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The authors discuss how a short-range wireless communication service implemented for modern mobile communication devices can provide additional value for both the consumer and the service/product provider. When used as an information search tool, such systems allow services and products being promoted at the location they are available. For the customer, it may provide a "Digitally augmented vision," an enhanced view to the current environment. With data filtering and search rules, this may provide a self-manageable context, where the user's own personal environment and preferences to the features available in the current surroundings cooperate with a direct connection to the web-based social media.
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