Telco’s app to help trigger users’ recollections


Maxis has launched a mobile app called RE:Collections to record and relive users’ memories.

MAXIS Bhd has launched a mobile app called RE:Collections to record and relive users’ memories.

Released in conjunction with the coming Chinese New Year celebrations, the company’s head of brand and marketing Tai Kam Leong said the app could record photos and videos and was embedded with new technology such as data analytics, machine learning and augmented reality.

The developers also said it had potential to be used as a therapeutic tool for senior citizens facing early onset dementia.

“Reports from Alzheimer Disease International stated that 123,000 people had dementia in 2015. By 2030, it is projected that the number will rise to 261,000,” said Tai.

After speaking to organisations such as Caring With You, The Alzheimer Disease Foundation and doctors from Universiti Malaya Medical Center, they gained an understanding of how technology could facilitate constant playbacks of past events to trigger recollections and help those afflicted with dementia.

“We brought together experts from various fields to develop an app that allows and facilitates the power of reminiscence; not only to record those moments but to also relive them and be inspired to recreate new ones.

“On top of that, we used analytics to further identify more impactful memories so it can inform and aid family and friends to participate more meaningfully,” said Tai.

Collaborating in the development of the app was Ministry of Experience (MXR) which specialises in the development of spatial computing interfaces, advertising and public relations company Publicis, Caring With You Dementia Enrichment Centre and Alzheimer’s Disease Foundation.

Tai said the Maxis Chinese New Year campaign was an example of how emerging 5G technologies could impact lives.

A short clip on the Chinese New Year family reunion is the main theme of the app’s promotional campaign.

Directed by Super Wonderful Films, the story revolves around senior citizens with dementia and how their loved ones can utilise the app.

The clip will be shown in stores nationwide using holographic technology. It will have features such as object recognition test experience which combines brainwave analysis and augmented reality to explore neuro-feedback data and its effects on reminiscence therapy.

RE:Collections is available on IOS and Android app stores for free.

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