Miso Information Technology, a location-based AR treasure hunt app, seeks new 'data utilization business'

On the 22^nd of January, Miso Information Technology’s subsidiary Edam Co., Ltd(CEO Jae Hoon Yoo) announced that it is seeking new business to utilize data using the location-based augmented reality (AR) treasure hunt app ‘Soomple’

‘Soomple’ is a service that Miso Information Technology has been planning and developing since 2022. It is an AR treasure-hunting app that incorporates elements of ‘gamification.’ Currently, the business is run by the startup Edam(CEO Jae Hoon Yoo), which started as an in-house venture of Miso Information Technology and became a separate corporation in 2023.

Users can search for hidden treasures in a specific location using their mobile phones and participate in activities such as quizzes and games to win rewards such as gift certificates from nearby stores. Although it may seem like a simple process, it is a gateway for Miso Information Technology, which has the ability to collect, manage, and utilize data, to expand its business domain.

Miso Information Technology is expanding its business in the healthcare sector, entering on its multimodal platform ‘Smart Big.’ It emphasized that it is realizing true multimodal data analysis. For example, in cooperation with medical institution such as hospitals, it analyzes not only imaging data such as magnetic resonance imaging (MRI) and computed tomography (CT) but also the voice information of doctors.

In addition, to increase the utilization of low-level data such as unstructured data, Miso Information Technology has developed and released the data processing and quality diagnosis services ‘Smart MDQ(for public use)’ and ‘Smart ALQC(for enterprise use)’.

The strategy is to integrate Soomple into various multimodal data utilization technologies.

Soomple recorded more than 300 million KRW in sales during the pilot period for local events such as the Boryeong Mud Festival last year, which was unexpected. This is how Soomple is explained to be combined with the revitalization of marginalized regions, the tourism industry, and the healthcare industry.

First, it is possible to collaborate with nursing and care facilities for healthcare purposes. It actively utilizes game elements, such as providing missions that reward facility members when they reach a goal of 1,000 steps to a specific location.

It is also possible to provide support services for small business owners. One example is combining it with festival and tourism content. Above all, it is possible to go beyond the passive act of searching for treasure and hide treasure yourself. It is possible to communicate with close people such as friends and family through treasure hunting in a specific place. In other words, it is possible to accumulate interaction data based on user behavior beyond simple location data.

Meanwhile, Miso Information Technology is achieving results such as achieving sales of more than 10 billion KRW in healthcare through data processing technology. As for the next-generation market, it is looking at areas where large amounts of data recognition and search are essential, such as manufacturing, finance, and aerospace.

It has already developed an AI autonomous process control solution and is supporting the improvement of productivity at Hyundai Steel and EcoPro. It is also opening up possibilities in the manufacturing market for semiconductors, displays, and secondary batteries.

An official at Miso Information Technology said, “There are K-defense, K-food, K-cosmetics, and K-content, but there has been no K-software so far,” and “Now that we have entered the AI era, K-software is expected to emerge in the fields of healthcare, manufacturing, pharmaceuticals-bio, and aerospace.”

He went on to say, “With the recent passage of the AI Basic Law in Korea and the creation of guidelines for government medical data and personal information, I think the opportunities for data-related businesses will increase even more this year.”

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