By Olivia Cahoon
Part 2 of 2
Interactive print technologies, like quick response (QR) codes, personalized URLs (pURLs), and augmented reality (AR) offer a unique experience that bridges physical and virtual worlds with the help of technology. Print applications embedded with interactive print methods give consumers an innovative experience that is convenient and useful. As this technology strengthens, it becomes a growing trend for print providers to consider.
A variety of AR solutions are currently on the market. Print providers should investigate these tools and determine whether bringing interactive print into the mix makes sense.
The Blippar AR Software Development Kit (SDK) allows users to leverage any type of AR content within a user’s existing app, or Blippar can build a white-label AR app for you. AR SDK adds product visualizations that let customers see products in 3D, virtual try-ons, and selfie filters. It’s designed to easily create AR experiences using Blippar AR creation tools Blippbuilder and Blippbuilder Script.
AR SDK also allows users to take advantage of Blippar’s image recognition and object recognition capabilities to trigger AR experiences. SDK supports multiple types of image and entity recognition including barcode and QR in one scanner. It’s capable of detecting flat and curved markers and tracking AR experiences to them.
Layar, part of the Blippar Group, offers the Layar Creator to bring everyday objects to life. With the Layar Creator, print providers can upload images of greeting cards, flyers, and packages to instantly create a personalized AR experience. It features a drag-and-drop tool for interactive digital elements including video messages, music clips, interactive photo slideshows, web, and social network links.
HP Reveal, an extended reality platform from HP, adds value to printed content through visual interactivity. It’s designed to give a unique identity to every printed object—enabling a variety of differentiated solutions. HP Reveal includes Reveal Studio and Link technology.
Reveal studio is an AR studio that engages consumers with world class AR experiences using HP AR toolset. It features an intuitive and easy to use interface, personalized AR, and real-time campaign insights.
Link, powered by HP Reveal, protects brands with HP’s end-to-end security and tracking solution. It offers security and authentication to protect against counterfeit products and product diversion while also reducing costs in the supply chain with an efficient track and trace system.
Released in March 2014, Solimar Systems’ Chemistry Platform is a post-composition workflow including AR and other interactive print methods. Targeted toward customer communications and print environments, Chemistry Platform is integrated through APIs, scripting, and hot folders. It features true end-to-end post composition workflow and optimization with value-added interactive print capabilities.
“Using our Chemistry Platform, users add QR codes, pURLs, and AR experiences. All of these elements create a connection from physically printed—and in some cases digitally delivered—communications or documents to a digital, interactive experience,” says Mary Ann Rowan, chief sales and marketing officer, Solimar Systems. QR codes and pURLs can be placed within a communication to drive to video, surveys, and other interactive HTML/HTML5 web-driven experiences.
In connection with its partner, RealityBLU, Solimar Systems also offers an AR experience from a print or digital communication using a mobile device to view the augmented experience through a company’s mobile app, says Rowan. With RealityBLU, print providers create location-based experiences so that printed documents show a different AR experience depending on set location and mileage radius.
“This is not a widely offered capability in the market today. Pair that with the connection to Solimar and clients can create variable data AR experiences,” comments Rowan. By using the data analytics of the Chemistry Platform and the ability to parse the data in each print record, a personalized AR experience is served including personalized video and accessible content for those that ask for alternative and accessible formats. Price varies by solution requirements.
The latest version of Ricoh’s Clickable Paper—the company’s AR offering—was released in January 2018. Based on Ricoh Visual Search, Clickable Paper leverages impact recognition technology to enable communications to reach beyond the printed page by linking printed materials to rich, online media sources including photos, websites, e-commerce portals, videos, and social media platforms.
It does not require any special markings such as QR codes, leaving communications to make bold, effective design decisions without constraints, says Ryan Kiley, director, strategic production services, commercial & industrial printing business group, Ricoh USA, Inc.
With the recent addition of gaming features, push notifications, and cookies-enablement, Clickable Paper allows users to engage in challenges, contests, quizzes, and surveys, along with new customization and workflow capabilities—increasing and improving campaign engagement and ROI. “Near real-time analytics combined with the ability to adjust campaigns hourly on-the-fly makes print-centric campaigns more responsive than ever,” adds Kiley.
Clickable Paper is a targeted AR-enhanced print suitable for all verticals and applications. It is available in three licensing models—the Ricoh-branded application available in app stores, a skinned version that provides direct branding support such as launching the app under an organization’s name and using their logos, and incorporating Clickable Paper technology into existing apps as an additional feature for a more seamlessly integrated user experience.
Interactive print empowers marketers and users to make print interact quickly and easily. As these methods continue to grow, digital printing is an excellent launch point for it to prosper.
Nov2018, DPS Magazine