In a bid to blunt all competition, Indiatimes has adopted APIC, a technology developed in-house at its D&T labs in Hyderabad. The brand, inaugurated by Bollywood star Priety Zinta, is seen as a metaphor of technological advancement. The company plans to invest about $25 million in such efforts over the next three years.
Technologically speaking, AP stands for Address Prompter that allows users to send mails out quickly without having to remember the lengthy email addresses and IC stands for insta-chat, which allows the sender (an Indiatimes user) and receiver to move into chat mode instantly.
APIC as a technology aims to demolish the hassles of downloading a messenger, logging in and then chatting with friends. Its insta chat feature allows instant chatting while checking emails, without downloading any messenger. Moreover, Address Prompter moves an email address that has been replied to directly into the address book. This facility is free of cost to the Indiatimes user.
The campaign for APIC started a fortnight ago. Indiatimes wants to promote the new technology the ‘Jassi’ way. Rajesh Sawhney, COO, Indiatimes, said, “We are using buzz or viral marketing as the main weapon to spread the APIC message. The initial part of the campaign is about creating a mystique of word APIC, the second phase will talk about user benefits.”
“We have registered about half a million new registered users in the last 15 days,” Sawhney exclaimed.