An electronic data sharing device for sharing user related information with users of other electronic data sharing devices, the electronic data sharing device comprising: a data exchange initiation device (24, 28) arranged to detect the initiation of a data exchange request; and a communication module (24, 28) configured to exchange a tag with a tag from a further electronic data sharing device, wherein the exchanged tags enable user related information associated with respective users of the electronic data sharing devices to be subsequently accessed via a communication means by users who have previously initiated the data exchange request; wherein the electronic data sharing device further comprises a tag generation module configured to generate the tag for exchange with the further electronic data sharing device, in preparation for the initiation of a data exchange routine, wherein each tag generated by the tag generation module is unique to a particular device-to-device tag exchange, wherein the electronic data sharing device is configured to exchange the tags in order to provide subsequent access to the user related information without requiring, before use of the device, any user related configuration or data entry associated with the device or service, wherein the tag generated by the tag generation module is a first corresponding portion of data based on an electronic key that is associated with the electronic data sharing device and a pre-defined tag generating algorithm, and wherein the tag from the further electronic data sharing device is a second corresponding portion of data that is generated on the further electronic data sharing device, and the electronic data sharing device is further configuration to transmit the second corresponding portion of data without transmitting the first corresponding portion of data and further transmit either the electronic key, or related information uniquely identifying the device, to a server to enable the server to match the first and second corresponding portions of data. a data exchange initiation device (24, 28) arranged to detect the initiation of a data exchange request; and a communication module (24, 28) configured to exchange a tag with a tag from a further electronic data sharing device, wherein the exchanged tags enable user related information associated with respective users of the electronic data sharing devices to be subsequently accessed via a communication means by users who have previously initiated the data exchange request; wherein the electronic data sharing device further comprises a tag generation module configured to generate the tag for exchange with the further electronic data sharing device, in preparation for the initiation of a data exchange routine, wherein each tag generated by the tag generation module is unique to a particular device-to-device tag exchange, wherein the electronic data sharing device is configured to exchange the tags in order to provide subsequent access to the user related information without requiring, before use of the device, any user related configuration or data entry associated with the device or service, wherein the tag generated by the tag generation module is a first corresponding portion of data based on an electronic key that is associated with the electronic data sharing device and a pre-defined tag generating algorithm, and wherein the tag from the further electronic data sharing device is a second corresponding portion of data that is generated on the further electronic data sharing device, and the electronic data sharing device is further configuration to transmit the second corresponding portion of data without transmitting the first corresponding portion of data and further transmit either the electronic key, or related information uniquely identifying the device, to a server to enable the server to match the first and second corresponding portions of data.