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Kaspar Roos - Tutorial on New Media: an Introduction to Interactive Print by Using Mobile, Social Media, Purls, Qr Codes and Augmented Reality
 

Kaspar Roos - Tutorial on New Media: an Introduction to Interactive Print by Using Mobile, Social Media, Purls, Qr Codes and Augmented Reality

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    Kaspar Roos - Tutorial on New Media: an Introduction to Interactive Print by Using Mobile, Social Media, Purls, Qr Codes and Augmented Reality Kaspar Roos - Tutorial on New Media: an Introduction to Interactive Print by Using Mobile, Social Media, Purls, Qr Codes and Augmented Reality Presentation Transcript

    • Tutorial on New Media An introduction to interactive print Kaspar Roos Associate Director 24 November 2011© 2011 InfoTrends© 2011 InfoTrends www.infotrends.com 1
    • Agenda 1 Introduction 2 Why Interactive Media 3 Examples of New Technology 4 Conclusions / Recommendations© 2011 InfoTrends www.infotrends.com 2
    • Industry analyst firm focused on the consumer imaging, office document technology and production printing & publishing industries. UK Boston Tokyo Tel Aviv Focused Credible Responsive Visionary© 2011 InfoTrends www.infotrends.com 3
    • Market Research Firm • Focused on the document imaging industry • Market Research • Forecasts, reports, market shares • Trends analyses, coverage of tradeshows • Consultancy Services • Ongoing Research in Europe • European TransPromo Study in 2009 • European Inplant Study in 2010 • High Speed Inkjet Study in 2011 (Europe & US) • Annual Market Forecasts© 2011 InfoTrends www.infotrends.com 4
    • Why Interactive Media?© 2011 InfoTrends www.infotrends.com 5
    • Internet is going mobile Mobile Internet Users Desktop Internet Users Millions of users, worldwide 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Morgan Stanley, 2010© 2011 InfoTrends www.infotrends.com 6
    • Why Blend Print and Mobile? Interactivity Media Extension Trackability Increased Value to Print© 2011 InfoTrends www.infotrends.com 7
    • The Consumer Today Keys, Wallet, and Mobile Phone© 2011 InfoTrends www.infotrends.com 8
    • The The Consumer of Today Consumer of the Future© 2011 InfoTrends Image source: Apple.com www.infotrends.com 9
    • Near Field Communications Coming Soon?! • Next generation Smartphones may come with NFC capability − Near Field Communication chips − Bring the phone in reach of the reader; no QR Code scanning required • New type of services − Electronic payments − Security − Packaging − Bill & Statement integration© 2011 InfoTrends www.infotrends.com 10
    • Consumer Utilization of Mobile Technology • More than 90% of us keep our cell phones within arm’s reach 24 hours a day, 7 days a week, 365 days a year. • More than 70% of us actually take our cell phones to bed with us. • Over 70% of us now use our cell phones as alarm clocks. • A study by Unisys revealed that if we lose our wallet, we report it missing in 26 hours. If we lose our cell phone, we report it missing in 68 minutes. Sources: eMarketer, Mobile Marketer, InfoTrends© 2011 InfoTrends www.infotrends.com 11
    • Technology in place today© 2011 InfoTrends www.infotrends.com 12
    • Interactive Technology Today • Personalized URLs / Landing Pages • SMS / Text messaging • 2D Barcodes • Augmented Reality • Social media − LinkedIn − Facebook − Twitter© 2011 InfoTrends www.infotrends.com 13
    • My Coke Rewards• Goal: Acquire new opt-ins, members to Coke’s loyalty program• Incentivized consumers with points and prizes for opting in to campaign• Provided mobile-optimized experience beyond SMS• Results − 9% participation rate − 5%-10% opt-in growth month-over- month (exceeding expectations)© 2011 InfoTrends www.infotrends.com 14
    • What Are QR Codes Used For? Get coupon, discount, or deal 53% Access additonal information 52% Enter a sweepstakes 33% Sign up to receive more information 26% Access video 24% Make a purchase 23% Interact with Social Media 23% Other 11% 0% 20% 40% 60% N = 415 Smartphone Users Source: MGH QR Code Usage and Interest Survey, February 2011© 2011 InfoTrends www.infotrends.com 15
    • QR Codes Drive Wine Sales • In-store promotions, point-of-purchase signage, free-standing inserts • QR codes are used more frequently than texting • Wine pairings are more popular than party planners© 2011 InfoTrends www.infotrends.com 16
    • Home Depot Provides Useful Information© 2011 InfoTrends www.infotrends.com 17
    • Augmented Reality • Markers on a printed page cause images to come to life or act as application software for image recognition • Merge the physical and the virtual worlds© 2011 InfoTrends www.infotrends.com 18
    • Mobile Production Platforms • Tools to easily create and deploy mobile websites − Creation of QR barcodes − Mobile-optimized screens (small) − Add banner / logo − Build mobile survey − Push contact details to phone − And more© 2011 InfoTrends www.infotrends.com 19
    • BlinkCapture.com© 2011 InfoTrends www.infotrends.com 20
    • © 2011 InfoTrends www.infotrends.com 21
    • © 2011 InfoTrends www.infotrends.com 22
    • Conclusions / Recommendations© 2011 InfoTrends www.infotrends.com 23
    • Conclusions / Recommendations • Mobile revolution has big impact on the way companies communicate with their customers • Print service providers need to make print interactive as this will increase the value of print − Combine the benefits of print with those of electronic communications − Various options available from personalized URLS to using 2D barcodes or social media − New technology is emerging to make it easier to create mobile websites!© 2011 InfoTrends www.infotrends.com 24
    • Thank You! Any Questions? kaspar_roos@infotrends.com© 2011 InfoTrends www.infotrends.com 25
    • © 2011 InfoTrends www.infotrends.com 26