Yamaha InfoSound and ShopKick application use technologies that allow to transfer data using ultrasound. That is playing an inaudible signal (>18kHz) that can be picked up by modern mobile phones (iOS, Android).
What is the approach used in such technologies? What kind of modulation they use?
I see several problems with this approach. First, 18kHz is not inaudible. Many people cannot hear it, especially as they age, but I know I certainly can (I do regular hearing tests, work-related). Also, most phones have different low-pass filters on their A/D converters, and many devices, especially older Android ones (I've personally seen that happen), filter everything below 16 kHz or so. Your app therefore is not guaranteed to work on any hardware. The iPhone should probably be able to do it.
In terms of modulation, it could be anything really, but I would definitely rule out AM. Sound has next to zero robustness when it comes to volume. If I were to implement something like that, I would go with FSK. I would think that PSK would fail due to acoustic reflections and such. The difficulty is that you're working with non-robust energy transfer within a very narrow bandwidth. I certainly do not doubt that it can be achieved, but I don't see something like this proving reliable. Just IMHO, that is.
Update: Now that i think about it, a plain on-off would work with a single tone if you're not transferring any data, just some short signals.