as a traditional hyperlink establishes an electronic reference to information on a Web page. A common cell phone is the medium of this information exchange that is initiated whenever a user makes a connection with a hardlink database, such as Objecs.mobi, and enters some alphanumeric sequence found on the target object. This alphanumeric sequence may be the objects part number or common name. This concept is also known as 'physical world connection', Object hyperlinking and Physical world hyperlink, or simply phylink, with a number of companies developing, what are currently, non-standardized methods of creating this connection. This topic is not to be confused with, a hard link (two words) which is Unix terminology for a pointer to physical data on a storage volume. The hardlink method does not require a graphical object tag or any special software be loaded on the users cell phone, but does require the phone be internet enabled. The consumer use and market for object hyperlinking methods is a very small and limited one in the U.S. with a slightly larger audience of users in some eastern countries. Unlike Japan, few US cell phone providers currently offer graphical tag readers or other support for object hyperlinking methods and this will likely continue until a clear linking method becomes dominant. Applications The object hyperlinking systems described above will make it possible to link comprehensive and editable information to any object or location. How this capability can best be used remains to be seen. What has emerged so far is a mixture of social and commercial applications. The publishers of the Lonely Planet guidebooks are issuing yellow arrows with one of their guidebooks and encouraging travellers to leave tags to stories and comments wherever they go. Siemens see their virtual tagging system being used to tag tourist sites, and also leave messages for friends. They also suggest that virtual tags could be used to link advertisements with locations. Nokia have demonstrated that when a 3220 phone with the RFID shell attached is tapped against an RFID-enabled advertisement, a URL can be read and information about the advertised product or service returned to the phone. Japanese consumers are able to read barcodes with their mobiles and download comparative prices from Amazon. Semapedia have created a system for linking physical objects and Wikipedia articles using the Semacode tagging scheme. Graphical tags can be created that link to the URLs of