Mobme Asia has officially launched its latest innovation, SwypeOn, a lock screen takeover mobile application that rewards users with cash and prizes for content and ad engagement. Simultaneously, the company also released its newly developed cognitive sound recognition technology Pulse, which powers SwypeOn.
Felix Chu, CEO and co-founder of Mobme Asia, together with MBO Cinemas’ director of marketing and sales Cheah Chun Wai introduced SwypeOn to media and advertising partners today at MBO Cinemas at Starling Mall, Damansara Utama.
“Today, we are here to launch SwypeOn, an innovative lock screen advertising application, in Malaysia,” said Chu. “We have been working on this product for more than 18 months, and throughout the 18 months, while our competitors launched and raised funds around the region, we were working hard behind the scenes to understand the needs of our partners and clients.”
SwypeOn is the first-of-its-kind lock screen application to be enabled by the Pulse smart audio recognition technology. Never before has it been easier for users to receive content of interest and relevance to them specifically. Through Pulse, SwypeOn will be able to recognise every individual user’s preference, likes, dislikes and viewing habits and their environment to inject news stories, promotions, deals and advertising messages right onto their smartphones without disrupting usage.
“The whole idea of SwypeOn is to win the contest for consumer attention,” said Chu, “by rewarding people for their valuable attention.”
Rather than aimless firing of messaging, SwypeOn’s sophisticated filter and categorical filing system puts the power of engagement back into the hands of users. Whether or not users choose to engage with the messaging, they still get rewarded in cash value and participation in the app’s monthly lucky draw.
“Our tagline reflects that we are the 21st Century Billboard. Our dream is to be the largest billboard company that does not own a single physical billboard, just like how Uber is the largest transportation company in the world without owning a single car,” shared Chu as he gave a live demonstration on how SwypeOn interacts with users and advertisers.
How SwypeOn Works:
- Download SwypeOn on any Android device via Google’s Play Store
- Sign up for a SwypeOn account
- Select your categories of interest
- Content pulses through the lock screen based on set frequency
- To engage and unlock, swipe left
- To disengage, archive and unlock, swipe right
- Collect Keys points for every swipe
- Redeem Keys points for cash rewards
Keys
SwypeOn is integrated with a built-in wallet known as Keys. Whether a user swipes left or right, Keys points will still accumulate, though the value will vary based on activities and SwypeOn campaigns. Cash rewards can only be redeemed after a minimum of RM100 is accumulated in each month.
To further reward users for interacting with SwypeOn, subscribers are automatically entered into a monthly draw of prizes, rebates and promotions, with value of up to RM5,000.
Pulse Technology
Today, multiscreen is ubiquitous for the masses. Mobme Asia developed the proprietary cognitive sound recognition technology Pulse, implemented in SwypeOn, to add value to the expensive advertising campaigns run on traditional media. Pulse is able to detect the audio surrounding of its users – be it a television commercial airing or a song playing in the background of a café – and identify relevant content tailored for the user’s preferences.
While the power of engagement is left in the hands of users, advertisers will now have the option to extend their engagement beyond 30 seconds, either with a call-to-action special promotion or announcement.
“This platform gives the client access to better data on their audience and how they are consuming their respective media,” explained Chu.
As one of SwypeOn’s marketing partners, MBO Cinemas will be running a campaign via the mobile application for free popcorn and drinks for selected SwypeOn users, redeemable at any MBO Cinema. SwypeOn user-specific content will also be circulated from the media house Have Halal Will Travel (HHWT), among others.
Research indicates that the average smartphone user unlocks their phone roughly 110 times a day. Now, just imagine being able to always see what you want to see, engage how you want to engage, all the while earning cold hard cash for every swipe.
SwypeOn is only available in Malaysia and currently on Android OS devices only.
