Jonathan Deutsch joins Jason Hartman to talk about his company, Tumult, and product called Hype. And, explains how it can benefit people in graphic design.

 

 

 

 

Key Takeaways
02:40 – HTML5 is use to render websites and also the language of the web. Tumult uses HTML5 into their tools.
03:56 – Hype is good for making interactive and animated websites and it’s similar to PowerPoint and Keynote.
05:09 – Example for using Hype.
06:40 – La Presse has done some pretty interesting things with Hype.
09:10 – You can also use Hype for making out any type of card for people.
10:10 – Hype is desktop application for Mac and it using key frames to animate.
11:24 – You don’t have to be very technical to use Hype.
11:58 – Go to Tumult to buy and HyperEdit is also a product that people can buy.

 

Mentioned in this episode
Tumult
La Presse

 

Tweetables
If you can use Keynote or PowerPoint, you should be able to use Hype, the only distinction is in doing animations.

 

Transcript

Intro:
Speakers, publishers, consultants, coaches and infomarketers unite. The Speaking of Wealth Show is your roadmap to success and significance. Learn the latest tools, technologies, and tactics to get more bookings, sell more products, and attract more clients. If you’re looking to increase your direct response sales, create a big-time personal brand, and become the go-to guru, the Speaking of Wealth Show is for you. Here’s your host, Jason Hartman.

Jason Hartman:
It’s pleasure to welcome Jonathan Deutsch to the show. He is the founder of Tumult and there’s a some disagreement on the pronunciation of that word, [Laughs] but we will get into that. He’s got this great product that’s called Hype Two that really helps people engage on your website. I took a look at it and really like it and wanting to invite him on the show to talk about it and he’s coming to us today from beautiful San Francisco the city by the bay. Jonathan welcome, how are you?

Jonathan Deutsch:
Thanks, I’m doing great, how are you doing?

Jason:
Good, good to have ya. Tell us, if you would, about some of the problems marketers have with their websites. Are websites just boring?

Jonathan:
[Laughs] Websites actually aren’t that boring but I think people are on a never ending quest to make them more exciting and to get people more engage. But really beyond trying to add wow factor to a website or try to animate and try to really call out the areas people need to go to. One of the problems that we were specifically trying to solve with Hype was that Flash websites which had the reputation of being extremely engaging and a lot of people using it to do effects that you wouldn’t normally do on websites. They wouldn’t work on the iPhone and iPad if you rewind back like four years ago, that was a really big deal.

Jason:
Steve Jobs and Adobe have a little bit of a war there, didn’t they?

Jonathan:
I wouldn’t call it a war. I was at Apple when some of this transpire and ultimately a lot of it had to do with engineering of Flash that it was slow and lead to a lot of crashes and the security model wasn’t quite in line with the security Apple wanted on the phones. From a lot of engineering perspective Flash wasn’t really or able to be on the phone.

Jason:
Apple wanting everybody to use HTML5 instead of Flash, right?

Jonathan:
That’s correct.

Jason:
Okay, because the audience isn’t super technical and neither is the host. If you wanna explain anything about that before we continue, feel free too.

Jonathan:
HTML5 is a technology for browsers to render website. HTML is, of course, a general language of the web and as the language of the web evolve so has its capabilities as far as animating and having effects like reflections or blurs filters of that nature. And as HTML evolve into HTML5 suddenly realize a lot of things people could do in Flash, you could now do in the native language of the web, which would work on the iPhone and it would work on the iPad, but the problem there was unlike Flash, there was no tools target specifically at graphic designers to make HTML5 sites. If you wanting to make a rich interactive engaging site using the HTML5 technology, so it would work on all devices, you had to hand code it, and that would take hours and a lot of expertise. What my company set out to do was to build a tool for graphic designers to really harness this new technology of HTML5 and make animated engaging websites the way they were doing in Flash but taking it even to the next level, which would go on mobile and go on all devices.

Jason:
What problem does your product solve?

Jonathan:
Specifically if you want to make an animated and interactive website, w solve that problem. It’s a tool first and for most, it’s a blank slate type of tool. When you open it up, it’s very similar to what you would see if you were in PowerPoint or if you were in Keynote. You can arrange content whether it’s text, audio, video. And then we also have a time line interface, you can animate all the elements make a really engaging site. And then you can output this in a format that work across all browsers and devices. If you need make, let’s say, an interactive advertisement, you can to do that with our application. If you want to make portfolio for your self, you can do that with our application. We seen people do infographic for magazines or even children books, is the one I love to see. You can really do a wide range of content because we’re very generic tool target at making animated interactive sites for the web.

Jason:
Yeah, fantastic. Tell us about the interactivity, people can click on any part of this or how does it become clickable and how does it engage users?

Jonathan:
Like normal websites where you can have links you can have either links or you can have any specific target. Let’s say, for example, you’re doing a website, maybe similar to ours, where we have app where it’s very strict purchase flow. You wanna buy now button. For example to really call out that buy now button, what you could do, a few various things with our app are pretty simple too do. You could for instead have buy now button glow and animated back and fourth and increase and decease it’s glow a little bit that way people’s eyes are specifically attracted to it. And when for our app, we sell both direct on the map app store, that’s kind of Apple’s Deco system. But we also have are our website, our Tumult store, where we sell to customers. Perhaps when you click on that buy now button, you can within the app, say I’m going to have a menu pop down and offer these two options immediately. That’s all very easy to do with our app and you can add pop-in or spring-in. It’s not just like very bland site where things just appear but you can have them animate and draw users eyes into the right location and show the effect of one that you wanna show.

Jason:
Okay. Any suggest uses? That you’ve seen be really successful for your users?

Jonathan:
One example call out in particular, is a magazine that’s a French Canadian magazine called La Presse. And La Presse was a very old school newspaper and what they decided was they needed to be part of the next generation. They decided that they would go on the iPad and make an iPad magazine and a lot of the iPad magazines at the time that were coming out, think there was the one called The Daily, I believe and there have been a lot, and they’ve all try different models and making money, and La Presse decided they were going to go very old school model and do advertisements. Just like if you were flipping through a magazine, you would see pages that have advertisements. But they knew that a static advertisement wouldn’t be enough to really engage people, so they decided that they would do interactive HTML5 advertisements. If you were advertising a watch, for example, the watch face itself would animated or if you were doing a car, you could scrub the car and charge the color of the car interactive and really engage in that type of thing. And advertising as someone who’s name is on the web, I don’t really like looking at advertisements but if I’m going to have to look at one, I love for it to be interesting. And so they have the really thought provoking ways of marketing their content or at least the advertisers do and La Presse pretty much demands you do something interesting and interactive. That’s one case where, advertisement, sure, but they do really interesting stuff with it.

Jason:
What is their website? They probably got a French top level domain extensions, I assume. I just wanting you to give out their website if you could.

Jonathan:
It’s actually Canadian top level, it’s www.lapresse.ca you can just type in La Presse with an e in it as the last one in Google and you will find it. It’s a really popular French Canadian newspaper. Unfortunately it is French, if you don’t speak French, you may not get that much out of it.

Jason:
Language is almost becoming transparent, thanks to technology, right? That’s good stuff. Any other examples you want to share?

Jonathan:
The one that I’ve also really like is, people who do holiday greeting cards with our app and some of these maybe need to be seen, but you will have things like Christmas tree pop-up with ornaments coming out and it’s a way that I’ve seen either lawyers or real estate agents send out, like holiday greetings and doing an interactive greeting card with our app. So I think that’s a really fun one, because you could really animate it, you can have characters pop-up. And it’s just a nice way to send your greetings to people. Holiday cards I think are pretty common, and so you can really make an impression on people with a nice holiday card.

Jason:
Birthday cards, I assume, right?

Jonathan:
Yeah, and I’ve personally done some Valentine Day cards and other holiday cards as well, just because it’s something a little bit out of the ordinary or extraordinary I should say.

Jason:
Good stuff. How does one use it? They download the software and then what?

Jonathan:
Yeah. Hype itself is a desktop application for the Macintosh and you download it off our website or from the Mac app store and you launch it. And like I said, it’s very similar to Keynote or PowerPoint that it comes up, pretty much with blank screen and then you can start dragging assets or adding texts. And we have a key frame base animation system., if you’re familiar with key frames, it’s the notion of a key frame is similar to how a Disney animators would do traditional hand drawn animation that you have, maybe two poses which are the key frames. And then, in the old school you would have someone who is in betweener like someone fresh out art school or something, laboring draw all the between frames. Now we have computers that can do all the in-between frames. You set up the key frames from point A to point B it will do the transitions, that’s how you can do a basic animation. And so you set up all these animations and you can do a pretty easily, we have a way of recording the animation, so you don’t have to murk with a lot of key frames to get simple animations done.

Jason:
And is this something that technical person a designer needs to use or can, I will call it, a consumer use?

Jonathan:
It helps to have a background in graphic design, because generally the asset you put in, you will need to design it or grab from somewhere. But as I said, if you can use Keynote or if you can use PowerPoint you should be able to use Hype, really the only distinction is in doing animations which is relatively, you don’t do too much in PowerPoint and as far as interactive you need set up things to say one mouse click, but we try to make it as easy to use for regular consumers as well.

Jason:
Give out your website and tell people where they can find out more about it.

Jonathan:
Alright! The website is www.tumult.com and there’s a link on the main page to Hype that’s our main product. You can learn more about it there. You can also get it in Mac app store.

Jason:
What other products do you have?

Jonathan:
Hype is the main one, there’s another one product called HyperEdit that was actually a college project of my, long ago that’s really targeted more at web developers. If you have knowledge of hand writing code for the web, you can write the code and there’s a live preview as you type it will show what the website will see like, that’s HyperEdit, and we still sell that, it’s the little product that stays around and something I personally use just about everyday, it’s a fun little product. But Hype’s the main one, it’s what our company focus on now.

Jason:
Good stuff. Jonathan thank you so much for joining us.

Jonathan:
Thanks Jason.

Outro:
This show is produced by The Hartman Media Company, all rights reserved. For distribution or publication rights and media interviews, please visit www.HartmanMedia.com or email [email protected] Nothing on this show should be considered specific personal or professional advice. Please consult an appropriate tax, legal, real estate or business professional for individualized advice. Opinions of guests are their own and the host is acting on behalf of Platinum Properties Investor Network, Inc. exclusively.