News from Web&Tech Ready winners: AddReality

In 2014, AddReality became on of the three leaders of the Startup nomination and won the award of the special Intel nomination at the Web Ready contest. Afterwards, the company aimed at enhancing convenience and simplifying the product. In the last year, the AddReality team has presented its project in Europe and America, gained over 100 new partners and customers, and is currently actively developing the international market.

Interactive service management for buyers

Since 2013, the AddReality team has been developing a platform for centralised management of interactive communications with buyers available at all display devices. The company sells its technology in a service format with possible modification of sales mechanics and analysis of interaction with offline advertising. With the help of this service, a customer can manage digital self-service systems (mobile advisers in stores), interactive mirrors and fitting rooms, digital menu boards, advertising displays, etc.

Business model

The service allows sparing up to 80% of costs for advertising production, logistics, and installation for communication with buyers at points of sales.

Compared to its competitors, AddReality is more cost-effective by 30% due to fast deployment, equipment availability, maintenance, and electric power consumption.

A single platform for easy management of all tools enables interactive communication with buyers from a single location. Users don’t need to pay for different box-type function-oriented solutions available from different vendors.

Comments of the founder

Sergey Galeyev, CEO:

In 2014, AddReality was among the three best IT companies according to Web Ready in the Startup category. At that moment, one of the most prominent events in the company history took place, which prompted us to reconsider many things about development of our product. I reconcile preparing a speech for an AddReality presentation: it should not have exceeded 5 minutes by the contest rules. My perfectly balanced speech took 3.5 minutes. At the second minute of my presentation, I suddenly realized that my words were clear only to me and a few experts in the field. Our product was very sophisticated, and I used a lot of technical terminology and complicated phrasing to explain it. This has made me stop, apologize to the audience and tell them about AddReality like I would do to my friends or family, in the most simple and understandable way.

So what happened this year?

After Web Ready, we started package design and product streamlining. Actually, AddReality is a Photoshop of sorts, but intended for processing advertising content. And users don’t need technical details, they need a convenient functional service with simple controls. We stopped continuous trimming and fine-tuning of its high-end functions and focused on stable operation of the product as a whole. And now we are keen on removing all unnecessary details. Finally everyone will benefit from it: we make good sales, our partners and customers obtain convenience and simplicity of use.

A great many other events followed in the meanwhile: a victory in another prestigious sectoral contest, a trip to France and UAE with our project, and many new partners and customers.

Customers

During that year, we scored ca. 100 partners, including several large-scale customers both in Russia and abroad. Today, main customers of AddReality are retailers and oil & gas companies, which include a lot of globally renowned brands. We have earned RUR 20M with pre-sales only.

Geography & intentions

We have opened 4 distribution offices, in Moscow, St. Petersburg, New York, and Dubai. We’re just familiarising ourselves with partner sales in the international market, but, judging by the trend, we have big prospects there: our company operates in a highly competitive industry, but our chosen strategy oriented at a centralised management system for various digital solutions turned out to hit the bull’s eye, as the market was clearly anticipating such service for a long time already.