Interactive OOH (Out OF Home)
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Presentation about interactive Out Of Home. Talking about QR, NFC, AR. BLE and Google Glass
Transcript of Interactive OOH (Out OF Home)
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(OxI)+W=V(OxI)+V=R
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(Object x Id)+Verb=Relation
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Object: Billboard Identity: Halo 4Verb: Scan & Watch trailerRelation: “I love that game”
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Technology makes it possible to give identity and verbs to objects on scaleable manner.
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Personal technology enabling interaction with the physical world.
Mobile
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The 3rd Wave of MobileEra of context
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Wave 11992-2000
“CONNECTING PEOPLE”
Wave 22000-2008
“CONNECTING INTERNET”
Wave 32008-2016
“CONNECTING SENSORS”
?Nokia 3210(160 million sold)
iPhone(350+ million sold)
No icon device. yet
We have build the necessary infrastructure
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PEOPLE
tekst
INTERNET
SENSORS
AI
SOCIAL
CLOUD
INPUT
“Voice to Data”
“Content to Context”
“UX to AI”
PEOPLE
INTERNET
CONTEXT
INTELLIGENCE2000 2008 2016 2022
From Appsto Big Data
From Servicesto Agents
From Synchronousto A-synchronous
Mobile
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Interactivity on mobile
We have build the necessary infrastructure
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PEOPLE
tekst
INTERNET
SENSORS
AI
SOCIAL
CLOUD
INPUT
“Voice to Data”
“Content to Context”
“UX to AI”
PEOPLE
INTERNET
CONTEXT
INTELLIGENCE2000 2008 2016 2022
From Appsto Big Data
From Servicesto Agents
From Synchronousto A-synchronous
NFC
BLEGLASS
QR
IR/AR
SMS
Breaking through needs three factors
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1. Supported by Industry?2. Does it solve a problem?3. Does it reduce friction?
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NFC BLE GLASSQR IR/ARSMS
Supported by Industry?
Does it reduce friction?
X - V
VX - -V V
--
Breaking through?
V *
*if Glass becomes an OS
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NFC BLE GLASSQR IR/ARSMS
Can I use it without DL/opening
Does Apple support it
Can it notify you?
Is it made for interactive OOH?
*if Glass becomes an OS
-V X XV -
VV X XX V
VV V VX V
NFC and QR
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- More QR capable phones but NFC is catching up (500 million in 2014*)- Both store data like weblinks, commands- NFC also rewritable, P2P and Payments
*ABI research
NFC, AR or QR?
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Does the context allow user to:- download an app?- experience content at Billboard?- get close to Billboard?
The billboard decides the technology not the campaign
Who knows about BLE?
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BLE
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BLE formerly known as WibreeLaunched by Nokia in 2006
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BLE Compared to the rest
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Moment of Interaction
Before After
Noticing Converting
CentimetersMetersMeters - 100m
Time
NFCBLE QRIR/AR
Properties BLE
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Microfencing (1meter - 100 meter)BLE beacon does not need charging (1 to 2 years)
Works also from device to device (dualmode)Notifications sent to device
BLE and OOH
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Promising as a technologyBeacon services fragmentation (needs an app)No suitable OS level beacon discovery (Glass?)
Not yet (Q3/Q4 2013)
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No Ads in Glass
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Pay Per Gaze
Glass Terms & Conditions
The Basic Idea
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Deliver highly contextual services with a minimal amount of friction
between intention and action.
No friction = conversion
Navigate with Touch Pad
The Display640 X 360(25” at 8 feet)
CameraPhoto 5MPVideo 720p
Glass supports..
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QR codeVoice recognitionGesture controlLocation triggersBLE (when Android gets upgraded to 4.3)
SUBSCRIBEGLASSWARE
TimelineApps
TimelineApps
TimelineApps
Timeline Apps
DEVELOPINGGLASSWARE
Architecture
Cards
Apps
Mirror API
GlassVoice.apk
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• Add a Calendar Event• Call Me a Car• Capture a Panorama• Check Me In• Create a 3D Model• Find a Recipe• Learn a Song• Play a Game• Play Music• Record a Recipe• Remind Me To...• Show a Compass• Start a Bike Ride• Start a Round of Golf• Start a Run• Start a Stopwatch• Start a Timer• Translate This• Tune an Instrument
“Ok Glass” and then some...
Gaze?
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“Double blink” action
Eye control sensor
Pay Per Gaze?
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Google Patent: Gaze Tracking System
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“OK Glass, call my lawyer”
Privacy, Safety & Security
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Tips for OOH campaigns
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Provide a clear Call to Action
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Make it worthwhile to scan!I need to stopI need to pull out my phoneI need to stretch my armPeople look at me
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(OxI)+W=V(OxI)+V=R
