(Sept 11): Xia Ye, a former Procter & Gamble regional brand manager, is making a bid for a slice of the US$200 billion ($270 billion) television commercial market with a new mobile application. His startup, Cloud Wings, has worked with Nanyang Technological University (NTU) to develop an app that allows users to interact with video screens. Users can shake their phones at an outfit worn by a sitcom character, for instance, and the app will direct them to an online store where they can buy it.
Xia believes Cloud Wings can help TV broadcasters and advertisers reach an online audience. Apart from home shopping, the app can be used to market new TV shows, offer users virtual discount coupons, as well as direct viewers to sign up for new services.
“When I was at P&G, we only did TV [marketing] in Southeast Asia, because TV gives brand equity [more than other mediums],” Xia tells The Edge Singapore. “It has the biggest influence on purchasing intent in Southeast Asia.” The former Asia-Pacific regional senior brand manager left the fast-moving consumer goods company P&G to help found Cloud Wings in February this year.