Transportation
Meet 'Strappy,' the Almost-There Future of Urban Transport Technology
Near-field communication — which turns your phone into your fares, ads, and more — has shown both promise and problems.
As if Tokyo subway cars didn't have enough ads already, the printing company Shunkosha stuck one onto hanging straps earlier this month. They call the ad "Strappy." But Strappy isn't your typical inanimate advertisement. Rather, it's an interactive ad that communicates with your phone.
When riders touch their smartphones to Strappy, a browser pops up with an advertisement, coupon, video, or whatever other marketing device companies choose to employ. For the trial run, which recently took place on Tokyo's Ginza and Marunouchi lines, Strappy sent ads to passengers from the travel agency H.I.S.