Razorfish Aims to Simplify Touchscreen Creations

  |  September 23, 2009   |  Comments

Software to help clients build touchscreen experiences for multiple devices and platforms.

Any parent of a two-year-old will attest to the near impossibility of enforcing the "look-but-don't-touch" rule. Digital agency Razorfish is counting on the two-year-olds in all of us to propel its new touchscreen technology for interactive apps and ads.

The new Razorfish Touch Framework software is designed to simplify the creation of touch-based advertising experiences that work on multiple Microsoft Windows-based platforms and surfaces including retail kiosks, window displays and mobile devices, said Jonathan Hull, director of Razorfish Emerging Experiences, the team that created it. Razorfish has been demonstrating applications of the Razorfish Touch Framework for more than a year, but only now is offering the software for licensing by its clients.

In announcing the product's availability, Razorfish said the Razorfish Touch Framework is made up of modules that are built on the Microsoft Windows Presentation Foundation (WPF). It is built to provide users with "a core set of touch-enabled controls" to simplify the development of touch-based applications. "We recognized a need in the market for this technology, based on past work we'd been doing plus scanning the industry," Hull said. "One of the biggest value propositions of the Razorfish Touch Framework is that it allows you to develop a single experience that you can port across multiple devices."

For example, a retailer that has different-sized stores can have a large "touchwall" display in its bigger outlets and smaller touch surfaces in smaller locations. By using the Razorfish platform, both displays will perform essentially the same. "It's a pretty good value proposition," Hull said. "You can take one experience and port it to different types of devices so it really reduces costs. Since much of the functionality is pre-built, you don't have to reinvent the wheel."

Hull said some major retailers are already working with the software. He said he was not permitted to name them, but Hull said Razorfish is "working with some of the largest telecom industry clients" that are going to be installing touch displays built with the Razorfish Touch Framework.

In discussing the fact that the software works only with Windows, Hull reserved some praise for Apple which, he said, "deserves a lot of credit" for bringing touch technology to its current state of sophistication and popularity. "They brought touch technologies to the consumer market with the iPhone and iPod Touch," Hull said. "They've been a big player in the space, getting consumers comfortable with gesture-type interfaces, but they haven't done a broader technology rollout."

Along those lines, and pointing to PCs with touchscreens being sold by Dell and HP, Hull predicted a rapid "penetration into the consumer space" of touch applications. "We're seeing a much higher interaction rate with touch surfaces as opposed to static language," he said. "Consumers are expecting that now. It's really pretty amazing to see in the market... Young people expect it."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...