The World's First Experiential Event Using "Light ID" Technology, "Hikari De Ginbura"

Tokyo, Japan - An event using Panasonic's Light ID technology (*1) , "Hikari de Ginbura (Strolling through the lit-up Ginza)," was held in Ginza, Tokyo, on December 19 and 20, 2015, hosted by the Ginza Street Association, and co-hosted by Panasonic. Many people who visited Ginza tried out the company's advanced technology.

The "Light ID" platform service provides detailed data by linking digital signage, self-illuminating LED signage, etc. with smartphones using Panasonic's proprietary Light ID technology, developed from visible light communication technology. Panasonic will begin offering this service in April 2016, but for 2 days from December 19, the world's first (*2) Light ID experiential event, "Hikari De Ginbura" (Hikari means light, Ginbura means to take a stroll down Ginza in Japanese) was held on the main street of Ginza located in Chuo Ward, Tokyo.

In this event, lighted gift boxes were placed in participating stores. Shoppers and tourists who visited Ginza downloaded the exclusive App to their iOS smartphones on the day and just held them up to the gift boxes and the "glowing gift bag" of Santa Claus, who moved around Ginza, to obtain coupons that could be exchanged for various privileges. The event gave them hands-on experience of Panasonic's advanced technology.

What is "Light ID"?

Panasonic Corporation has pushed the envelope of visible light communication technology and developed the new light ID (identifier) technology. Light ID using conventional visible light communication technology had a dilemma. Transmission rate was very low (approx. 10+bps) using a camera installed in a smartphone as a receiver, on the other hand, a special light receiving device is required for high-speed communication. It hampers the spread of visible light communication. But the newly developed technology only requires users to download an app onto their smartphones, and also realizes transmission rates that are couple hundred times higher (several kbps). The signal source is a flashing white LED of several thousand hertz and it can be installed in digital signage as a backlight as well as spotlights for works of art in museums and products in stores.

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*1: Panasonic Corporation owns a number of patents being registered and pending applications.
*2: As public event using Light ID technology with smartphones of the general public (source: Panasonic)