Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

VonCast unveils invisible digital watermarks

Published on February 18, 2011

Announced at DSCOOP6, Voncast's Peter Lancaster tells Cary about working with Digimarc to introduce printers to invisible digital watermarking.

Cary Sherburne:  Hi, I'm Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Peter Lancaster of VonCast and I understand that you've made an announcement about some new digital watermarking technology.

Peter:  Hi, Cary.  Yes, indeed, we have today.  VonCast is a company Larry Von and I have put together and we're working very closely with Digimarc from Portland in Oregon to introduce to the direct marketing in the U.S. for invisible digital watermarks.

Cary:  So this would be -- I'm familiar with the invisible watermarks that are used in image tracking on the web with Getty or those folks that don't want people hijacking their images.  How is this different?

Peter:  Well this is different in as much that now we can embed into an image or in fact into a text panel a digital watermark that the human eye can't see in print but the camera on a Smartphone can.

Cary:  And so what would incent me if I got a brochure or a postcard or something with this digital -- what would incent me to even try to find it.  I mean a QR code I can see, so I can click on that, but tell me about

Peter:  Well that's a very good question.  Sometimes we might not want people to know there is a watermark there for security applications.  And other times we want them, so there is a little circle D there to indicate that there's an interactive image and things like direct mail there can be an extra insert to say, "Well if you really want to get this extra pay-off then this is what you do, download the app," which incidentally will also in come April time scan 1D codes, 2D codes as well.  So one app will essentially cover all of the different types of codes.

Cary:  So on the document, there'd be that circle D and that would be a signal to me as a user to take my Smartphone on it and snap it.

Peter:  Indeed.

Cary:  And then the purpose of the digital watermark is because the 2D barcode contains a lot of information.  This allows you to embed a lot more information than just the D could have.

Peter:  Absolutely.  The D is only there to indicate that the image itself is has a pay-off, has an incentive.  And then the key objective there is to make sure that the user experience is just absolutely fantastic.  So totally targeted with the landing page, with a choice of options, and then possibly video option or a discount coupon based on some relevance.  So this brings back to the printing industry the opportunity to do something that isn't open source.  So there is a revenue stream from this.  QR codes are great and have a fantastic application, but anybody can create a QR code in 90 seconds flat, print it on your inkjet printer, cut it out with a pair of scissors, stick it on top of someone else's code and it goes to your payment gateway rather than the real ones.  So we have to be very careful with open source.  This is an opportunity for the printing industry to make some money.

Cary:  Now earlier when you demonstrated this to me it went right to the custom page.  When I've used QR codes before, at least with the reader that I have, it brings up the link and gives me a choice.  Is that an option because I don't necessary want my phone randomly going to somebody's page that I don't have idea who they are.

Peter:  Well, absolutely.  And that's really why it's a good idea to have a landing page so you give the consumer the choice as to what they want to do.  So yes to visit or to download something or to opt in or whatever it is that you want to do.  And it's all part of a campaign.

Cary:  Okay.

Peter:  It shouldn't be just a one-off action; this is something where we create an interaction.  So then we generate more print.

Cary:  So actually if you think about some of the campaigns they've been doing in New York and other cities, they have these huge QR codes on sides of buildings you can snap when you're driving by, so now we're going to start seeing all these little D's and circles, right?

Peter:  Well we are really targeting a very tactile kind of thing so we're really helping the printing industry go for direct marketing where you're actually going to hold the print in your hand and benefit from that tactile element of the print as well, so that you're close to it and you're interacting with it.  And personalized URLs is a great but -- I open my mail in the kitchen, then I've my phone and my computer's actually in my office.  So my phone is usually never further away than that and I tend to use and I know I'm not alone and we only have to witness the sales of Smartphones now.

Cary:  So where would people go to find out more information about this?

Peter:  Well they basically send an e-mail to info@voncast.com and talk to us and we'll help you hopefully make some money again.

Cary:  Okay.  Thank you very much.

Peter:  Thank you.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Technical Programs at Idealliance Expanding and Going Global

Technical Programs at Idealliance Expanding and Going Global

Published: May 23, 2017

Tim Baechle, Vice President, Global Print Technologies & Workflows discusses current direction and new technical programs that Idealliance is developing for the industry.

 

Video preview: Color Management Pro Jim Raffel on G7 and the State of Color Reproduction

Color Management Pro Jim Raffel on G7 and the State of Color Reproduction

Published: May 23, 2017

Jim Raffel, CEO of ColorMetrix, shares insight into what he's seeing in the industry with the continued adoption of Idealliance's G7 as a method to provide common visual appearance across various print processes including industrial print applications.

 

Video preview: Direct-to-Object Printing: Do Converters Need to Redefine their Role?

Direct-to-Object Printing: Do Converters Need to Redefine their Role?

Published: May 22, 2017

Joe Morgan, formerly CEO of Standard Register and now Founder and CEO of Be Safe. Be Inspired. Be YOU. shares his insights on the InPrint USA show and the opportunities he sees for printing businesses in functional printing applications, particularly for packaging. He sees this as changing the role for the converter and requires businesses to redefine the role they will play in the future.

 

Video preview: A Mailer That Grows Wildflowers.  A Tree That Grows Books.

A Mailer That Grows Wildflowers. A Tree That Grows Books.

Published: May 19, 2017

Thinking he's got something special, WhatTheyThink Senior Video Editor Jon Emmerich does a little show-and-tell and asks for Frank's response. In true Frank fashion, Frank quickly and efficiently crushes Jon's dreams.

 

Video preview: Dave Fenske on Value Proposition of Direct Marketing

Dave Fenske on Value Proposition of Direct Marketing

Published: May 18, 2017

As one of the early adopters of production inkjet technology, Dave Fenske of Fenske Media discusses the whole value proposition of direct marketing and how it has enhanced his business and the business of his customers.

 

Video preview: Landa Digital Printing Shares North America Rollout Plans

Landa Digital Printing Shares North America Rollout Plans

Published: May 17, 2017

Nachum Korman, VP and GM, North America for Landa Digital Printing lays out the strategy for building a US sales and support organization, and discusses the three recently announced beta sites including the first installation in the US at Imagine! in Minneapolis, MN later this year.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved