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Wearable technology to win

There has been speculation about whether wearable technology gave English Premier League (EPL) team Leicester City the edge it needed to win the Premier League last year. This is especially impressive, considering that the season prior, and the ten years before that, Leicester City was not even in the Premier League to begin with. They had been relegated to the lower divisions and were languishing there for some time.

blog-wearable-technology-img1The type of wearable technology used by sports teams is slightly different from AR and VR simulations and headsets. Their wearable technology gives team coaches a unique insight into a player’s overall fitness. It measures heart rate, position, direction, speed and distance covered. It can even go as far as measuring the force and angle of a tackle. Using all this data in concert with complex algorithms, wearable technology can accurately predict the level of a player’s health and energy, in other words, match fitness.

Approximately 8% of top-tier teams employ the use of wearable technology, and Leicester City is one of them. On a scale as large as the EPL, a star striker’s match fitness could mean the difference between victory and defeat. It’s no coincidence that Jamie Vardy, Leicester’s striker, played every game, while Manchester United’s Wayne Rooney had to sit out more than a third of the season due to injuries.

In a sporting context like the EPL, where players are bought and sold for tens of millions of Pounds, and wins and losses translate into huge fluctuations in the bottom line, an edge like the ability to reduce a player’s injury rates, makes a huge difference.

blog-wearable-technology-img2Wearable technology has also had a significant impact on Rugby League, where data from wearables can clearly show the drop-off in work rates of certain players who need to replaced, and timely substitutions can be game changers. Wearables are also used in the Ultimate Fighting Championship (UFC) where they gather data such as the force produced from certain strikes, heart rate and distance covered in the octagon. The Australian Footy League (AFL) employs the use of wearable technology to keep tabs on players’ health, fitness and work rates. It seems like wearable technology, augmented reality and virtual reality have come from relative obscurity and are all of a sudden seamlessly woven into the fabric of sports. From development laboratories to the world stage, what was not so long ago viewed as a gimmick is now a crucial tool in the performance of athletes and sports teams.

 

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Staff blog: Using Augmented Reality Advertising to Drive Traffic

Written by: Andrew Erpelding

I’ve often wondered if other marketers look at a product and contemplate how they would position or drive traffic differently; as though marketing teams roam past marketing collateral and understand the way it is positioned and look for improvements. Driving an integrated marketing campaign involves so many different pieces, that marketers have to keep an eye towards new tools to elevate their advantage. The current new tool that is getting tremendous buzz is Augmented Reality advertising.

Augmented Reality is poking a sleeping giant. With a consumer base saturated with smart devices, the ability to engage with an immersive and engaging technology is at our doorstep.  Retail is one of the first markets to play this new tech is and has been changing the way marketers engage with their audience. Some of the greatest applications of AR to date occur in the B2C space. This is a logical step for retailers who have droves of printed material and are looking for an engaging way to drive consumers. Augmented Reality advertising not only captures audiences for a longer duration, but also funnels traffic to their web pages, and other campaigns. In this ecosystem, Augmented Reality advertising is bringing print to life and the applications are only growing.

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Marketing collateral is only impactful when it is viewed in a set place, and grabs a specific audience. Whether this is done in a coffee shop, mall, or any other brick & mortar, marketing campaigns are useful for only as long they as they have grabbed attention. However, with the function of Augmented Reality advertising, not only does it drive more call to actions, but it can live on a user’s smart device indefinitely in the form of app. GPS, geo-fencing and blue tooth beacons provide levels of sophistication to marketers that are still missing from more traditional forms of integrated marketing campaigns. Augmented Reality is still a shiny new tool in the eyes of most marketing teams. To be utilized effectively, consumers need to look beyond the novelty of this impression technology.  Augmented Reality is infinitely customizable and extends the shelf life of digital assets as they can have been moved from physical collateral and then tailored to Augmented Reality content.

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The real draw towards implementing Augmented Reality advertising into integrated marketing campaigns is how easy it is to implement an Augmented Reality advertising campaign. The best platforms cater to a range of clients and offer development along with an easy to use Experience Management System (EMS). A distinguishing feature is that instead of a content management system, marketers are creating a new experience for their audience. This feature is important to note as it stresses the importance of using a platform that can deliver seamless integration into an integrated marketing campaign, based on the level of the user experience. Using the EMS, content can be added, updated, or removed with a few mouse clicks. This level of flexibility allows for ease of use, non-dedicated resources, convenience, and simplicity of Augmented Reality delivery.

To see if you’re ready to explore how to utilize Augmented Reality advertising for your integrated marketing campaign, click here. Alternative, read more about how you can use augmented reality in your marketing.

 

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Top Tech Trends for 2015

Technology changes as quickly as the weather these days, and can be just as difficult to predict.
Luckily Gartner are on hand to do the predicting. Earlier this month Gartner Analyst, David Cearley, presented their top technology trends for the coming year at the firm’s annual expo. Their list shows that the focus is on merging the real world with the virtual one, the implications for analytics and the type of IT needed to deal with it.

The Internet of Things, and everything associated, including smart machines, pervasive analytics and 3D printing, all feature on Gartner’s horizon for 2015.

Let’s take a look at the trends:

Computing Everywhere
As mobile devices continue to proliferate, Gartner predicts an increased emphasis on serving the needs of the mobile user in diverse contexts and environments, as opposed to focusing on devices alone.
“Phones and wearable devices are now part of an expanded computing environment that includes such things as consumer electronics and connected screens in the workplace and public space,” said Cearley. “Increasingly, it’s the overall environment that will need to adapt to the requirements of the mobile user. This will continue to raise significant management challenges for IT organizations as they lose control of user endpoint devices. It will also require increased attention to user experience design.”

The Internet of Things
The combination of data streams and services created by digitizing everything creates four basic usage models—manage, monetize, operate and extend. These four basic models can be applied to any of the four “Internets.” Enterprises should not limit themselves to thinking that only the Internet of Things (IoT) (assets and machines) has the potential to leverage these four models.

3D Printing
Worldwide shipments of 3D printers are expected to grow 98% in 2015, followed by a doubling of unit shipments in 2016. 3D printing will reach a tipping point over the next three years as the market for relatively low-cost 3D printing devices continues to grow rapidly and industrial use expands significantly.

Cloud/Client Computing
“Cloudis the new style of elastically scalable, self-service computing, and both internal applications and external applications will be built on this new style,” said Cearley. “While network and bandwidth costs may continue to favour apps that use the intelligence and storage of the client device effectively, coordination and management will be based in the cloud.”

Advanced, Pervasive and Invisible Analytics
Analytics will take center stage as the volume of data generated by embedded systems increases and vast pools of structured and unstructured data inside and outside the enterprise are analysed

“Every app now needs to be an analytic app,” said Cearley. “Organizations need to manage how best to filter the huge amounts of data coming from the IoT, social media and wearable devices, and then deliver exactly the right information to the right person, at the right time. Analytics will become deeply, but invisibly embedded everywhere.”

Context-Rich Systems
Ubiquitous embedded intelligence combined with pervasive analytics will drive the development of systems that are alert to their surroundings and able to respond appropriately. Context-aware security is an early application of this new capability, but others will emerge.

Smart Machines
Deep analytics applied to an understanding of context provide the preconditions for a world of smart machines. This foundation combines with advanced algorithms that allow systems to understand their environment, learn for themselves, and act autonomously.

Software-Defined Applications and Infrastructure
Agile programming of everything from applications to basic infrastructure is essential to enable organizations to deliver the flexibility required to make the digital business work. Software-defined networking, storage, data centers and security are maturing. Cloud services are software-configurable through API calls, and applications, too, increasingly have rich APIs to access their function and content programmatically.

Web-Scale IT
Web-scale IT is a pattern of global-class computing that delivers the capabilities of large cloud service providers within an enterprise IT setting. More organizations will begin thinking, acting and building applications and infrastructure like Web giants such as Amazon, Google and Facebook. Web-scale IT does not happen immediately, but will evolve over time as commercial hardware platforms embrace the new models and cloud-optimized and software-defined approaches reach mainstream.

Risk-Based Security and Self-Protection
The path to the digital future leads through security. However, in a digital business world, security cannot be a roadblock that stops all progress. Organizations will increasingly recognize that it is not possible to provide a 100% secured environment. Once this is acknowledged, they can begin to apply more-sophisticated risk assessment and mitigation tools.

This will lead to new models of building security directly into applications. Perimeters and firewalls are no longer enough; every app needs to be self-aware and self-protecting.

 

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