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© 2008 Eyeblaster. All rights reserved
Dean DonaldsonDirector of Digital Experience
January 2010
in a ubiquitous worldadvertising
addressable
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Living in a Ubiquitous World
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The future?
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Half the money I spend on advertising is wasted
but I can never find out
which halfJohn Wanamaker, Pioneer of Department Stores, 18 77
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© 2008 Eyeblaster. All rights reserved
Tracking
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UbiComp
The Third Wave
Ubiquitous Computing
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© 2008 Eyeblaster. All rights reserved
The Changing Box
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© 2008 Eyeblaster. All rights reserved
© 2008 Eyeblaster. All rights reserved
Smart Tags
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Travel
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Radio Frequency Identification
• Read / Writable
• xxMB Storage
• Input via Sensors
• Output via Wireless
• Remote Power Source
RFID
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Smart Dust
“The computer in your cell phone
is a million times cheaper and
a thousand times more powerful and
about a hundred thousand times smaller
than the one computer at MIT in 1965.
So what used to fit in a building
now fits in your pocket,
what fits in your pocket
will fit inside a blood cell in 25 years…
That’s a billion-fold increase.”
Ray Kurzweil, Futurist
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Exponential Growth of Computing
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Wrigley’s Juicy Fruit
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Kevin Ashton
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Taking a Proctor & Gamble
• 2003: Tesco hides bugs in razors
• WHY you pick-up & WHERE you go
• 2007: Tesco wants all products tagged
E V E R Y B O N D Y O U B R E A K . . .
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Supply Chain
2005
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Future Store
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In Store Intelligence
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ePOS
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Inventory Management
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Consumer Backlash
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incontrol
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Social Interaction
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Enhanced Experience
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Haptic Interaction
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Sensory Surround
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Motion-based control
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Virtual Reality
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Light & Power
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Temperature & Movement
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World of Sensors
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Assisted Driving
abs
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Smart Cars
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Autonomous Driving
“Look no hands!”
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Smart Appliances
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Smart Grid
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Intelligent Power Supply
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Smart Clothes
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Smart Scents
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Smart Paper
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Song Do, Korea
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identifiablepersonally
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systempayment
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RFID – Radio Frequency Identification
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS
Personal Identification Device (PID)
= targeted adsPersonal Identification Device (PID)
= targeted ads
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RFID
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Near Field
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Under My Skin
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Access All Areas
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Bio-Metrics
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Travel & Security
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National ID
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