Evernote and 3M on Thursday announced a partnership to digitize the Post-it Note with a new feature on the Evernote app optimized to capture and save messages.
The iOS 7 feature allows users to take a picture of a Post-it within Evernote, and that image is then digitally enhanced as an Evernote image. Users can save the image according to Post-it color or add a reminder regarding a specific note. All of the content contained on the Post-it is searchable within Evernote.
Pen and Paper
The service works with all Post-its, but the companies are also releasing a co-branded line of Post-it products that include a free 30-day subscription to Evernote Premium.
Evernote simultaneously announced a few other product partnerships: It has teamed up with Adonit to create a fine-tipped stylus designed to help users take notes on a tablet; it also partnered with designer Cote&Ciel to create a sleek, functional backpack catering to professionals who carry several devices.
Evernote is also expanding its partnership with the makers of the Moleskine Notebook by rolling out five new styles of its co-branded Evernote Moleskine. Users can take pictures of pages in the branded notebooks — which come with a free three-month subscription to Evernote Premium — and upload them to the app.
Not Quite Wireless
The partnership between Evernote and 3M is likely an effort to create a more seamless transition between paper and software, said Gerry Purdy, chief mobile analyst at Compass Intelligence.
“Evernote has an established user base with millions of users and their main goal is to help users capture things digitally,” he told TechNewsWorld. “Plenty of those users still use Post-it notes as well, though. Evernote is looking to create a long-term capability with those notes, to be able to capture a note you might have scribbled quickly and then be able to search for that information later, which could be a helpful feature.”
The idea might not be quite as organic as Evernote’s relationship with Moleskine, though, said Michael Facemire, senior analyst for application development and delivery at Forrester.
“If I’m going to write down a note and then take a picture of it from Evernote with my smartphone, I might as well just jot the note down digitally,” he told TechNewsWorld.
Merging the Analog and Digital Worlds
By bridging the gap between software and physical products, brands can drive loyalty and revenue, said Facemire, both of which increase along with the number of times consumers interact with their products daily.
“Mobile creates deeper engagement,” he pointed out, “so when you ask companies how many digital touchpoints they want their consumers to have, they’re going to say ‘as many as possible.'”
Evernote’s partnership with 3M shows that the company is willing to think outside the box to capture a wider range of consumers, Facemire added. “Evernote is showing a flexibility with its API. It could be opening itself up to more possibilities that it hasn’t even thought of yet.”
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