Synature

- $1 billion estimated addressable market for Synature by 2008

- Personalised product recommendations online

Overview

Synature was created by ANGLE in early 2005 to commercialise IP developed by a Cambridge-based team which offers a new approach to online target marketing. 
Synature’s technology allows it to gain insight into the psychology of each individual on-line visitor and to use that information to make personalised product recommendations or to deliver other targeted content.  In each case the content reflects the individual emotions and attitudes of the web user.

Background

The on-line marketing industry is both fast-growing and increasingly competitive.  Annual expenditure on search engine marketing, banner advertising, email marketing and so on is today measured in the tens of billions of dollars and continues to grow, driven by the increasing success of internet business models and a growing switch of off-line advertising budgets into the online channel.
At the same time total internet usage is beginning to saturate as more than 50% of the population of the industrialised world are now internet users.  So online marketers must increasingly seek future growth by competing more effectively for the same finite audience, rather than relying on increasing internet penetration to drive automatic year-on-year sales increases.
Tools such as Synature’s, allowing improved marketing effectiveness by delivering the right message to the right person, are of critical importance to the forward-looking online marketer.

Market Opportunity

Synature creates value by allowing online marketers to engage their target customers more successfully.  For example, many existing websites feature product recommendation systems based on “collaborative filtering” and similar technologies.  These systems often have conversion rates of just a few percent, yet still generate millions of dollars in sales revenue for their operators.  By linking psychological information to the sales data and traditional demographics used for current recommendation systems, Synature allows marketers to increase conversion rates and so make more sales to the same customers.
We estimate an addressable market size of $1bn for Synature by 2008.

Progress

During this year Synature has successfully recruited a leading internet marketing specialist as CEO and further strengthened the company’s intellectual reach by developing advisory relationships with the University of Cambridge, and with a number of expert psychological practitioners.
Synature’s intellectual property has undergone successful internal technical validation and has now been used to build a first-generation commercial software product – ‘qubox’. This is packaged as a software service (ASP) allowing simple and rapid integration into a client’s web infrastructure.  The system is currently undergoing beta testing with three separate early access partners to be followed by a full commercial launch of the qubox system.

Website: www.synature.com

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