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SURF & SNIFF
DIGISCENTS INC.MAKING PCs with scent
DIGISCENTS INC., a company based in Oakland, Calif., is developing a boxy little gadget it calls iSmell that releases small amounts of scented oils into the air with the click of a mouse.
The idea already has caught the attention of corporate America. Procter & Gamble, the world's largest consumer-products company, announced this week that it formed an alliance with DigiScents that could eventually change the way people click-and-shop for things that smell.
DigiScents, which hopes to have the digital device on retail shelves by the end of the year, says the system is still in the testing phase. But get a whiff of this:
When all is said and done, the plug-and-play device will be able to read a file for, say, peanut butter or burning rubber, or even Spam and create that smell from a palette of 128 chemicals stored in a replaceable cartridge. A small fan will then waft that smell from your computer into the air
The idea is to make your road trip on the virtual superhighway a little more lifelike and memorable, said DigiScents president and co-founder Dexster Smith, who hopes to take his company public sometime later this year or early next year.
Now you can actually stop and smell the roses. Vacationing in Florida? Send an electronic postcard that smells like coconut tanning oil, the ocean mist, a popular local dish, tropical fruit.
If the computer game "Doom" is more your style, perhaps the scent of fire, death and decay might enhance your viewing experience.
Smith says the company has digitized thousands of scents so far.
The marketing potential of this emerging technology has certainly tweaked Procter & Gamble?fs nose.
?gWe want to research and better understand what impact the technology could have on consumers, what applications make sense,?h said Damon Rose, a spokesman for P&G, which markets more than 300 products to 5 billion consumers
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