BISG WEBCAST -- Consumer Empowerment through Smart Phones


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BISG WEBCAST -- Consumer Empowerment through Smart Phones

  1. 1. WELCOME TO “Consumer Empowerment Through Smartphones Through Smartphones” This BISG WEBCAST took place Thursday September 16 2010 at 1:00 p m Eastern Thursday, 16, p.m. To register for future BISG Webcasts, please visit: BISG WEBCAST 1
  2. 2. Creating a more informed,  empowered and efficient book  industry supply chain for both  physical and digital products. physical and digital products BISG is committed to the development of effective industry­ wide standards best practices research and events that wide standards, best practices, research and events that  enhance relationships between trading partners. g g BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 2
  3. 3. You’ll be hearing from today… g y ANGELA BOLE Deputy Executive Director Book Industry Study Group, Inc. Angela Bole is Deputy Executive Director of the Book Industry Study Group (BISG). Based in New York City, BISG is an industry trade association working to create a more informed empowered informed, and efficient book industry supply chain for both digital and physical products. TOM CLARKSON Distribution Systems Consultant Cumberland Systems Review Group Tom Clarkson has been a member of the Book Industry Study Group (BISG) and its various committees since the 1970s. He is currently Chair of the BISAC Machine Readable Coding Committee. He held this position during the transition to ISBN- 13, and he is active today as the committee considers the y relevance of consumer empowerment for the book industry. BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 3
  4. 4. BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 4
  5. 5. And now, on with the show… , BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 5 © 2010, the Book Industry Study Group, Inc. 5 © 2010, the Book Industry Study Group, Inc. 5
  6. 6. Consumer Empowerment Through Smartphones BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 6 © 2010, the Book Industry Study Group, Inc. 6
  7. 7. Introduction • The advent of “smartphone” applications that initiate action based on information encoded in bar code symbols has provided a wide array of new opportunities to inform and empower consumers. • Consumers in other parts of the world, particularly Japan and Europe, have been using their cell or mobile phones in this manner for several y p years to: • Get information of all sorts • Get driving directions • Make purchases • Applications are now beginning to appear in the United States BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 7
  8. 8. Definitions • Smartphone A cell or mobile phone that includes a built-in camera and has the ability to run a pre-stored application program • App pp An application program that runs on a smartphone • Display Object The object on which the symbol used to enable smartphone applications is displayed. The display object might be a book, a promotional poster, a p y j g , p p , window sticker or even a data display screen BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 8
  9. 9. Definitions • Reliable Source In our presentation, this term refers to a provider of information that can be considered accurate in regard to the intent of the manufacturer or other originator of the display bj t di l object • ISO International Organization for Standardization • ISO Standard A description of a technical process or configuration intended to enable the more efficient manufacture and supply of products and services BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 9
  10. 10. Today s Agenda Today’s Agenda • Consumer Empowerment: The Process • Applications for the General Public • An Application in the Book Industry • Implementation • A Technology in Progress gy g • Summary • Questions? BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 10
  11. 11. Consumer  Empowerment: The Process BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 11 © 2010, the Book Industry Study Group, Inc. 11
  12. 12. The Process  The Process ­ Scope • The number and nature of smartphone applications is, is for all practical purposes unlimited purposes, • Today’s presentation focuses on applications where: • A consumer scans (or captures) a bar code symbol • An associated webpage is then displayed on the screen of the phone BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 12
  13. 13. The Process  The Process – Overview BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 13
  14. 14. The Process  The Process – Summary • A URL, but not detailed information, is encoded in a symbol on the display object • A smartphone captures an image of the symbol • An app in the smartphone decodes the symbol symbol, retrieves the URL, and accesses a specific website • The website may: • Return information to be displayed, or • Give the consumer choices of additional information, or • Enable the consumer to take an action including making action, a purchase BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 14
  15. 15. Applications for the  General Public BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 15 © 2010, the Book Industry Study Group, Inc. 15
  16. 16. Real Estate Sign • When a prospective buyer captures the sy bo on s ea symbol o this real estate sign, info about the property offered will be downloaded • No more missing or wet spec sheets! BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 16
  17. 17. Calvin Klein Billboard • When a consumer captures this symbol from a Ca o Calvin Klein e billboard, a 30 second commercial for the Calvin Klein fall line is presented Illustrations © Calvin Klein BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 17
  18. 18. Green Day Album Cover • When a consumer captures this symbol o on a G ee Day Green ay band album cover, information about the band is presented p and free music can be downloaded Illustrations © Green Day BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 18
  19. 19. American Museum of Natural History N t l Hi t Illustration © American Museum of Natural History BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 19
  20. 20. Selecting What To See Illustrations © A Ill i American M i Museum of N f Natural Hi l History BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 20
  21. 21. Finding Out How to Get There Illustrations © A Ill i American M i Museum of N f Natural Hi l History BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 21
  22. 22. What You ll See / Additional Info What You’ll See / Additional Info Illustrations © A Ill i American M i Museum of N f Natural Hi l History BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 22
  23. 23. Share and Mark as Visited Illustrations © A Ill i American M i Museum of N f Natural Hi l History BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 23
  24. 24. Services You May Need Illustrations © A Ill i American M i Museum of N f Natural Hi l History BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 24
  25. 25. An Application in the Book Industry BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 25 © 2010, the Book Industry Study Group, Inc. 25
  26. 26. Lauren Conrad  Lauren Conrad ­ HarperCollins Scanning this symbol with a camera-equipped smartphone using the appropriate application leads to this webpage displayed on the phone Illustrations courtesy of and © HarperCollins BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 26
  27. 27. Webpage  Webpage ­ All About Lauren Illustrations courtesy of and © HarperCollins BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 27
  28. 28. Webpage  Webpage – Read Chapter 1 Illustrations courtesy of and © HarperCollins BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 28
  29. 29. Webpage  Webpage – Buy the Book Illustrations courtesy of and © HarperCollins BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 29
  30. 30. Implementation BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 30 © 2010, the Book Industry Study Group, Inc. 30
  31. 31. The User Experience • A good initial user experience is critical when any new feature is introduced to the public • A consumer’s first experience capturing symbols and launching smartphone apps must be p g p pp positive • The entire process should be easy to use and reliable; free of confusion or erratic results BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 31
  32. 32. Implementation Factors • Implementation factors critical to a positive user experience include: • Website Page Tailoring • Internet Access • Symbology Selection • Symbol Placement y • Symbol Readability BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 32
  33. 33. Pages Tailored for the  Smartphone S t h BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 33
  34. 34. Pages Tailored for the  Smartphone S t h Pages intended for download to a smartphone must be tailored accordingly • Consider carefully what the consumer will see • Smartphone screens are small • Fonts must be clean and easily readable • Images must be large and few on a single page • Less is more; additional pages are preferable to overcrowded pages BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 34
  35. 35. Web Access BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 35
  36. 36. Web Access  Web Access – Short URLs • Best practice is to encode as short a URL as possible • Short URLs result in smaller symbols made up of fewer elements as compared to longer URLs p g • Having fewer elements means that the symbol is less susceptible to reading errors BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 36
  37. 37. Web Access  Web Access ­ Redirection • Redirection may be employed • The symbol on the display object encodes a short URL • When the address corresponding to the short URL is reached, the inquiry is sent ( q y (redirected) immediately to ) y another address that may have a more complicated URL • Redirection also provides flexibility in presentation • Changes to a campaign in progress is facilitated • Only the redirection need be changed to display content at a new URL; no modification is required of symbols already i place l d in l • Redirection enables collecting data for the analysis of consumer visits to the website BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 37
  38. 38. Where to Get the Scanner App • Some mobile carriers are beginning to preload scanning software on their phones • Most smartphone (hardware) providers have app stores that offer scanning software in addition to a g wide variety of other applications • Scanning apps are often included in the listings of most frequently downloaded apps in these stores • Consumers should look for apps that purport to read multiple popular symbologies BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 38
  39. 39. Symbol Considerations BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 39
  40. 40. Symbology Selection • A number of symbologies are capable of linking consumers to information via smartphones • The use of public domain symbologies with established ISO standards is recommended • Non-ISO standard or proprietary symbologies usually require proprietary apps on the smartphone • Wh a non-ISO standard symbology i used, any When ISO t d d b l is d failure to link will probably not be attributed by the consumer to the absence of a proprietary app BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 40
  41. 41. One Dimensional Symbology One­Dimensional Symbology Linear Symbols EAN UPC • Encode information in a single, linear direction • Are familiar to consumers as the product identifier • Encode only numeric data Note: EAN and UPC are manifestations of the same symbology BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 41
  42. 42. EAN/UPC  EAN/UPC – Typical Uses • When an EAN/UPC is scanned, the website reached is controlled by the smartphone app • Thus a caution for consumers: • The website reached may not be a “reliable source reliable source” • Information may not have come from the manufacturer • Common product-based apps include: • Price comparisons and availability • Gluten, lactose or other allergy warnings • Guidance on diet for diabetics or persons with other sensitive conditions BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 42
  43. 43. Two Dimensional Symbologies Two­Dimensional Symbologies Matrix Symbols QR Code Data Matrix Aztec • Encode information in both horizontal and vertical directions • Can encode much more information in a smaller space th one-dimensional symbologies than di i l b l i • Can encode alphanumeric information, including URLs BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 43
  44. 44. Matrix Symbol  Matrix Symbol – Typical Uses • Website accessed is typically controlled solely by a URL encoded in the symbol • The information provided from the website is usually furnished by the person or organization p y p g posting the g symbol • Thus the consumer can have much greater confidence that the information is from a “reliable reliable source” BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 44
  45. 45. Symbol Placement • The location in which Bookland EAN symbol is placed on a book is critical; it must be found quickly at point of sale and by automated scanners • In contrast, placement of symbols for consumer p y empowerment on display objects, including books, is much less critical • Consumers can (and do) maneuver the smartphone • Nevertheless, symbols for consumer empowerment must be easy to find • The symbol must also be separated appropriately from any other symbols on the display object BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 45
  46. 46. Symbol Readability The original image must be: • Created in high resolution The reproduced image must be: • Sized large enough to ensure a successful capture • Printed on material capable of y p yielding a clear image g g • Printed in a color contrasting appropriately with the background color BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 46
  47. 47. Implementation Guidance The preceding points are an overview of the important implementation factors • Implementation guidance is covered in more detail in the Discussion paper Consumer Empowerment p p p through Smart Phones ( • The Machine Readable Coding Committee will continue to revise and update that document and provide additional information on the BISG Website as the field evolves BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 47
  48. 48. A Technology in Progress BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 48 © 2010, the Book Industry Study Group, Inc. 48
  49. 49. Where Are We? • The only thing constant in life is change • It seems that ongoing developments related to smartphones are announced weekly, if not daily • Waiting doesn t appear to be a wise option for those doesn’t interested in being perceived as an innovator in consumer empowerment applications BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 49
  50. 50. Where From Here? • For organizations considering whether to initiate a consumer empowerment application it appears application, prudent to begin • The field is sufficiently mature that implementing y p g using today’s practices should result in future momentum rather than wasted effort BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 50
  51. 51. Minimizing Obsolescence  • Minimize obsolescence in an implementation, by following key factors noted earlier: • Configure content appropriately for presentation on smartphone screens • Select a symbology for the display object that meets an ISO standard • Well configured presentations will still be effective if symbology advancements are introduced • Smartphone screen presentations enhanced by innovations in technology can still be accessed from older symbols BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 51
  52. 52. Interesting Innovations • The mythical “invisible bar code” has been with us for years, along with the unicorn and the mermaid years • However, approaches that at least camouflage encoded information have actually been reported y p • In one case, a pattern recognizable by the phone is “watermarked” into a portion of the material on the display object p y j • In another, a visible pattern such as a portion of an illustration is recognized by the smartphone app • The consumer will be told to focus on a particular image or area of the display object, for detection BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 52
  53. 53. Summary BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 53 © 2010, the Book Industry Study Group, Inc. 53
  54. 54. Summary • Consumer empowerment through smartphone applications has arrived in the United States (if in doubt, check with kids or grandkids) • Applications are appearing in the book industry The HarperCollins promotion in connection with the Lauren Conrad series is an excellent example • Th book industry should also b able t spur some The b k i d t h ld l be bl to imagination for appropriate applications by reviewing those already implemented in other areas BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 54
  55. 55. Summary • The technology supporting consumer empowerment and its typical implementations are evolving rapidly • However, sufficient maturity has been obtained that organizations considering utilizing the concept are g g g p encouraged to proceed • Recommendations to minimize obsolescence as an organization proceeds: • Configure content appropriately • Utilize standard bar codes and other components wherever possible h ibl BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 55
  56. 56. BISG Support • BISG will continue to monitor developments in the field of consumer empowerment • The Machine Readable Coding Committee will continue to update information on the BISG website p in support of development and implementation in the book industry BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 56
  57. 57. Thank you! We ll now take questions We’ll now take questions ANGELA BOLE Book Industry Study Group www bisg org TOM CLARKSON Cumberland Systems Review Group BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 57 © 2010, the Book Industry Study Group, Inc. 57
  58. 58. Contributors The Machine Readable Coding Committee thanks the following g g members of the working group for their contributions to the preparation of this presentation: Al Garton, GS1 US, Andy Verb, Bar Code Graphics, y , p , @ Carol Gordon, BookNet Canada, George Wright Sr., PIPS, Inc., George Wright IV, PIPS I G W i ht IV PIPS, Inc., 4@ i Kathy Paugh, Film Masters, Inc., Sara Raffel, BISG, BISG WEBCAST © 2010, the Book Industry Study Group, Inc. 58