This is the "bridge" and Neomedia Technologies has the patents regarding how a physical object (ie barcode, maxicode, words and phrases, paperclick code, partner codes and later on rfid) gets connected to the internet.
The "words and phrases" are more specific and will cost brand name owners if they want ownership over a word "Coke" for example for Coca cola that will link to a Coca Cola website over a web-enabled cell phone to get coupons, promotion deals, contests..etc
Here's a good read regarding entering words or phrases, and trademark use of words. Skip the initial article and then get to the comments section. You'll find talks about Neomedia Technologies, SAIC and WordRegistry. It's a google cache highlighted in yellow and blue for easier finding of SAIC and Neomedia.
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