Ads using NFC technology send information directly to commuters in transit.

Japanese advertising company Shunkosha has developed a new surface for interactive advertising in the Tokyo subway. Called ‘Strappy,’ the program has been running as an experiment for the past few weeks and uses FeliCa near field communication (NFC) technology to send the user’s phone to a URL when touched.

Over 70 million people in Japan already have phones compatible with this technology, and multiple telecommunications companies are installing antennas in subway tunnels to provide cell phone and data service to riders.

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