Just because the majority of the world’s wireless Internet users live in Japan doesn’t mean a U.S. company can’t join in on the fun.
Which is exactly what FunMail Inc. hopes to do. This week, the company launched its Animated Instant Message service on NTT DoCoMo’s i-mode service, the first wireless extension of FunMail’s core technology that to date has seen only desktop use in the United States.
The service is based on FunMail’s existing text-to-animation Media Engine, which converts text-based e-mail messages into relevant animated messages based on FunMail-created images and characters.
For instance, a user sending a message reading “Let’s go get pizza” would be sent to the intended recipient through the FunMail engine, which takes key phrases like “pizza” and converts the text message into a graphic of a slice of pizza, perhaps adding Italian music in the background, and adding the actual message along the bottom.
“It’s a visual engine for text input. It uses lots of media objects which can be assembled on the fly to identify specific text communications,” said Adam Lavine, co-founder and chief executive officer of FunMail. “It’s a great experience. You input a short message, then see that message spring to life on this wonderful color phone.”
FunMail licenses the service on an application service provider model, charging a per-user subscription fee shared with the carrier. Carriers looking to offer the service to subscribers must license it from FunMail. The Media Engine is not sold as a software product installed by the carrier, but rather it is accessed through the Internet, similar to the MapQuest model.
To send FunMail messages, the sender would use the wireless handset to connect to the FunMail engine and create a message. The user selects the recipient, type of message (such as invitation or greeting) and message style. The FunMail engine assigns the animation and music and allows the user to preview it before sending. Recipients would then receive notification that they have a FunMail message and visit the site to see the animated note.
Carriers licensing the technology may create proprietary versions by layering the specific content modules in their own way. The engine consists of a text parser, rendering engine, character generator, library and actor module.
While the application has seen only desktop use in the United States to date, the company said it was always intended as a wireless service. Two things are needed for implementation domestically-a greater move toward pervasive instant messaging across different devices and networks, and wireless devices supporting color graphics.
“The No. 1 use of i-mode today is for e-mail,” Lavine said. “Now there are particular dynamics in Japan that make that so, but as devices become more portable and usable, I think you’ll see that happen more here.”
As such, FunMail hopes to see the service supported by both WAP devices and short message service systems.
As long as the device can support color, FunMail plans to support the network.
“This is really animated messaging,” said Garret Stone, vice president of business development for the company. Although the engine supports today’s networks, FunMail is waiting for 2.5- and third-generation networks supporting color devices to roll out services here. “The rollout in North America will be pushed by the availability of the devices and handsets,” he said.
Perhaps the first implementation of FunMail in the United States will be on color-supported, wirelessly enabled personal digital assistants. Despite its focus on enhancing messaging services, it is unlikely FunMail will make its way to two-way messaging providers like Motient Corp. or WebLink Wireless Inc., the company said.
“There’s a multiplicity of standards on those platforms that need addressing,” such as smaller screens and transmission standards, Lavine said. “The first wireless implementation of this is i-mode. The best way to bring this to other platforms is through a browser-based model. … The experience is just so much more powerful in color, and the world is moving there.”
FunMail was created last April by various animation industry veterans. They have created a cast of characters for the FunMail service that introduce different messages to users and interact with each other.
For instance, super hero character FunMail Man introduces a message by fighting off his nemesis, an alien dog who tries to “zap the fun” out of messages.
While the company developed its own characters, it also is negotiating with other animators to include more recognizable pop-culture animated images.
The company envisions the service as a possible platform for advertisers looking for new and creative ways to grab the attention of wireless users.
