Information Technology Reference
In-Depth Information
digital scent software called the iSmell developed by the company Digiscents
Inc. This application may be integrated in websites to emit scent notes which
are then perceived from computers through external peripherical plug-in
devices that function much in the same way as a computer's external speakers.
Of course, the scent software has to be installed in computers in order for the
device to function. iSmell makes it possible to perceive scents from websites
in the same way that speakers make it possible to hear the music from web-
sites. Imagine the potential and impact of this development on clients who will
no longer be obliged to rely on store visits to be introduced to new fragrances.
It has also been said that Nokia is experimenting in the area of creating the
first mobile phone to emit scent through scent nodes.
Luxury brands with products which rely heavily on the sense of smell,
such as perfumes and cosmetics, can also overcome the absence of smell
online through offering samples of their products from their website to
interested e-shoppers. This will give the shopper the opportunity to test the
product and ascertain their like or dislike for the scent and make a decision
regarding future purchases. This strategy is also a powerful tool for collecting
customer data through permission marketing and subsequently manipulating
Case Analysis 4.2
Innovation highlight - the virtual science of scent
An innovative company called Digiscents is in the process of revolutionizing the
way we think of the sense of smell. Digiscents has been conducting research
to recreate the sense of smell mechanically. They have recently teamed up with
Quest International, one of the world's leading fragrance, flavor and food ingre-
dients manufacturers, with particular strengths in sensory design and consumer
understanding. Together, the two companies envisage a vast array of new oppor-
tunities in making this new technology accessible as well as a profitability tool.
The result of the collaboration is the introduction of the iSmell device, which
empowers an online browser to smell products that they see online. They see
the convergence of the gap that currently limits the way consumers can experi-
ence things through the computer. Online shoppers are able to see, hear, and
to some extent touch what is presented on the monitor. However, no computer
simulation has been able to recreate the smell of the sea or freshly baked bread.
With the iSmell device, this is now possible. The device works in a similar way to
how digitalized music is downloaded and played through speakers attached to a
computer. Online scents data can now be acquired through odor encoding and
stored as digital data and played back as smells though this little gadget attached
to a computer monitor in the same way that speakers are attached.
The digitalization and broadcast of scent will enable consumers to send
scented emails, smell products before shopping, watch scented DVDs, and
play scented games. There are many pluses to being able to smell flowers or
fragrances before buying them. Apart from adding value to the online shopping
experience, this element of luxemospherics will serve as an innovation to the
digital-products world. The digiscent device, also referred to as “scentography,
has the potential to launch the next web revolution, particularly in e-commerce.
