iSnap links online, offline worlds
iSnap technology is set to seamlessly bridge the offline and online worlds and to drive both mobile commerce and digital advertising.
Embedded in the Nation News smart phone application, iSnap was launched to the public yesterday at Digital Gateway in central Bangkok.
Nation Multimedia Group (NMG) joined hands with Knorex Pte, the Singaporean software developer of iSnap, to kick off the latest version of the Nation News application with iSnap technology, which is used to bring together offline and digital content to give newspaper readers more details of news stories.
Thepchai Yong, group editor-in-chief of NMG, said Nation Group's three national newspapers - Kom Chad Luek, The Nation and Krungthep Turakij - have taken a leap into a new frontier with the launch of iSnap mobile technology. The first in Thailand and second among Asean countries to adopt the technology, the Nation News app for iPhone and Android smart phones can be used to scan articles and advertisements in the three newspapers to get extra real-time multimedia content. These range from video clips, photo galleries and 3-D product catalogues to games and contests.
Moreover, iSnap technology enhances advertising in the three Nation Group publications. The augmented reality (AR) technology used by iSnap is an advance on existing AR and QR Code, as text, video, photos and other multimedia content are uploaded daily to the Amazon Cloud Computing system. Knorex has developed a real-time data system to measure readership, advertising interest and interactions to fulfil the needs of both readers and advertisers.
"This is more than just a gimmick. We intend it to be an additional value, primarily for the readers and our advertisers. iSnap connects the old media with new media. It enables our readers to feel what we call 'the life' in news stories and pictures that are otherwise very still. With this technology, it allows readers to get to understand and feel the stories," said Thepchai.
Pana Janviroj, president of The Nation, said advertisers can fulfil customers' need for added information about their products with multimedia presentations right at their fingertips, through mobiles. More than 15 advertisers have signed up for iSnap, especially those with a mobile business strategy.
Pawoot Pongvitayapanu, founder and managing director of Tarad.com, said iSnap technology is a new way to engage people with printed media, and benefits e-commerce directly. It is designed to lead people from offline content into performing e-commerce transaction via their mobile devices.
"Mobile commerce is the e-commerce trend for this year, and iSnap can encourage the growth of m-commerce. iSnap can bring the huge print media audience to do online shopping directly when they snap the advertisements in the newspapers," Pawoot said. He added that this year m-commerce is set to account for about 15 per cent of Tarad.com's total transaction value, up from just 8 per cent last year.
Siwat Chawareewong, managing director at mInteraction, said iSnap gives marketers and advertisers more room to be creative, especially when they want to link between offline and online marketing campaigns.
Siwat said iSnap brings three concepts to digital marketing - "offline-online-profile" - which are key elements for marketers and advertisers. The technology benefits marketers and advertisers by offering them a huge audience - one that is limited to offline content via the printed media - to the online world.