How did the project begin?

Taggstar is a project that started in early 2010 when Fraser Robinson wanted to put in practice his idea of developing a new technology to allow publishers, newspapers and content websites to tag published images so they could describe what was being seen and in parallel search online for similar products to the tagged ones to activate the buying motivation of readers. To go from the idea to the prototype, Fraser called Edrans and John Whitehead (a Java Developer) in London to present the idea and build a work team to make the idea a reality and get financial help quickly. Since that moment, Edrans led the integration of the application on the Cloud Infrastructure. It implemented Amazon Web Services as it provided a world class and scalable solution, which allows to follow the evolution of the new product, ensuring 100% reliability with an on-demand investment. From the beginning of the project, Edrans´ participation was every day more active, not just from the infrastructure support but being involved in decisions about the product development with the team leading the roadmap of the business, assuming a natural leadership role on the project.

Growing with Taggstar

In 2010, Amazon Web Services was very small compared to what it is today. Because of that, at Edrans we saw the platform growing and we started adapting every new functionality from their cloud services portfolio to the demand from our client. As we grew with Taggstar, we were also growing with Amazon Web Services. The choice to use the cloud servers provided by Amazon allows the access to a highly redundant, high quality and high-speed platform. This way, the client doesn't worry about providing physical space, electricity bills or replacing damaged hardware. After one year working on the project, Taggstar got its first investment round for £1.6 million (USD 2.6 million) from important investors such as Rob Hersov (Founder of Sportal and Marquis Jets), Sir Stuart Rose (former Chairman for M&S), Dr Thomas Middelhoff (Former Chairman for Thomas Cook and CEO for Bertelsmann), and Ariadne Capital's ACE fund. After an activation period in Beta version, in September 2012 Taggstar officially comes to life and starts to change the “Tag Apps” market by incorporating itself as one of the revenue sharing business tools for images at MSN, Skye Living, The Telegraph, Hearst Magazines and The Independent. Taggstar is an application that maximizes the power of an image as it transforms the image in an interactive and commercial object. Tagging an image allows the media to incorporate information (such as text, video, images, audio, maps, etc.), the possibility to share it in social networks and to activate the purchase of the tagged item. By tagging a part of an image, the system makes a reading of it, registering texture, shape and color of the product in order to perform a search on a database of similar products. Once the product is found, it publishes the relevant information about it, including links to buy the item directly.


  •  Budget savings, as it allows cost scalability, without prepaid expenses or long-term liabilities.
  •  AWS is a secure and durable platform technology with certifications and auditing recognized by the sector: PCI DSS Level 1, ISO 27001, FISMA Moderate, HIPAA and SSAE 16.
  •  with the assurance of an integrated firewall system to restrict and protect access as needed.
  •  With the massive global network of AWS, which allows to innovate, experiment and iterate very quickly. Instead of planning long implementations and servers, it can deploy applications on-demand, increase capacity instantly as the workload grows, and reduce the capacity as the workload decreases.

Other success stories

In 2014 Edrans implemented a series of improvements, which allowed to increase the efficiency in the management of the infrastructure for the BID ConnectAmericas social network.

PAMI (Por una Argentina con sus Mayores Integrados) brings social health services for retirees and pensionates. It has 4,500,000 members, 20,000 providers and 700 healthcare centers around the country.

In 2009, Edrans implemented a monitoring system for Zappos, one of the most important shoes and clothing online store in the US.