Just thought I'd drop this link here, because AsiaBizTech already has the entire article in English.
NTT East has technology that interprets watermarks o­n images when taken with a camera o­n a cellular phone. For example, if you were to see an image of a product you want, just take a picture (of the picture...) and the software would read the watermark, and forward you to a website or some such.
Click here for the AsiaBizTech article. [1]