Laptop and Clock 370.
Online retail keeps on growing and growing, to the extent t hat some technology
analysts claim that Amazon is the company that Google most needs to fear. Most
businesses today have overcome the main obstacle of the early days – how to
display their wares.
While there are a range of different solutions
available, one company thinks that there is room for one more, and earlier this
year Microsoft named Israeli company RotaryView (rotaryview.com) as one of 10
companies that it has admitted to its startup- accelerator program, including
giving RotaryView server space to help speed development of its
“Case studies show people prefer to see products in all aspects
when they’re shopping online, helping them decide more confidently whether to
buy,” Gev Rotem, chief executive and co-founder of RotaryView, said in a press
While several companies offer the option of making 360-degree
videos of products, most are complicated; usually a certain level of programming
skills is needed, which is quite expensive. And this is where RotaryView argues
that they differ from the rest, as their patent-pending technology is both
quicker and easier to use, and hence cheaper for the retailer.
retailer has to do, the company says, is, using any type of digital camera, take
a series of photos of the product while it is spinning around, so that the
shopper can see all sides. The photos are then uploaded to the RotaryView’s website
where a 360-degree image is created for the online retailer to display on his
site. The image can also be shared via social media networks or email, and on
Using a more traditional approach, the retailer needs to
hand the product over to a 3D imaging service provider, where a photographer
shoots the product and hands the photos over to a programmer, who turns them
into a finished 3D image and uploads it to the retailer’s
Israeli graphic web designer Lior Epstein told The Jerusalem
Report, “It’s definitely a good idea, it is well designed and certainly easier
than having to create a 3D model. But I’m not sure if it will lead to increased
sales for the retailer,” he added.
To use RotaryView’s platform, a
subscription is necessary that covers the cloud storage and processing; the
price depends on the number of products that the retailer wants to display. The
most expensive subscription costs $49 per month and allows up to 100 products,
the cheapest version costs just $4.90 per month and allows up to 10
While that might seem expensive, RotaryView is so sure about
the greatness of its product that – at the time of writing – it is offering
retailers a complete refund, if after three months they aren’t completely
satisfied with the increase in sales.
In September, RotaryView launched an app
version of its product, which allows the user to upload the photos straight to
the RotaryView site. The announcement was made at Microsoft’s offices in Palo
Alto, California The release of the app version led to a dramatic increase in
the number of users from all over the world. And here the support from Microsoft
came in very handy – since the system was developed on Microsoft’s Azure cloud
platform, RotaryView was able to continue functioning and provide a service to
all of its clients without the system crashing.