Your Reality
is Augmented

 @BenjaminJoffe, CEO | Plus Eight Star Ltd.
   eComm | San Francisco, April 2010
The Plan
1. Introduction

2. What is Reality?

3. Our Augmented Reality

4. Augmented Reality and Social Media

5. What We...
Introduction
Benjamin Joffe




4 years       1 year       5 years
What I do Now
• Plus Eight Star
   – Digital Strategy & “Innovation Arbitrage”
   – Best practices from Asia’s Internet
  ...
Japan | AR Goes Mobile
South Korea | “Screen Golf” Mainstream!



             5,000 “Golf Cafes”
          US$ 500 million market
      82,000 d...
South Korea | VR Golf Going Global?


              “I almost feel like I'm actually playing on the fairway”



“Screen go...
Hallmark   does AR
AR = Technologically Boring...?
…Or Becoming Socially Interesting?


“When a technology
becomes boring, that's
when the social effects
become interesting....
What is Reality?
Different Realities
Japan & South Korea | Augmented Realities
China | Altered Reality
North Korea | Diminished Reality




                    Pyongyang Subway © Benjamin Joffe
What is Reality


• “Reality is that which, when you stop believing
  in it, doesn't go away”
  – Philip K. Dick
What Things Are
                     vs.
• What appears to be
  – (perception)


• What we want things to be
  – (intentio...
Our Reality is
 Augmented
Avatar Blues
  • Some viewers…
    “Experienced depression
    and suicidal thoughts after
    seeing the film because
   ...
Avatar Blues
  • Some viewers…
    “Experienced depression
    and suicidal thoughts after
    seeing the film because
   ...
Can we trust our senses?
Dove “Evolution” Ad
TED’s Augmented Reality
• Jason Wishnow
  TED Movie Director

• His reality
  – 5 Cameras
  – Slideshow
  – Sound
TED Performances are Superhuman!
      (and new speakers are scared)
QUIZ: Who’s behind?
Pitch
Perfect!
Death of Who said? by Jay-Z
         Auto-Tune
              DOA
              Jay-Z
              (June 2009)


   “This ...
Chemistry
  Test
Monosodium Glutamate
• Food Additive & Flavor Enhancer (MSG, E621)
  – 1907   Isolated
  – 1909   Patented by Ajinomoto (J...
MSG-Rich
• BBQ sauce

• Salad dressing

• Canned, frozen, dried
  prepared food

• Snack foods
  (jerky, potato chips…)

•...
MSG By Any Other Name…
• Hydrolyzed vegetable      • Yeast extract
  protein                   • Autolyzed yeast
• Hydroly...
QUIZ
 Is Soylent
   Green
soy-based?
"Fragrance is a message carrier.“
              Mikel Cirkus
              Creative Director
              Body & Home Car...
Freshly Baked Bread!
     (in a bottle)


            • “Conjures up pleasant
              childhood memories.”

        ...
Artificial > Natural ?!

“The more artificial scents – rather than the
natural scents – are coded into people's minds,”

“...
Faking Touch?




Introducing: the Haptic Pen
          (2004)
What Does It Do?
• Simulates Buttons on a Surface
                                   •   No Click
                        ...
Responses to the Haptic Pen

• “High degree of believability in the tactile
  simulations.”


• “Participants reported exp...
Uncomfortable Conclusions

1. Our senses have inherent flaws

2. Dis-con.nect between perception and reality

3. Our “defa...
Our Augmented Reality
           &
     Social Media
What About Social Media?

1. Social Media Engineering

2. Manufacturing of Public Opinion

3. What can we do?
“Torches of Freedom”


  “These torches of
  freedom will go on
  breaking down all
  discriminations.”
  – Bertha Hunt
  ...
Opinion Engineering
Bertha Hunt was Edward
Bernay’s secretary, a PR
pioneer hired by
American Tobacco

“Age-old customs,
I...
Opinion Engineering
Bertha Hunt was Edward
Bernay’s secretary, a PR
pioneer hired by
American Tobacco

“Age-old customs ca...
Global Voices
This “Twitter friend” for 2 years…
…was a Robot!
How?

1. Picture & name
2. Timely responses
3. Connector words
4. Language twists
5. Random words in structured phrases
6....
“dramatic appeal, disseminated
   by the network of media”
Public Opinion?
• Iran’s “Twitter Revolution” #IranElection




                    Over 160,000 people already joined! Yo...
No word of Al Jazeera’s analysis

No word of the “Colored Revolutions”
    in Eastern Europe who used
      the same metho...
Avatar Blues?


• Story ripped by CNN
  from a blog, based on
  the comments of just
  10 people…
What Can We Do?
Replicant Check-List

1. AI or Human?

2. Check your sources

3. Check your senses

4. Check your emotions
Being Human
• Avoid default settings
• “Reacquaint ourselves with the nature we
  have right here” – James Cameron
• “I se...
Thanks!




                                    www.slideshare.net/plus8star


“And to the human race...Don't forget your ...
Thanks!
   More about “Innovation Arbitrage”

www.plus8star.com

benjamin@plus8star.com
                                  ...
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
Your Reality Is Augmented
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Your Reality Is Augmented

  1. 1. Your Reality is Augmented @BenjaminJoffe, CEO | Plus Eight Star Ltd. eComm | San Francisco, April 2010
  2. 2. The Plan 1. Introduction 2. What is Reality? 3. Our Augmented Reality 4. Augmented Reality and Social Media 5. What We Can Do
  3. 3. Introduction
  4. 4. Benjamin Joffe 4 years 1 year 5 years
  5. 5. What I do Now • Plus Eight Star – Digital Strategy & “Innovation Arbitrage” – Best practices from Asia’s Internet and mobile scenes • Cmune – 3D social games – Paradise Paintball, first “social shooter” on Facebook, MySpace, Apple.com • Mobile Monday Beijing – Monthly forum for mobile professionals
  6. 6. Japan | AR Goes Mobile
  7. 7. South Korea | “Screen Golf” Mainstream! 5,000 “Golf Cafes” US$ 500 million market 82,000 daily visits (vs. 65,000 for “real” golf) US$ 20 / 18 holes (10 times cheaper)
  8. 8. South Korea | VR Golf Going Global? “I almost feel like I'm actually playing on the fairway” “Screen golf has created a unique market in our country, where people prefer rooms for chatting and socializing” “In view of growing demand for simulators abroad, I believe screen golf will become a global trend”
  9. 9. Hallmark does AR
  10. 10. AR = Technologically Boring...?
  11. 11. …Or Becoming Socially Interesting? “When a technology becomes boring, that's when the social effects become interesting.” Clay Shirky, Professor, NYU Author, Here Comes Everybody
  12. 12. What is Reality?
  13. 13. Different Realities
  14. 14. Japan & South Korea | Augmented Realities
  15. 15. China | Altered Reality
  16. 16. North Korea | Diminished Reality Pyongyang Subway © Benjamin Joffe
  17. 17. What is Reality • “Reality is that which, when you stop believing in it, doesn't go away” – Philip K. Dick
  18. 18. What Things Are vs. • What appears to be – (perception) • What we want things to be – (intention & interpretation) • What we are made to think – (illusion & manipulation)
  19. 19. Our Reality is Augmented
  20. 20. Avatar Blues • Some viewers… “Experienced depression and suicidal thoughts after seeing the film because they long to enjoy the beauty of Pandora.” • James Cameron’s advice: "Take a walk in the woods. Reacquaint with the nature we have right here." Source: CNN, January 11, 2010
  21. 21. Avatar Blues • Some viewers… “Experienced depression and suicidal thoughts after seeing the film because they long to enjoy the beauty of Pandora.” • James Cameron’s advice: "Take a walk in the woods. Reacquaint with the nature we have right here." Source: CNN, January 11, 2010
  22. 22. Can we trust our senses?
  23. 23. Dove “Evolution” Ad
  24. 24. TED’s Augmented Reality • Jason Wishnow TED Movie Director • His reality – 5 Cameras – Slideshow – Sound
  25. 25. TED Performances are Superhuman! (and new speakers are scared)
  26. 26. QUIZ: Who’s behind?
  27. 27. Pitch Perfect!
  28. 28. Death of Who said? by Jay-Z Auto-Tune DOA Jay-Z (June 2009) “This is anti-autotune, death of the ringtone This ain’t for iTunes, this ain’t for sing-along” (8th Grammy + Best Rap Solo Performance)
  29. 29. Chemistry Test
  30. 30. Monosodium Glutamate • Food Additive & Flavor Enhancer (MSG, E621) – 1907 Isolated – 1909 Patented by Ajinomoto (Japan) – 1947 Introduced in the US • Today – Once associated with Chinese food, MSG is now used by most fast food chains and in many foodstuffs, particularly processed food.
  31. 31. MSG-Rich • BBQ sauce • Salad dressing • Canned, frozen, dried prepared food • Snack foods (jerky, potato chips…) • Seasoning mixtures
  32. 32. MSG By Any Other Name… • Hydrolyzed vegetable • Yeast extract protein • Autolyzed yeast • Hydrolyzed plant • Sodium caseinate protein • Vegetable protein • Autolyzed plant protein extract • Calcium caseinate • Glutamic acid • Textured protein (any) • Etc. All contain MSG
  33. 33. QUIZ Is Soylent Green soy-based?
  34. 34. "Fragrance is a message carrier.“ Mikel Cirkus Creative Director Body & Home Care Perfumery Firmenich (a fragrance maker)
  35. 35. Freshly Baked Bread! (in a bottle) • “Conjures up pleasant childhood memories.” • Many home sellers use this tactic to make their house more appealing to prospective buyers.
  36. 36. Artificial > Natural ?! “The more artificial scents – rather than the natural scents – are coded into people's minds,” “What's more, these newer codes all have brands names attached to them” Mikel Circus Firmenich (2003)
  37. 37. Faking Touch? Introducing: the Haptic Pen (2004)
  38. 38. What Does It Do? • Simulates Buttons on a Surface • No Click • Light Click • Basic Click • Hard Click • Buzz • Force Buzz • Two-Click • Buzz-Click
  39. 39. Responses to the Haptic Pen • “High degree of believability in the tactile simulations.” • “Participants reported experiencing longitudinal movement of the pen, typically confirmed by surprise when the actual mechanism was described.”
  40. 40. Uncomfortable Conclusions 1. Our senses have inherent flaws 2. Dis-con.nect between perception and reality 3. Our “default interpretation” cannot be trusted 4. To judge, we need to think.
  41. 41. Our Augmented Reality & Social Media
  42. 42. What About Social Media? 1. Social Media Engineering 2. Manufacturing of Public Opinion 3. What can we do?
  43. 43. “Torches of Freedom” “These torches of freedom will go on breaking down all discriminations.” – Bertha Hunt March 31, 1929
  44. 44. Opinion Engineering Bertha Hunt was Edward Bernay’s secretary, a PR pioneer hired by American Tobacco “Age-old customs, I learned, could be broken down by a dramatic appeal, disseminated by the network of media” – Edward Bernays
  45. 45. Opinion Engineering Bertha Hunt was Edward Bernay’s secretary, a PR pioneer hired by American Tobacco “Age-old customs can be broken down by a dramatic appeal, disseminated by the network of media” – Edward Bernays
  46. 46. Global Voices
  47. 47. This “Twitter friend” for 2 years…
  48. 48. …was a Robot!
  49. 49. How? 1. Picture & name 2. Timely responses 3. Connector words 4. Language twists 5. Random words in structured phrases 6. Intentional spelling mistakes
  50. 50. “dramatic appeal, disseminated by the network of media”
  51. 51. Public Opinion? • Iran’s “Twitter Revolution” #IranElection Over 160,000 people already joined! You can too. • Research by Al Jazeera’s New Media Division – Only 60 influential accounts on the ground – … down to 6 accounts after clamp down!
  52. 52. No word of Al Jazeera’s analysis No word of the “Colored Revolutions” in Eastern Europe who used the same methodology
  53. 53. Avatar Blues? • Story ripped by CNN from a blog, based on the comments of just 10 people…
  54. 54. What Can We Do?
  55. 55. Replicant Check-List 1. AI or Human? 2. Check your sources 3. Check your senses 4. Check your emotions
  56. 56. Being Human • Avoid default settings • “Reacquaint ourselves with the nature we have right here” – James Cameron • “I see you”
  57. 57. Thanks! www.slideshare.net/plus8star “And to the human race...Don't forget your humanity” – Albert Einstein
  58. 58. Thanks! More about “Innovation Arbitrage” www.plus8star.com benjamin@plus8star.com +81 | Japan benjamin0123 +82 | Korea +86 | China http://twitter.com/plus8star Telecom & Internet www.linkedin.com/in/benjaminjoffe + Added Value * High quality www.slideshare.net/plus8star
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