Royal Challengers Bangalore (RCB), the Bangalore franchisee of the Indian Premier League (IPL) has partnered with TELiBrahma to provide live traffic updates around the stadium, parking arrangements and call-a-cab utilities, using augmented reality:

Those with tickets for RCB matches can download TEliBrahma’s PointArt application on their mobile handsets, and take a picture of the RCB ticket or the RCB logo using the PointArt app to receive live traffic updates around the stadium, parking arrangements and “call-a-cab” facility. The call-a-cab facility just includes phone numbers of cab companies: Meru cabs, Dial cabs, OLA cabs, and Fastrack cabs. It also provides 3D view of the stadium, watch videos of the previous IPL and of the latest RCB matches, and view RCB merchandise.

Note that RCB had previously partnered with TELiBrahma to convert Chinnaswamy stadium into a BluFi zone, wherein those in the stadium could turn on Bluetooth on their device to receive updates. The company claims that this resulted in more than 10,000 registrations to the fan club in pre-event activities and more than 40,000 engagements over 28 hours of cricket.

Interactive content for Sandesh: Apart from that, TELiBrahma has also partnered with Gujarati newspaper Sandesh to deliver interactive content on reader’s mobile. The Augmented Reality app is powered by TELiBrahma’s POINT platform.  To view interactive contents on their mobile, users will have to download TELiBrhama’s AR app PointArt. Users will then have to point the phone camera to Sandesh’s logo through the app to get interactive content on their mobile screen. The company claims that it brings interactive content such as 3D models, videos, slideshows, social media connect, links to download content, among others.

Our view:

While India are switching to smartphone devices, the opportunity for TELiBrahma is to get in early, ink lots of partnerships, and encourage users to use their application more often: essentially, it should try and become the de-facto application for augmented reality. Proliferation of smartphones has begun with low end smartphones with low memory, which means that apps that are not relevant will be uninstalled swiftly. Since TELiBrahma uses a single app for all its services, it could find a better stay-period on a user’s handset.

Other Interactive content in Media:

– In January 2013, Star TV had tied up with Buzz, a mobile engagement- platform from TELiBrahma, that will enable Star TV to provide 30-60 sec clips of their channels which include Star TV, Star World, Star Movies, Star Gold, Channel V, among others.  TELiBrahma had also tied up with Magna Publishing’s Bollywood film magazine Stardust to integrate its augmented reality platform POINT to Stardust’s March 2013 print issue, to deliver additional content related to featured models.

– In June 2012, Times Home Affairs, the real estate supplement of The Times of India, had partnered with TELiBrahma to include 23 augmented reality print ads in a special real estate feature. TELiBrahma also previously offered a co-branded app with The Times of India (TOI) called Times intARact, until Times Internet launched its own app called Alive in December 2012.

– In April 2012, TELiBrahma had partnered with Times Internet Limited (TIL) to deliver IPL video clips to mobile phones at TELiBrahma’s BluFi partner locations including Cafe Coffee Day, Crosswords, Nirulas, Spencers, Barista, Transit Lounges, Malls and select Railway stations.

– In January 2013, HT Media had launched the ARPLus app for the readers of Hindi newspaper “Hindustan” that allows readers of the newspaper to interact with a print medium, for access to rich media content. The app is available for download on Android and iOS platform.

– In January 2013, Airtel had partnered with Shazam for its long running “Har Ek Friend Zaroori Hota Hain” (every single friend is important/necessary) campaign. Users could Shazam the Airtel TVC to get three mobile VAS services – “My song my story”, “Mobile Movies”, “Cricket Mobile Magazine”

– In March 2011, Cybermedia had integrated QR Codes to its business computing magazine PCQuest to offer rich media content to their readers. In February 2010, MidDay had also introduced QR codes in its print newspaper to allow reader access rich media content.

*Disclosure: Times Internet is an advertiser with MediaNama.