Trend Assessment on Haptic Technology for Digital Marketing Graduate Class at the University of Memphis (MKTG 7546)

1. HAPTIC TECHNOLOGY
What Does The Future Hold For Touch?
Sam McDaniel
MKTG 7546

2. WHAT IS MY TREND?
 While Haptics have been around for decades, there
is a recent push and resurgence in the technology.
 The trend is driven by consumers’ desire to have a
more real and a better user experience with
products.
 The trend is evolving as haptics become more
efficient and frankly, better. New iterations of the
technology are pushing the horizon of its uses and
feasible applications.

3. SO WHAT ARE HAPTICS?
 From the Greeks
 Tactile Feedback Technology which takes
advantage of the sense of touch by applying
various motions to users.
 Described as “doing for touch what computer
graphics did for vision.
 Scope of the industry
 Gaming
 Medical
 Computers
 Phones

4. Example of Haptics
 1950s – Teleoperators

5. Examples of Haptics
 1970s – Video Games

6. Examples of Haptics
 Today

7. FINANCIAL IMPLICATIONS

8. CURRENT APPLICATIONS
 Electronic E-paper Reader
 “Magic” Touch Screen
 Vibrating Tattoos

9. ELECTRONIC E-PAPER READER
 More durable and
damage resistant than
traditional glass
readers.
 6 in. display with the
ability to bend 40
degrees.
 Closer to traditional
paper than current
readers.

10. ELECTRONIC E-PAPER READER
 Important next step in
the way people get
news and
entertainment.
 If done right, this could
be a nice segue into
digital paper books.

11. “MAGIC” TOUCH SCREEN
 With feelscreen product, users can feel
textures, contours, edges, etc.
 “Tixels” are layered in under the screen to allow
control over the feel of images.
 Uses electrostatic attraction to create friction vs.
the traditional moving part in other haptic forms.

12. “MAGIC” TOUCH SCREEN
 Future possibilities of this iteration are endless.
 Real “game changer” impact.
 Of my three cases, this has the most immediate
commercial applications in my opinion.

13. VIBRATING TATTOOS
 Tattoo is created using
ferromagnetic ink.
 Depending on
notification, tattoo will
vibrate differently.
 Allow users to feel
when they have a
call, etc. in a variety of
settings.

14. VIBRATING TATTOOS

15. FUTURE USE #1

16. FUTURE USE #2

17. INTERVIEWER RESULTS

18. INTERVIEWER RESULTS - HIGHLIGHTS
 Now a standard option
 Customer needs
 Long term growth
 Changes in Business Landscape
 Competitive Advantage
 Future Iterations

19. MY PERSONAL TAKEAWAYS
 Need for the technology is apparent.
 Amazement at the ability for multiple devices to
allow the exact same user experience.
 Differentiation by companies will only accelerate.
Apple vs. Others
 Potential for haptics to enter new markets and
industries is immense.

20. IN CONCLUSION
 Recent resurgence in haptics is directly tied to
consumers desire to have more personable and
more integrated experiences.
 Future looks bright as people, businesses, and
industries change the way they operate.
 Focus is now on differentiation of the users’
experience