As interactive TV matures, the point of sale is moving ever closer to the point of intention.
According to The New York Times, nearly four million Verizon FiOS subscribers primarily in the Northeast, California, Texas and Florida can now buy Schwinn bicycles, Crosley radios and Franklin Mint coins directly from programs airing on the History Channel.
A small icon appears in the upper right corner of the screen that signals that an item is available, and with the touch of a button on a remote control, the screen splits in two, with items for purchase on the right.
In-show transactions are processed by TVWallet.com.
I’d like to see this functionality come to commercials, as well.