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Game-Changing Technologies to Watch in 2018

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Game-Changing Technologies to Watch in 2018

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Here are a few technology trends I am following.  By no means an exhaustive list, so I would love to hear more about what you are hearing about, especially coming out of CES, ISE, SXSW, and other recent events.

Ultra-Fast Charge, High Capacity Batteries:  This is the key to the end of the combustion engine.  A world where torque reigns and the electric vehicle is in every garage (or at the end of every Lyft call).  At the end of last year, Toshiba announced a 200 mile battery that charges in 6 minutes, and although this one doesn’t appear to be out of the lab yet, every multi-industrial and every car company seems to be investing here.   The implications of this shift not only change industries, but our environment and travel practices as well.  But perhaps we won’t be ACTUALLY going anywhere if the next trend catches on.

Augmented Reality/Mixed Reality:  Before we go virtually landing aircraft in our living room or visiting the Louve from Los Angeles, I have seen some great practical applications for the technology in technical field repair work and training.  I also love the application of virtual reality for architecture, as despite our technology advances, humans as a species have a very difficult time visualizing.  We simply can’t imagine what a carpet tile will look like replicated across our entire office space or how a vaulted ceiling will “feel” once it is installed.  We had great success with this kind of visualization tools (here is an example) at my previous company, who wanted you to know what your space (or one like it) would look like with a big video wall installed.  So, before we replace our physical world with some dystopian future where people in grim warehouses think they live in luxury due to their headsets, I think we can build and maintain a more beautiful and functional world using these new tools.

Light Field Technology:  Related to the category above, light field technology has a promise to change the way virtual images show up in the real world.  MagicLeap gave the world a holiday present with it’s long leaked and teased light field technology, but as someone who came from the display world, the core science here is very interesting and will spark a whole lot of innovation before we are done. Check out what Leia (named less for the princess than after her “Obi Won Kenobi, you are our only hope” hologram in the Star Wars movie) is working on or geek out on some of the technical papers of the Society for Information Display.

Motion Capture:  I loved the pioneering work that OptiTrack does here (full disclosurer: I was with Planar and Leyard when we acquired the company in 2017). I also love how the optical science was originally inspired as a method for mouse replacement for a disabled family member of the then teen-aged  founder/inventor, who earlier had won a science competition at 12 years old for building a hoverboard, but I digress. Now, technology of this type is used for motion science research, as well as Hollywood productions and gaming that is changing the realism of what we see.  And all because we found a way to sensor up real motion so that we could build better models.

Internet of Things:  I would be remiss to list out a technologies to watch list without listing this ubiquitous term that is underlying the growth of companies from start-ups in garages to industrial giants like GE and Honeywell.  That said, I think that IoT should probably stand for the “instrumentation of everything.”  Why would you use a camera technology (however sophisticated it might be) to identify intruders, when you could use the door, window, or floor covering itself?  Why would you need a refrigerator to tell you whether your fruit has spoiled when your robot chef has already taken inventory and is whipping up a batch of banana bread?  Why not prevent tripping or falls (which account for more injuries and deaths each year as the population in developed countries ages) with lights triggered by personal beacons and air bags on stairways?  With modern day processing and sensors literally in everything, it will be awesome to see what simple solutions arise to real problems. 

Artificial Intelligence:  This buzz word is SO buzzy that it has spun-out a few additional buzz words to clutter the landscape: deep learning, machine learning, and data science.  It is the underlying technology behind self-driving cars and trucks and will be very disruptive to the logistics industry overall.  It is an arm’s race not just between companies and research universities, but between countries.  Even content, like news articles or promotional videos, will be created auto-magically using these new tools (and their new friends in natural-language generation, video, image manipulation, and 3D modeling).

Fake News:  Okay this is a trick one.  It really isn’t a technology, but one enabled by a collection of inter-related technologies.  We hate fake news.  As a marketer, I particularly dislike “smoke and mirrors” pre-releases that feature only Photoshop wizardry, photorealistic 3D renderings, and the promise of things not yet possible.  Add to that VoCo which allows you to “Photoshop” your voice to sound like anything or anyone.  It is amazing how the technology is advancing.  We can’t tell the filtered from the real anymore and with folks like Adobe leading the charge, this will only get harder.  This is one to watch as it will change (and has changed) the need for media literacy and the nearly impossible ability we will have to discern it.  But maybe with our sensored world, we will just trust the data and skim the news.

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In the News

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In the News

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Jennifer joined other professionals across the AV and integrated experience industries on a recent podcast of The AV Life to talk about Women of Avixa.

See the Media Coverage page for other examples of articles and podcasts.

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The Importance of Plot

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The Importance of Plot

“Technology without a good experience is like movie special effects without a good story,” said Josh Goldblum from Blue Cadet at a recent conference.  Without a plot, the best special effects cannot save the film.  The best stories would be great no matter the medium. 

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You are Gold: the cost of paying attention

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You are Gold: the cost of paying attention

In the world of advertising sponsored media (starting with the TV and extending now to games and apps on our devices), the attention we give is what is being sold to the brands sponsoring the content.  Our attention is for sales.  We don’t use the apps.  They are using us.  We might be thinking we are mining for gold in Minecraft, but in fact, we are the gold.  Our attention being traded for revenue.

Mara Zepeda and Samuel Hulick recently calculated the value of our attention on the Facebook platform using their current ad rates.  They estimated that our attention on the platform is being sold to advertisers for something like 12-cents an hour.  Apparently, that is what our attention is worth.  And frankly, it is worth even less, because we are not the one earning.

We should pay attention to what we pay attention to because they aren’t paying you for attention.  Make sure the value you are getting is worth the gold you are trading.

 

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The Long Play

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The Long Play

I learned recently that the research firm SRI employed researchers that developed the hyperlink and many of the conventions that we use today on websites and other digital interfaces.  And the same team pioneered some machine intelligence, AI, and voice recognition developments that were behind Apple’s Siri application.  It struck me as ironic that over the decades, this group sought to undo its own work.  You don’t have to click on anything, if you can just speak to your devices.

Planar, now a Leyard company, has a history of this kind of cannibalization.  We make our own products obsolete regularly.  The Planar® LookThru™ OLED transparent display addressed many limitations of previous offerings and has essentially replaced the Planar® LookThru™ LCD offering.  We have single displays that are larger than 2x2 array of tiled video wall products, making this style of display easier to specify and install than previous generations.  We add features into products that used to require separate purchases or third-party equipment.  You have to look no further than the latest version of the Planar® UltraRes™ display to see how much image processing, scaling, and control we have built into the product, especially once you consider the free iOS or Android UltraRes App.  As the bezels have been shrinking on LCD tiled video wall displays, like the award-winning Clarity® Matrix™, we have also introduced cutting-edge, fine-pitch LED technology that is truly seamless (see Planar® DirectLight™ or the Leyard® TVH or TW series).

Innovation companies that last are ones that aren’t afraid to kill their best product lines with a new idea.  To stay relevant, I heard someone say recently, you need to be prepared to run a different company every few years.  In the fast-moving space of display technologies, flexibility is a requirement.  Planar has been innovating for over 30 years and Leyard for over 20.  It’s a testament to our shared commitment to the long play.

 

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4 Ways Digital Signage Can Turn Your Brand into a Cult Following

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4 Ways Digital Signage Can Turn Your Brand into a Cult Following

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I am humbled to work with the great editorial team at American Business Journals to share some insights on digital signage marketing.

In today’s hyper-competitive world, it’s not enough to offer up the right products and services in the hope that people will seek them out.

As the business consultant and blogger Peter Evans-Greenwood has pointed out, you must make your business a community hub or a religion. Otherwise, you resign yourself to being a commodity. 

Companies like Apple and Harley Davidson get this, and they’ve worked hard to create a cult following for their brands. How? They don’t just sell a product, but a lifestyle. And it’s a lifestyle that their customers deeply identify with and are eager to adopt.

Today’s digital signage can help your company move beyond product features by turning your brand into a lifestyle that has broad appeal. Digital signage is fresh, it’s immersive, and it’s a way to clearly distinguish yourself from your competitors. From eye-catching digital window displays to interactive brand activations, digital experiences in the built environment can extend your brand messaging.

Here are four ways digital signage can help create a cult following for your brand:

  1. It enables you to stand out from the crowd. A key way to move your brand from commodity to religion is to set yourself apart from the competition. Digital signage, with its ability to scale to enormous dimensions, has a huge “wow” factor that helps you do just that. It captures people’s attention from a distance and draws them in, giving your brand a powerful way to create lasting impact.

  2. It can help you tell your story. Successful brands don’t just sell products and services. They tell stories that capture the imagination of their customers. Digital signage provides an influential medium for telling stories that resonate. With its ability to engage, digital signage enables marketers not just educate their customers, but to inspire them. In fact, it’s the ideal medium for offering up stimulating content that captivates the customers you want to reach.

  3. It engages your customers. Brands that develop a cult following are extremely adept at engaging their customers, which is the opportunity that digital signage offers. With advanced touchscreen technology, for example, digital signage allows multiple users to interact with your brand, obtaining the information that interests them without affecting other users. In addition, facial recognition software can be built into digital signage to detect the presence of a person, collect demographic data, and then serve up highly targeted content that captures their interest.

  4. It has the ability to go viral. People want to belong, and they love to share the experiences that excite them. Digital signage offers the opportunity to develop highly unique content that draws customers in, and motivates them to share with others. By creating stimulating visual content, you’ll soon have people telling their friends, and your installation will become a “must see” experience that turns prospective customers into loyal brand enthusiasts.

Digital signage can be a powerful ally as you work to transform your brand from a commodity into a cult following.

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Three Trends That Are Transforming Digital Signage Into a Powerful Brand Ally

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Three Trends That Are Transforming Digital Signage Into a Powerful Brand Ally

In today’s ultra-competitive business landscape, a strong brand is essential—and digital signage can be a powerful ally in that effort. Not only does digital signage attract customer attention, but it can also build business and customer loyalty. Indeed, one survey found that four out of five product brands that use digital signage increase sales by up to 33 percent. Another found that moving from static posters to digital signage when advertising outdoors can boost monthly revenue by as much as 800 percent. And we have seen similar results in indoor implementations as well.

The reasons for this are simple. Digital signage creates eye-catching and often interactive experiences that engage consumers and help them remember your brand, your product, how it made them feel, and what compelled them to share their experience. And most people enjoy digital signage, viewing it as “a cool way to advertise” and a “good way to learn about sales and events.” As Nancy Fletcher, president and CEO of the Outdoor Advertising Association of America, puts it: “Consumers are paying attention to the information presented to them and acting on it, whether they are drawn to a location featured on an ad, discussing the ad with friends and family, or attending an advertised event.”

The good news is that digital signage keeps getting better. Thanks to the latest innovative technology, digital signage is becoming ever more impactful, immersive, and versatile. Consider the following three trends that can be applied to the next generation of digital signage:

Video installations are getting bigger. Whereas just a few years ago, businesses used 55- to 65-inch displays as the basis for digital signage, today organizations are creating digital signage from displays as large as 98 inches. In addition, an increasing number of companies are taking advantage of seamless video wall technology and affordable prices to combine multiple displays into large video walls that make a huge impact — especially in public venues and places where crowds gather. The result is that what was once a medium for individuals has evolved into an ever-more powerful tool that can attract entire groups at the same time.

Digital signage is becoming interactive. From vibrant touch screen solutions to real-time body and face tracking, digital signage has becoming increasingly interactive, allowing companies to create highly immersive and customizable experiences that build brand loyalty. For example, retailers are installing interactive kiosks that offer coupons and rewards to repeat customers. Airports are implementing interactive way-finding stations that help travelers quickly find the services they need. Public venue installations can enable crowd-sourced, curated content submissions and social engagement. And advertisers are building digital signage that can sense who’s viewing it, offering up customized ads based on factors such as the viewer’s age and gender. Ultimately, interactive digital signage can give consumers the information they need, right when they need it—improving brand loyalty.

The opportunity for creative applications is growing. While many organizations are installing video walls, in today’s world, there’s no reason to limit oneself to the four walls of a building. From ceiling and floor installations to counter tops, digital signage can enhance almost any surface. Companies can design see-through installations on glass surfaces, overlaying text, images, and video onto physical objects that sit behind the glass. They can build captivating 3D installations that people can view in virtual reality using lightweight glasses. And they can tile displays into non-traditional shapes to create a mood or atmosphere that complements their brand. Taking this a step further, NBC Olympics, a division of NBC Sports Group, built a series of huge video walls featuring finish carpentry, which masked the walls into organic shapes, in their coverage of the 2016 Summer Olympics in Rio de Janeiro. Similar approaches were also used at the Woody Gutherie museum. Likewise By tapping into these technologies and creative installation design, businesses can generate highly memorable experiences that elevate their brands above the competition.

These are just a few of the ways organizations can use digital signage to attract customers and build brand loyalty. And with today’s advanced technology, the sky’s the limit for creating unique, highly inspiring installations. To learn more about how digital signage can strengthen your brand, please attend my keynote, “What leading brands are teaching us about interactive digital signage,” at Digital Signage Expo 2017. I hope to see you there!

Jennifer Davis will present Seminar 13 entitled, “What Leading Brands are Teaching us About Digital Signage,” on Wednesday, March 29 at 4pm at DSE 2017 to be held at the Las Vegas Convention Center. For more information on this or any educational program offered at DSE 2017 or to learn more about digital signage go to www.dse2017.com

This article was originally published on AVNetwork.

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What does Times Square teach about Digital Signage?

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What does Times Square teach about Digital Signage?

Times Square, that historic and iconic spectacle in New York City, is in a class of its own.  It is digital signage on steroids.  It has a larger-than-life scale that is awe-inspiring.  It has a reputation and historic significance.  It is one of the most popular tourist attractions in the city and possibly the world.  It’s more famous than its namesake newspaper. It has taken over-development and made it into a feature.  And found a way to monetize that over-development with ongoing investment in new equipment and content.  Despite similar spectacles in Tokyo or London, it remains a one of a kind.

So, what can this teach us about digital signage in other environments?  Be awesome, tie into the uniqueness of the space, and be one-of-a-kind. And use those things to build a business model for success.

So, what can it teach us about innovating our businesses?  Be awesome, tie into the uniqueness that is inherent in the space, and be one-of-a-kind. And use those things to build a business model for success.

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Congratulations, Planar Systems!

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Congratulations, Planar Systems!

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The Portland Business Journal has selected Planar among the state’s ten most admired technology companies.  They were honored at an awards event today (December 10th, 2015) alongside Act-On Software, Elemental Technologies (recently sold to Amazon), FEI Co, Flir Systems, Intel, Jama Software, Jive Software, Mentor Graphics, and Puppet Labs. 

 

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Clear Concept Awards: a design competition #clearconcept

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The first entries for the Clear Concept Awards have been received!  This design competition sponsored by Planar, Digital Signage Expo (DSE), and SEGD (the Society for Experiential Graphic Design), envisions the future of transparent OLED and the winner will present at DSE and be given a Planar LookThru OLED transparent display for their lab or studio.  Learn more at www.planar.com/clearconcept.  #ClearConcept

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