A low consumption power is realized in a communication type that a ratio of transmission between apparatus limited to a relatively short distance occupies most of communications.Upon reception of transmission data constituted of a bit series, a wireless transmission module unit performs an on/off operation of an antenna switch connected to an antenna, in accordance with a bit image of the transmission data, and transmits, by a back scattering scheme, the transmission data as reflected radio waves of radio waves from a transmission destination generated by a change in an antenna load impedance. The antenna switch is generally made of a gallium arsenide IC, its consumption power is several 10 μW or less, and it becomes possible to realize ultra low consumption wireless image transmission.