Indiantelevision.com Team

(6 November 2007 4:00 pm)

MUMBAI: SureWaves, a group company of Bangalore based IndusEdge Innovations, is introducing media convergence solutions, aimed at driving customer engagement.

According to an official release, SureWaves has the ability to combine TV content with web, out of home displays and mobile phones in a unique manner.

These solutions are being targeted at organizations in retail, retail banking, transport, hospitality, health care, expos and government projects where a customized communication channel to drive customer or viewer engagement is beneficial.

The company is also positioned to partner existing out of home display networks by creating a network of networks using its solutions, and driving higher levels of viewer engagement.

The company is founded by Rajendra Khare (former MD Broadcom India and the founder chairman of Indian Semiconductor Association), along with Ravi Bhatt, (former head of Nokia's R&D center and co-founder of Amber Networks) Anant Kansal and Tapan Datta.

The technology foundation has been layered with talent from the media and creative world. CVL Srinivas, (former CEO Asia Pacific, MAXUS, a GroupM media agency) is the CEO of SureWaves.

Tushar Vyas, who was head of GroupM India's digital division, has joined as VP business solutions. Others who have joined the company include Sanchit Sanga, Rajendra Dwivedi and Prabhvir Sahmey, all of whom are from GroupM.

SureWaves has developed the technology in partnership with Plasmanet of the UK, to distribute content and advertising onto a range of remote display screens, in real time.

The content can be any combination of live or recorded TV, internet feeds, flash files, powerpoint or any internal communication material of an organization. SureWaves plans to create communication channels customised to the client organization, in terms of the content and screen design. The communication channel has easy to use tools that can help manage the content and advertising in real time.

Says chairman and MD Rajendra Khare, "SureWaves enables an advertiser or brand owner to better target consumers, ensuring that advertising using this visual medium is not only more effective in attracting the attention of the right people at the right time, but is also more cost-effective."

Using Bluetooth technology, SureWaves screens not only educate the customers but engage them as well by allowing a two-way interaction with the screen.

A retailer for example can not only promote his products on screen, but can allow his customers to download information from it, onto their mobile phones. This information can be acted upon then and there via Bluetooth or can even be acted upon over a normal GPRS connection later on.