I stumbled on this awesome technology for Retail in eWeek.

NeoMedia is pushing its offering dubbed iPOS (Interactive Point of Sale), which company COO Martin Copus describes as delivering "the ability for any piece of POS/POP to link directly to the mobile Internet, with all the multimedia possibilities the Web offers."

When a customer approaches select marketing or promotional material, the customer can use the phone's camera to capture an image of a two-dimensional smartcode, which launches the phone's browser and takes it to a specific page.