a "key"  to unlock preloaded content.

We currently propose two types of active posters :

• Standalone active posters read data from a RFID tag and write data back to it.
The poster itself does not store or analyse the data.
Instead, data written to the card is read when the card interacts with another touch point, perhaps a POS terminal or an access turnstile at an event.
• Alternatively, active posters can be networked. 

The networked active poster offers three major benefits :
  - Firstly, interactions can be tracked by the posters themselves.
  - An interaction with a poster can also be linked directly to other events, such as access control or POS.
  - Lastly, the tag issuer ( perhaps an advertiser, content provider or retailer ) knows which cards have been activated and which have been tapped to a poster.