Archive for the ‘Marketing’ Category
Vancouver 2010 Winter Games are the olympic edition with the largest social media coverage: from Facebook to Twitter, everybody’s talking about sports in Vancouver, throughout the world. Both media companies and individuals are enthousiastic at sharing information, pushing new statuses or encouraging their idols.
In this social mediatized world, Yahoo! is probably one of the most visible companies, with its FanCouver initiative on Flickr, Twitter and other medias. But the most impressive idea was developped by Total Immersion and Helios Interactive Technology . Their A/R demo based on face tracking features clearly illustrates an innovative way to integrate users / consumers / fans to a brand new kind of experience.
This demo opens a wide spectrum of application, from fashion to online games. Imagine you could compete (in realtime?) with the fastest skiers or dress with the trendiest ski clothing like Lindsay Vonn? Augmented Reality is not science fiction anymore, it is raw science at reach of hand.
Like most geeks do, Mac Slocum says most user manuals are worthless: they usually display poorly written text and confusing diagrams. Although I don’t have such a negative point of view, I must admit that most user manuals don’t match the same quality level as the products they are delivered with, especially products designed abroad with user manuals poorly translated…
Of course, there are many reasons why user manuals are poorly written and designed: most users don’t read them anymore.
- First, most products provide the kind of user interfaces that do not require users to spend hours reading their user manual. Phones, cameras, TVs or cars have very nice and intuitive user interfaces, that most users can understand the moment they touch it.
- Second, there is a kind of general acceptance about product user interface standards: even if hardware look different, the embedded software makes product look very similar. There is not much difference between two Android or two Windows mobile cellphone: they share the same operating system, and can share the same apps.
- Third, why should a company spend dollar in massive redactional efforts while social media and user generated content will provide most users with the level of information they require: how to activate this feature, how to get rid of that one, or how to develop a product expertise, through blogs, forums or online videos?
My friend Steph could not be more realistic when he wished me an ‘augmented’ year. Why? Just because 2010 seems to be the first year … when you can send ‘augmented wish cards’!
Hallmark Cards, the number one designer of greeting cards, with more than 50% market share in the US announced a line of ‘augmented reality cards’. With price range from $2.99 to $5.99, these augmente reality cards are as much easy to use and send than more traditional cards. Hallmark interactive demo is clearly intended to families, not geeks or techies.
Who said a greeting card could not speak or dance in 3D?
The year of its 100th anniversary, Hallmark Cards is definitely still a company with a vision for innovation.
Surimpose information from computer to visual fied in real time become a reality in Japan. The goal is to improve and enriched the shopper experience. Several firms are testing such devices.
Toppan Printing Co Ltd provide a dedicated terminal, allowing for example to improve signage and items information, or even to locate a store around. It’s very simple : the consumer has just to show his product in front the Terminal cam, which recognize the product package and return a 3D augmented display of the product with its description.
Supplementary application making the link between physical and virtual world : the QR code technology
You can shoot the QR codes with your mobile phone and you have just to show QR at camera (the one of the Toppan dedicated terminal) to get, some samples of associated product.
Other example with Sony Music Communications Inc and Sky&Road Co Ltd, they propose an “interactive show-window”; you have just be on stand in front the terminal (fitted with cam ) and a virtual image (representing a pattern or decoration…) is surimposed on the real one of you.
Finally, with the two previous companies, we note the “Magic mirror” which can be a major innovation in field of clothing.
Imagine you’re wearing a long sleeve shirt and you want to know what you would look like with short sleeves shirt; so you have just to be on stand in front of the mirror and the computer generate a nude pair of arms; we realize easily the scope such applications in clothing area and elsewhere.
the actual application are developped with the AR development kit of Total Immersion.
The main innovation is in the musical object which is the physical Album (CD and Jacket Cover).
The idea is to turn the Audio CD into an object enriched by augmented reality. You need both the CD, a computer and a Webcam to live these new digital experience.
Music consumer may interact with a virtual projection displayed, and create his own musical experience, for example using an application to create your virtual musical mix.
This way, the physical object becomes a kind of dynamic open work, with an endless potential.
Considering the physical CD object is no more a finite and static object, the music buyer, and especially digital natives, will probably come back in the store to buy CD.
Bonuses and additional tracks like a “Making-Off”, are a common feature on most DVDs. With augmented reality, the physical support gets an additional value by itself: objects turn into concepts, a world where bits and atoms may co-exist.
Just have a look at the following french video…: