These days every digital company and many startups are developing touch screen technology. PC and cell phone makers are hoping touch screens will prompt consumers to upgrade their gadgets, Microsoft last year invested in N-trig, a private Israeli based startup that is working on developing multi touch technology that enables users to enter information using their fingertips as well as by tapping a special pen on the screen. One latest report notes that touch technology is embraced in every aspect of our digital lives, including television remote controls, refrigerators and portable media players.The use of touch technology for basic transactions started long before the iPhone days. Consumers have been using touch screens to withdraw money from cash machines or to check themselves in at airports, and many restaurants use touch screen order workstations and registers.Ediyal, a privately owned company based in Europe, is developing a virtual touch screen concierge service in hotels. The touch application, OLIVE, gives guests the ability to order room service, schedule a taxi pick up, book a restaurant and educate themselves about the hotel services and the city they are in through browsing the interactive city guide on their mobile phone.Founder and GM, Eyal Zucker, who specializes in online marketing and communication, says he got the idea during one of his hotel stays in Stockholm last year. Eyal realized how much better it would have been if he could have just used his iphone to place his room service order.The business model is based on fixed and monthly maintenance fees. As an online marketing specialist, Ediyal is supplying the hotels with the application, installation and maintenance. One of Ediyal’s main advantages is its ability to create and design an immersive experience through the user interface of the application, resulting in pure simplicity.Ediyal had already installed OLIVE in 3 locations in Europe and the middle east, one of them is the new Soho Boutique hotel in Budapest, and is hoping to extend its reach into more hotels who embrace the technology and see the opportunity to enhance the services they are offering.”I think it will help hotels distinguish themselves,” Zucker says. “Our target group is made out of hotels who are not only looking to sell beds but are selling experiences.”