Razorfish Launches Touch Framework

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New approach enables rapid development of touch-based experiences

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The Razorfish Touch Framework helps our clients embrace a marketing world based on interactive consumer experiences, not just advertising messages pushed through traditional means. Using the framework, marketers can more efficiently and quickly create fun, valuable interactive experiences for customers.

Digital agency Razorfish today announced the launch of the Razorfish Touch Framework, a new technology that makes it easier for designers to create consumer experiences that rely on body gestures or the tap of a screen. The Touch Framework enables the rapid deployment of touch-based experiences across multiple devices and environments, such as Microsoft Surface, touch walls, in-store kiosks or mobile phones.

The framework, which has been used in Razorfish client work, was developed by the Razorfish Emerging Experiences team. Emerging Experiences was created in 2008 to help clients explore new ways to connect with consumers through the multi-touch interface. Razorfish has used the framework to create the Razorfashion retail application, which shows how multi-touch can enrich in-store retail shopping.

Jonathan Hull, director of Razorfish Emerging Experiences, said, "The Razorfish Touch Framework helps our clients embrace a marketing world based on interactive consumer experiences, not just advertising messages pushed through traditional means. Using the framework, marketers can more efficiently and quickly create fun, valuable interactive experiences for customers."

He added, "Clients using the Razorfish Touch Framework can provide much deeper experiences resulting in higher-value customer engagement."

The Razorfish Touch Framework consists of software modules built on Microsoft Windows Presentation Foundation (WPF) and provides a core set of touch-enabled controls to jump-start the development of touch-based applications. The framework, an industry first, handles the complex interfaces between applications and multiple hardware platforms. Razorfish makes the framework available for clients as part of larger implementations.

"The Razorfish global network has a strong legacy of using touch-based technologies," Hull said. "Amnesia Razorfish and Lonely Planet introduced Surface to consumers in Australia. In the United States, Razorfish continues to develop applications such as our Virtual Earth Weather Demonstration. We have applied learnings from this work to build the Touch Framework."

Razorfish Emerging Experiences was part of the Razorfish team that helped Ralph Lauren recently launch the "Make Your Own Rugby" experience on iPhones, interactive window displays and a microsite. Razorfish also launched the first retail application of Surface for AT&T Wireless stores, and in 2009, Razorfish and OMD launched for Dockers the first known interactive "shakeable" ad for the iPhone.

For more information on Emerging Experiences work (including the Razorfish Touch Framework and Razorfashion), please visit the Razorfish Emerging Experiences blog at http://emergingexperiences.com.

About Razorfish
Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi's, McDonald's and Starwood Hotels. Visit http://www.razorfish.com for more information, and follow Razorfish on Twitter at @Razorfish.

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