MagnaVersum - New-technology knowledge

As new technology flourishes and companies are put under more pressure to differentiate, it is harder than ever to stand out from the competition and 'innovate'. Krishna Sheombar Sing, CMO for MagnaVersum, explains how the company's full-service platform offers myriad solutions for companies looking to get a helping hand in new technologies, whether that means using augmented-reality marketing techniques, getting the most out of the big data attached to its products or simply appealing more actively to consumers in today's market.


For years, the packaging industry has developed packages in all sizes, shapes, colours and gradients. Millions have been invested into brand awareness, standing out from the crowd, fitting legal aspects on SKU artwork and preserving brand identities in different countries or regions. After an SKU artwork has been designed, it might stay the same for a vast amount of time. But that is all about to change, as technology enables brand-owners to take the next step. In its interactive packaging solution, MagnaVersum offers a full-service platform that grants modification abilities to static packaging.

Secure sharing
Sharing artwork is the first step in interactive packaging, for which MagnaVersum has developed a secure file-sharing solution called DigiTank. Brand-owners can share files with the MagnaVersum artwork team through their own 'tank', where the team will analyse the artwork and design partners can add the Interactive Verus Mark (IVM) for the interactive element. The tank is then used to share the marked artwork with the brand-owner, which can share it in print-ready format with the corporate printer for a secured, monitored transfer.

By embedding the IVM in the SKU artwork, MagnaVersum can determine which SKU is being scanned or used with the branded smart-device app to reveal SKU-based content in augmented reality (AR). AR brings packaging to life, giving end-users new brand experiences, extra product information and interactive content such as how-to-use videos. After the IVM is scanned, all the linked information - such as ingredients listings - becomes accessible. By adding allergy information in the branded app, for example, consumers can check if they are allergic to a product by scanning the IVM, without having to read the small print.

The IVM works with patented technology from Digimarc or any other marking technology and has multifunctional features including:
? recognition by cash register (GS1 barcode upgrade)
? recognition by smart device (SKU AR activation)
? version control (with high-speed cameras)
? next-generation on-pack, in-store and under-the-
crown promotions
? B2B authentication (anti-counterfeiting solution)
? visual allergen information (via in-app profile).

Next-generation development
MagnaVersum has also created a development and production platform called VERUS. Branded apps will be linked to this platform to ensure secure updates with limited to no downtime. Managing AR content is easier with the platform's AR Studio, which allows you to change content hourly, daily, weekly or even based on geography. The platform also includes Computer Vision, MagnaVersum's base for the packaging authentication process, which improves usability.

The use of such apps generates a lot of data, which is provided to brand-owners in an all-in-one solution. In-house consultants develop business intelligence dashboards to give brand-owners insight into this data as simply as possible, and solutions are integrated to the MagnaVersum OneDataView platform. Brand-owners' selected key performance indicators will be visualised in the secure OneDataView platform for analytical and reporting purposes. MagnaVersum never sells the collected data to third-parties, and it is made available to brand-owners as their intellectual property.

Know more, do more, get more
MagnaVersum offers solutions to boost organisations further into the digital age, from 'doing digital' to being digital. It can help clients get ready for the latest technologies. Whether they want to use AR or virtual reality, have their own branded app, get big data with smartly designed dashboards or securely transfer sensitive files, MagnaVersum knows how to provide the solutions.


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