Published on November 16, 2005

A new generation of interactive technology ups the ante in selling products. Two revolutionary interactive communication systems are all set to take Thailand by storm with their 3-dimensional virtual images.

This new 3D technology, which allows us to see the images without special spectacles, has a hypnotic effect, which explains why it’s become a major tool in targeting consumers in Europe and the US.

Now, two local companies, Absolute Impact and Innovative Visions, are setting up attractive presentation packages for the Asian market.

Absolute Impact, a new company with a registered capital of Bt100 million, has been licensed by Germany-based X3D Technologies GmbH to create a television advertising network in Asia.

Parin Chanun-tranont, Absolute Impact’s chief executive officer, says the company has invested Bt320 million to install 61 3D television advertising terminals and 45-inch LCD screens at the Emporium shopping complex and another 204 terminals in Siam Paragon, which opens next month.

The company plans to double its output within three years and install 3,000-plus terminals throughout Asia over the next three years, moving from Thailand to China, Singapore, Malaysia, the Philippines and Indonesia.

The 3D displays have been especially developed by the German company to attract shoppers through a mixed menu of commercials and entertainment programmes.

“Product owners are looking at 3D technology as a tool to increase sales, improve product branding and enhance branding experience by offering products or services.

“The displays present realistic 3D images to large numbers of viewers in a wide viewing field. The images float in space and almost always catch consumers’ attention,” says Prin.

The new 3D advertising format has been five times more successful in promoting products at points of sale than conventional media, Prin adds. The imaging is not merely eye-catching; apparently the consumers also remember what they have seen and carry the message away with them.

“For advertisers the opportunity to display products provides easy non-intrusive access to information and presents potential never seen before,” says the CEO.

All the content displayed on the screens is Internet-enabled, making it convenient for remote network management.

Trin Tansetthi, president of Internet Thailand Public Co Ltd, which owns a 9-per-cent stake in Absolute Impact and is providing the network management, says the 3D displays on LCD terminals can be applied to other applications for its Metro LAN customers. Next year, Metro LAN will be available in 200 buildings, up from 50 this year.

Also, Metro LAN and its network management have sufficient capacity to control the distribution of different content to each terminal at the same time, and to customise unlimited terminals.

“There are huge opportunities for local software developers to create 3D animation and multimedia to meet the potential demand,” says Trin.

Another new media advertising agency, Innovation Visions, is introducing 3D Holovision to help manufacturers improve product branding and enhance branding experience.

The company has entered into partnership with Provision Interactive Technology for this innovative communication system that has objects floating through a never-ending room.

Managing director Cherngchai Poovaviranon says the firm has been registered in Singapore, Malaysia and Thailand.

Technically, Holovision uses a holograph in a standard digital image video with Windows-based content and then projects 3D images that float in space. The system controls electronic devices through holograms used in place of keypads, touch-screens or buttons.

The projection technology is hidden in the presentation stage and cannot be seen by the audience.

The picture screen can be installed at varying distances of up to 18 metres, making it ideal for outdoor media.

The high-resolution 3D images are mesmerising and attention-grabbing. In Europe, Holovision has been installed at a variety of venues, including interactive points of sale, retail narrow-casting networks, electronic-transaction terminals, virtual store kiosks and trade shows.

Asina Pornwasin

The Nation

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