10. 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
11. 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
13. 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
14. Breaking through needs
three factors
1. Supported by Industry?
2. Does it solve a problem?
3. Does it reduce friction?
14
16. 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
17. 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
18. 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
23. BLE Compared to the rest
Noticing
BLE
Meters - 100m
Moment of Interaction
IR/AR
Meters
QR
Converting
NFC
Centimeters
Before
After
Time
23
24. 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
25. 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
34. • 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