tokyo ubiquitous network project

A long, complicated name, which represents the latest marketing effort to be launched this month in Tokyo's glitzy Ginza district.
According to the Sydney Morning Herald, "stores in central Tokyo are set to beam news of special offers, menus and coupons to passers-by in a trial run of a radio-tagging system (RFIT). The Tokyo Ubiquitous Network Project...sends shoppers information from nearby shops via a network of radio-frequency identification tags, infrared and wireless transmitters... Shoppers can either rent a prototype reader or get messages on their cell phones. The tags and transmitters identify a reader or phone's location and match it to information provided by shops."
See below a diagram that explains how this will work (still in experimental stage).
The project's website is recruiting participants for the experiment, which will last from January until March 10th.