SXSW 2017 Interactive Proposal: Poetics of Technology in Augmented RealityCarina Ngai
A sample exploration of the ideas for this SXSW presentation:
- How can we see beyond the traditional interpretation of AR (Augmented Reality);
- How AR can be seen beyond having information juxtaposes on real world through a lens;
- How we can make shift from designing for Big Data (information based) to Narratives;
- What is a screenless future like?
- What is the implication of this emerging technology, and what are our responsibilities?
SEMPL 19: ČRT PODLOGAR, Digital Strategist, Red Orbit SloveniaSempl 21
Building Purchase Intent on Mobile
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
SXSW 2017 Interactive Proposal: Poetics of Technology in Augmented RealityCarina Ngai
A sample exploration of the ideas for this SXSW presentation:
- How can we see beyond the traditional interpretation of AR (Augmented Reality);
- How AR can be seen beyond having information juxtaposes on real world through a lens;
- How we can make shift from designing for Big Data (information based) to Narratives;
- What is a screenless future like?
- What is the implication of this emerging technology, and what are our responsibilities?
SEMPL 19: ČRT PODLOGAR, Digital Strategist, Red Orbit SloveniaSempl 21
Building Purchase Intent on Mobile
Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.
A topline look at Augmented Reality. Why should bra more
A topline look at Augmented Reality. Why should brands be getting ready now and why 2011 will be the killer year for mobile AR advertising. We have a whole bunch of more detailed stuff on this. We are very excited by what could be achieved in the coming year, AR is a whole new channel with little or no rules. philip@t7flondon.co.uk
This Tuesday, Apple revealed some great new products including an LTE capable Apple Watch and a few new iPhone models. Check out Epsilon's recap of the event below and the implications this hardware will have for marketers.
At this year’s CES, we saw a multitude of new tech, but a common thread was apparent: the sophisticated use of data to provide utility or entertainment for consumers. For brands, this is the foundation of a new super-connected consumer journey, offering new opportunities to create powerful, seamless experiences. Check out our top CES Trends:
At this year’s CES, we saw a multitude of new tech, but a common thread was apparent: the sophisticated use of data to provide utility or entertainment for consumers. For brands, this is the foundation of a new super-connected consumer journey, offering new opportunities to create powerful, seamless experiences. Check out our top CES Trends:
12 Most Talked About Trends At CES 2014Stacy Minero
Covers the 12 biggest trend seen on the convention center floor of CES 2014. Trends covered include: UHD TVs, 4K Content, Interactive TV, Social TV, 3D Printing, Accelerating Autos, The Internet of Things, Connected Kitchens, and more. Whether you were on the floor in Las Vegas, or the conference room miles away, this slideshare will give you all you need to know about tech for the coming years.
We now have a healthy appreciation of how technology can keep businesses on their toes by disrupting everything – processes, consumer behavior, and how we live in general.
This year, we already see the start of how technology is changing the way we do business! Some of these ways are shown in the presentation
What We Learned at CES and What Brands Have to Know – Day 2 RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES and What Brands Have to Know – Day 2 Recap"
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
Previous sectionNext section9.1 Mobile PhonesYears ago, if y.docxChantellPantoja184
Previous sectionNext section
9.1 Mobile Phones
Years ago, if you were away from your phone or office you had to look for a pay phone. For a dime, you could make a telephone call that lasted a few minutes. Pay phones were ubiquitous, with several often lined up in a row at heavily populated public places. Sometimes, there was an actual phone booth with a folding glass door that enabled people to make phone calls in relative privacy. The comic book hero Superman made these famous as the place he transformed from Clark Kent to the superhero. But today, the pay phone and the phone booth are little more than a memory. Now, calling from the road is as easy as reaching into your pocket.
Smartphones
One of the most significant new computing devices in the last few decades is the smartphone. During the 1990s, three major technological developments gained popularity. First, were cell phones and their service plans, which became much less expensive. By the end of the decade, almost everyone had one. Second, a new type of electronic device emerged at the same time called the PDA or Personal Digital Assistant. These small, handheld computers, initially sold by Palm and Visor, offered calendars, datebooks, organizational software, and gaming applications. Third, laptops were increasingly able to surf the Internet, provided their owners could locate a Wi-Fi hotspot. As email became more essential, laptops were often carried just to check email. By the end of the 1990s, businessmen and women were often lugging around all three devices to remain as productive as possible. Could all three merge into one?
This dream was realized in 2004, when the BlackBerry® smartphone was introduced for AT&T and T-Mobile cell service. A smartphone combined the features of a PDA with a cell phone and the ability to check email. It also served as a flash drive, media player for music and video, and picture viewer. And it added a QWERTY keyboard, with keys that were smaller but laid out in the same configuration as a standard computer keyboard. Soon, other competitors emerged and BlackBerry® quickly lost market share, most notably to the Apple® iPhone®, of which 6 million were sold in 2007, its first year on the market (http://www.statista.com/statistics/12743/worldwide-AppleiPhone-sales-since-3rd-quarter-2007/).
iPhone®
Apple®'s eagerly awaited iPhone® capitalized on the huge following it had established with its iPod® handheld music and video players and Macintosh® computers. Duplicating the same elegance and user-friendliness with its iPhone®, Apple® began to dominate the market, as its iPhone® App Store℠ enabled users to download applications that fit their own unique needs. TIME™ Magazine named it as the invention of the year in 2007. In 2009, the iPhone® 3.0 included a camera, 3G connection speeds, and voice control. At the same time, Apple® also improved the iPhone®'s GPS functionality. In 2012, the iPhone® 4S came in 16- to 64-GB memory options, with prices between .
Koru Wearable Trends 2015. The definitive guide to the wearable future by people busy making that future. Designers, Proeduct people and strategist should enjoy reading it. Do contact us if you want to hear more info@korulab.com
Through The Looking Glass: Media In 2014 And BeyondCiarán Norris
In 2014 it will be 25 years since Sir Tim Berners-Lee proposed the idea of the world wide web, and 24 years since it actually launched.
Since then 1/3 of the Australian population has been born, meaning connectivity is now taken for granted, whilst the media landscape has changed in numerous ways, some less obvious than they may first appear.
We all know that the newspaper industry is declining, but what is likely to emerge from the ruins? We know that Google sits at the centre of many people’s media lives, but where are they heading now? And just why is it that Australia leads the way for illegal downloads? This presentation examines what the Australian media landscape of 2014 looks like, where it is heading and what it means for agencies, clients and content creators.
A topline look at Augmented Reality. Why should bra more
A topline look at Augmented Reality. Why should brands be getting ready now and why 2011 will be the killer year for mobile AR advertising. We have a whole bunch of more detailed stuff on this. We are very excited by what could be achieved in the coming year, AR is a whole new channel with little or no rules. philip@t7flondon.co.uk
This Tuesday, Apple revealed some great new products including an LTE capable Apple Watch and a few new iPhone models. Check out Epsilon's recap of the event below and the implications this hardware will have for marketers.
At this year’s CES, we saw a multitude of new tech, but a common thread was apparent: the sophisticated use of data to provide utility or entertainment for consumers. For brands, this is the foundation of a new super-connected consumer journey, offering new opportunities to create powerful, seamless experiences. Check out our top CES Trends:
At this year’s CES, we saw a multitude of new tech, but a common thread was apparent: the sophisticated use of data to provide utility or entertainment for consumers. For brands, this is the foundation of a new super-connected consumer journey, offering new opportunities to create powerful, seamless experiences. Check out our top CES Trends:
12 Most Talked About Trends At CES 2014Stacy Minero
Covers the 12 biggest trend seen on the convention center floor of CES 2014. Trends covered include: UHD TVs, 4K Content, Interactive TV, Social TV, 3D Printing, Accelerating Autos, The Internet of Things, Connected Kitchens, and more. Whether you were on the floor in Las Vegas, or the conference room miles away, this slideshare will give you all you need to know about tech for the coming years.
We now have a healthy appreciation of how technology can keep businesses on their toes by disrupting everything – processes, consumer behavior, and how we live in general.
This year, we already see the start of how technology is changing the way we do business! Some of these ways are shown in the presentation
What We Learned at CES and What Brands Have to Know – Day 2 RecapOgilvy
The 2013 International CES topped 150,000 attendees, covered 1.92 million square feet of exhibit space, unveiled 20,000 new products and showcased hundreds of speakers discussing the state of the technology industry in just four days.
But with all the hype, commotion and can-not-miss content flowing throughout the 4 day event, we wanted to find the answers to the one thing on the top of all of our minds, “What does all of this mean for my brand?”
Ogilvy & Mather broke down the 2013 International CES into bite size chunks of the most important brand takeaways and trends that you’ll find compiled within “What We Learned at CES and What Brands Have to Know – Day 2 Recap"
Co-authored by: Brandon Berger, Worldwide Chief Digital Officer and Matt Doherty, Associate Director, Global Digital Creative & Strategy
Previous sectionNext section9.1 Mobile PhonesYears ago, if y.docxChantellPantoja184
Previous sectionNext section
9.1 Mobile Phones
Years ago, if you were away from your phone or office you had to look for a pay phone. For a dime, you could make a telephone call that lasted a few minutes. Pay phones were ubiquitous, with several often lined up in a row at heavily populated public places. Sometimes, there was an actual phone booth with a folding glass door that enabled people to make phone calls in relative privacy. The comic book hero Superman made these famous as the place he transformed from Clark Kent to the superhero. But today, the pay phone and the phone booth are little more than a memory. Now, calling from the road is as easy as reaching into your pocket.
Smartphones
One of the most significant new computing devices in the last few decades is the smartphone. During the 1990s, three major technological developments gained popularity. First, were cell phones and their service plans, which became much less expensive. By the end of the decade, almost everyone had one. Second, a new type of electronic device emerged at the same time called the PDA or Personal Digital Assistant. These small, handheld computers, initially sold by Palm and Visor, offered calendars, datebooks, organizational software, and gaming applications. Third, laptops were increasingly able to surf the Internet, provided their owners could locate a Wi-Fi hotspot. As email became more essential, laptops were often carried just to check email. By the end of the 1990s, businessmen and women were often lugging around all three devices to remain as productive as possible. Could all three merge into one?
This dream was realized in 2004, when the BlackBerry® smartphone was introduced for AT&T and T-Mobile cell service. A smartphone combined the features of a PDA with a cell phone and the ability to check email. It also served as a flash drive, media player for music and video, and picture viewer. And it added a QWERTY keyboard, with keys that were smaller but laid out in the same configuration as a standard computer keyboard. Soon, other competitors emerged and BlackBerry® quickly lost market share, most notably to the Apple® iPhone®, of which 6 million were sold in 2007, its first year on the market (http://www.statista.com/statistics/12743/worldwide-AppleiPhone-sales-since-3rd-quarter-2007/).
iPhone®
Apple®'s eagerly awaited iPhone® capitalized on the huge following it had established with its iPod® handheld music and video players and Macintosh® computers. Duplicating the same elegance and user-friendliness with its iPhone®, Apple® began to dominate the market, as its iPhone® App Store℠ enabled users to download applications that fit their own unique needs. TIME™ Magazine named it as the invention of the year in 2007. In 2009, the iPhone® 3.0 included a camera, 3G connection speeds, and voice control. At the same time, Apple® also improved the iPhone®'s GPS functionality. In 2012, the iPhone® 4S came in 16- to 64-GB memory options, with prices between .
Koru Wearable Trends 2015. The definitive guide to the wearable future by people busy making that future. Designers, Proeduct people and strategist should enjoy reading it. Do contact us if you want to hear more info@korulab.com
Similar to Mindshare POV: Apple Buys Prime Sense (20)
Through The Looking Glass: Media In 2014 And BeyondCiarán Norris
In 2014 it will be 25 years since Sir Tim Berners-Lee proposed the idea of the world wide web, and 24 years since it actually launched.
Since then 1/3 of the Australian population has been born, meaning connectivity is now taken for granted, whilst the media landscape has changed in numerous ways, some less obvious than they may first appear.
We all know that the newspaper industry is declining, but what is likely to emerge from the ruins? We know that Google sits at the centre of many people’s media lives, but where are they heading now? And just why is it that Australia leads the way for illegal downloads? This presentation examines what the Australian media landscape of 2014 looks like, where it is heading and what it means for agencies, clients and content creators.
tech giant Apple has bought Dr. Dre's company Beats. Many have asked why they would buy a company that makes headphones but there appear to be plenty of good reasons.
Facebook has made another foray into the mobile app space with its purchase of messaging company WhatsApp for $19 billion. Focus now will be on how an ad-free subscription based products fits into Facebook's eco-system.
Data Driven Marketing: SMX London PresentationCiarán Norris
How has marketing changed with the increased use of data? A quick look at the rise of data driven marketing, from DSPs to a potential Facebook ad-network
Data surrounds us and is increasingly used in advertising. But is that a good thing? A look at the issues surrounding the increased use of personalisation and potential policy implications for marketers
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Welcome to the first live UiPath Community Day Dubai! Join us for this unique occasion to meet our local and global UiPath Community and leaders. You will get a full view of the MEA region's automation landscape and the AI Powered automation technology capabilities of UiPath. Also, hosted by our local partners Marc Ellis, you will enjoy a half-day packed with industry insights and automation peers networking.
📕 Curious on our agenda? Wait no more!
10:00 Welcome note - UiPath Community in Dubai
Lovely Sinha, UiPath Community Chapter Leader, UiPath MVPx3, Hyper-automation Consultant, First Abu Dhabi Bank
10:20 A UiPath cross-region MEA overview
Ashraf El Zarka, VP and Managing Director MEA, UiPath
10:35: Customer Success Journey
Deepthi Deepak, Head of Intelligent Automation CoE, First Abu Dhabi Bank
11:15 The UiPath approach to GenAI with our three principles: improve accuracy, supercharge productivity, and automate more
Boris Krumrey, Global VP, Automation Innovation, UiPath
12:15 To discover how Marc Ellis leverages tech-driven solutions in recruitment and managed services.
Brendan Lingam, Director of Sales and Business Development, Marc Ellis
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Assure Contact Center Experiences for Your Customers With ThousandEyes
Mindshare POV: Apple Buys Prime Sense
1. Apple Buys
Ciaran Norris
29/11/2013
PrimeSense
Background
Apple has bought an Israeli tech company which worked with Microsoft on the development of the
product that became Kinect. PrimeSense are specialists in motion tracking and gesture based
controls. Apple has been typically quiet on the matter, saying only that “Apple buys smaller
technology companies from time to time, and we generally do not discuss our purpose or plans”;
this has not stopped tech blogs and commentators from speculating on both the price tag
(somewhere in the region of $300m) and the reasons for the purchase.
Details/Implications
Every move that Apple makes is pored over for meaning and this deal is no different. The work that
PrimeSense did with Microsoft on Kinect, whilst not ground-breaking, certainly made a huge impact
on the consumer market – it was the fastest selling ever consumer tech device and brought to the
home technology previously only found in labs and R&D facilities – so expectations are high about
what Apple might do with it.
There seem to be three main possibilities for how Apple will use the technology and talent it has
just required, broadly around entertainment, mapping and the internet of things.
The entertainment angle is an obvious one: rumours have been rife for years that Apple will make a
fully-fledged Smart TV, rather than just its current set-top box which basically delivers iTunes.
Building in the next generation of motion detecting technology would surely be a key part of this,
and certainly seems to make sense. There are suggestions that Apple might even want to take on
Microsoft and Sony in the consoles wars as another way of becoming the centre of the modern
lounge, but that is a very expensive game in terms of investment (not that Apple is short of cash).
Another avenue would be for Apple to make use of PrimeSense’s more recent development, many
of which apparently surround mapping. Its chips are already being used to map three-dimensional
spaces and this would chime with another recent Apple purchase of an indoor GPS company. Apple
has bet big on maps; its decision to create its own maps app and ditch Google was, initially, a PR
disaster as its own product simply wasn’t as good. It appears to have powered through these issues
now and so it would make sense to continue to beef up its capabilities. After all the founder of
Waze (a mapping app bought by Google) has described as maps being to mobile what search is to
the web.
The final route being suggested is also based on PrimeSense’s new range of sensors which map 3D
spaces, but in using these to connect together untold consumer devices. These might allow you to
take a photo of an old kitchen appliance so that a system could then suggest one that would fit the
same space. Or, taking things a step further, chips that recognise your friends when they arrive at
2. Instagram,
Ciaran Norris
30/10/2013
Twitter & Native
Brand Ads
your front door or warn you if you put too little flour in a recipe. Futuristic sounding these may be,
but as the arrival of Kinect showed, the future is very often much nearer than we realise.
Summary
It is impossible to know why Apple has bought PrimeSense, but it’s unlikely to just be an acq-hire
aimed at bringing in talent. Apple built its business focusing its resources on particular issues and
areas of consumer life; it would be strange if that has changed now. It is easy to see how
thiscompany might help Apple bring its mythical TV to reality, but it’s also not much harder to see
how it might help it take its map product to the next level.
In fact, when you consider that Apple is the company that brought existing touch technology to the
mass market, it’s pretty easy to imagine that Apple might bring the next generation of
PrimeSense’stechnology to pretty much everything Apple does.
