Your Reality Is Augmented

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  • 1. Your Reality is Augmented @BenjaminJoffe, CEO | Plus Eight Star Ltd. eComm | San Francisco, April 2010
  • 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. Introduction
  • 4. Benjamin Joffe 4 years 1 year 5 years
  • 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. Japan | AR Goes Mobile
  • 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. 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. Hallmark does AR
  • 10. AR = Technologically Boring...?
  • 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. What is Reality?
  • 13. Different Realities
  • 14. Japan & South Korea | Augmented Realities
  • 15. China | Altered Reality
  • 16. North Korea | Diminished Reality Pyongyang Subway © Benjamin Joffe
  • 17. What is Reality • “Reality is that which, when you stop believing in it, doesn't go away” – Philip K. Dick
  • 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. Our Reality is Augmented
  • 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. 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. Can we trust our senses?
  • 23. Dove “Evolution” Ad
  • 24. TED’s Augmented Reality • Jason Wishnow TED Movie Director • His reality – 5 Cameras – Slideshow – Sound
  • 25. TED Performances are Superhuman! (and new speakers are scared)
  • 26. QUIZ: Who’s behind?
  • 27. Pitch Perfect!
  • 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. Chemistry Test
  • 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. MSG-Rich • BBQ sauce • Salad dressing • Canned, frozen, dried prepared food • Snack foods (jerky, potato chips…) • Seasoning mixtures
  • 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. QUIZ Is Soylent Green soy-based?
  • 34. "Fragrance is a message carrier.“ Mikel Cirkus Creative Director Body & Home Care Perfumery Firmenich (a fragrance maker)
  • 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. 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. Faking Touch? Introducing: the Haptic Pen (2004)
  • 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. 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. 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. Our Augmented Reality & Social Media
  • 42. What About Social Media? 1. Social Media Engineering 2. Manufacturing of Public Opinion 3. What can we do?
  • 43. “Torches of Freedom” “These torches of freedom will go on breaking down all discriminations.” – Bertha Hunt March 31, 1929
  • 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. 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. Global Voices
  • 47. This “Twitter friend” for 2 years…
  • 48. …was a Robot!
  • 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. “dramatic appeal, disseminated by the network of media”
  • 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. No word of Al Jazeera’s analysis No word of the “Colored Revolutions” in Eastern Europe who used the same methodology
  • 53. Avatar Blues? • Story ripped by CNN from a blog, based on the comments of just 10 people…
  • 54. What Can We Do?
  • 55. Replicant Check-List 1. AI or Human? 2. Check your sources 3. Check your senses 4. Check your emotions
  • 56. Being Human • Avoid default settings • “Reacquaint ourselves with the nature we have right here” – James Cameron • “I see you”
  • 57. Thanks! www.slideshare.net/plus8star “And to the human race...Don't forget your humanity” – Albert Einstein
  • 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