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Fujitsu Technology Supports Japan's TV Shopping Giant JAPANET TAKATA for a New Shopping Experience

New cross-platform service automatically connects to product websites just by holding up a smart device to a TV screen

Fujitsu Limited

Tokyo, December 05, 2013

Fujitsu Limited today announced that it has provided a new video data solution using new transmission technology developed by Fujitsu Laboratories Limited to JAPANET TAKATA Co., Ltd. The new solution commenced operation on December 4, 2013 via JAPANET TAKATA's TV home shopping channel, which is broadcast in Japan.

With this service, viewers of JAPANET TAKATA's TV home shopping channel can simply hold up their smartphone or tablet in front of the TV screen so that the device's embedded camera can capture video image data that is invisible to the human eye. The smart device can then automatically connect to the product's website, which up until now would have required the viewer to search for in order to access. The viewer can then purchase the product online in a new shopping experience that is both intuitive and convenient.

Today there are many ways of purchasing products, such as going to a store, shopping online, or ordering through a catalogue, but TV home shopping is another big shopping market. With the proliferation of smart devices, consumer behavior is changing, and many consumers now search online to get product information before making purchases. To make TV home shopping even more convenient for consumers, it is expected that use of smart devices will become more prominent.

In light of this situation, JAPANET TAKATA considered new ways of using smart devices in conjunction with its TV home shopping channel and developed JAPANET TAKATA App, a smart device application that simply and effortlessly guides viewers to its website. The app's main feature has a camera function that enables shopping when a smartphone or tablet is held up to the TV screen. Utilizing the new Fujitsu video solution, the new service has now commenced operation on JAPANET TAKATA's TV home shopping channel.

During a JAPANET TAKATA TV program, when viewers see a product that they are interested in, they can use the app to operate their smart device's camera, and by simply holding the device up in front of the TV screen, they can automatically access the product's website and enjoy shopping in a new and convenient way.

Main Service Features

1. Delivers new and convenient user experience

By simply holding their smart devices up in front of the TV screen, viewers of JAPANET TAKATA's TV home shopping programs can automatically connect to a product's website and e-commerce site.

2. Embedded signal technology does not sacrifice image quality

The solution uses software technology developed by Fujitsu Laboratories that enables a smart device to send and transmit signal data, embedded in the TV's video image and that is invisible to the human eye. This technology can be applied to HDTV broadcasts.

3. Can also be used for live TV broadcasts

Because the signal data can be embedded into the video image in real time, the technology can also be used for live TV broadcasts, something that previously had been difficult to achieve.

4. Safe and secure operations enabled by cloud-based data authentication

After a cloud-based authentication process verifies that the data captured is video from JAPANET TAKATA's TV home shopping program and that it was transmitted from the JAPANET TAKATA App, the user is guided to the correct website.

About Fujitsu

Fujitsu is the leading Japanese information and communication technology (ICT) company offering a full range of technology products, solutions and services. Approximately 170,000 Fujitsu people support customers in more than 100 countries. We use our experience and the power of ICT to shape the future of society with our customers. Fujitsu Limited (TSE:6702) reported consolidated revenues of 4.4 trillion yen (US$47 billion) for the fiscal year ended March 31, 2013. For more information, please see

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Company:Fujitsu Limited

All company or product names mentioned herein are trademarks or registered trademarks of their respective owners. Information provided in this press release is accurate at time of publication and is subject to change without advance notice.

Date: 05 December, 2013
City: Tokyo
Company: Fujitsu Limited, , , , , , , , , , , , ,