dna launches augmented reality app ‘dna it’

dna launches augmented reality app ‘dna it’

Most of the important stories are supported with multimedia features including video playback, audio transcripts, image galleries, related web articles

English daily dna has launched an augmented reality application – dna it – to further enhance the reader experience. Most of the important stories are supported with multimedia features including video playback, audio transcripts, image galleries, related web articles, etc.
Ravi Joshi, Editor, dna, said, “In today’s age when the young urbanite prefers to Google it, Tweet it and even WhatsApp it, we give our readers an opportunity to ‘dna it’. The ethos of the newspaper is to ensure that the connect between dna and its readers is no longer a one-way street. Interactivity is the only way forward and we are taking multiple steps to remain the most vibrant news paper product. The response has indeed been overwhelming.”
The ‘dna it’ app can be downloaded from the App Store for Apple and Android devices. Readers can also download it from www.dnaindia.com/apps. The entire application and the technological backbone have been built by Prisma Global.
Amitabh Roy Chowdhury, Executive Director & COO of Prisma Global, said, “This unique technology provides an excellent opportunity to amalgamate the print media with the mobile digital world, thereby providing relevant, timely, handy and augmented information to the increasingly discerning readers. For today’s increasingly ‘info hungry’, ‘Google addicted’ generation, this app whets their appetite for augmenting the ‘real news’ with the ‘add-ons’ in the palm of their hands.”

Link http://www.business-standard.com/article/economy-policy/csr-to-make-available-50-000-more-jobs-in-the-sector-experts-113101300181_1.html

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Augmented Reality Set To Take Off In India

The Augmented Reality space seems to be taking shape in the country, as more brands opt for the technology to advertise their product and services. Additionally, more technology providers are beginning to offers services to a number of verticals in the country.

The latest company to join the bandwagon is Prisma Global, which is providing its augmented reality (AR) and image recognition (IR) services to automobile, print and construction sectors in the country.

The company’s Chairman and Group CEO Shreeram Iyer said that the augmented reality space is rapidly changing in the country with more enterprises have started to leverage the potential of the technology.

“Augmented Reality appeals to masses as its offers a complete new experience to them. On the other hand, it provides new tools to companies to advertise their offerings in an innovative way,” Iyer said.

In totality, Iyer said that broadband has to play a major role in the development of the AR ecosystem in the country. “3G has started picking up in the country, which will help the ecosystem to grow further,” He added.

Earlier, Katyayan Gupta, Analyst at Forrester Research said, “It requires a consistent 3G network to avail a convincing experience of augmented reality as GPRS would not be fast enough to provide a real-time experience.”

Prisma Global offers Snap2Life application for smartphones, which is a combination of IR (Image Recognition) and AR (Augmented Reality). The app allows users to use the mobile device for scanning an image to get desired output though its dedicated software and search engine.

Iyer said that the company’s application has the capability to work on 2G networks. With this application, the company is mainly targeting automobile, pharma, print and manufacturing companies in the country.

Iyer said that the company is in discussion with a few automobile companies in India for providing its AR solution. In Germany the company has partnerships with BMW and Mercedes.

Given the growth in the Indian AR segment, Shreeram Iyer expects PRISMA Global to earn $3.5 million revenue by the end of the fiscal 2014. “Going by the current speed, we expect our revenues to be around $12-$15 million by 2017,” he added. Iyer also informed that the company will be adding 100 people to its overall Indian operations this year.

The AR technology can help brands in providing good customer experience and can affect their businesses positively, as it could be used in marketing, as an advertising tool and for presenting information and geographical data.

Many Indian companies have already implemented AR as a part of marketing. For instance, Mahindra & Mahindra, Godrej Interio, Shopper’s Stop, Parle Agro and McDonalds India are leveraging the power of AR.

Print media in the country, is increasing tapping the potential of augmented reality. Very recently, Daily News and Analysis formed partnership with PRISMA Global to launch its AR application. Additionally, the Times of India group, also offers its augmented reality app ‘Alive’, built in partnership with AdStuck. Ahmedabad-based regional newspaper—Sandesh has its own AR app, called Sandesh Smart, built in partnership with Telibrahma.

According to a US-based research firm SEMICO, the total global revenue from augmented reality will touch INR 31,414 billion ($600 billion) by the year 2016. The research firm also predicted that more than 864 million mobile devices will be equipped with augmented reality by 2014.

Given the rapid increase in penetration of smartphone and optimistic approach of brands towards AR, the future of this technology seems bright.

-Danish Khan, Correspondent Light Reading India

Headline – Augmented Reality Set To Take Off In India

Publication – Light Reading

Edition – National

Date – 11th July 2013


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Going Virtually Real to Sell Property

Real estate may be brick and mortar business, but builders are going virtual to reach more buyers. For instance, augmented reality (AR), which involves adding data, music or other virtual information to real world objects, has been gaining in popularity in the property market.

While augmented reality was primarily limited to entertainment such as games in the past, it is also finding practical utility in home buying by connecting printed images to virtual information. For example, using Prisma Global’s snap2life software, a user may view a property brochure using a smartphone and the technology will enable viewing virtual objects such as videos of the model home or site related to the image seen.

Technologies that link print to value added information are already being used in mainstream media. AR has also been used in trade fairs where a visitor can access large amounts of information that is stored digitally, by pointing to a logo or image.

Value adding

Interesting possibilities can be created when a buyer or renter is out looking for property. CommonFloor, an online property listing portal, hopes to improve the user’s experience in finding a property through its mobile application that features an ‘augmented view’.

The user can point her phone in any direction and the app, using the image from the phone’s camera, will automatically detect available properties in a specified range. Finding a property is simplified as listings at the site that are in the direction are visually presented.

Builders are also seeing value in the technology as it enables buyers to better visualise upcoming or current projects in an interactive manner. Varun Upadhyay of Jaiprakash Associates in Delhi mentioned that they started using AR since the end of 2012 and sales results have been positive.


Cost is a concern when using the technology. Rahul Dutta of Trimensions Metaverse, an AR software development firm, stated that while AR is becoming more mainstream, it is much more expensive than its web and mobile counterparts.

Also, the user needs a fairly high-end smartphone and good data connection.

Ozonegroup of Bangalore stated that they are yet to use AR but use tools for generating virtual walk-throughs that give the potential customer an idea of the look and feel of the apartment the person is planning to buy.

Augmented Reality, which enables access to virtual content like music and videos by training your smartphone on print, is helping homebuyers check out properties

Headline Going Virtually Real to Sell Property

Publication The Hindu Business Line Online

Edition – National

Date – 27th July 2013


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Making augmented reality work for marketers

Augmented reality has been gaining momentum worldwide due to the quirky brand extension it offers to marketers. The concept was initiated as ‘mediated reality’ and used to create real-time engagement for environments such as scores on television at the time of match.

While the concept has now grown in terms of technology and marketing tactics, it is still in a very nascent and experimental stage in India due to various reasons.

“Augmented reality is enabled by backend calculation on television screens as well as normal video screens. The concept is more convenient on mobile and is still in its nascent stage in India,” said Amitabh Roy Chowdhury, Executive Director & COO, Prisma Global.

Augmented reality initially was used to give 3D view of automobiles and real estate properties. It was successfully leveraged by a number of brands. The Times of India launched Times Alive, an application that gave virtual behind the news access to readers. On holding the application against the news, readers are given options to view related images and videos.

Watch video here…

Nonetheless, augmented reality is restricted to unlocking images and videos in India as marketers are yet to experiment on the platform.

“Though AR sounds very interesting, where you are getting to make a static thing come to life, the consumers still find it a bit confusing. If you are hand holding the consumers to do it, then it’s very appealing to them, however, there are very few who will do it own their own. But yes, the awareness is increasing,” said Rohit Kaul, COO, Mobilox Innovations.

Technical glitches such as low mobile bandwidth and weak internet connection also hamper the growth of augmented reality in India, pointed out Chowdhury. However, if marketers concentrate on the content and go all out with the technology, they can leverage augmented reality to its optimum level.

Going international – way forward

Globally, the concept has grown to an extent wherein users have the convenience of booking a ticket by virtual access to the theatre through augmented reality. Understanding the usage of augmented reality from marketing and technological angles can help Indian marketers get their strategy right.

Find the perfect place: Starbucks Campaign

Starbuck’s Cup Magic for Valentine’s Day allowed users to view a romantic animation from the figure on the cup and send gifts to loved ones. Creating applications that can be used indoors rules out weak internet connection and other reach problems as free wi-fi can be provided.

Watch video here…

Sensible product connect: Volkswagen Up! campaign

To promote the new features of their Volkswagen Up, the brand used the gutter space in newspapers to give them a ‘ride’ across the paper and experience the features. The QR code redirected users to the app that gave users the Volkswagen Up! experience. Use of augmented reality should be in sync with the theme of the product so as to strike the right chord.

Watch video here…

ZooBurst is an application that allows users to create their own 3D story books. The app also offers various quirky features, including being able to flip a page with the motion of a wave. Thus, marketers need to move forward from images and videos and provide the cool quotient to attract the niche.

“Marketers are currently riding on the cool quotient that AR offers, however, the possibility of using it is huge. Imagine, you like the dress someone is wearing at an event, you capture the image and you are directed to an e-commerce store, where you can buy the exact same dress,” added Kaul.

Higher penetration of technology and high speed internet shall take a few more years to create a strong base in the country. Till then, marketers need to make sure that they get their penny’s worth through exploring the space.

Headline Making augmented reality work for marketers

Publication Exchange4media

Edition – Online

Date – 30th July, 2013


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