An innovative new wireless application called the IRIS camera uses the Blackfin processor from Analog Devices to secure and stream video from a camera to an enabled portable device, such as a GPRS (general packet radio service) or 3G (third-generation) phone, or laptop. The IRIS camera can be deployed in a variety of applications ranging from a creative marketing channel for businesses to a home or office surveillance system. The IRIS technology is the result of a joint venture between wireless multimedia specialist Pedagog and Bridisco - the UK's largest electrical distributor.

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The IRIS technology transmits live or recorded video to a mobile device over a standard mobile phone network. Blackfin’s RISC-like instruction simplified the porting of algorithms such as the MPEG4 Common Image Format. Because the IRIS technology enables multiple users to access the same camera, data security was a key consideration. Blackfin encrypts the video from end to end, ensuring that it will not be tampered with by unauthorized users.

The camera is suitable for home and business video surveillance – for instance, the camera features motion detection sensors, which can alert users via text message of movement – but it is also being used as a direct marketing tool. For example, night clubs are using the technology to provide potential club goers with a sneak peek of activity at the club to draw them in. Similar to Internet search engines, Pedagog charges for search optimization, enabling companies to be ranked in search results for public phones.