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MullerMartiniPanoramaWinter20135EQRcodesarecertainlyamongthebestknownprint-to-webtechnologiesandcanbefoundbothinadvertisementsandonpackagingtoday.Theyaresimplyscannedusinganapponasmartphoneandthecus-tomerisprovidedwithadditionalinforma-tionabouttheproductontheircellphone.ThealcoholicbeveragesproducerBolsforexampleprintsaQRcodeonthelabelsonitsbottlesenablingconsumerstode-terminewhethertheyarelookingatanoriginalproductornot.Thatnotonlyen-ablesBolstogettogripswiththeissueofcounterfeitingbutalsohasthepleasantbenetofallowingthecompanytolearnmoreaboutitscustomersandtoenterintodirectdialogwiththem.Howeverinforma-tionthatisofinteresttoconsumersalsoliesbehindevensimplebarcodes.Forin-stanceitispossibletondoutaboutthecompositionofaproductreadreviewsandndpricecomparisonswithaniPhonerightatthepointofsaleusingtheCode-checkapp.InteractiveContentQRcodesarenotparticularlyeye-catchinganditcanbetrickytondaplaceforthemsincespaceonpackagingandlabelsisal-waystight.ForthatreasonQRcodesarelikelytobereplacedintheforeseeablefu-turebyinvisiblecodeswhichcanbestbethoughtofasdigitalwatermarksstoredinpicturesorlogos.TheVolkswagenGroupisalreadymak-ingplentifuluseofsuchopportunitiesinitscommunications.TheseeMoreappforex-ampleenablesinteractivecontentstoredinpicturestobediscovered.Excitingandattractiveinformationonthegiventopicishiddenwherevertherelevanticonisfound.360-degreepanoramicimagesinterestingvideosandinteractiveproductpresenta-tionsarejustsomeoftheoptionsinthein-teractivebagoftricks.GettingtheCommunicationConceptRightIsWhatCountsPrint-to-webconsultantGeertdeVriesem-phasizesthatabroadrangeoffunctioningprint-to-webtechnologiesareavailableto-daytointegrateelectronicallyreadableda-taintoprintedmaterials.Henoteshowev-erthatitistheunderlyingcommunicationconceptthatultimatelydecidesonthesuc-cessofanadvertisingcampaignratherthanthetechnologyitself.Forinstancethelanguagecodeofacellphonecanbescannedenablingcommu-nicationwiththecustomertobetargetedsothattheyreceivethedesiredinformationinthegivenlanguage.BridgeBetweenPrintandOnlineAnotherpossibilityforbridginghapticprintproductsandtheonlineworldareRFIDandNFCtags.RFIDstandsforRadioFrequen-cyIdenticationwhileNFCisanabbrevia-tionofNearFieldCommunication.Thedif-ferencebetweenthetwotechnologiesisnotallthatlargebutitisacrucialone.WhileanRFIDchipcanonlytransmitstat-icdatastoredonthechipanNFC-compat-ibledevicereactsactivelytothesignalofanNFCtagandcanestablishpeer-to-peercommunication.InadditionaspecialscannerisneededtoreadRFIDtagswhileasmartphoneissufcientforNFCtags.EssentiallyanNFCtagcanbethoughtofasatinystorageme-diumsimilartoanUSBstickwithaninte-gratedantennaenablingwirelesstrans-missionofthedatacontainedinthetag.NFCtagsdonotneedabattery.Insteadtheyreceivethenecessaryenergywhentheyareintheproximityofanantennabuiltintoasmartphone.From2014OneinFiveCellPhonesWillbeNFC-CompatibleNFChasfeaturedinthepressasatrendtopicforsometenyearsandthereisnowevenastandardforthetransmissionofda-ta.HoweverthistrendhasyettoreachthemassesnotleastbecauseofthelackofNFC-compatiblecellphones.Marketre-searchersfromtheBritishcompanyJuni-perResearchwhichspecializesincellphoneapplicationspredictthatby2014oneinvesmartphoneswillsupportNFC.Howeverthatisjustaroundafthoftheroughlytwobillionsmartphonesthatwillthenbeincirculation.AppleAdoptsWaitandSeeApproachApplehasheldbackwithNFCuntilnow.ThereiscurrentlystillnoNFC-compatibleHowNFCWorksNFCiscloselyrelatedtoRFID.UnlikeRFIDNFCdevicescommunicateincloseproximityandrequireverylittleen-ergy.AnactiveNFCdevicesuchasacellphoneactivatesamagneticelduponcontactwiththeNFCchipwhichissufcienttoactivatetheNFCchipandexchangeitsdatawiththecellphone.UnlikewithBluetooththeNFCpro-cedureautomaticallyestablishesacon-nectionbetweentwodevicesimmedi-atelyuponcontactandexchangesdataInternetconnectionprogramlaunchoncellphone.NFCtechnologyoper-ateswithatransmissionrateof100to424kBitsatafrequencyof13.56MHz.Owingtoitslowefciencyhackersbarelyhavethechancetocrackthesmallweaktransmittersandtaptheconnection.Thelow-costNFCchipsareparticularlypopularforsmartcardappli-cationssuchasskipassesandtickets.BerndZipperManagingDirectorofZipconWecanalmosttalkaboutarevolution.