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Play tag in museums

14/07/2003

"Hypertag is pleased that its 'point and click' system has been selected as an integral part of their next generation products."

Cambridge-based company Hypertag has developed a 'point and click' system to make accessing web pages and multimedia content on wireless devices easy. The company recently received investment from NESTA (the National Endowment for Science, Technology & the Arts) - the organisation that nurtures UK creativity and innovation - to develop their business. Last month, they also signed a deal with the outdoor media owner, Primesight, to launch a system in London cinemas whereby mobile phone users can download vouchers from the poster adverts in cinema foyers.

Antenna Audio, the world's leading digital-guide supplier to the visitor attraction market, selected Hypertag as their technology partner to provide the wireless infrared triggering and software behind their next generation of PDA guide products. The technology allows people to point a small handheld computer or mobile phone at an exhibit and be instantly connected to rich multimedia and interactive content. Both Antenna Audio and Hypertag are pioneers in this market, having successfully piloted PDA systems last year at Tate Modern and the Fitzwilliam Museum in Cambridge, respectively.

The distribution deal means Antenna Audio will market the Hypertag 'point and click' system to new and existing visitor attractions across the globe.

Commenting on the deal, Jonathan Morgan, Chief Executive of Hypertag, said:

"Hypertag are leaders in wireless tag-based triggering, and Antenna are the leaders in visitor attraction guides. We are pleased that our 'point and click' system has been selected as an integral part of their next generation products".

Mark White, NESTA Invention and Innovation Director, adds:

"This deal is a tremendous boost for Hypertag coming so soon after the Primesight deal. Both agreements demonstrate the huge interest in, and wide application of, their new 'tag' technology and NESTA is delighted that our investment in this young company has enabled such a promising start."

A representative from Antenna Audio, said:

"This partnership places an important new tool at the disposal of Antenna Audio's clients: Hypertag's 'point and click' technology is quick and straightforward for both visitors and museum staff to use, and by allowing for pinpoint-precise content, triggering will help to simplify and broaden access to information and interpretation for visitors to museums and galleries worldwide."

The Cambridge-based business, Hypertag, was founded by four Cambridge University Engineering Graduates specifically to work on developing technology for people to benefit from quick and easy access to location-specific information. The team is led by Jonathan Morgan who is joined by Nick Hardy, Rachel Harker and John Winn.

Antenna Audio is the leading audio tour provider in the international museum market and has been active world-wide for almost 20 years. Antenna Audio clients include The Louvre, Versailles, The Vatican Museums, The Metropolitan Museum of Art (New York), The National Gallery (London), the Van Gogh Museum, and more than 200 of the most visited tourist destinations around the world. Antenna Audio is the exclusive distributor of PanGo technology to museums and cultural institutions.

For further information, please contact Helen Doyle, Marketing Coordinator, Antenna Audio tel: +44 20 7740 1155, e-mail: hdoyle@antennaaudio.com, web: www.antennaaudio.com