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www.glasseffect.nl
(OxI)+W=V
(OxI)+V=R

4
(Object x Id)+Verb=Relation

5
Object: Billboard
Identity: Halo 4
Verb: Scan & Watch trailer
Relation: “I love that game”

6
Technology makes it possible to give identity
and verbs to objects on scaleable manner.

7
Personal technology enabling interaction
with the physical world.

8
Mobile

9
The 3rd Wave of Mobile
Era of context
Wave 1

Wave 2

Wave 3

1992-2000

2000-2008

2008-2016

Nokia 3210

iPhone

(160 million sold)

(350+ million sold)

?
No icon device. yet

“CONNECTING PEOPLE”

“CONNECTING INTERNET”

“CONNECTING SENSORS”

10
We have build the necessary
infrastructure
2000

2008

2016

2022

INTELLIGENCE
“U

CONTEXT
“C

INTERNET

D
to
e

”
ata

INTERNET

ic
Vo
“

PEOPLE

PEOPLE

te
on

From Synchronous
to A-synchronous

n

C
to
t

on

t”
ex
t

From Apps
to Big Data

tekst
SENSORS

AI”
o
Xt

From Services
to Agents

AI

INPUT

CLOUD

SOCIAL

11
Interactivity on mobile
Mobile

12
We have build the necessary
infrastructure
2000

2008

2016

2022

INTELLIGENCE
“U

GLASS
tekst
xt” SENSORS
From Services
nte BLE
o
C
to Agents
to
nt
te
on
C
“IR/AR

CONTEXT
INTERNET

D
to
e

ic
Vo
“

PEOPLE

AI”
o
Xt

SMS
PEOPLE

”
ata

INTERNET
NFC

QR

From Synchronous
to A-synchronous

From Apps
to Big Data

AI

INPUT

CLOUD

SOCIAL

13
Breaking through needs
three factors
1. Supported by Industry?
2. Does it solve a problem?
3. Does it reduce friction?

14
Breaking through?
SMS

QR

NFC

IR/AR

BLE

GLASS

Supported by Industry?

X

-

-

-

V

V*

Does it reduce friction?

X

-

V

-

V

V
*if Glass becomes an OS

15
Is it made for interactive OOH?
SMS

QR

NFC

IR/AR

BLE

GLASS

Can I use it without DL/opening

V

X

V

X

-

-

Does Apple support it

V

V

X

V

V

V

Can it notify you?

V

X

X

X

V

V

*if Glass becomes an OS

16
NFC and QR
- More QR capable phones but NFC is catching up
(500 million in 2014*)
- Both store data like weblinks, commands
- NFC also rewritable, P2P and Payments

*ABI research

17
NFC, AR or QR?
Does the context allow user to:
- download an app?
- experience content at Billboard?
- get close to Billboard?
The billboard decides the technology not the campaign
18
Who knows about BLE
BLE?

19
20
BLE formerly known as Wibree
Launched by Nokia in 2006

21
22
BLE Compared to the rest
Noticing

BLE
Meters - 100m

Moment of Interaction

IR/AR
Meters

QR

Converting

NFC
Centimeters

Before

After
Time

23
Properties BLE
Microfencing (1meter - 100 meter)
BLE beacon does not need charging (1 to 2 years)
Works also from device to device (dualmode)
Notifications sent to device

24
BLE and OOH
Promising as a technology
Beacon services fragmentation (needs an app)
No suitable OS level beacon discovery (Glass?)
Not yet (Q3/Q4 2013)

25
26
No Ads in Glass
Pay Per Gaze

Glass Terms & Conditions
27
The Basic Idea
Deliver highly contextual services
with a minimal amount of friction
between intention and action.
No friction = conversion
28
Navigate with
Touch Pad
The Display
640 X 360
(25” at 8 feet)
Camera
Photo 5MP
Video 720p
Glass supports..
QR code
Voice recognition
Gesture control
Location triggers
BLE (when Android gets upgraded to 4.3)
32
Architecture
Timeline
Apps
DEVELOPING
GLASSWARE
Apps

Timeline
Apps

Cards
Mirror API

SUBSCRIBE
GLASSWARE

Timeline
Apps

Timeline
Apps
• Add a Calendar Event
• Call Me a Car
• Capture a Panorama
• Check Me In
• Create a 3D Model
• Find a Recipe
• Learn a Song
• Play a Game

GlassVoice.apk
“Ok Glass” and then some...

• Play Music
• Record a Recipe
• Remind Me To...
• Show a Compass
• Start a Bike Ride
• Start a Round of Golf
• Start a Run
• Start a Stopwatch
• Start a Timer
• Translate This
• Tune an Instrument

34
Gaze?
“Double blink” action

Eye control sensor

35
Pay Per Gaze?

Google Patent: Gaze Tracking System
36
Privacy, Safety & Security

“OK Glass, call my lawyer”

37
Tips for OOH campaigns

38
Provide a
clear Call
to Action

39
Make it
worthwhile to
scan!
I need to stop
I need to pull out my phone
I need to stretch my arm
People look at me
40
41
(OxI)+W=V
(OxI)+V=R

42
Thank You - Hi Five!!
raimovanderklein@gmail.com
www.glasseffect.nl
@rhymo
43

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