Page: immersive Reading Tool November 19, 2012 Kate Richling Vice President, Marketing 10250 Regency Circle, First Floor, Omaha, NE 68114 +1 402 933 4050 x227 [email protected] 

©2012 Phenomblue LLC. proprietary and confidential • 2 Background 3 Concept 4 Reasoning 6 Application Overview 12 Features 15 Opportunities 27 Contact 28 Contents 

©2012 Phenomblue LLC. proprietary and confidential • 3 Background Signature Reserve The application described in this deck is the latest project to come out of one of Phenomblue’s innovation programs, Signature Reserve. Signature Reserve is a biannual event where the agency embarks on an internal passion project. A peer-elected committee solicits ideas, chooses a challenge and drives the execution through 250 hours of billable time. As ambassadors for the agency, the committee engages the various groups to deliver the final work. We drink. We laugh. We cry. We repeat. Beliefs Insight. Desire. Utility. These fundamental ingredients form the ideas we manifest into brand experiences. A good experience is the result of a good product — one formed from creative insight, designed to ignite desire and that provides utility to the users. Signature Reserve produces the kind of products that drive us and the kind that inspire our industry and our clients. A Futurist Vision Fall 2012’s Signature Reserve project, Page, is a proof of concept, designed as a vision for the future of learning and reading. 

Introducing: Page 

©2012 Phenomblue LLC. proprietary and confidential • 5 An academic library is the first choice among students and faculty members for locating high-quality research materials, but with the ease and expansion of digital information, academic library use is on the decline. Convenience is outweighing quality. We aim to change that by providing an experience that’s worth the trip to the library. Through a single topic and single narrative experience, Page is intended to increase users’ focus through the technology mediums they naturally gravitate towards for daily communication and entertainment purposes. The experience utilizes an iPad, projector and screen along with a networked PC to connect the iPad to the projector. The iPad is used to read text and interact with related content shown on the projected screen via augmented reality (AR). The projected screen displays related content to provide a large-scale, immersive experience. This life-size, virtual world has proven captivating enough that users voluntarily remove other distractions such as cell phones, Internet, conversation, other books and so on. This ultimately increases single-topic, focused learning. Page is an immersive and engaging reading experience for conducting research. The Concept 

The reasoning 

©2012 Phenomblue LLC. proprietary and confidential • 7 Academic Libraries and the Struggle to Remain Relevant: Why Research is Conducted Elsewhere 2009 http://www.serialssolutions.com/assets/publications/ Sydney-Online-2009-John-Law.pdf “The academic library’s brand is impeccable. It is the first choice among students and faculty members alike when they must locate high quality research materials.” 

©2012 Phenomblue LLC. proprietary and confidential • 8 Decline of Library Usage Retrieved Aug 22, 2012 http://en.wikipedia.org/wiki/Decline_of_library_usage “As technology becomes increasingly available and digital information expands on a daily basis, academic library use is on the decline.” ...but Decline of Library Usage Retrieved Aug 22, 2012 http://en.wikipedia.org/wiki/Decline_of_library_usage 

©2012 Phenomblue LLC. proprietary and confidential • 9 Growing Up Digital, Wired for Distraction Nov 21, 2010 http://www.nytimes.com/2010/11/21/ technology/21brain.html?pagewanted=all “On YouTube, ‘you can get a whole story in six minutes. A book takes so long. I prefer the immediate gratification.’” 

©2012 Phenomblue LLC. proprietary and confidential • 10 Growing Up Digital, Wired for Distraction Nov 21, 2010 http://www.nytimes.com/2010/11/21/ technology/21brain.html?pagewanted=all “...computers and cellphones, and the constant stream of stimuli they offer, pose a profound new challenge to focusing and learning.” 

©2012 Phenomblue LLC. proprietary and confidential • 11 Growing Up Digital, Wired for Distraction Nov 21, 2010 http://www.nytimes.com/2010/11/21/ technology/21brain.html?pagewanted=all “...the two can meet...computers can be combined with education...” 

Application Overview 

©2012 Phenomblue LLC. proprietary and confidential • 13 Application Overview The joy of browsing the shelves and flipping through pages is retained with Page. Page can also be used to bring information- rich out-of-print books, only available in the library, to the user’s attention. Books converted to the Page application contain additional media not in the hardcopy version, including photography, text and video. The future library we envision has a Page eBook for every hardcopy book. Additional media accessed when Page is used in a Reading Room. Book is read via the Page iPad app. Paper books become Page books 

©2012 Phenomblue LLC. proprietary and confidential • 14 When a user enters the Page Reading Room, their iPad can ‘pair’ with the room, making the iPad and environment a seamless, focused reading experience. The Page Reading Room experience is operated by a user’s iPad. Projection is used to translate content of the eBook into the user’s environmental surrounding. Page utilizes a room designed specifically for use within a library. Application Overview Page is used in a Reading Room 

Features 

©2012 Phenomblue LLC. proprietary and confidential • 16 Features First-time users of Page are greeted with a clean bookshelf, welcoming them to find a hardcopy book to scan and open within the app. Bookshelf 

©2012 Phenomblue LLC. proprietary and confidential • 17 A user may scan several hardcopy books onto Page’s bookshelf. Features Bookshelf 

©2012 Phenomblue LLC. proprietary and confidential • 18 Features To add an eBook to your bookshelf, the app utilizes the camera function to recognize the hardcopy book via its cover. Book Scanner 

©2012 Phenomblue LLC. proprietary and confidential • 19 Features Open an eBook, and you are presented with a cleanly- designed eReader. eReader 

©2012 Phenomblue LLC. proprietary and confidential • 20 Features Media in the hardcopy book, such as photos and captions are converted into the eBook. eReader 

©2012 Phenomblue LLC. proprietary and confidential • 21 Features When you enter a Reading Room, the option to pair your iPad with the Room becomes available. Reading Room 

©2012 Phenomblue LLC. proprietary and confidential • 22 Features Once paired with the Reading Room, the eBook’s media is transferred to the surrounding environment. The eReader dims to be easy on the eyes in the darker environment. Reading Room 

©2012 Phenomblue LLC. proprietary and confidential • 23 Features When the iPad is pointed towards the environment, an AR feature kicks in which allows you to explore the environment you are in. The hotspots use your natural discovery habits to keep your focus within the research topic. Added Content 

©2012 Phenomblue LLC. proprietary and confidential • 24 Features Short summaries present the option to choose whether or not to dive into additional content. Added Content 

©2012 Phenomblue LLC. proprietary and confidential • 25 Features After clicking on a hotspot, you can read about that hotspot’s subject and even see the environment change automatically to show complementary content. Added Content 

©2012 Phenomblue LLC. proprietary and confidential • 26 Features Where hardcopy books and eReaders are limited, Page excels. Page eBooks can contain audio and video to be ‘unlocked’ within the Reading Room environment. Videos can be controlled by you via the iPad player, which loads automatically when needed. Added Content 

©2012 Phenomblue LLC. proprietary and confidential • 27 Features A Page book is a curated, multi-media environment dedicated to making focused learning a joy rather than a challenge. Page 

©2012 Phenomblue LLC. proprietary and confidential • 28 As a concept, Page is a response to the multitude of distractions created by the technology we bring into our lives. It proves that the same technology can promote focus and concentration. The application of this concept transcends the library, learning and academic setting and can be leveraged in many different settings for diverse brand and experience objectives. Imagine a book release within a retail environment to increase reach, coverage and engage consumers and media. Consider taking your photos of your living room into IKEA then pairing your iPad with an immersive room that projects your space onto the walls for planning, designing and then purchasing the exact right items for your home. This technology, UX and conceptual approach to extending screen space into the physical world provides opportunities for brands to deliver a fully immersive and desired experience. The application of this concept can be leveraged in many different settings for diverse brand and experience objectives. Opportunities 

For media inquiries: Kate Richling Vice President, Marketing 10250 Regency Circle, First Floor, Omaha, NE 68114 +1 402 933 4050 x227 [email protected] Thank you!