Royal Mail to offer digital watermarking
Royal Mail has become the world’s first postal company to help businesses make their post interactive using digital watermarking technology.
Combining state-of-the-art technology with history and heritage enables people to link from their post to a company’s online content, such as a website, video or Facebook page, in seconds.
People receiving the digitally-enhanced post simply scan the mail with their 3G phone to start an online journey.
To view the digital content, people who receive a mailing with the digital watermark technology will simply download the free Digital Space App (available shortly from the Apple and Android App stores). By holding the 3G phone over the digitally watermarked image - which is indicated by a symbol - users are then given instant access to the digital content available.
The solution, launched by Royal Mail’s Door to Door unit in partnership with Digital Space, provides a digital watermark that can be embedded into pictures on leaflets and mailings. The watermark enables marketers to integrate their print and online material without the need for barcodes or QR codes.
The digital watermark has no impact on the design and layout of a piece of mail:
The watermark is embedded into the existing design
No special inks or changes to the printing processes are required
Dave Smith, Royal Mail’s Chief Customer Officer, said: "Royal Mail is committed to helping make leaflets and mailings increasingly sophisticated and engaging for the people who receive them. This landmark partnership means that Royal Mail is the first postal company in the world to offer digital watermarking technology to its customers.
"This solution combines the strengths of the post and the internet. Digital watermarking technology means that a leaflet or mailing can open the door to a journey in the online world. By using this technology, businesses can ensure their mail campaigns are as effective as possible by linking directly to their websites, videos and even social network pages."
He added: "By scanning a picture on their post, someone could link through to a video of a holiday destination or a chef preparing their favourite meal. The possibilities are endless."
Alex McIntosh, Director of Digital Space, said "Digital Space is looking forward to developing interactive post with Royal Mail so that businesses and consumers can interact with print media in a mobile way to buy services, rate products and share content using their mobile device. This landmark partnership will create added value for both consumers and brands alike."