from the consumer, to send a message to a specific phone number, for instance. Again, not ideal.

But now, consumers can interact with advertising using the camera function on their phone; MyClick, available in Hong Kong and just launched in the mainland, is one of the systems allowing this to happen, and is attracting a swathe of advertisers wanting to target on-the-go mobile users.

1So, how does it work? MyClick uses the same kind of image recognition as do similar systems in Japan and Korea, such as Colorzip. In the case of MyClick, an image or logo on an ad, usually on a  billboard but it could equally be a TV screen or printed page, is snapped by a consumer. The software converts the image into data, sends it to MyClick's server, then responds with the content  advertiser want to deliver -- a coupon, questionnaire, or video clip. MyClick was built and patented in Hong Kong by iMagic Systems.

2The service launched in Hong Kong in May and since then, the MyClick software -- which is available for free to consumers -- has been sent to more than 350,000 mobile users. In China, where MyClick has been available nationally since mid-September, the software has been sent to an initial targeted user base of 10 million. iMagic is expecting to launch in the UK next year, and is planning further expansion in Asia, Europe and North America in markets where 2.5 and 3G technology is well-established.

3The service targets 15 to 35-year-olds, and positions itself as cool, fun and friendly. The idea is to allow consumers who don't want a hard sell to choose which brands they want to engage with, and provide advertisers a way to build an interactive community of consumers and be part of their on-the-move life.

4Campaigns so far tend not to be stand-alone programmes but part of an integrated, cross-media campaign linking online, print, outdoor and in-store media. In China, the initial group of MyClick advertisers are Coca-Cola, Estee Lauder, Skoda, Natural Beauty, Northwest Airlines, Shanghai Volkswagen, Intel and the Shanghai Jazz Festival. In Hong Kong, advertisers who have repeated their initial campaigns include Pizza Hut, CNN and Cartoon Network. Other users include Motorola, Dragonair and adidas.

5The software has been used to give mobile users access to daily news headlines provided by CNN, buy-one-get-one-free coupons and mobile games from Pizza Hut, and to enter a lucky draw for Dragonair air tickets and annual air passes.

6The airtime consumers spend in 'dialogue' with advertisers via MyClick is paid for by the advertisers themselves. The fact that it's free to consumers is part of the appeal. For advertisers, the appeal is that the amount they pay is based on how many consumers use the services to access their downloads, helping them gauge how effective it is.

7The future applications of MyClick go beyond taking a snap of an ad. The technology was used as a voting platform at the Hong Kong Games Fair, where consumers could vote for their favourite Cosplay character. It is also used to provide mobile web casts for the Hong Kong Cricket Club. iMagic is now in advanced discussions about having MyClick integrated into TV programming, loyalty programmes and even placed on product packaging.

8The only brand of handsets that currently come ready-built with MyClick software pre-loaded is Huawei. iMagic is talking to most of the major handset manufacturers about having it pre-installed on their handsets. The technology has the support of mobile operators; in Hong Kong, all six network operators sent out SMS' to users to promote the new software when it was launched.

(Source: Media)