Powa enables users to purchase things by taking pics of ads or recordinga audio with watermarks

Surprised this company flew under my radar:

Powa was founded in 2007 and launched last year. It is now generating in the tens of millions in revenue.

How they work:

Merchants typically use Powa as part of traditional marketing and advertising programs which enable customers to make more spontaneous purchases. Merchants prompt consumers to download Powa’s free app and input their payment information. Once they are registered, they are able to purchase items that have a “Powa Tag” by taking a picture of ads in print and online, or have an audio watermark embedded in TV and radio broadcasts.


via Powa Raises $80 Million to Launch Its Mobile, E-Commerce Payments in U.S. – Venture Capital Dispatch – WSJ.