The IntelliMat is a point of sale digital media wireless computer embedded in a thin mat made of a lightweight thermoplastic alloy. It has with four LCD screens, creating a 30-inch diagonal display with full multi-media capability. IntelliMat is 1.5cm thick and designed to be used on the floor in retail environments to deliver multimedia and TV-quality ads with the potential to interact with. The IntelliMat builds on the success of static floor advertising first launched in the early 1990s. Because of its position on the floor, IntelliMat does not displace products on shelves - or force consumers to look at TVs hanging from the ceiling. It lies in the consumer's natural line of vision and easily provides information to influence buying decisions. IntelliMat delivers a personal rather than a broadcast communication because it is in an individual's "personal space."