The Technology of Contextualized Content: What's Next on the Horizon?

Mike Wehrs is the president and CEO of Scanbuy and the former global CEO and president of the Mobile Marketing Association (MMA). Scanbuy, based in New York City, uses dynamic mobile triggers such as QR codes or near field communication (NFC) to "bridge the physical world with the digital world." Scanbuy, says Wehrs, "makes it so that the end user can easily take their phones out and engage with objects around them." Importantly, it does it in such a way that the interaction is unique to that individual. For instance, if you're an English-speaking shopper at a grocery store and you scan the QR code on a soup can, you'll receive information in English; if you're a Spanish-speaking consumer, though, you would receive it in Spanish.