Today, digital technology, epitomized by the Internet, is rapidly developing and spreading to various fields, while also creating new technological fields. With this trend, all systems in our society including daily living, industry, and public institutions, are undergoing change to systems that add value to information with the aid of information technology enabled by digitalization. Although information technology has developed considerably and society has progressed greatly, the problems of rampant copyright infringement and intellectual property rights violations have emerged, as seen from the widespread pirating of video and audio content and from the distribution of counterfeit brand-name products. In this research, we propose suitable measures by constructing an integrated mobile service where digital watermarking technology is uniformly applied not only to multimedia content typified by videos and music but also to various information carriers consisting of physical items. We analyze the above-mentioned problems with social systems, organize objectives and applications including the protection of copyright and individuals' property rights, discuss applications in mobile marketing, and consider the effectiveness of the proposed measures. We have already reported digital watermarking technology for each medium, and in this paper we aim to propose an integrated mobile service.