The Physical Web is best described by its catchphrase “walk up and use anything.” Consumers directly interact with things in their environment based upon proximity, rather than through a typed search instruction.
The point of the Physical Web is universality. It makes contextual information available to anyone and everyone, at any time. It does this by presenting location-based content as a URL and offering the ubiquitous browser to display this content. The audience is even further expanded because mobile apps can easily add scanning functionality to make Physical Web content available in-app.