itasveer…scripts novel deal with Microsoft for photo prints in Windows Vista

Itasveer is an online digital photo printing service that has around for a while. It is run by four ex-IIT Delhi guys and they are based out of Gurgaon. They recently launched a couple of features, which differentiates their service significantly from others. The digital photo printing space in India (surprisingly) has a bunch of players now- Picsquare, Merasnap, Snapgalaxy & Photomasti. Picsquare has in fact, got seed funded previously, so that’s an indicator that this segment has commercial viability.

Itasveer has struck a novel deal with Microsoft, in being the only Indian photo printing vendor, from where you can order prints of your photographs, right from within Windows Vista. This is actuated through the photo printing module in Vista, called the ‘Online Print Wizard‘ (OPW). Ashish Goel (of itasveer) explained to me that this deal was materialized after a great deal of effort; they had to go through a process of validation, before Microsoft signed on the partnership agreement. They also had to develop the web application for OPW and integrate it into Vista’s photo print ordering workflow. I feel that itasveer may have to wait for the wider adoption of Vista, before they start seeing material gains. But it is immensely enterprising of them to have thought of this partnership with a global giant, and executed it to perfection. I am sure, all of us can learn something from their example.

Itasveer has also launched a doodling application called the Doodlepad, a Flash based tool where one can design graphics, add backgrounds, borders, editable text, multiple photos etc to be used as an imprint for gifting items like T-shirts, mugs, greeting cards etc. Check out this link for details. They have also partnered with an NGO called Parichay, for ethnic hand made photo albums. Proceeds from the sale of these albums go to Parichay. On the web application front, something that stands apart on their website is the testimonial section, called Bouquets & Brickbats. It reflects customer feedback in a credible way, and points to the teams’ progressive thinking at an overall level. Other than these, itasveer offers all the regular features like other photo-printing services- the ability to upload photos, order prints, have it couriered across to any address of your choice etc.

In my previous reviews of Picsquare & Merasnap, I had said that the photo printing service busines is getting increasingly commoditized, and companies would have to differentiate their offering, to gain the attention of customers. Itasveer’s latest moves are exactly in this direction. The 1.6 lakh photographs that users have uploaded to their servers, are proof that they are doing well in customer acquisition as well. Future plans for the team includes getting ready to seek external funding, and doing something around mobile phones.

I feel something else is going to happen in this space. What started out as being a photoprinting service from these startups, will gradually metamorphose into an online gifting service, with photos prints being just one of the many things they do.