CBS Outdoor and Clusta, a digital creative agency, have partnered to create a unique convergence of the iPhone and digital signage. According to Anne Cassidy of Campaign Live, this particular implementation signage/mobility convergence allows iPhone users to control the content shown on the screen. iPhone users can use “pinch” and “stretch” gestures to zoom in and out on an object on the screen, change the color of objects and make them spin. I think this will be a unique novelty that device users will find fascinating. The CBS/Clusta offering did however remind me of the novelty that Reatrix Systems offered with their interactive image projection technology that was installed in malls, theaters and public spaces. Unfortunately for Reatrix, the economics did not work in their favor. Reatrix Systems went into receivership and was liquidated in late 2008. I hope things bode better for CBS Outdoor and Clusta’s business model.