This white paper introduces a new innovation in the field of mobile search called 'Search by Camera! ER Search', developed by D2 Communications and Bandai Networks in Japan. The service makes use of mobile phone's camera and it has first been introduced in NTT DoCoMo's N902iS. As mobile phones equipped with camera have become common, mobile search based on camera phones is expected to be applied also in other models, opening new opportunities for mobile advertising. ER Search enables more visually attractive advertising compared to SMS, therefore many companies are getting interested in the new service.
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