Ortiz • Technology and Products with focus on Mobile and the (Real-time) Web, Demand Data, and Experience Management. • Spends quite a bit of time thinking about “futures” and the intersection of technology and business. • Engineering and management roles and author at About Mobility, Motive (Alcatel-Lucent), and Artemis Wireless Werks.
Us Interactive • Everything can be made addressable and thus identifiable. • Imagine making your products interactive (and connected to the Internet). – Interact via books or magazines, posters, soda cans, billboards. – Through a number to call, a short-code to text, RFID or barcodes, via augmented reality! • And the Mobile Handset is at the center of this – the gateway between products and information.
• More than 30 types of 1D barcodes. • More than 40 types of 2D barcodes. • Capacities from bits to thousands of bytes. • Store numbers, characters, URLs. • Some proprietary others “open”. • Requires camera and capture SW. • It is here today.
Near Field Communication • Contactless (swipe | touch). • Short-range ~4-10 cm. • Integrated into Phones, Cards, Stickers, POS, Smartcards. • Store numbers, characters, URLs, associate actions. • Requires enablement. • It is kind of here today – expect mass adoption 3-5 years. • Bluetooth (not shown) is a radio- based alternative for “nearby” pushed messages and user- initiated discovery of events. Pictured above: ACR122 NFC Contactless Smartcard Reader, ViVOtech terminal, Alcatel-Lucent’s touchatag NFC Kit
Life-Streams • Most predominant way to connect & make items interactive. • SMS: “young” folks loves and use texting – great channel for this demographic. • Billions of text messages sent every year – very pervasive. • Perfect for reaching-out (push). • Already enabled. • It is here today. • Bluetooth hasn’t been much successful as a messaging (push) marketing tool.
Browser-based. • Typically requires user typing URLs or search strings. • Can be push initiated (via SMS including a URL). • Future browsers integrated with location and camera (i.e. scan barcode). • Requires enablement: data- plan. • It is here today. Top: Android handset Right: Google Shopping
• Life-streams, Social Portals, blogs. Facebook, Twitter messaging. • As Real-time as it gets. • Perfect for reaching-out (push). • Search vs. Reach. • Requires enablement. • It is here today.
Superimpose digital information on top of the real-word, in real-time. • For searching. • For Product information. • Very exciting technology with great potential. • Requires enablement (camera and software). • It is here today.
Types Low-Med (server-side) Easy-Med; depends on app Data plan Med-High Mobile Web Camera, GPS, SW Camera, Device SW Radio support, Device SW Client SW SMS plan, Twitter, etc. No Client Enablement?** Low-High (device, server-side) Easy-Med; depends on app Low. New technology. Augmented Reality Low-Med (device, server-side) Easy-Med; depends on app Med Visual Tags (barcodes) Low-Med (device, server-side) Easy-Med; depends on app Low. Depending on Region Radio Tags Low-Med (server-side) Easy-Med; depends on app High Real-time Web* Med-High; depends on approach and volume (server-side) Easy for those who like to text High Messaging* High (server-side) Easy (depends on menu complexity) High Voice* Cost of Interaction Support Ease of Use (for user) Availability Interaction *Great for Reaching-out (push) **Some client SW enablement via App Stores. Note: Bluetooth would be similar to Radio Tags but with a HIGH cost of interaction support due to introduction of Kiosks or Bluetooth gateways.
Consider supporting mobile interactions to complement other business data-feeds. – But take advantage of mobile handset – it is at the center. – Enable for physical interactions. Technologies already exists to take implement and advantage of mobile handset for interactions. • Context is key. Privacy is key. – Permissions and Trust are very important. • Leverage the Real-time Web – Monitor for trends, use it to reach-out, for feedback, as source of interactions • You have time to experiment; adoption is still early. – Good time to begin experimenting, pilots and educating both customers and consumers.
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