The Wireless Registry wants to be the address book for the Internet of Things

The Wireless Registry wants to create a global registry for wireless names and devices, making it easier to associate content to these names and provide meaning when they are detected.

It's an ambitious plan to capitalize on the burgeoning "internet of everything." The new registry allows anyone to take control of their proximal identities and create and use new services and applications to engage with their proximal surroundings in new ways.

"Any object that uses wifi or bluetooth wireless technology, such as your smartphone, home router or even your car, has a unique wireless signature and proximal identity. Registering your wireless name or SSID allows you to own your proximal identity within The Wireless Registry and create a virtual bubble that can stay in one place or go wherever you go," said Patrick Parodi, CEO and co-founder of The Wireless Registry. "We have built a system, the DNS of things, that lets people and businesses take control and add meaning to their wireless signals."

The benefits of the registry, according to its creators, are many. For brands and agencies, the registry will create millions of virtual proximal billboards. For retailers, it delivers a way to engage consumers on a hyper local basis with daily deals, coupons or other forms of commercial engagement without requiring them to connect to their wifi. For individuals, the registry provides a proximal dimension to their interactions on social media as well as a tool to declare how they want their proximal identities to be used.

The individuals, or consumers, are the sticking point. Individuals and businesses must pay $4.99 per name registered, per device, annually.  

The initiative seeks to make it easier for mobile devices to communicate directly with each other, bypassing the internet, in much the same way as beacons. The SSID works as a domain name, and people can create their own for each device, and there are some opt-outs for those privacy concerns. The group is working with the Future of Privacy Forum.

But as GigaOm points out, the registry relies on an app installed on Mozilla or Chrome browsers, ruling out iOS devices — at least for now.

"The Wireless Registry is building infrastructure for the Internet of Things," said COO and co-founder Stillman Bradish. "With this new registry, mobile app and browser developers can use our free and open API to create a whole new world of proximal awareness."

For more:
-See this Wireless Registry webpage
-See this FierceWireless story
-See this GigaOM article

Related stories:
Safeway, Giant Eagle beam up iBeacon to 150 stores
American Eagle Outfitters launches 100-store ShopBeacon trial
Sears and Kmart Turn On Shopper Engagement With New Mobile Platform
Gartner: Internet of Things to reach 26B units by 2020
The Internet of Things needs app developers

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