Real Time Communications Featured Article

Can Real-Time Communications Save Print Media?

July 06, 2015

For those in the publishing world, the concept of print media is on its way out. Publications that we once looked forward to receiving have transitioned over to the digital world with no plan to ever print again. Does this mean the end of print altogether, or is it simply time for someone to come up with a better approach to meeting consumer demand?

In real-time communications, we just might be able to find the answer.

Consider the characteristics of real-time communications – instant gratification comes to mind. As a society, we lose patience with those things that can’t deliver instantly. While the traditional landline was real-time in its day, the single channel no longer fits the need we have to immediately connect with varying individuals on a myriad of channels. It’s the element of human nature that drives the demand for the smartphone – for now.

One company is shaking things up in both print and digital and it plays to the demands that help shape real-time communications. T+ink is a New York-based company is leading the innovative charge in both print and digital, yet its focus on the Smart AD could easily revolutionize print and bring a number of publications back from the brink of near-death.

The provider of seamless and disruptive solutions is focused on making objects that are interactive, smart and secure. The company’s goal is to disrupt current markets by introducing digital print applications that not only bring down costs, but also create new experiences for partners and products. Ultimately, T+ink wants to be a dominant force in the Internet of Things.

For those progressive thinkers, however, it could be challenging to understand how a company focused on the Internet of Things is also focused on traditional print media. If you take a step back and examine real-time communications – it really is all about taking a traditional form or habit and improving it to appeal to the masses today. The Smart AD is doing just that, enabling traditional printed media to become a fully immersive consumer experience.

The Smart AD delivers dynamic real-time color changing sound and lighting solutions with a wide menu of customization experiences that integrates the Internet with traditional media. The use of Touchcode and Wi-Fi enabled ads, insertions and covers create the opportunity for instant consumer interaction in a form factor that is lightweight, thin and flexible.

Imagine picking up your favorite magazine and an ad for the latest smartphone is included. But instead of a static ad designed to capture your attention for an instant, you find an immersive experience that allows you to customize that smartphone – you can select different colors and the smartphone will change color on the page – the printed page! Is this really possible?

The goal in any real-time communications experience is to provide the user with the technology needed to meet the immediate need. If you can do the same in print media – it will not die. Is the demand strong enough to move this direction at a higher cost? Those who survived the first round of print media death may just want to find out.

Edited by Stefania Viscusi

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