Learn how local artists become heros in the public space by using new technologies like QR and NFC. Stickers all around the city offer local content that can be unlocked by scanning and support the popularity of local artists. Awarded with the Bank Austria Art Prize!

1. • The initiators, software devel-
oper Bruno Hautzenberger and
journalist Georg Holzer, wanted
to start a project using NFC la-
bels. At the time no one used the
data transmission technology
though nearly every phone came with it preinstalled.
The founders had a few questions in mind:
• Everyone knows musicians like Bruce Springsteen or
writers like Joanne K. Rowling. But who are the best
authors and the freshest musicians of the region?
• How can a project playfully excite people for regional
art and at the same time give artists more visibility?
• How can a project help creators to benefit from the
digital change and generate a greater share of their
income through the sale of digital goods?
• At the start, we deployed 70
smart labels (stickers with QR
and NFC), which were very pres-
ent in public space of Klagenfurt
– thanks to a partnership with
the public bus company and strong design.
• Use of the mobile web, excluding nobody. For more
features, there is an app.
• Focus on accessibility to offer visually impaired peo-
ple content about regional artists for the first time –
content that was previously “hidden on paper”.
• Presentation of new authors and musicians in regular
intervals (every Friday). Possibility to offer a sample
on the mobile phone exclusively while publishing the
same page on the website without the sample.
• Simple editor and high performance were important.
• High usage for a cultural project
in the public space: up to 350
sessions per day – depending on
the current marketing effort and
the artists presented.
• Worldwide attention after a reporting on the US tech-
nology blog engadget.com
• Important awards won: Bank Austria Art Prize 2014
and CREOS 2014. Recognition of the design by an
appreciation of „St. Etienne, City of Design 2013“.
• Two commitments for two submissions for cultural
subsidies – 100 percent hit rate.
• Project Ingeborg evolved to the startup xamoom with
now seven employees.
• Other projects of this kind in Villach, Graz, Vorarlberg
and Weimar (ended) as well as Salzburg.
Mobile Success Story:
Project
Ingeborg
Challenge Solution Results

2. • Easy to use: we have developed xamoom so that everyone (and especially those
without deep technical know-how) can quickly get a project like this up and run-
ning. This allows mobile services to be realized without experts.
• Centralized content switching for all or some locations rather than replacing stick-
ers or having to overwrite pages in the CMS.
• CMS plugin for WordPress: This makes it possible to publish content from xamoom
on the project‘s website as well. Individual parts of articles can be offered “mobile
exclusively” – thus being shown only on the phone at the location.
• Multimedia: text, image, video, 360°-videos, audio, downloads, e-books, maps, etc.
All current and future (AR, VR etc.) media forms are possible.
• All context identifiers: We started with QR and NFC. Now, we start the rollout of Ed-
dystones and iBeacons to reach more people and offer an even better experience.
Project Ingeborg (Web: pingeb.org) wants to give more visibility to artists from Carin-
thia within the region. There are around 200 places with flashy-yellow stickers. The QR
codes and NFC tags lead to special features of these artists on the phone.
A map on the web (pingeb.org/map) or apps for Android and iPhones guide users to
those spots. Samples of the artists‘ work (ebooks, songs) are exclusively available on
the smartphone and are not shown on the project‘s website.
As users must visit the places with these special labels, the appreciation for the other-
wise free content increases.
Project Ingeborg is an official partner of the Austrian Broadcasting Corporation (ORF)
and can distribute all texts of the biggest German literature festival (the “Bachmann
Prize”) in the public space. We also syndicate this content with apps of various tour-
ism destinations.
xamoom‘s key features
About the Project
Awards
xamoom GmbH
ADR: Lakeside 1, 9020 Klagenfurt, Austria TEL: +43-463-930330 MAIL: mail@xamoom.com WEB: xamoom.com
made in Austria with love
“A project that has immediately drawn a WOW from each
member of the jury and has to be seen as the highlight of
Creos 2014. This is an excellent idea, implemented perfectly
with a lot of empathy and great effort. Respect!”
International Jury of the Carinthian Marketing Award CREOS, October 2014
“The jury agreed very quickly to award Project
Ingeborg. It combines beautifully modern technolo-
gies, regionality and the promotion of artists.”
Jury of the Bank Austria Art Prize, February 2014