Multiply's Live Replies Turn Photos, Videos and Blogs Into Real-Time Discussions

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Integration of AJAX-based technologies with social network-based messaging tools transforms social media into real-time chat rooms on the fly

Much of the development taking place using AJAX is based on simply porting desktop applications to web applications. While it's certainly convenient to have better web-based versions of software, there aren't too many truly new applications being created

Multiply (http://multiply.com), the only site to integrate social network-based communication with tools for photo sharing, video sharing and blogging, has updated its messaging components to allow friends and family to discuss their media in real-time.

At the heart of Multiply is its proprietary message board. When a user adds new content, a new thread is created on the personal message board of everyone in the user's social network. While other technologies, such as RSS, merely provide updates when new content is created, Multiply's message board also updates when somebody replies. It's this piece that turns photos and blog entries into discussions.

Multiply's new Live Replies allow these discussions to happen in real-time. If multiple users are viewing a photo album or blog entry at the same time, replies added to the thread instantly appear on the screen, turning the content into a real-time chat room on the fly. The Live Replies feature works seamlessly with the pre-existing messaging system.

"Our technology is the first that truly lets the subject matter and audience dictate the format of communication, as opposed to letting the application dictate," says Peter Pezaris, president of Multiply. "If a bunch of friends are all on-line joking about some pictures, they'll wind up having an IM-like conversation. Likewise, with my family spread out across time zones, the discussion may be more asynchronous such as with e-mail, message boards, or other blog reply systems."

The Live Replies feature leverages technology often classified as AJAX, a new technique for creating more interactive web applications.

"Much of the development taking place using AJAX is based on simply porting desktop applications to web applications. While it's certainly convenient to have better web-based versions of software, there aren't too many truly new applications being created," says Pezaris. "Just like our integration of publishing tools and social network-based messaging is unique, we're using these new technologies to create something completely new."

About Multiply Inc.

Multiply Inc., based in Boca Raton, FL, is privately owned and operated, with funding from Transcosmos. The company's flagship product, Multiply (http://multiply.com), is at the forefront of the growing field of social communications.

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Michael Gersh
MULTIPLY, INC.
561-443-5566
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