The following video presentation was presented to the Apple Qld Schools Network on the 26/11/2012. The presentation gives a general report on Redlands College’s progress in relation to iPad implementation within the college, reflecting on 2012 and looking forward to 2013. A large section of this presentation covers how staff and students have used the iPads in 2012 within the SAMR model.
What Exactly is Augmented Reality?
When we think of Augmented Reality (AR), many of us conjure up images of Hollywood movies—Minority Report, Iron Man and Avatar—that have utilized this “futuristic” technology to tell fantastical stories. But AR is not just a made-up technology to help sell movie tickets; it is a relatively new technology that is slowing gaining traction in the mobile world. AR blurs the line between what is real and what is generated, all by computer graphics.
Pocket-Lint.com describes AR in a very simple way, “It is the art of super-imposing of computer generated content over a live view of the world. It is quite literally the practice of enhancing what’s already around us.” A very simple use of AR is during an American football game. The reality is the footage of the game of football, and the augmentations are the arrows of the players’ movement or the first down line that doesn’t exist on the field but the viewer can see on the picture beamed over the airwaves and to a television screen thanks to the addition of a graphical overlay.
We are starting to see AR slowly become integrated into our everyday lives – colleges and universities offer AR apps to help new students learn more about campus buildings, politicians are utilizing AR for the upcoming November elections, and even educators have started to integrate AR into their classrooms.
Retail/Entertainment Industry and Augmented Reality
Because of the proliferation of mobile phones and technologies, AR has moved away from being a “gimmicky” marketing tactic to a full-on marketing strategy used to engage customers and provide a fun retail shopping and entertainment experience.
Just last weekend, my husband and I took our two children for a late afternoon trip to downtown Austin to watch To the Articic 3D at the Bob Bullock Museum/IMAX theatre. While waiting to go inside the theatre, I noticed that a poster for the movie Flying Dinosaurs included instructions on downloading the Junaio AR app to “make the dinosaurs come alive!” When I aimed my iPhone at the movie poster, my kids got a kick out of the flying pteranodon that appeared on the screen and had even more fun pretending they were flying right beside it! Even though we had already bought tickets to another movie, my kids are already talking about coming back to watch the flying dinosaurs movie because of the fun they had with the AR app. My observation – the AR app obviously worked! My children had fun, they were engaged and now they want me to bring them back to the theatre where I will gladly pay $20 for another set of movie tickets. Well played, National Geographic!
For retailers and entertainment brands, AR is a very compelling selling point because it is a unique way to make traditional advertising more interactive and exciting and is an easy way to feature valuable brand and product content without tying up shelf space. In just three simple steps, AR can create an “endless shelf” of product information, giving customers a memorable shopping experience:
- The consumer waves a mobile phone camera over product packaging or bill board
- The consumer “shoots” the marker on the package
- The consumer has instant access to product information in a “cool” and interactive format.
According to the “Mobile Augmented Reality” report by Juniper Research, the installation of mobile augmented reality apps in smartphones and tablets is expected to reach 2.5 billion per year by 2017. That is 3.5 times the number of downloads recorded by Angry Birds in 2011. Not surprisingly, the report also stated that retail and entertainment will drive adoption.
“Adding AR to a magazine and encouraging readers to download and try it is a great way of educating consumers about what AR can offer them, but we won’t see an explosion in user numbers until major retail brands embrace and adopt AR in their own apps,” said Charlotte Miller, research analyst, Juniper Research.
AR has yet to make a large splash within the entertainment and retail industry, but its time is coming. IBM recently announced an augmented reality app for grocery stores wherein shoppers can create their own profiles of features that matter the most to them. Then, as a shopper browses the aisles, they can point the mobile phone video camera at merchandise to see info such as ingredients, price, reviews, and discounts that apply that day. For example, you could tell the app that you want a cereal brand that is low in sugar, highly rated by consumers and on sale at a low price. When you pan a shelf of cereal boxes the app revels which cereals meet the criteria. Without a doubt, this type of app (based on augmented reality technology) is another way to help brands understand their loyal customers better, and in a non-intrusive way.
On the other side of the pond, German grocery chain Edeka Hessenring, in cooperation with Ball Packaging Europe has developed a promotional campaign using AR to promote the chain’s new Cool Cola drink. The Cola can sports an animated 3D animal character that can be viewed using a sticker on the packaging and downloading the AR mobile app. When the customer points the phone’s camera at the eye-catching zipper design, the cartoon character poses in every photo taken with the camera. Edeka Hessenring encourages shoppers to pose together with the life-size figure and post the pictures on Facebook. This is a great example of not only engaging in a cool way with consumers, but incorporating social media into the AR campaign so that the grocer’s customers can share the fun with their friends, creating a viral effect for the promotional campaign.
My Favorite Augmented Reality Apps
It will be very interesting to see how retailers, brands and entertainment companies will use AR to engage with their customers in fun and exciting ways. I have no doubt that by this time next year, even my own mother will be very familiar with the term augmented reality! Until then, see below for a few of my favorite AR apps/features that are all the rage right now:
- IKEA Virtual Catalogue – In a cost-savings move, the Swedish furniture giant has turned its traditional catalogue into a virtual one, complete with AR and 3-D graphics. iOS and Android users who download the Ikea catalog app, will be able to unlock video features, interactive experiences with products on the page, photo galleries and additional decorating inspiration.
- Bloomingdales test virtual dressing room in NYC – In addition to clothes and accessories, technology was in vogue at Bloomingdale’s during New York’s Fashion Week, which took place Sept. 5-13. At 20 store locations, the high-end retailer temporarily opened virtual fitting rooms, called Swivel, which allowed shoppers standing in front of kiosks to see in 3D how items from its fall collection looked on them with just a few hand motions in front of a screen. On-screen tabs connected to the web let shoppers then share those images with friends via e-mail or social media.
- New Walmart Interactive Store Signage – As part of a marketing strategy for Nickelodeon’s new Teenage Mutant Ninja Turtles TV series, Walmart has launched an AR app that lets customers interact with in-store signage. According to Jeff Tate, category marketing manager at Walmart Canada, “Users can interact with signage that is placed throughout the store transforming a regular shopping trip into an adventure.”
- And because I am a sucker for funny marketing gimmicks that involves shocking shopper mall customers, watch this great video of augmented reality to promote Lynx body products for men.
- For more examples of augmented reality in action, check out http://augmentedrealityretail.com/
Catherine Seeds is the Vide President of Ketner Group, a PR and marketing communications agency headquartered in Austin, TX.
Photo Credit: ZonkioDC
Philip Favro of Symantec, in an article called Defensible Deletion: The Cornerstone of Intelligent Information Governance on the eDiscovery 2.0 blog, defines defensible deletion as “a comprehensive approach that companies implement to reduce the storage costs and legal risks associated with the retention of electronically stored information (ESI)”.
That is the point, of course, of the word “defensible” in this context. It matters most in the US, where everyone goes in fear of the sanctions bogeyman, apparently without regard to the terms of Rule 37(e) of the Federal Rules of Civil Procedure which reads as follows:
(e) Failure to Provide Electronically Stored Information. Absent exceptional circumstances, a court may not impose sanctions under these rules on a party for failing to provide electronically stored information lost as a result of the routine, good-faith operation of an electronic information system.
Most other jurisdictions can manage without this “safe harbor” because they do not have the same (alleged) reason to fear sanctions. I say “alleged” because if US companies paid more attention to Rule 37(e), they too could set about the deletion of material which is not presently the subject of a legal hold and which is not required for statutory or business purposes. It would help, too, if they read some of the sanctions Opinions which cause such dread to see how many of them were the consequence of the “routine, good-faith operation of an electronic information system”.
If you are short of ROI information to justify the work involved in a defensible deletion programme, try and calculate how much money was spent last year processing and reprocessing useless data for eDiscovery purposes, rejecting it time after time, at considerable expense. There’s a big chunk of ROI there.
Thanks to http://chrisdale.wordpress.com/
Hoping to steal a little thunder from Apple’s expected iPad Mini announcement today, Microsoft announced details of its Xbox SmartGlass app, which extends your entertainment experience across the screens of the TV, tablet, phone, and PC.
Yusuf Mehdi, the chief marketing officer at Microsoft’s Interactive Entertainment Division, said in a blog post that the new app is part of why, as Microsoft chief executive Steve Ballmer promised, 2012 will be “the most epic year in Microsoft’s history.” On Friday, Microsoft is introducing its Windows 8 operating system and its Surface tablet.
This might just create the start of a new trend in rich, iPad based content to accompany new films to market… Disney’s ‘Frankenweeie’ iPad Book Experience creates a hands on, rich, interactive story telling experience to get people excited about the movie, plus it adds in content that is typically left unwatched at the back of DVD’s, with behind the scenes content and making of work…
Could also be a good idea for use in retail, design and possibly stadia where organisations develop these solutions to enable the fans to engage further with the brand.
It’s a pretty interesting play, a smart one to this demographic, so I can’t wait to see the results…
The new mobile business model — with anytime, anywhere transactions and a blurring of lines between corporate and individual — can make your IT organization feel like it has lost control. For all the good that comes with mobilizing your workforce, there are challenges: maintaining security and compliance, managing multiple device platforms and addressing complex mobile requirements.
You can’t throw a rock these days without hitting a new smartphone or tablet device.
Last week, it was the iPhone 5 and the new Kindle Fire HD. Tomorrow, HTC’s expected to introduce some new mobile products.
And Apple still has yet to introduce the Apple “mini” iPad, currently expected in October.
The move to mobile computing raises some intriguing questions about the nature of work. What is it? Where does it take place?
As someone who’s worked their entire career at IBM, I can certainly attest to the idea that here, increasingly, work is not a place you go but what you do.
I’ve spent nearly nine full years working from my home, and several of those years, spent at least a week a month living (and working) in airplanes.
As the IBM “Services for the Mobile Enterprise” team recently observed, the new workplace is now undeniably a mobile enterprise.
CIOs On Mobile: 66% Plan To Increase Mobile Investments in 2012
Which makes it no big surprise that 66 percent of CIOs plan to increase investments in mobile services in the next year.
And of course, there’s the “BYOD” movement to contend with (“Bring Your Own Device”), with employees expecting whatever device they have to fit into their corporate environment.
This new mobile business model, with anytime, anywhere transactions and a blurring of lines between corporations and individuals, can send IT folks into a conniption fit.
Despite all the goodness — for employees, management, and most importantly, the bottom line — there are challenges that accompany this mobilization of the workforce.
Issues such as maintaining security and compliance. Managing multiple device platforms. Addressing complex mobile requirements.
IBM recently released this interactive infographic that has some interesting statistics I thought worthwhile sharing here.
To start, 35 percent of the world’s total workforce is expected to be mobile by 2013.
Here in the U.S., up to 72.2 percent of workers are already plugged in remotely.
This year, some 43 billion mobile applications are expected to be downloaded.
And yet on average, mobile workers spend only a total of 28 minutes a day on technology distractions…there’s too much work to do, otherwise!
The Mobile Upside: 240 Extra Hours Worked Per Worker Per Year
And here’s the upside bonus for you managers: Such mobile workers work an average of 240 extra hours per year.
But as the infographic observes, with those benefits come expectations.
This new mobile generation of workers demands flexibility. Today’s employees expect to use their own devices and applications at work to access information and social networks at will. They even value this flexibility more than a higher-paying salary (Can you say “Mobile enables work/life balance?”).
Cisco’s Connected World Technology Report in 2011 found that 66 percent of workers said they would take a job with less pay and more flexibility in device usage, access to social media, and mobility than a higher-paying job without such flexibility.
Mobile Presents New Challenges
So, as businesses work to embrace these new productive mobile work habits, they must also face the requisite challenges asscoated with the growing number of devices, networks, and applications. Enterprises need a solution that intertwines cross-platform compatibility, security, cost management, compliance, and the inevitable complexity.
By way of example, 21 percent of mobile workers say they have experienced a security issue related to their smartphone (lost, stolen, hacked, virus) in the last year alone.
Fifty-four percent of enterprises rate security and authentication as one of the two top concerns for their mobile environments.
Seventeen percent say they need to meet compliance/regulatory requirements in mobile environments.
And yet 45 percent of IT departments say they aren’t prepared policy- and technology-wise to handle this more borderless, mobile workforce.
Bridging Your Mobile Gap
To overcome those challenges, enterprises need an experienced partner with a strategy capable of spanning the distance between mobile advances and existing infrastructures.
Those early adopters are leaping ahead: They’re already experiencing 20 percent cost savings and productivity improvements.
And 75 percent of CIOs say mobility solutions are a top priority of theirs for 2012.
On the mobile front, IBM workers are walking their own mobile talk, connecting to 10 different networks located around the world, and with 100K+ of them connecting using their own handheld devices (using at least five supported device platforms).
IBM’s own app store, Whirlwind, offers over 500 applications and was recognized by CIO Magazine with the “CIO 100 Top Innovation Award.”
All of that experience IBM has had with its own mobile enablement has informed and shaped the company’s customer-facing mobile initiatives, both through product development and through the introduction of its mobile services offerings.
IBM can help your staff develop the right strategy and governance and deliver a wide range of mobile enterprise services to create a more productive, connected workplace.
The new iPhone 5 is 7.66mm thick -18 percent thinner and 20 percent lighter than iPhone 4S, comes with 4-inch Retina display,A6 chip, iOS 6, on 4G LTE, and with 8 megapixel iSight camera
The world’s most awaited gadget, iPhone 5 finally launches. Made of glass and aluminium, the new iPhone gets a refreshingly new avatar –18 percent thinner and 20 percent lighter than iPhone 4S.
Although Apple’s keynote earlier today had a heavy focus on the iPhone 5, let’s not forget that the iPod lineup also received a major revamp. Apple has created a fantastic advertisement for all their new iPods, as seen below.
Devies bounce all over the frame, as they somehow morph into each other at a fast pace. As is expected in all Apple advertisements, the background music fits the visuals perfectly, and the whole thing oozes quality.
- 12 NFL teams, including the Cincinnati Bengals, the Denver Broncos and the Baltimore Ravens, have replaced their paper playbooks with iPads
- A growing number of airlines, including United Airlines, have replaced their paper pilot manuals with iPads
- Other airlines, such as British Airways, are using iPads to manage their passenger lists, while still others such as Singapore Airlines and Quantas are using iPads as passenger entertainment centers
- Both the Polish Parliament and Dutch Senate have substituted iPads for paper printouts of the documents read by their members
- The deployment of 26,000 iPads in the San Diego School District, which likely represents the tip of the iceberg
- One school reported a 10% improvement in the exam scores of students using iPads compared with students using paper books
- In other schools, iPads are not only replacing textbooks but also personal computers
- In China, iPads are finding their way into top-tier high schools
- One quarter of European doctors are reported to already use iPads, a percentage that’s forecast to reach two-thirds in a year
- iPads helped restructure $270 billion of Greek debt in record time
- The iPad has found its way into zoos to test the intelligence of primates
- The iPad is undergoing tests in New York taxicabs as a combination entertainment/payment device
- SAP has deployed over 12,000 iPads running applications written by the company
- Level 3 has purchased 1,300 iPads for its sales force, using applications written by Salesforce.com.