Von Bismark hopes you’ll use your gaming console for shopping (VIDEO)
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Photo Credit: Geektime / YouTube

“The Mall on Xbox One is the first ever e-commerce platform for a smart television,” Eoghan O’Sullivan, Von Bismark’s CEO, tells Geektime at Microsoft’s Think Next conference

Xbox is Microsoft’s gaming console, which the company claims has about 50 million users worldwide. But the Xbox has moved beyond just games. You can use it to stream videos, surf the Internet, and even do workout videos that track your motion and give you feedback about your heart rate.

An Irish startup called Von Bismark has now signed an exclusive deal with Microsoft to provide an app for the Xbox called “The Mall,” which they recently presented at Microsoft’s Think Next conference in Tel Aviv. The Mall, using Xbox’s motion tracking, lets you try on clothes to see how they will look on you, and then you can make a purchase without even getting up from your sofa.

“The Mall on Xbox One is the first ever e-commerce platform for a smart television,” Eoghan O’Sullivan, Von Bismark’s CEO, tells Geektime. “It will allow consumers to purchase off their television.”

The Mall will let you see clothes from different retailers and if you have a Kinect camera, you can try on a dress using the Xbox’s motion capture technology. You can even take a snapshot and share it with your friends on social media, all from your television set.

Not just boys in T-shirts

O’Sullivan says that contrary to popular stereotype, 40 percent of Xbox users are female.

“My girlfriend goes home, she watches all her Netflix through it. She uses Xbox Fitness, she does yoga on YouTube. I play my games on it and watch Netflix so there’s a real demographic shift in why people are using it and who’s using it.”

O’Sullivan says Von Bismark will leverage the power of contextual marketing to the audience of Xbox users.

“We’re going to sell a guy a Real Madrid jersey when he’s playing FIFA, sell a woman fitness products when she’s using Xbox Fitness. If you’re using Netflix and you’re watching House of Cards, we can give you a little notification maybe at the end of the episode or during it, to ask if you want to buy that gray suit [on Kevin Spacey].”

For more, check out our video interview with O’Sullivan at the Think Next conference:

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Simona Weinglass

About Simona Weinglass


I’m an old-school journalist who recently decided to pivot into high-tech. I work in high-tech marketing as well as print and broadcast media covering politics, business culture and everything in between.

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