In driving the global alcoholic beverage industry towards technology and data, Singapore-based Omniaz aspires to become the leading bevtech company on the planet.

Central to such ambitions is the creation of a personalised and interactive channel delivered via artificial intelligence and augmented reality, with the aim of redefining how brand owners, distributors and merchants market and communicate to consumers through beverage products.

Leading the charge from an innovation standpoint is Calin Ciobanu as Head of Technology, who spearheaded the conceptualisation and development of a software system capable of delivering on-demand AR experiences.

Alongside the collection and display of corresponding analytics data, the roll-out was supported by the deployment of proprietary algorithms to augment a large number of products automatically, backed by a system architecture allowing global and cross-cloud expansion.

Delivered through a distributed architecture, the business is building success on microservices and open source software to drive high performance, availability and scalability across the organisation.

The project centred around finding innovative ways of attracting and retaining users through Omniaz’s mobile application, while also automatically augmenting tens of thousands of products.

The transformation required multiple stakeholder buy-on, with Ciobanu collaborating with the company’s Head of Product, CEO, COO and customer service team to align on expectations and execution strategies.