Magictap solutions enables physical objects to be interactive with your smartphone. People can then tap their smartphone on the object and instantly get content straight to their phone. For example, Magictap enables outdoor advertising, shelves in retail, lanyards, windows, business cards, product packaging, bus and train seats, tabletops, posters, coasters — anything really. The content can be information, a movie trailer, a map, a coupon — basically any type of digital rich content available on the mobile phone or they can tap and be taken to a payment page to buy goods or services. Magictap uses Near Field Communication (NFC) chips in and on objects which communicate with Magictap cloud ecosystem. No application needs to be downloaded by the consumer, straight out of the box they can use Magictap.