www.glasseffect.nl
(OxI)+W=V
(OxI)+V=R

4
(Object x Id)+Verb=Relation

5
Object: Billboard
Identity: Halo 4
Verb: Scan & Watch trailer
Relation: “I love that game”

6
Technology makes it possible to give identity
and verbs to objects on scaleable manner.

7
Personal technology enabling interaction
with the physical world.

8
Mobile

9
The 3rd Wave of Mobile
Era of context
Wave 1

Wave 2

Wave 3

1992-2000

2000-2008

2008-2016

Nokia 3210

iPhone

(160 mi...
We have build the necessary
infrastructure
2000

2008

2016

2022

INTELLIGENCE
“U

CONTEXT
“C

INTERNET

D
to
e

”
ata

I...
Interactivity on mobile
Mobile

12
We have build the necessary
infrastructure
2000

2008

2016

2022

INTELLIGENCE
“U

GLASS
tekst
xt” SENSORS
From Services
...
Breaking through needs
three factors
1. Supported by Industry?
2. Does it solve a problem?
3. Does it reduce friction?

14
Breaking through?
SMS

QR

NFC

IR/AR

BLE

GLASS

Supported by Industry?

X

-

-

-

V

V*

Does it reduce friction?

X
...
Is it made for interactive OOH?
SMS

QR

NFC

IR/AR

BLE

GLASS

Can I use it without DL/opening

V

X

V

X

-

-

Does A...
NFC and QR
- More QR capable phones but NFC is catching up
(500 million in 2014*)
- Both store data like weblinks, command...
NFC, AR or QR?
Does the context allow user to:
- download an app?
- experience content at Billboard?
- get close to Billbo...
Who knows about BLE
BLE?

19
20
BLE formerly known as Wibree
Launched by Nokia in 2006

21
22
BLE Compared to the rest
Noticing

BLE
Meters - 100m

Moment of Interaction

IR/AR
Meters

QR

Converting

NFC
Centimeters...
BLE and OOH
Promising as a technology
Beacon services fragmentation (needs an app)
No suitable OS level beacon discovery (...
26
No Ads in Glass
Pay Per Gaze

Glass Terms & Conditions
27
The Basic Idea
Deliver highly contextual services
with a minimal amount of friction
between intention and action.
No frict...
Navigate with
Touch Pad
The Display
640 X 360
(25” at 8 feet)
Camera
Photo 5MP
Video 720p
Glass supports..
QR code
Voice recognition
Gesture control
Location triggers
BLE (when Android gets upgraded to 4.3)
32
Architecture
Timeline
Apps
DEVELOPING
GLASSWARE
Apps

Timeline
Apps

Cards
Mirror API

SUBSCRIBE
GLASSWARE

Timeline
Apps
...
• Add a Calendar Event
• Call Me a Car
• Capture a Panorama
• Check Me In
• Create a 3D Model
• Find a Recipe
• Learn a So...
Gaze?
“Double blink” action

Eye control sensor

35
Pay Per Gaze?

Google Patent: Gaze Tracking System
36
Privacy, Safety & Security

“OK Glass, call my lawyer”

37
Tips for OOH campaigns

38
Provide a
clear Call
to Action

39
Make it
worthwhile to
scan!
I need to stop
I need to pull out my phone
I need to stretch my arm
People look at me
40
41
(OxI)+W=V
(OxI)+V=R

42
Thank You - Hi Five!!
raimovanderklein@gmail.com
www.glasseffect.nl
@rhymo
43
Interactive OOH (Out OF Home)
Interactive OOH (Out OF Home)
Interactive OOH (Out OF Home)
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Interactive OOH (Out OF Home)

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Presentation about interactive Out Of Home. Talking about QR, NFC, AR. BLE and Google Glass

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  • die BLE-technologie is cool hè!. Maar met een telefoon in je hand door een kledingwinkel ziet er toch wat gemankeerd uit. Wat dat betreft is de GoogleGlass een uitkomst (al is het dan weer lastig om een coltrui te passen;)
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Interactive OOH (Out OF Home)

  1. 1. www.glasseffect.nl
  2. 2. (OxI)+W=V (OxI)+V=R 4
  3. 3. (Object x Id)+Verb=Relation 5
  4. 4. Object: Billboard Identity: Halo 4 Verb: Scan & Watch trailer Relation: “I love that game” 6
  5. 5. Technology makes it possible to give identity and verbs to objects on scaleable manner. 7
  6. 6. Personal technology enabling interaction with the physical world. 8
  7. 7. Mobile 9
  8. 8. The 3rd Wave of Mobile Era of context Wave 1 Wave 2 Wave 3 1992-2000 2000-2008 2008-2016 Nokia 3210 iPhone (160 million sold) (350+ million sold) ? No icon device. yet “CONNECTING PEOPLE” “CONNECTING INTERNET” “CONNECTING SENSORS” 10
  9. 9. We have build the necessary infrastructure 2000 2008 2016 2022 INTELLIGENCE “U CONTEXT “C INTERNET D to e ” ata INTERNET ic Vo “ PEOPLE PEOPLE te on From Synchronous to A-synchronous n C to t on t” ex t From Apps to Big Data tekst SENSORS AI” o Xt From Services to Agents AI INPUT CLOUD SOCIAL 11
  10. 10. Interactivity on mobile Mobile 12
  11. 11. We have build the necessary infrastructure 2000 2008 2016 2022 INTELLIGENCE “U GLASS tekst xt” SENSORS From Services nte BLE o C to Agents to nt te on C “IR/AR CONTEXT INTERNET D to e ic Vo “ PEOPLE AI” o Xt SMS PEOPLE ” ata INTERNET NFC QR From Synchronous to A-synchronous From Apps to Big Data AI INPUT CLOUD SOCIAL 13
  12. 12. Breaking through needs three factors 1. Supported by Industry? 2. Does it solve a problem? 3. Does it reduce friction? 14
  13. 13. Breaking through? SMS QR NFC IR/AR BLE GLASS Supported by Industry? X - - - V V* Does it reduce friction? X - V - V V *if Glass becomes an OS 15
  14. 14. Is it made for interactive OOH? SMS QR NFC IR/AR BLE GLASS Can I use it without DL/opening V X V X - - Does Apple support it V V X V V V Can it notify you? V X X X V V *if Glass becomes an OS 16
  15. 15. NFC and QR - 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 17
  16. 16. NFC, AR or QR? 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 18
  17. 17. Who knows about BLE BLE? 19
  18. 18. 20
  19. 19. BLE formerly known as Wibree Launched by Nokia in 2006 21
  20. 20. 22
  21. 21. BLE Compared to the rest Noticing BLE Meters - 100m Moment of Interaction IR/AR Meters QR Converting NFC Centimeters Before After Time 23
  22. 22. Properties BLE 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 24
  23. 23. BLE and OOH Promising as a technology Beacon services fragmentation (needs an app) No suitable OS level beacon discovery (Glass?) Not yet (Q3/Q4 2013) 25
  24. 24. 26
  25. 25. No Ads in Glass Pay Per Gaze Glass Terms & Conditions 27
  26. 26. The Basic Idea Deliver highly contextual services with a minimal amount of friction between intention and action. No friction = conversion 28
  27. 27. Navigate with Touch Pad
  28. 28. The Display 640 X 360 (25” at 8 feet)
  29. 29. Camera Photo 5MP Video 720p
  30. 30. Glass supports.. QR code Voice recognition Gesture control Location triggers BLE (when Android gets upgraded to 4.3) 32
  31. 31. Architecture Timeline Apps DEVELOPING GLASSWARE Apps Timeline Apps Cards Mirror API SUBSCRIBE GLASSWARE Timeline Apps Timeline Apps
  32. 32. • 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 GlassVoice.apk “Ok Glass” and then some... • 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 34
  33. 33. Gaze? “Double blink” action Eye control sensor 35
  34. 34. Pay Per Gaze? Google Patent: Gaze Tracking System 36
  35. 35. Privacy, Safety & Security “OK Glass, call my lawyer” 37
  36. 36. Tips for OOH campaigns 38
  37. 37. Provide a clear Call to Action 39
  38. 38. Make it worthwhile to scan! I need to stop I need to pull out my phone I need to stretch my arm People look at me 40
  39. 39. 41
  40. 40. (OxI)+W=V (OxI)+V=R 42
  41. 41. Thank You - Hi Five!! raimovanderklein@gmail.com www.glasseffect.nl @rhymo 43

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