Konica Minolta’s genARate concept has arrived in practice

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In a media world in which the moving image determines our communication, print must explore creative possibilities in order to use interactive content profitably. This is because movement multiplies the memory value. Konica Minolta presented a solution a year ago that combined the haptic experience of print with interactive augmented reality formats: With genARate, printed content can be transformed into moving information. Viewers are able to see videos, animations or 3D models when they point their smartphone or tablet at a printout.

At the center of the tool is an app. The app ensures the interaction with the target group if the ads or the article is labeled accordingly. In the meantime, the technology is making its way to end customers. Smaller newspapers and advertising papers, such as the Unterallgäuer Rundschau, are beginning to attract advertisers. “A big issue is choosing the content that needs to be made available,” says Johannes Högel, Managing Director of Hans Högel KG, a print shop and publishing house from Mindelheim. Few companies, much less the stationary retail trade, have corresponding media databases or similar.

Here, the genARate platform offers a web-based studio tool that can be used to create your own interactive applications. genARate also includes an analysis function for measuring app usage and interaction with the content. Through a hosted service with a clear pricing structure and easy access, campaigns can be developed quickly and easily.

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Konica Minolta's genARate concept has arrived in practice
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Konica Minolta's genARate concept has arrived in practice
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In a media world in which the moving image determines our communication, print must explore creative possibilities in order to use interactive content profitably. This is because movement multiplies the memory value. Konica Minolta presented a solution a year ago that combined the haptic experience of print with interactive augmented reality formats: With genARate, printed content can be transformed into moving information.
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Beyond-Print.net

Max Spies, a true professional, is a printing technician and business economist. As an ERP specialist at zipcon consulting GmbH, he researches throughout the entire value-added chain and delves into the depths of the company's divisions. People, processes, and tools are equally important to him in his observations. With curiosity, backbone, and a healthy dose of the Allgäu's fighting spirit, he is able to gather information. His comprehensible expertise is the basis for result-oriented concepts in customer projects. Max Spies has been in the printing industry for 35 years, worked as a journalist for "Deutscher Drucker" and writes guest articles for the trade magazines "Druckmarkt" and "Grafische Revue Österreich". Prior to joining zipcon, he worked for an ERP software provider in Germany, Austria, and Switzerland and is an active networker in this economic region. (Profiles also at Xing, LinkedIn)

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