MediaPost Publications - Wireless Providers Ready To Link Traditional, Digital Media - 04/03/2008

AT&T HAS QUIETLY AGREED TO support a marketing service that lets advertisers design mobile phone campaigns that link two-dimensional print ads, billboards and product packaging with interactive digital media. Other U.S. carriers—Verizon and T-Mobile—are expected to follow suit, according to sources close to the project. The service relies on an ordinary cell phone with photo capability and sophisticated image recognition software designed by Mobot, a mobile visual search company in Lexington, Mass. Consumers take a picture of any traditional two-dimensional ad, product package, or logo and send it by multimedia message (MMS) or a picture message to Mobot.