The JaffeBLEND Blog: Web/Tech

For years I've been aware of a cool app that allows you to text while seeing where you walk to prevent accidents like falling over. This simple functionality in an app (and a more sophisticated app called Layer) use Augmented Reality. Though despite it being around for years, the integration and adoption of some technologies require a tipping point before they become mainstream. I believe that Augmented Reality (AR) is approaching this tipping point. Why do I think this? Well, the advent of cool gadgetry integrating this functionality has now brought it mainstream. Read on…

But first, let's define what AR is. According to Wikipedia, "Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data." In a nutshell, think of seeing information overlaid on your view of the real world. Think of Minority Report or the futuristic glass in the Iron Man movies.

The reason I feel AR is 'tipping' is due to the combination of AR with wearable devices, an area so exciting that Mindshare have set up a dedicated unit to deal with the new 'third wave' in advertising! Wearable tech, for example Google Glass, as well as tablet and mobile devices, make the combination of merging reality with data more relevant (and practical!) than ever before. The technology now has purpose.

Car Head-Up Display (HUD)

As a lover of technology and gadgets, I am now the proud owner of what feels like one of the most technologically advanced car on the planet market. I ordered my car with appropriately titled "Head-Up Display" which is an overlay of information on your windscreen allowing you to keep your head up (and not look down) when driving in order to view details like your speed, sat nav directions, music playing or incoming/outgoing calls. Watch this video for a true understanding of the experience. More and more cars are including this option, even the latest Kia.

I've been using this feature for nearly a month and can honestly say I can't imagine life without it. I am sure it will be standard on all cars in the next 5-10 years.

Simply put, safety should always come first and not taking one's eyes off the road can only ever be a good thing. I can imagine the data displayed to evolve to being more "contextually relevant" for example background of buildings, nearest petrol stations (as already in sat nav), friends nearby (social media) to name a few ideas.

In the Sunday Times today, there is an article on "one text proving fatal" as a lorry driver is sent to jail for 5 years while causing an accident while he was texting. Perhaps text integration with AR is the next step? Personally, I still think this is distracting (and therefore less safe) despite one's eyes still being on the road. Think about how concentrated you are on the road when taking a hands-free call while driving….?

Smartphone Augmented Reality (AR) Apps

There is currently a broad range of helpful and practical (and cool!) apps using this technology. Have a look at this Top 10 list, for example "Augmented Car Finder", literally guiding you to where your car is parked, or "Lookator", showing the nearest Wi-Fi hotspots to you and indicating their strength. Another list of great AR apps is available here. Caveat, some may only be available in the US and some are only Android/iPhone apps. Another interesting app is Gizmag, which turns your phone into head-up display.

AR Contact Lenses

On the commercial side, AR was used in marketing of the movie "Mission Impossible (MI4 Ghost Protocol)" with a mobile app using AR to play trailers and provide information about the movie by pointing the app on the movie posters or advertisements. In the actual movie, they used contact lenses developed by Microsoft integrating AR.

Google Glass

In June 2014, Google Glass launched in the UK bringing AR to the market for the first time in the form of a wearable consumer product. The press are sceptical about consumer adoption, not due to the £1k price tag, but more the self-consciousness of interacting with the device (and looking like an idiot) in public. The press fondly refer to users as 'glassholes'. Ouch.

I am mildly impressed by the array of trendy spectacle frames they have brought out but I really think that Google should focus more on where the product can add value in the B2B sector then the actual style of the frame. In the B2B sector, I can think of many useful applications of the product, combining a portable webcam and conferencing tool (think Go-Pro meets Skype) in hands-free format.

Here are some ideas (which may already be out there):

In the medical field, for students or peers to shadow or advise doctor's across geo locations. For example, a Dermatologist may easily get a second opinion whilst wearing the glasses or a trainee surgeon can be talked through an operation with an expert watching whilst providing guidance. I have no doubt this is already in the pipeline.
For estate agents, providing a live showing experience for potential customers who cannot get away for a critical viewing
For architects, interior designers and builders, to assess situations and enable discussions without being present
For art or jewellery buyers, to view an item without physically being present
In the educational field, for teachers and assessors to judge students' performance in a practical exam
In museums, to explain about a work of art or artefact while the user is looking at it

My advice to Google is to take a page from the Apple playbook and focus less on the product and more on what the product can do. As sales people should know (and as I teach), it's not about the feature but the benefit. To take it one step further, Apple actually show the iPhone benefits (and how to use them) in their commercials. Google should give glasses to the target audiences mentioned above to help show how the product adds value beyond that of being on a trapeze (this in the actual demo video). Incidentally, any sane person would just use a Go Pro then risk their glasses falling off (side note: I love the Go Pro website with the video of the kid with his dad on a surfboard on their homepage! What a gorgeous example of emotive website design).

Microsoft Headband

Microsoft is going to make Google sweat a bit with their not-so secret British trial of a rival to Google Glass "billed as the ultimate navigation aid to modern life". Users slip on a "smart" headband as an alternative to glasses. Which user will look dorkier? Only time will tell. Hailed actually as a product for the blind, it can obviously be equally used in all the above-mentioned situations.

Virtual Reality (VR) Gaming

While virtual reality isn't augmented reality, I feel that the developments in this sector warrant a mention as the real and virtual worlds gradually merge closer to one another. Recently I learned about Oculus who have a developed a VR headset that allows the game to response to your actual eye movements using eye tracking. As they describe it every subtle movement of your head is tracked in real time creating a natural and intuitive experience". I can imagine this technology also transferring for many of the above-mentioned B2B suggestions for Google Glass.

Have I left you somewhat excited about Augmented Reality? I hope so, though I'm still waiting though for my bathroom mirror to show me the weather and news headlines in the morning as an alternative to being confronted by my own groggy face…

Last night at the prestigious Haymarket Hotel, women from all over the UK gathered together to celebrate achievements in Marketing at the Women in Marketing Awards.

I was honoured to receive Highly Commended in the "Best Female Marketer - Independent Consultant" category.

The evening began with cocktails and canapes, while guests mingled in the stunning venue. We then headed downstairs to perch above a covered swimming pool for the event itself. Ade Onilude, the Awards Creator, welcomed everyone in the appropriately named "Pool Room". She then handed over to Daryl Fielding, Brand Director, Vodafone, who showed us how successful women like herself are humble since she was astonished she was given the current job at Vodafone.

Then onto the awards themselves, where I was elated to receive recognition in my category. It's moments like these that I am so grateful to the tremendous support I've had over the years from special ex-colleagues, clients and friends (who even came to this event). If I could have done a speech, I would have thanked this crazy technology called "The Internet" since it has totally reinvented marketing (though not everyone would agree with me on that point - give it time).

Other esteemed women in marketing were also honoured, like Karen Blackett, CEO Mediacom, and Roisin Donnelly, Head of Marketing, P&G. Karen was thanked by none other than my mentor, Sir Martin Sorrel, via a special video message.

We heard back about the charities that the awards support, and of particular interest is a youth charity called One Young World bringing inspirational youth and potential leaders together from 168 countries together! A young Google Zeitgeist event, it seems.

More drinks, canapes and goodie bags later, we departed into the cool London night having had some fruitful discussions, seeing old faces and making new acquaintances.

Thank you Ade and CIM for the tremendous honour. This award means so much to me as marketing has pulsed through my veins from a very young age. 20 years ago sitting in marketing lectures in South Africa, I never imagined receiving recognition like this, in the city of London, by the Chartered Institute of Marketing and most notably among such esteemed and impressive other women.

P&G. The full list of winners can be found here.