Ocutag, a division of Ricoh Innovations, aims to help apps deliver content to users taking photos. Their aim is to herald a new model of retail. App designers upload images and tag them with information. When users snap pics of the same thing in reality, information can be delivered through the app, such as that appearing in the graphic of the scarf below: where to buy it, details about it, local stores that carry it. What information is delivered is up to the company with the app. The company provides the Ocutag API for integration.