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Christophe Ramstein - Presentation at Emerging Communications Conference & Awards (eComm 2011)

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Christophe Ramstein - Presentation at Emerging Communications Conference & Awards (eComm 2011)

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  2. 2. Haptics for a more Instinctual Mobile UX<br />Christophe Ramstein, CTO<br />June 27, 2011, San Francisco<br />
  3. 3. “Touch is our first language. Long before we can see an image, smell an odor, taste a flavor, or hear a sound, we experience others and ourselves through touch”<br />- Montagu 1971<br />
  4. 4. Touch sensation is considered the most important modality when playing musical instruments.<br />
  5. 5. Touch is our only reciprocal sense. We cannot touch another without being touched ourselves.<br />
  6. 6. Major Paradigm Shift in the Digital UX<br /><ul><li>Proliferation of touch panels and motion sensors
  7. 7. Replacing pointing devices with finger and body motion
  8. 8. More intuitive
  9. 9. Reduced learning
  10. 10. More engaging and fun</li></ul>6<br />
  11. 11. Touch Panel Market<br />Total touch screen module revenue will grow from $4.3 billion in 2009 to nearly $14 billion by 2016 [CAGR 18%]<br />Mobile phones are the biggest application for touch screens in terms of units<br />7<br />Source: Display Search Touch Panel Market Analysis 2010 Annual Report<br />
  12. 12. “Touch is our reciprocal channel…”Must Add Touch Feedback to Touch Sensors<br />Add haptics to Natural Gesture<br />8<br />
  13. 13. The Skin - a Vital Organ and Rich Sensor<br />Signal pressure, vibration, deformation, contact, temperature<br />“Skin is the most important organ of the human system. A human being cannot survive without the physical and behavioral functions performed by the skin”<br />- Bowlby, 1952; Harlow, 1971<br />9<br />
  14. 14. Touch Perception – Viewed from The Brain<br />The Homunculus shows the relative size of the somato-sensory and motor brain functions devoted to various body parts<br />Human Brain<br />Homunculus<br />10<br />
  15. 15. Meet our Customer!<br />11<br />
  16. 16. Why Touch Feedback [Haptics]?<br />12<br />Create the Ultimate UX<br />Touchscreen usability<br />Imprecise, visual occlusion, no physical feedback, no life<br />Haptics reinforces non-verbal and emotional communication<br />Gaming and alerts feel better with haptics<br />Haptics reinforces physical metaphors<br />Touch is our reciprocal sense!<br />
  17. 17. Immersion Solution to Create Touch Feedback<br />13<br />TouchSense™ and MOTIV™<br />Integrated or Separate<br />Touch Location<br />Touch Location<br />(Digital)<br />Touch Screen<br />Controller<br />Piezo<br />Host or Embedded Application<br />Future actuators…<br />TouchSense<br />Player<br />Tactile Feedback<br />Actuation<br />Selected Tactile Effect<br />Effects<br />MOTIV™<br />Platform <br />LRAs/ERMs<br />
  18. 18. TouchSense™ Solutions<br />No value<br />Low value<br />Medium value<br />High value<br />TS3000 <br />Advanced Haptics<br />ERM/LRA<br />TS5000 <br />HD Haptics <br />Piezo/EAP<br />14<br />Simple Haptics<br />ERM<br />No Haptics<br />
  19. 19. Why HD Haptics [TS5000]?<br /><ul><li>Go from vibrations to HD tactile experience
  20. 20. Consumer study for HD haptics
  21. 21. Measure user preferences
  22. 22. Interview 210 consumers
  23. 23. Key study conclusions
  24. 24. 90% of users would want HD haptics
  25. 25. Haptics improves the UX
  26. 26. 95% of users found next-gen apps highly valuable
  27. 27. The ability to customize with haptics is important</li></ul>15<br />
  28. 28. MOTIV™ – Haptic Platform for Android<br />16<br />Native apps and widgets automatically enabled with MOTIV™ Integrator<br />Easy to configure!<br />Simple to integrate with <br />MOTIV™ SDK<br />Reverb™ Automatically converts audio track to haptics<br />
  29. 29. Haptic Products in the CE Market<br />MOTIV™<br />and <br />TS5000 (HD)<br />Gaming<br />TS2000/TS3000<br />(250M TS devices to date)<br />Samsung Galaxy<br />Coming soon!<br />Sony PS2 xBox 360<br />Automotive<br />LG Haptics<br />Lexus FX350 Joystick<br />Nokia N8<br />Toshiba Libretto<br />17<br />
  30. 30. Haptics is Getting Hot!<br />TouchSense™ in over 250M phones; 21% of all touchscreen handsets in 2010<br />IMS Research’s latest report estimates that by 2016 63% of the touch screen mobile phone market will have haptics<br />Over 677M devices by 2016!<br />MOTIV™ launched at MWC 2011<br />Application developers launching apps designed with MOTIV SDK today<br />HD haptics shows great value to the end user<br />HD haptics hardware available in the market over the next 6-12 months<br />… Be part of the haptic wave!<br />18<br />
  31. 31. “Touch comes before sight, and before speech. It is the first language and the last, and it always tells the truth.”<br />—Margaret Atwood <br />