Rovion's InPerson Technology: Changing the Face of Online Advertising

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Case Details:

Case Code : MKTG165
Case Length : 16 Pages
Period : 2005-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Rovion, Inc.
Industry : Information Technology
Countries : Europe, USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

Rovion was a privately-held technology company that had been providing online media solutions to various organizations since 2001 (Refer to Exhibit I for Rovion's logo). It was headquartered in Owings Mills, Maryland, USA.

Till early 2005, usage of its proprietary patent-pending InPerson technology was confined mainly to professional sports organizations and not-for-profit organizations. In 2005, the company gained considerable media attention when its technology was used by organizations such as Discovery and First United Door Technologies, to very good effect. In fact, Discovery was one of the first e-commerce sites to use this technology as a sales tool...

Inperson - The 'Borderless' Innovation

InPerson technology was a simple application that allowed clients to run borderless video messages lasting upto 20 seconds. The technology was similar to the "green screen" technology used in movies and television to show special effects. The technology embedded a transparent Flash window on Web pages that resulted in the actor (who had been filmed against a blue screen) to appear on top of the other contents of the webpage and address the visitor...

Some Experiences with Inperson

Several organizations across different industries used Rovion's InPerson technology. Rovion's clientele ranged from not-for-profit organizations to firms in industries such as automotive, e-commerce, entertainment, publishing, and sports (Refer to Exhibit IV for screenshot of some websites that used Rovion's InPerson technology).

Discovery Stores
In early 2005, (Discovery) test launched Rovion's InPerson technology for a Mother's Day campaign. Discovery did not use any celebrity as the spokesperson but opted for a woman who would fit Discovery's target demographic...

Microsoft Uses Inperson Technology

In December 2006, Rovion and Microsoft announced that the InPerson technology was being used to launch an online campaign to support the introduction of Microsoft Office Live (Office Live). Office Live was targeted at small businesses and aimed to provide them with online capabilities that would help them establish a web presence...

Excerpts Contd...>>


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