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Addreality

Company

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Addreality is a Russian software developer in the field of Digital POS and client analytics.

Addreality was founded in 2011 in St. Petersburg. Addreality uses artificial intelligence technologies to target content by sex, age, emotion, and customer behavior. The system analyzes the audience and reach in real time.

Areas of activity

For 2017, the company's main product - the Addreality platform - is used in network stores, HoReCa enterprises, banks, training institutions and other organizations, where it is necessary to have a single integrated management of communications with visitors and customers. The platform allows you to easily manage digital self-service systems, Digital Signage displays, signage and signage. The solution helps you customize, monitor, and analyze advertising campaigns at any number of points of sale, including geographically distributed ones. At the beginning of 2017, more than 1000 stores and outlets in Russia operate under the control of the Addreality platform.

The Addreality software platform is designed to organize digital self-service systems and interactive storefronts, signage, and scoreboards. The system recognizes the customer, actively involves him in the process of interactive interaction, advises on the assortment, helps to assemble a set and allows you to pay for purchases on site.

Addreality offers a cloud-based analytics system to measure project performance. Using installed cameras, the solution determines the number of people who are interested in advertising and the time of focusing their attention. By updating statistical information in real time, you can increase the impact of digital solutions.

"In 60% of cases, the buyer makes a decision to buy standing at the shelf, but often the seller is not close or ignorance of the product benefits and the seller's low communication skills completely interfere with comfortable shopping. Addreality helps the retailer communicate with the client without forcing him to move away from the shelf with goods, "commented Sergey Galeev, CEO of Addreality in 2015. - Our platform-based solutions are designed to increase customer loyalty, lower costs, increase sales, increase conversion of promotional offers from 8% and cross-sales. "

The use of digital self-service systems allows you to increase the level of service, reduce the time spent working with the buyer, increase the capacity of the store and optimize staff costs. The organization of a network of digital displays, signs and scoreboards based on the Addreality platform, as the company stated in 2014, allows you to save up to 80% of the budget for POS materials.

The analytics system allows you to obtain real-time data on the number and behavior of an audience.

All Addreality digital information systems, regardless of format and platform, have a single centralized management system. This allows you to quickly manage the digital design and the general information core of the store, significantly reducing the costs of merchandising.

Interactive projects can be played on any equipment - from tablet computers installed on retail shelves, cash registers, TVs, video disks, video walls responding to passers-by and actively campaigning to visit the store. According to Addreality as of October 2014, over the past year, the audience of projects on the platform of the same name amounted to more than 200 thousand people with the participation of 50 different brands. The average interaction time reached 2.35 minutes.

Performance indicators

2017: Business growth by 600%

Addreality, a Russian developer in the field of Digital Signage and client analytics, in 2017 increased the number of installations of its own platform for managing digital visual communications by 75% - their number increased from 3 thousand in 2016 to 20 thousand in 2017. Addreality's business growth was 600% compared to the previous year. The company completed 92 projects in the field of Digital Signage and entered world markets - in China, Uzbekistan and Europe. The Addreality platform provides 20 million contacts with an audience of manufacturers and retailers daily.

According to Addreality experts, the average annual growth rate of the Digital Signage market will be at least 10%. This is due to the fact that a solvent audience - millennials - are loyal to digital and dynamic content, they prefer to receive any necessary information from digital media, which should be as relevant as possible to a particular case.

In 2018, the company focuses on solutions for managing the number of unique contacts and building a "customer path map" - a system for tracking, forecasting and stimulating the actions of a visitor from the moment of entering the store until the purchase. The "Buyer Path Map" will be built using a complex of technologies: a platform for centralized media content management, audience recognition systems, its targeting and analytics.

Addreality experts call cost optimization with regular content changes a key reason for switching to digital advertising installations. In particular, Addreality reduced the cost of producing POS materials in a network of jewelry stores by almost half - from 11 to 6 million rubles - by replacing paper advertising with digital content managed through a single system. The introduction of cash registers increased sales at the cash desk by 7% in the cosmetic store and by 3.9% in the grocery store, and interactive scenarios in the alcohol store increased sales of a certain category of beer by 17%.

Another promising area for the development of Addreality is considered the sphere of corporate communications.

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The next task of Addreality is to synchronize processes: informing visitors to a store or bank through the Digital Signage channel and training a sales consultant about marketing activities at the moment, "said Lina Arkhipova, commercial director of Addreality.
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As of March 16, 2018, Addreality has 3 offices - in Moscow, St. Petersburg and Shanghai. In 2018, the company plans to open an official representative office in Dubai. Through its own partner network, Addreality operates in 30 countries.

History

2018

Addreality canceled the patent for the placement of video ads

Addreality, a Russian developer software ON Digital Signage and customer analytics firm, revoked a White Cedar patent for video display systems in Russia late 2017. Revocation of the patent will make the introduction of such solutions more accessible to the market and stimulate their further development in Russia.

Addreality's objection to the issuance of the patent was granted by the Russian Chamber of Patent Disputes. Addreality filed an objection back in August last year: the company provided links to other patents published earlier than the priority date of the contested patent. According to the company, initially the White Cedar patent was obtained due to the fact that during the examination the expert did not find the already published American patents.

2017

Partnership with LANIT-Integration

In December 2017, LANIT-Integration (part of the LANIT group) announced a collaboration with Addreality, a Russian developer of software products for managing digital media advertising (Digital Signage) and client analytics. Partners plan to expand the market for solutions for broadcasting multimedia content in Russia and abroad.

The technology platform for collaboration will be Addreality, which manages the synchronous translation of content on all digital surfaces (including sound design), collects data using Wi-Fi analytics and facial recognition tools, analyzes them and optimizes the media plan. LANIT-Integration will implement the solution in both On-Premise and SaaS versions.

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We see a great potential for the development of the Digital Signage segment in Russia: offline shopping still remains popular - according to POPAI, 70% of the population prefer it. At the same time, 76% of customers approve of the use of interactive marketing tools in stores, so retailers are actively introducing new scenarios of digital interaction with customers. The partnership with Addreality gave us the opportunity to supplement the line of solutions with the popular Digital Signage products, "commented Mikhail Gerokov, head of the multimedia systems and video conferencing department of LANIT-Integration.
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Partners will focus on working with government entities and companies with state participation, as well as with large retail networks, where they will implement both integrated solutions and individual point tools. The first joint pilot will be held in 2018 in one of the Russian retail chains in the fashion industry.

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The partnership with LANIT-Integration for us is another step towards the development of the domestic Digital Signage market. One of the growth points is regional projects: in the regions, business begins to understand the effectiveness of such solutions, and the scale is growing. Partnerships will allow us to conduct long-term projects, covering large territories and not reducing a high level of quality, "said Sergey Galeev, CEO of Addreality.
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Partnership with Ascreen

The Ascreen Group of Companies has entered into a partnership agreement with the software developer in the field of Digital POS and client analytics Addreality. A comprehensive solution will give Ascreen customers from the banking, retail, transport, HoReCa, as well as museums and other socio-cultural spaces a tool for personalizing interaction with visitors and tracking its effectiveness.

Partnership with Polymedia

Polymedia has entered into a partnership agreement with Addreality, a Russian software developer in the field of Digital Signage and client analytics. Companies will introduce digital communications systems, as well as jointly develop new technological solutions.

As part of the technology partnership, companies will combine expertise in digital communications and customer analytics - the Addreality platform BI Solution Visiology and from Polymedia. The integration of the two systems will allow you to create new marketing technologies: for example, track CJM (Customer Journey Map) - the client's path through points of contact with the brand, analyze the effectiveness of various marketing tools along the way and optimize them.

Entering the European market

In July 2017, Addreality, in partnership with an international group of thirtyseventy digital companies, a producer of content and IoT solutions for advertising and marketing communications, brought a comprehensive DS solution to the European market. The first pilot implementation - a network of information racks for the Italian retail network - took two weeks. At the same time, most of the time was spent on creating unique content, and on installing and configuring software and equipment - a few hours.

Companies plan to market both turnkey solutions and cross-platform individual projects. All projects will be complex, that is, they will include software and hardware DS solutions, content for them, remote management of all communications and consumer behavior analytics. Focus customers in Europe will be retailers, banks, telecom operators and consumer electronics manufacturers.

"The reference point for the international expansion and withdrawal of Russian products to foreign markets is the main trend of the domestic IT market, and this is the main direction of our growth. We have already launched several projects in Uzbekistan, we see interest in our technologies in the Chinese market, and entering the European market is a logical step, "comments Sergey Galeev, CEO of Addreality. "Despite the fact that the European market is saturated with DS solutions, there is not a single vendor who would offer a similar comprehensive solution to our own, so we see great potential for development."
"After our thorough analysis of the major DS platforms, we have seen that Addreality is the most innovative and flexible solution on the market. It works with any equipment, does not require special skills and knowledge, the SaaS version is successful with our customers, and analytics allows you to efficiently optimize our advertising campaigns. A separate plus is the high level of service support, "reports Franz Harmer, CEO of thirtyseventy digital. "We create engaging content and trust Addreality to communicate it to consumers."

Entering the Chinese market

In early July 2017, Addreality entered into a partnership agreement with Eastidea. Partners intend to create a local office that will promote the Addreality platform, sales, technical support, training, partner network development and OEM solutions. The companies are already negotiating with several large DSOs (Digital Signage Operators), media agencies, retailers and e-commerce operators in China. Read more about the event here.

Addreality and Prestigio began production of Digital Signage devices

Addreality has entered into a partnership agreement with the international manufacturer of electronic devices Prestigio. The Alliance is working on joint software and hardware solutions in the field of Digital Signage and plans to market them in July 2017.

The companies will combine their flagship products in the field of digital advertising and customer analytics: the Prestigio Digital Signage hardware line (interactive kiosks, multifunctional screens, cash registers, etc.) and Addreality Sphere software for managing digital content.

Addreality software will be pre-installed on Prestigio devices. A single software and hardware solution will not only demonstrate digital advertising content, but also create it, monitor efficiency, optimize all digital communications in real time, track the number of visitors and their movement, analyze trends in consumer behavior in order to increase attendance and average check.

To work easily with the new solution, users will be available templates for various types and sizes of business, there are ready-made scenarios of digital communications with customers. For all customers, a local language support hotline will work in the region, which will provide users with a first-class service.

Joint products Addreality and Prestigio will be distributed through a network of partners - resellers and system integrators - of both companies in 24 countries, including the countries of the former USSR, the Baltic States, Eastern Europe, the Middle East and Africa. Local partners, in addition to selling the solutions themselves, will be able to provide additional services for creating content, integration scenarios, and developing marketing concepts.

Both companies are leaders in their market segments: the Addreality platform runs more than 20,000 advertising and information installations in 2000 stores and outlets in Russia, and Prestigio devices have been on the market for more than 15 years and are sold in 30 countries.

Entering the market of Uzbekistan

In April 2017, Addreality entered the market. Uzbekistan Together with a partner - an international company - Star Screen the developer began to connect customers Uzbekistan in to the Addreality platform, as well as provide services for its implementation, configuration, adaptation and integration.

It is planned that banks the financial sector, retail, restaurants, including fast service cafes, the public sector, passenger transportation, OOH, Indoor advertising chains will also become focus industries for Addreality. On the Addreality platform, companies can create any digital content in real time, broadcast targeted ads, determine the effectiveness of all digital communications, monetize and optimize the use of advertising space, interactively interact with visitors and collect the reverse. communication The platform is adapted to the placement of advertising content in both Russian and Uzbek languages.

In view of the special policy of Uzbekistan in the field of information security, the Addreality solution is deployed in two versions: for placement either in the private private corporate network of the customer, or in the national Tas-IX network without direct traffic exchange with international channels.

"The advertising market of Uzbekistan is developing at a rather rapid pace. We are seeing an increase in interest in digital projects, both at the level of private business and in the provision of public services, "comments Sergey Galeev Addreality CEO. - At the same time, solutions in the region Digital Signage are still a novelty for this market. Despite the fact that Tashkent it uses a large number of digital surfaces to demonstrate advertising, the market lacks solutions for centrally managing targeted content and collecting analytics. We, as a Russian vendor, software assess the Central Asian markets as promising and not yet saturated with such solutions. In addition, Russian IT products are more cost-competitive than Western systems. Entering the markets of the regions of Central Asia will allow us to expand the geography of the presence of Addreality and will contribute to the development of the advertising market of Uzbekistan. "

The direction of digital services and projects is actively developing in Uzbekistan. In particular, the Ministry for the Development of Information Technologies and Communications of the Republic of Uzbekistan intends to establish in 2017 in remote post offices and notary offices 250 information rooms for citizens to access interactive public services. And the Central Bank of Uzbekistan in 2017 expanded the network of information kiosks and ATMs throughout the country to simplify operations with plastic cards.

"The general level of digital culture in large cities of Uzbekistan is already quite high. Business is interested in solutions that allow you to create completely new advertising formats and accurately evaluate their effectiveness, "said Oleg Shelamonov, commercial director of Star Screen, a company with international experience with Digital Signage solutions. "Thanks to the partnership with Addreality, we have taken a free niche in the market, and we plan to create joint advertising products with both the Russian developer and local manufacturers of digital equipment in Uzbekistan."

Star Screen is responsible for the sale of Addreality solutions throughout Uzbekistan, including offering corporate customers special financial conditions - credit or rent - for the purchase of Addreality licenses, screens, players and other digital equipment. In addition to the IT components of the project, Star Screen also plans to provide content development and media plan management services to the customer.

2011: Foundation of the company

The company was founded in 2011.