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It’s an open initiative to eliminate friction from people’s interaction with their surroundings. The Physical Web offers a universal way to interact with any smart device – a vending machine, a poster, a menu, a parking meter, a retail display – without first having to download an app, where everything is just a tap away.
The Physical Web is an open source project first started by google to bring location-based content and interaction to the mass market. It offers the browser as an alternative user interface to the app-based model made popular with the iBeacon, and it promises a model that can scale.