Wearable Technology – not so Mickey Mouse
It was never going to be long before the commercial opportunities from wearable technology would be fully grasped by the entertainment industry. Into frame comes The Walt Disney Company, who have been discussing the success of their adoption of wearable technology at the Digital Strategy Innovation Summit recently. Their new “MagicBand” aims to “improve customer experience and engage with visitors” at its parks and resorts. This is a neat euphemism for describing big data analytics consuming and helping direct customer behaviour through holding personal details to enable greater marketing opportunities to be had.
The MagicBand uses radio frequency identification (RFID) technology. Visitors can enter parks, hotel rooms, purchase food and gifts, use fast-track services as well as link Disney photos to an online account with a swipe of their arm. Acknowledging the issue of privacy and security, Disney’s customers can elect whether or not to share their personal data. If they do, families can register one time payment details to avoid carrying a wallet to pay for individual items during a stay, or register their children’s names and birthdays to make a “magical” personal greeting at a ride – or have informed conversations with a Disney character whilst walking around.
Should we be surprised, well no, not really. After all it is 20 years since Tesco employed company DunnHumby in 1994 to analyse their Customer Relationship Management (CRM) data to find patterns to help direct marketing campaigns. This quickly became known as the highly successful Tesco Loyalty Card. Even this wasn’t cheap though – the scheme is reputed to cost £60million per annum to run. However, the exploitation of data to direct company decisions is the future and central to the Internet of Things to make our lives easier. So the more intelligent organisations are about their use of data, its connections, privacy and security, the greater the potential opportunities that can arise in future – and hit the bottom line.
Apple’s new SIM
Apple announcements come and go, but last week’s big Apple event was mostly underwhelming, bringing incremental refreshes to its iPads and Macs with an absence of exciting new features. A small detail that went unnoticed by most (and wrongly reported by others), is the new Apple SIM that comes included within the new iPads in the US and UK.
The Apple SIM is essentially an Apple branded nano-SIM which lets you swap between different network providers without swapping the SIM itsel. This can be done by choosing you provider of choice on the iPads touch interface without visiting a physical or web store. That is the plan at least. Currently here in the UK, only EE have signed up so you are limited to swapping between EE and nothing.
You can thankfully also use a standard nano-SIM in the new iPads, but it has yet to be confirmed that if you sign up for a data plan on the new Apple SIM it will still work if taken out and moved into a non-apple device?
If the answer was no, then this annoyance would likely go unnoticed by most, as only a fraction of iPad buyers opt for the cellular capable option. However, if this was used in the next iPhone launch, the Apple SIM could tie Apple devices and numbers together making an iPhone to iPhone upgrade painless, but an iPhone to a competitor a difficult or impossible task.
If this was to come into play, it may fly in the States where Apple has stronger control over network carriers and a history of less flexible mobile options. But here in Europe, it would likely be slammed by anti-trust laws for unfair competitor practises. Apple’s new SIM may be both a starting point and a testing bed laying low in new 4G iPads, but things will escalate extremely quickly if it makes the jump over to iPhones in the future.
Yahoo! finds success in mobile
Not long ago we saw Marissa Mayer, Yahoo! CEO make the statement that they had missed a huge opportunity in mobile. Since then Yahoo! has been hard at work enhancing its modern mobile portfolio with a sequence of clever acquisitions of mobile app development houses.
With the company revealing its latest quarterly earnings with mobile revenues in excess of $200 million, they estimate growth revenues in mobile to exceed $1.2 billion by the end of this year.
Over the past 10 months Yahoo!’s mobile acquisitions have included Snapchat clone “Blink”, messaging app “MessageMe”, home screen app “Aviate” and mobile analytics startup “Flurry”. In addition to their existing apps these start-ups were also tasked with creating the new Yahoo! App suite including News, Sport and Weather. The surprisingly high quality of these apps have earned them a recent surge in consumer interest and the spin off has been that consumers are returning to use Yahoo! Services.
When a company the size of Yahoo! misses a technology shift as big as mobile apps they can often find themselves in serious trouble. Yahoo! is currently rumoured to be involved in numerous new mobile app development house acquisitions, so in finding success in mobile, it is safe to say they are going to focus more than ever on mobile. If the next set of acquisitions turn out as well as the last, Yahoo! may see a new lease of life as a heavyweight in the mobile app business.
How out of touch are we?
Microsoft has been developing touch technology for a while now to embrace realism in resistance and weight on their keyboards and touch pads (see blog 5 July 2013), however touch devices are moving on again to evolve into next generation technology described as “rich touch”.
The iPhone was regarded as being an exemplar of multi-touch interfaces, but recently an altogether more creative suggestion has been made by Professor Chris Harrison of Carnegie Mellon University in the States. Interfaces have become far simpler for people to use, but Harrison derides the empahsis on size reduction in favour of the flexibility that different touch can provide to expand the use of a device. All of this is based on analysis of the richness of how humans naturally use their hands, versus how many fingers you use to poke at a screen. Guitars he sees, are very sensitive for this in terms of touch, pressure and grasp and can pick up on vibration. Harrison sees this as the key to matching desktop productivity on mobile devices.
Rich touch would enable your knuckle to be used to add another dimension to your pointer finger ie. lassoing part of a photo, or tapping on the screen with your knuckle to bring up a contextual menu and refine and edit content. These variances can work as a “left-click” for touchscreen interfaces. Further options can be cued by the angle of touch to turn the screen into a different menu sequence, so a poke is different to grazing your fingertip across the screen – which could alter the scrolling process (a big deal for smartwatches). Then there is “drilling” the screen to turn volume up or down and other recognition of hand shapes to perform other functions.
All of the above developments seek to connect the user more personally and practically with their devices which should increase output and engagement satisfaction. As long as options remain for selecting how we access different menus, and rich touch options can be switched on or off, it will add another new rich layer to our user experience, whilst also protecting the less dextrous user amongst us.