Simon Hendery: Shaving gimmick a smooth idea

Created for Gillette, uArt allows users to photograph themselves or a friend and sculpt virtual facial hair on to the image. Photo / Supplied

Auckland interactive advertising agency AIM Proximity is alsohaving success carving out a global niche for a technology it specialises in: branded gimmicky applications for the iPhone.

AIM has been showing off a piece of software it has developed for US client Gillette. Called uArt, the application allows iPhone or iPod Touch users to take a photo of themselves or a friend, and then sculpt a virtual moustache on to the image.

This type of gimmick is becoming increasingly popular with big brands trying to grab the attention of younger consumers.

To tap into demand for well-designed branded applications, last year AIM hired experienced Apple developer Peter Watling to a new role of "mobile technologist".

The Gillette work suggests that investment is paying off and AIM says as a result of the uArt project it has also picked up other further work with other big global brands, including Elle and GQ.

Back in the local market, this month AIM was named as Television New Zealand's lead advertising agency, taking over from the broadcaster's long-serving agency Saatchi & Saatchi.

Recession busters

Some other smaller local technology-based businesses also seem to be shaking off the recession blues, if announcements this week are anything to go by.

Auckland-based SMX, an internet security software developer, has raised $1.67 million from investors, including two prominent and discerning technology investors, Trade Me founder Sam Morgan and Warehouse founder Stephen Tindall.

SMX will use the new capital to expand in overseas markets, including Australia and Japan.

Meanwhile, Tomizone, an Auckland-based wi-fi service provider, has struck a deal to get its technology into 42 Starbucks Coffee outlets across New Zealand.

The agreement follows a similar arrangement with Starbucks Coffee in Australia.

Alcatel-Lucent boost

Global technology equipment and infrastructure company Alcatel-Lucent is reaping the benefits of its local contracts to build Telecom's newly-launched XT mobile phone network and upgrade its fixed-line network.

According to accounts filed with the Companies Office this month, Alcatel-Lucent's New Zealand subsidiary doubled its revenue and profit in the 12 months to December 31 last year. Revenue jumped from $213 million in 2007 to $423 million last year, while after-tax profit was up from $15 million to $30.4 million. The Paris-based company's global business, however, has been racking up losses and shedding thousands of staff.