Messaging app Snapchat is buying
Israeli augmented reality start-up Cimagine media for an estimated $30-40
Million, making Snapchat first acquisition in Israel. Cimagine developed true marker
less augmented reality technology that allows users to virtually place
furniture and appliances they wish to purchase in the space of their home, on their
mobile devices, at the click of a button.
Cimagine will become Snapchat
research and development centre in Israel and is expected to rapidly expand its
workforce from its current 20 employees. The company’s highly skilled team is
probably the main reason for the acquisition, rather than its technology. The company
was founded in 2012 and has raised a few million dollars. Venice, California
based Snapchat is expected to go public as early as March with a valuation of
as much as $25 Billion.
Cimagine specializes in computer
vision, real-time image processing, mobile development, international
marketing, and more. All of these are obviously compelling for Snap, whose app
Snapchat is heavily reliant on augmented reality and the like. But what Cimagine
brings to the table is a focus on commerce and as Snap looks towards going
public perhaps some time next year, it’s quite possible that doing
facilitating shopping through Snapchat might open up additional revenue
opportunities.
Cimagine already has partnerships
with Shop Direct, John Lewis, and Coca-Cola and wants to help retailers
tap into the potential of augmented reality. So Snap may want to eventually
strike partnerships with big box retailers and department stores to accelerate
engagement and time spent on site. Merchants and store owners may want
additional advertising opportunities so the potential of what Cimagine’s
technology and team could bring to bear may be enticing.