Strappy brings NFC technology to the Tokyo subway

The Japanese company Shunkosha, dedicated to print advertising, has developed a new product called Strappy, a handle cover for Tokyo subway cars with NFC wireless technology (Near Field Communication) which allows travelers with compatible phones to access the advertiser's website.

The Japanese company Shunkosha is testing a new product in the Tokyo subway (Ginza and Marunouchi lines). It's called Strappy and it consists of a square plastic cover for the railcar handles that contains a FeliCa reader., an NFC reader that allows passengers with compatible smartphones (more than 70 million in Japan) interact through touch.

Strappy works as a platform for mobile marketing, allowing users with compatible mobile devices to access a URL and receive information, coupons, offers, images, videos or any other exclusive content that advertisers want to provide them by placing their phones on the cover.