Making a Marc
"We use [an Adobe] Photoshop plug-in" to embed during prepress, adds Davis.
To promote usability, Digimarc also recently signed letters of intent with 3Com, Santa Clara, CA; Logitech, Fremont, CA; Ezonics, Pleasanton, CA; Xirlink, San Jose, CA; and PARS Technologies, Newport News, VA, to bundle MediaBridge reader software with their digital cameras. It is uncertain as to whether the agreements will materialize in time for the first watermarking launch, but in time, Davis estimates that combined, these manufacturers represent approximately 60 percent of the digital camera market overall. It's the means, he says, to the masses.
"By incorporating Digimarc's MediaBridge into the packaging of our digital cameras, we're adding value to the product for our customers," further remarks Michael Ostwind, director of sales and marketing, Ezonics.
"Traditional portals to the Internet such as search engines have become clogged with a glut of information," he adds. "Consumers can use Digimarc's product and a digital camera to cut through that clutter."
Joel Barthelmy, founder and CEO of PARS Technology, agrees, "MediaBridge technology is easily one of the most exciting new ways to effortlessly access information in our digital age. … Seeing is connecting."
Vince Marini, an independent direct mail specialist, also favors the software's potential. "I think it's a wonderful add-on," he offers. Marini is enthusiastic about the potential the direct connectivity offers for not just publications, but also credit card access and e-commerce engines.
But Dan Brill, publisher and editor of Graphic Exchange, Toronto, is much less enthusiastic about MediaBridge's promise.
"I, for one," espouses Brill, "will not be championing this technology with my advertisers in the near future." Instead, he rallies for manual data entry for Web access, because, he asserts, "We already [have] a cost-efficient mechanism for detecting a vendor's Web site address. … It's called eyes, … which require no additional capital."