Innsbruck, Austria, February 2, 2012: playence, the leader in contextualized access to multimedia content, today announced that the Spanish Ministry of Science and Innovation has awarded funding to playence for collaborative R+D work in multimedia annotation and search.

The thirty six-month collaborative project known as “Cloud Destination”, has been granted 6.496.768 Euros, and aims at developing a complete set of cloud-based services for business active in the tourist field, which helps them better manage the tourist life cycle and promote destinations. The execution of the work will involve 10 participants, including research centers, tourism specialist, technology providers and marketing experts.

The Cloud Destination project will build on playence’s semantic interoperability, leveraging its cloud computing capabilities, and advancing its multimedia context-aware search and retrieval tools, by applying them to highly distributed and heterogeneous repositories.

"While the project goals are ambitious the consortium is capable, skilled and motivated, which will for sure translate in game changing technology", said Sinuhe Arroyo, founder and CEO of playence, "We look forward to better solve some of the issues the tourism industry is currently facing and further advance playence’s cloud-based offering.”

About Cloud Destination

The Cloud Destination project focuses on providing businesses active in the tourist field solutions for managing the tourist life cycle (before, during and after the travel) promoting by these means more intelligent destinations. The goal of the project is to deliver solutions both for companies and tourists alike. On the one hand, the integration of tools and services in the Cloud will enable companies to obtain complete and detailed information about the profile of the tourist. This will result in the ability to better manage their activity, improving the targeting of services and products. On the other hand, tourist will benefit from a set of integrated and novel services (e.g. augmented reality, ubiquitous contents, etc.), which will result in a richer and more satisfactory holidays experience. More information about Cloud Destination is available at: http://www.playence.com/company/playence-labs.

About playence

playence is a technology solutions provider to businesses and institutions with operations in Austria, Spain, the UK and US. The company’s offering is a Web-based solution for improving information access to multimedia content and structuring unstructured information across the organization. playence’s products have direct application in a wide range of verticals and domains, such as Advertising, Marketing, Media, eCommerce,  Finance, Insurance, Telco or Biotechnology. More information about playence is available at  http://www.playence.com.