I was privileged to conduct an interview with a technology industry figure: Tushar Shah, Vice President of Product Engineering at ARGI. In this series, we’ll discuss how technology plays a vital role in the success of the publishing industry and a healthy organization.

First up, we’ll tackle current and future technological trends. You’re in for a technological treat so without further ado, here is part 1 of my interview with Tushar Shah, VP of Engineering at ARGI.

ENRIQUE: Tushar, thanks for your time. It wouldn’t be an interview, if I didn’t say, “let’s get right to this”. So, let’s get right to this.

Audience Management is an industry power word right now. What are the main tools a fulfilment services provider such as ARGI do to address this in its suite of products?

TUSHAR: Audience Management systems generally provide different and creative ways of generating revenue by taking advantage of the intersection between Audience and Content. They also provide the ability to track audience and customers, know who they are, what they like, how they behave, etc. Done right, it can allow a business to improve its relationship with its customers and potential customers.

ENRIQUE: How do you think publishers’ strategies are adapting to the print-to-online paradigm?

TUSHAR: Marketing is moving from a push/stupid model to a pull/intelligent model. This move is big and it’s happening in real time. There is a fundamental print-to-online transition taking place and companies are scrambling to find the best strategy. This will change the landscape of business as we know it. And Audience Management is central to these changes. Feature-rich Acuity product offerings enable many of these features from traditional subscription fulfillment services to permission marketing.

ENRIQUE: If you had to name one critical technology which will impact ARGI’s business over the next year what would it be?

TUSHAR: ARGI Acuity is based on design principles such as simplicity, control and ease of integration. Acuity SOAP APIs provide programmatic access to Audience Facing Features and services. Developers can build or integrate custom applications, tools and services that correspond to the same services and features made available. Some of these features and services include registration, shopping cart, search, authentication, profile management, access control for digital content and more. Such functionality can be easily expanded and delivered based on the already developed technology framework including CLIC.

ENRIQUE: There’s more where that came from. Be sure to visit us again in one week as we discuss CLIC and the future of IT.