Ahead of the curve

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10 Δεκ 2013 (πριν από 3 χρόνια και 10 μήνες)

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Ahead of the curve

Your round
-
up of the facts and trends you’ve read
about or perhaps missed in the past few weeks,
affecting communication and the mobile consumer in
today's fast pace, global society

Key
Current

Insight Findings Affecting Media
and OOH

This monthly publication
serves to inform, enthuse
and inspire media
professionals of all
developments in today’s
global society.

Topical themes shaping the media
and OOH industry

In this newsletter we aim to identify current key stories,
presented in an easily digestible format. Topics covered
include:



A digital world
(impacting campaigns and new media)


Mobile & OOH
(usage and measures)


OOH news
(insider updates for the market place)


Future technology
(showcases and predictions)


OOH innovations
(advancements and improvements)


Urban trends
(shifting city lifestyles)








A digital world


Cashless payments championed at
The Olympics




With the July UK Kinetic Panel revealing that as consumers
we’re becoming increasingly comfortable with paying via
smartphones

and with trust tripling in a year, Visa has been
championing a new cashless payment system at the Olympic
Games in London.


Over a thousand people were given a special edition,
Olympic
-
branded Samsung Galaxy S III phone. By linking
their Visa account information with the phone, users are
able pay for items up to £20 in value simply by swiping their
phones over a special NFC reader located at the cash
register of most vendors. Even without a new
smartphone
,
Olympic attendees can still go cashless via Visa’s
PayWave

contactless payment technology.


As the Kinetic Panel research shows, trust and being at ease
with mobile payment is on the rise and with the impending
proliferation of the relevant technology, this appears to be
a sustainable trend that consumers will be seeing a lot
more of in the near future.





Source:
http://www.psfk.com/2012/07/cashless
-
payments
-
olympics.html#ixzz23bzF54cZ

and
Kinetic UK Panel

iPavement
: Wi
-
Fi paving stones that
give free internet access to passers
-
by





Your Smartphone may soon be talking to a smart street. Madrid
-
based company Via
Inteligente

has built the

iPavement

-

Wi
-
Fi
paving stones that give free internet access to passers
-
by.


Each 24kg stone contains a 5GB micro
-
processor chip, powered
by a 1kW underground cable. As you connect on the go, a host
of cloud
-
based pop
-
up apps offers
localised

information and
services on your
smartphone
. Apps include a digital street
library of locally written works, a map pointing out nearby
restaurants and attractions, a
neighbourhood

daily
-
deals
newsletter and a real
-
time alert system about disrupted public
services near the user.


Whilst only in the testing stage, this product reinforces the fact
that there’s a tangible thirst for wider Wi
-
Fi access in public
spaces, with the Kinetic UK Panel informing us that we’d be a
third more likely to shop via a
smartphone
/tablet with more
widespread public Wi
-
Fi.


The
iPavement

is currently being tested in the
Puerta

del Sol
square in Madrid, and may be on a high street near you soon.




Source:
http://www.wired.co.uk/magazine/archive/2012/08/start/street
-
surfing
-
free
-
wi
-
fi
-
access
-
hits
-
the
-
road

Mobile and OOH




Mobile 3.0 heralded by arrival of new
software





First, mobile was the standard old cell phone
-

you talked into it. The
second mobile era was brought to us by the
iPhone

-

you touched a
screen. The third era will bring us a mobile that saves us from clicking
on the screen. In the future your mobile device, whether it be
something you hold in your hand like a Smartphone, or wear on your
face, like Google Glasses, will know a lot about you.


In a move that has been called the arrival of Mobile 3.0, Qualcomm
has just released a software development kit, called

Gimbal
. This kit
is a clear step forward in the mobile evolution in that it talks to every
sensor in your phone; the compass, the GPS, the accelerometer, the
temperature sensor, the altimeter sensor. Thanks to this kit, your
smartphone

will start to make sense of the data. Thanks to the Wi
-
Fi
and
bluetooth

radios it can even know you if you’re riding as a
passenger in your wife’s car!


This more linked
-
up technology creates endless possibilities for the
next eagerly
-
awaited generation of mobile technology and signals the
way forward for the increased sophistication of these devices.






Source:
http://scobleizer.com/2012/07/11/mobile
-
3
-
0
-
arrives
-
how
-
qualcom
-
just
-
showed
-
us
-
the
-
future
-
of
-
the
-
cell
-
phone
-
and
-
why
-
iphone
-
sucks
-
for
-
this
-
new
-
contextual
-
age/

App findings reveal roots of m
-
commerce boom





As mobile payments continue to become more commonplace among
retailers,
smartphone

consumers are already showing a strong appetite
for mobile shopping on their devices. According to a

recent
survey

among 5,000 Android and
iPhone

users in the U.S., Nielsen
found that 47% of them have used a native shopping app on their
phones. The analysts say that in total some 45 million U.S. consumers
have used shopping apps, on average, 17 times in the month. In terms
of what apps are selling the best, the strongest players on mobile are
those that are strongest online, with eBay, Amazon and
Groupon

the
top three mobile shopping sites at 13.2 million, 12.1 million and 12
million unique users respectively.


These findings are given more depth by the Kinetic UK Panel which
indicates that there has been exceptional growth in mobile purchases
on electronic goods, travel tickets and software with continued m
-
commerce growth on leisure pursuits such as cinema/theatre/concert
tickets and music, games and videos.



Source:
http://techcrunch.com/2012/08/06/nielsen
-
on
-
u
-
s
-
mobile
-
shopping
-
ebays
-
app
-
attracts
-
the
-
most
-
users
-
shopkick
-
keeps
-
them
-
around
-
for
-
much
-
longer/

OOH News







DOOH embraces Olympics

The Olympics saw some great use of
dynamic advertising on digital OOH over
the 2 weeks of the games.

From a live update from the Games to a
news stand in Times Square, NY to back
in the UK seeing a medals table
continuously updated on
Transvision

screens in stations courtesy of
Heineken.

Another great use of large iconic sites
was seen by
Strongbow

who used their
brand key phrase of ‘Earn’ showing a
lightning bolt type pose, and then
‘Earn(
ed
)’ once
Usain

Bolt had won the
100m final.


Source:
http://
www.dailydooh.com/archives/72454

http://
www.dailydooh.com/archives/72273

http://www.dailydooh.com/archives/72254

Tesco Virtual Store

Tesco has unveiled virtual stores on 10
digital panels in Gatwick Airport.
Building on the success of a similar
product in South Korea which featured
on station platforms, the unit allows
travellers whilst waiting in the airport
to order items to be delivered on their
return from holiday.

Tesco’s internet retailing director Ken
Towle

said: 'Our business in Korea is
teaching us a lot about how customers
and technology are transforming
shopping. It
gives us a unique window
into the future and the chance to try
out exciting new concepts
.’

There are 80 products being stocked in
the trial that will last 2 weeks and will
roll out if customers react positively.


Source:

http://www.tescoplc.com/index.asp?pageid=187

Future technology



From touchscreen to
feelscreen

Disney’s research team has announced a
technology which they claim could have
a massive impact on how we interact
with the world. Sight tends to be the
sense we rely on most when moving
around, this new technology could have
us relying much more heavily on touch.

Disney Research Pittsburgh has created
a technology that will allow consumers
to feel different materials on a flat
surface.

Using an electrical current which is
passed through the body, someone
touching a flat poster or digital screen
could in fact have the sensation of
feeling pebbles, running water or
grooves and bumps.


Source:
http://www.wired.co.uk/news/archive/2012
-
08/10/disney
-
revel

The rise of wearable technology

Disposing of a user interface has already reached
the mass market with Apple’s
Siri

(via headphone
usage). However, as both Apple and Google battle
to be the first to release headsets, we are
reminded that this is not the only form of wearable
technology that is in furious development.
Smartwatches

are also in a determined phase of
development and will be able to connect to your
smart phone, typically via Bluetooth. The concept
is driven by the belief that it is easier to check a
wristwatch than to get your phone out of your
pocket or bag.

These technologies will not simply mean you can
check your email or Twitter feed from a headset or
a watch. It will deliver the potential for you to see
bespoke advertising as you pass billboards and be
reminded it’s your friend’s birthday and they love
cupcakes so why not buy one from the shop around
the corner, to name just a few opportunities that
businesses will be getting excited about.


Source:
http://www.fastcompany.com/1844372/does
-
wearable
-
computer
-
make
-
my
-
butt
-
look
-
fat

OOH innovations




In Spain, lemonade made cheaper
when temperature rises


Spanish marketing agency Momentum Madrid has come up
with a campaign for Limon Y Nada still lemonade, which
offers customers discounts when the temperature outside
rises.


Some 18 machines with integrated thermometers were
installed in traditional summertime locations such as
water or theme parks in Spain. The temperature was
shown on a large display above the machines and the
cans’ price varied between

2 and

1 as the temperature
swung between 25
-
30 degrees.


The machines feature an application developed
by

Varadero Software Factory

that facilitates the price
change capability.


A simple idea aimed at associating positive events and
feelings with a specific brand.

Source:
http://www.springwise.com/food_beverage/in
-
spain
-
lemonade
-
cheaper
-
temperature
-
rises/

TNT builds first
-
ever real
-
time
electromagnet dot display ad to
launch “Perception”


TNT

has built an interactive experience for pedestrians on the
streets of New York in order to garner the attention of viewers
for its new crime drama

Perception.

It is the first
-
ever real
-
time electromagnetic dot display advertisement that reacts to
people’s movements.


Built as a 23
×
12 foot storefront display made up of 44,000
electromagnetic spinning dots, it features moving images that
also make a sound like poker chips shuffling.


The ad detects movements of those passing
-
by and shows a
unique black
-
and
-
white reflection of their reactions in real
-
time. Viewers are able to use

their body movement to erase
words from the screen which then leaves behind

specific clues,
turning every viewer into a crime detective.


Mid
-
technological revolution, the OOH sector should see an
increase in unique interactive campaigns as evolving technology
is combined with imaginative minds.







Source:
http://www.inquisitr.com/279850/tnt
-
builds
-
first
-
ever
-
real
-
time
-
electromagnet
-
dot
-
display
-
ad
-
to
-
launch
-
perception/

Blank Billboard Unveils Itself Through
UV Paint At Night



South Australian brewing company Coopers has
recently unveiled “Life After Dark,” a unique
billboard concept handcrafted by Chicago
based street artist and illustrator Pose.


Created with ultraviolet paint, the artist made
an illustration that only shows up once the sun
has gone down. Displayed in Melbourne, the
billboard showcases only Coopers Dark Ale
during the day, while the complex nightlife
drawing materializes at night.


This is a good example of how static ads can
still achieve dynamic content and elevate a
product or brand at the most relevant time of
day...or night.




Source:
http://www.psfk.com/2012/08/billboard
-
uv
-
paint
-
night.html

Urban trends



Urbanana: The Tropical Urban Farm
For Cold Cities


As an alternative to producing local food on small
urban wastelands, urban farming

concentrates on
growing non
-
native fruits and vegetables in the
middle of busy cities.


The French agency

SOA Architects

has embraced
this concept by designing an urban banana farm
for cities like Paris. The so
-
called

Urbanana

(nice
name) is a huge greenhouse that actually fits the
dimensions of the city


it can be built right in
between houses and offices and offers the
opportunity to produce food on the scale needed
in the city. When this project is realised,
Parisians can eat local bananas that are both
sustainable and a real contribution to a city’s
food culture.


Innovative food brands may ask the question if
food can be grown to form an image or spell out
a word.



Source:
http://popupcity.net/2012/07/urbanana
-
the
-
tropical
-
urban
-
farm
-
for
-
cold
-
cities/

NYC Initiative Turns Unsightly
Scaffolding Into Miniature Parks



Softwalks is an initiative to improve
the pedestrian experience in New
York City by diversifying the
function of unsightly sidewalk
(pavement) scaffolding sheds.


A project started by the MFA
Transdisciplinary Design program at
Parsons/The New School, this
initiative transforms the 6,000
sidewalk sheds that total over 1
million linear feet of enclosed
sidewalk area in New York City.


Softwalks provides kits to create
more functional public spaces,
activating our desires to sit, chat,
and appreciate interesting
environments.


Source:
http://www.psfk.com/2012/08/nyc
-
scaffolding
-
miniature
-
parks.html

www.kineticww.com