A new place based messaging app is the latest cutting edge development in the thriving field of context based marketing. The new app, which is called Flyby, allows its users to send messages to each other, using real world objects as triggers. In this regard any real world object could be used to trigger the sending of the message to a friend. A trigger can be action such as taking a picture or a video of the particular object (Tnooz).
RIGHT APP AT THE RIGHT TIME
Although Flyby is one of the first consumer applications to leverage this image recognition technology for messaging services, it is not the first in the field. Previously launched apps such as Drop or Findery pushed towards a similar direction, but didn’t enjoy success and high adoption rates. Flyby might be launched at the right time and in the right place, as the current technology levels allow a smoother implementation.
POTENTIAL FOR TOURISM MARKETING
This technology offers plenty of opportunities for tourism marketers to augment and enhance their products, and add a unique edge to their marketing efforts. Destinations could use this technology to leave messages and information for visitors at specific locations and buildings. For instance, when taking a picture of a famous landmark that has a Flyby message attached to it, visitors could see additional information, such as a video of how it looked like 100 years ago, or a message from the mayor of the city welcoming the visitor.
Also individual attractions, such as museums or sights could make use of this technology to provide a digitally augmented layer to their offering. This would eliminate the costly investment into specific technology gadgets and would allow the visitor to use the device they are already most comfortable with, namely their smartphones or tablets.
GAME CHANGER OR TOY?
Making use of place based messaging could change the way in which media is used in the travel domain. Also, it opens up new ways to experience travel. However, the question remains whether this technology will manifest itself in the market or whether it will remain a niche phenomenon. Especially identifying the triggering objects may be difficult for tourists and lead to decreased usability of the technology.
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