"New technology, already in use in parts of Asia but still in development in the United States, allows [cell] phones to connect everyday objects with the Internet. In their new incarnation, cellphones become a sort of digital remote control, as one CBS executive put it. With a wave, the phone can read encoded information on everyday objects and translate that into videos, pictures or text files on its screen. ...In Japan, McDonald's customers can already point their cellphones at the wrapping on their hamburgers and get nutrition information on their screens. Users there can also point their phones at magazine ads to receive insurance quotes, and boardairplanes using their phones rather than paper tickets. And film promoters can send their movie trailers from billboards."
See My Click CEO talk about an example of this new technology.