Internet world gets a whiff of click ‘n sniff
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A new technology is poised to invade the Internet – a smelly technology.

“Our company is defining a new field: aromagenomics,” said DigiScents CEO Joel Bellenson. “We are combining biotechnology, informatics and sensory research to create a digital platform that will revolutionize the world of smell.”

The new technology, which will be marketed in the spring, is likely to transform the online shopping experience. DigiScents, a privately held company in Oakland, California, is partnering with websites to scent-enable the Internet.

A partnership with RealNetworks will allow Internet users to experience scents through RealPlayer. The technology will be available in Asia-Pacific via the Internet, e-commerce, and interactive television network of Pacific Century CyberWorks. DigiScents also has an alliance with Procter & Gamble.

“Digital scent will be added to the streaming media, e-mail, online games, e-commerce and advertising,” Bellenson said. “You will be able to watch scented flash presentations, send scented greeting cards, download aromatherapy tracks, and design your own smells and flavors.”

Co-founders Bellenson and Dexster Smith got the idea for DigiScents while vacationing in Florida. While savoring the flavors of tropical drinks, the fragrance of suntan lotion, and the soothing aroma of the ocean, they imagined broadcasting these scents over the Internet for others to enjoy.

DigiScents click ‘n’ sniff scents can be added to a website or a flash presentation in minutes. The only hard part might be choosing between chocolate, orange, pine forest, the ocean, perfume, flowers, and new car.


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