The interactive Multimedia Postcard is a postcard with an integrated CD or DVD. It can easily be mailed anywhere in the world, with a regular postage stamp, just like traditional postcards. But that is not what it is all about: the interactive Multimedia Postcard is also the best souvenir, for you or your friend - the gift that won’t be forgotten. It will be viewed again and again, because it provides a unique, exciting, entertaining experiences of your trip.

With over than 100 of the most attractive city sights, comprehensive printable city guides, 24 hours on-line local cam and TV, 360 degree panoramic tours, city maps, games, local music, printable and virtual postcards and posters, quizzes, wallpapers, screensavers and much more, the interactive Multimedia Postcard brings home the full city atmosphere and experience.
Now your family and friends can also take a comprehensive and panoramic city tour, without leaving the comfort of their home; but you will also be able, once you return home, to re-live again your trip because of the full city atmosphere that the interactive Multimedia Postcard provides you with. So, don’t just tell to your family and friends about your travel experience - share it and re-live it again with the interactive Multimedia Postcard.
Why don’t you see it for yourself – and try one for free! All you have to do is to click on the Editions, select the city you want to visit and…bon voyage!

The multimedia postcard, that delivers the feel of a town as if you were really there, has been invented and placed on the global market by psychologist Damir Maruak.

Maybe that is why the story of the ''living'' postcard distinguishes itself from ready-made models for success achievements.
The multimedia postcard seemed fairly simple, except for the fact that no one else had thought about it before.
The story is about a new product... called “Multimediapostcard” the CD / DVD-ROM postcard, consisting of more than a thousand quality photos of selected towns, authored texts about its history and contemporary life, local music, encapsulated aromas which are released during its use in a DVD player, an interactive map which is integrated with Google Earth, “QTVR” interactive video with a range of 360 degrees complemented with a resonant mixer, that gives the user the feeling of actually being there and much more.

Multimediapostcard presents a true interactive tourist guide, which makes it possible to search per themed trips, appropriate to the interests of the user, from cultural content, natural beauty, amusement and night life, local mysteries that to the average tourist would be completely unknown.

The “Multimediapostcard” is sold currently in Europe, The United States, Australia, Asia and in South Africa. The first edition first appeared on the Croatian market, primarily because its creator Damir Maruak, is the director and owner of a company in Zagreb ''Janus Multimedia''.

How did the idea for a multimedia postcard come about?
Previously our one focus was service, and on the basis of our acquired experiences, I started to think how they could be transformed into a product which could be sold not just in Croatia but all around the world. Of course, this is easy to say, but then ask yourself “How do I come up with something that is not already on the market?” For example a CD ROM about Croatia, how so ever technically superior made presents nothing new, plus there were already five on the market and none was that successful. I wanted something that would be very specific and that contained a strong emotional component that would encourage people to purchase the product not just for themselves, but for also their relatives and friends... and at the end the idea came, to combine old and new mediums: Postcards (which has been around practically forever) and CD-ROMs (whose full potential was far from used). The idea started to target the national market, but then almost a whole year was spent in just technically defining the product, have its patent protections, including a struggle with the Croatian postal service about getting status for the postcard and a reasonable price for postage, so the cost of the product would not be more expensive than the asking price. At the same time, it was necessary to create quality content for the product and choose destinations for the first series of “Multimediapostcard”. Then eight months later, accurately in 2001, we had the first “Multimediapostcard” of Dubrovnik.

Why did you choose Dubrovnik?
Because of its image around the world, its tourist potential and because it is small and compact, thereby allowing simpler technical realization. Apparently that was an excellent move, because already in the first season the product outsold the supply. In less than two months we sold 28.000 units to buyers that had been mainly foreign tourists.

How did you come up with the price?
The prices of regular CDs on the Croatian market were around 15 to 30 euros. Our strategy was to define the price at 5 euros, not just to be more competitive, but to open a niche market and show something really new that offers a completely new experience, and at the same time do not necessarily have to be expensive.

How much money was invested in the first edition?
This first edition including production cost was about 50,000 USD, which for the our small company was a large sum, especially for a start-up project.

How did you insure the capital?
At the beginning, just like every businessman-beginner, I was convinced about the good idea, and I had the belief that I would find partners who would have recognized the potential of the new product and financially supported it. But, then in Croatia, there were only three venture capital funds, all three said "this is a great idea, make the product sell the first batch and then we will talk". Loans from commercial banks, were not even an option, criteria then was so rigorous that our chances were zero, with that we would only lose precious time with administration and collecting the necessary documents. Having understood that, we decided we had to find our own funds for the project. Just then we signed an important contract with Croatian Telecom for business education and decided to invest all profit from that contract into the development of “Multimediapostcard”. After the success with Dubrovnik it had been clear that we had made the right decision, which then was what decisively influenced us to continue without seeking outside financial support. The process continued slowly, building gradually, but at least we didn’t need to look for investors anymore.

How did you do the marketing research and make the business plan?
We didn’t. I didn’t support theoretical rules and models: when you have a brand new product, on what basis can you compare and plan how it will sell in the market? Later, after the project had been developed, interested representatives from their countries, confirmed to us that those who did the most theorizing and who started with market research, “By the Book” made nothing. Simply try, then, let me see what happens in the market.

But wasn’t that a large risk? How did you succeed, especially since you did not have at your disposal a large amount of capital?
I guess I believed that the idea could not fail. Even today I think I would come up with the same decision. But something else was also important: when you supply a service as a product, and especially when the product which you are selling is on commission, you have to understand that it depends on a myriad of factors: from the supplier, who is often late with deadlines, across the market, supply, marketing of payment, finance... and along with all that, the time that has been invested into working on the development and promotion of the product. When you have no money to hire marketing agencies or experts it all has to be done in house, which demands from you constant persistence.

What happened after Dubrovnik?
After the successful launch in Dubrovnik, we have developed and produced “Multimediapostcard” for other Croatian tourist regions as Dalmatia, Istria, Plitvice Lakes, Zagreb... In the beginning we started into the Croatian market, because it wasn’t so easy to spread business worldwide, but since a large majority of our buyers were foreigners, and through the existence of the Internet, recently we have been contacted by companies from abroad, that are interested in the development Multimediapostcard titles for their souvenir market.

Where have you realized your first foreign projects?
First we have developed “Multimediapostcard” edition London, and then Dublin, Prague, Amsterdam and New York… At the moment we have 17 finished Multimediapostcard titles which represent capitals in Europe, America, Australia and Asia, and every year we release 5-6 updated editions. Now we are proud of our presence on the Australian, South African, Spanish and Austrian markets. Multimedia Postcard is definitely a very special product for it uniqueness. It has been 100% designed in Croatia, by using the local know-how and international resources. Our 10 year goal is to develop Multimedia Postcards for the Top 100 world tourist destinations and to place Multimedia Postcard as a global standard in tourist communication and a vehicle for increasing your post-travelling experience.

How much did constant advancements cost and how do you form the price on overseas markets?
In the past five years for the development of product it has been invested a sum around 100 thousand euros. Exit price on overseas markets moved to around 10 USD. Retail margins are extremely high and if retailers cannot earn 300 % in respect to the acquisition price, the product never finds itself on the shelves. If you would like to start international business in souvenir branch you must accept it.

And when did you “get off the ground” and started to make profit?
That is a little less black and white... Although we already have a recognizable product, we still need to invest a lot into new production. But I think that the best indicator of progress is what we experienced in 2005 when on our doors knocked the Austrian investment fund 'Horizont Venture Capital', with proposal to invest in our firm and with whom we have established the new company 'Janus Multimedia'. With our strategic partner we have much stronger position for business development.

You are formally an educated psychologist. How has it influenced your business?
It helped considerably, starting with the fact that the idea of a brand-new product does not come from the basis of theoretical models, trying to “walk in the shoes “of the average man, but starts from looking at his needs. My psychological education has been very beneficial, also in communicating with my coworkers in the firm, as well as with partners worldwide. In the end it all boils down to confidence in your team and partnerships in the true sense of the word, and my past experience confirms that for men is more important with whom they work than on what.
At present, Janus Multimedia operates from Zagreb office having 8 full-time
Employees, more than 20 permanent associates and with market presence in more than 12 countries on 4 continents and is looking to further develop the business in the near future.

On the more technical side what technologies you use to create the Multimediapostcards?
On the very beginning, we have been using Macromedia Director technology, but with developmenta of Flash tools, we have switched to a combination of Zinc and Flash tools, which enable usage of attractive design, simple using, multimedia technology, possibility to combine DVD-ROM with online content like Internet TV, live streaming, widgets, googleEarth… Furthermore, two years ago, DVD-ROM has been started to be used as media, what has enabled that end-users can use it not just on PCs or MACs, but on home DVD players too.

Why did you choose VRWay as VR imaging provider for the 3 Multimediapostcard titles?
We have been fascinated with the quality of end-product, professionalism and excellence of work, since when we had the opportunity to see VRWay Panoramas.
As we aspire to top-quality presentation contents, we have recognized VRWay as a compatible partner and provider of 360° panoramic photography. We hope that by using Multimediapostcards we’ll familiarize 360 panoramic photography to end users.

Can you tell us more about the distribution/business model?
Model of partnership is based on the exclusivity for particular country partner. His role, beside partial financing of development and 1st edition of 10.000 copies, is to launch the product on the local market, establish distribution and planning to launch new tiles for that particular country destinations.
Very important is that, recently, many hotels, touristic bureaus and sport’s event agencies have recognized Multimediapostcard as an extraordinary marketing tool, which is based on our regular product but also personalized (cover and content) for promotion of particular event or customers.
As our objective and vision is to launch Multimediapostcard on all the world's well known destinations, I will take this opportunity and invite interested companies and partners to joint-venture creation and launch of this modern and inventive product on new markets.

Do you license your technology or do you create CD postcards also on request ?
No matter the purpose, we are open and able to develop any kind of multimedia postcard which presents your company, product, city or touristic area. Developments could be based on your material, or we can prepare all needed basics – from recording and photographing to production and delivery of market ready products. Only what you need is to make a decision, and all the rest is our job, since our mission is to enrich the everyday routine with new extraordinary experiences by using cutting edge multimedia technologies.

Links:
Janus-Multimedia.hr
Arounder.com