Snap signs up telco partner to push AR in Asia

04 February 2021 | Melanie Mingas

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Snap Inc., the parent company of Snapchat, and Indosat Ooredoo are to launch a series of augmented reality (AR) specific programmes across Indonesia.

Their partnership promised to "empower and engage" IM3 Ooredoo and Snapchat users, while developing advertising opportunities for local brands and supporting creatives who specialise in AR.

This will see Indosat Ooredoo and Snapchat launch several AR programmes to "bridge the gap between the physical and digital worlds", and bring communities and businesses closer together during the ongoing pandemic.

For enterprise customers, Ooredoo will introduce iAds, an advertising service aimed at helping brands with such digital advertising opportunities as Snapchat Ads Jakarta.

On the consumer side, Snap plans to launch a new AR Lens each week for Indosat Ooredoo subscribers. The operator will provide subscribers with data offers for new Snapchat users on their plans, enabling them to maximise their engagement with AR experiences on the platform.

Director and COO of Indosat Ooredoo, Vikram Sinha, said “Indosat Ooredoo is committed to bringing the most innovative digital experiences to people in Indonesia by teaming up with world leaders in this space.

"We’re delighted to announce this collaboration with Snap to empower the creativity of Indonesian developers and designers and help brands to harness the potential of AR to engage customers and transform industries. We believe that an exciting digital future lies ahead and Indosat Ooredoo is committed to empowering young people to compete on the world stage by collaborating with Snap to build a thriving augmented reality ecosystem in Indonesia," Sinha added.

He continued to say that iAds would be positioned as an "innovative digital marketing channel to help create awareness and generate sales leads" for enterprise customers' brands.

Indosat Ooredoo has also been appointed as an authorised sales representative for Snap to manage advertising opportunities for the Snapchat platform in Indonesia.

Supporting Indonesian creatives in AR, an AR Creator fund will facilitate opportunities through webinars, competitions, and potential job opportunities for participants.

Snap's MD for international markets, Nana Murugesan, said: “We are excited to announce our strategic partnership with Indosat Ooredoo to build on the momentum we are seeing in Indonesia.

"Snap believes that reinventing the camera represents the greatest opportunity to improve the way people live and communicate. Augmented reality allows our community to discover and experience the world around them in new and immersive ways. With this increasing engagement, we are also focusing on our growing community of lens creators as well as extending the capabilities of our AR platform. We continue to invest in Lens Studio, our desktop application for creating augmented reality experiences. With Lens Studio, we are making the AR creation process easier, while simultaneously providing more sophisticated tools in order to unlock the creativity of our Indonesian community and brands."