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The future of the print industry: Linking the Physical and the Digital

 

The world is sitting on the cusp of the 4th Industrial Revolution (4IR) – changing how industries operate, bringing greater automation and accuracy to a variety of business processes.

 

In this series, we will explore how 4IR is going to affect the industries of our clients, and how we believe the right strategy can empower you to embrace the inevitable.

 

First up: The future of the print industry.

 

Forbes article: Why everyone must get ready for the 4th Industrial Revolution

 

 

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 How is the future of the print industry turning into a reality around you?

 

In the last few years, we have seen a proliferation of small and start up label printers leading to increased competition. Good digital presses cost little more than US$45,000 – not a laughable sum, but certainly more than affordable for entrepreneurs with the right idea.

 

Meanwhile in emerging regions, larger multinational corporations are expanding operations and establishing themselves as they navigate the pricing politics of new territories.

 

The LaManna Alliance projects that “In 2017, you should be pushing 20-30% growth rate. Otherwise, you’re lagging.”

 

We recently visited PacPrint 2017, the region’s “premier show for print, sign, display and graphic communications” and with over 150 exhibitors and a rumored 15-20 million dollars in sales taking place on the event floor, it’s understandable that key players in the industry are looking to shake things up and keep this momentum going.

Quick Link: Our CEO, Vivek Aiyer, recently spoke of trust and the Designer Enterprise

 

What are some challenges faced by the industry given this success?

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How can the future of the print industry be populated with millennials Generation Y and eventually, Generation Z?

Ageing workforce: The growth of the digital industry has meant that younger, computer-literate and tech-savvy employees have been more inclined towards seeking employment outside the print industry.

Companies are increasingly realizing the need to standardize onto the one platform helps with strategic alignment across business systems and broader business processes.

Standardization, Centralization & Flexibility: Most companies in this space have different systems and machines through acquisitions or then, as with most large organizations, inherited implementations of legacy software. These, in turn lead to errors in compliance, alignment, downtime and ultimately, inefficiencies.

How can we prepare audiences for these technologies, bearing in mind that innovation doesn’t always come cheap?

Active & Intelligent Packaging (A&IP): When it comes to product security, authentication and even preservation to some extent, A&IP will grow increasingly commonplace around us. It certainly seems like these technologies for a part of the future of the print industry.

Clients now require “relationships” with “partners” – as compared to “services” from “suppliers – and this is unavoidable!

The vendor/client relationship: Clients of all sizes are becoming increasingly demanding of one-on-one service. The fact of the matter is that there are a number of players who can top quality service, and price competition isn’t the only factor anymore.

 

Previous post: Customer Experience is all about Managing Relationships

Previous post: Culture of Trust – How does your customer feel?

 

How does a digital transformation lead to the future of the print industry?

Tech-driven process/information management & workflow tools

Have systems set up for verification of jobs, improved reporting and integrated with management tools. Enable remote access of presses – improving efficiency as the press process becomes more computerized. Tech processes can also improve internal processes and stock ordering and tracking. Clients (or Partners) with their increased expectations can now be empowered to track their orders through all stages of production.

 

Customer/Client/Partner engagement & New business

Technology proliferation has led to a variety of methods to increase and improve engagement. For example, QR codes, NFC, RFID, Augmented Reality and randomized designs. Understanding how these technologies serve well as data collection points and having them integrated into information managements systems help track interaction and build insight. In addition, improved traceability and big data enable the client relationship evolve into one of consulting – and partnering for growth and offering unique and individualized experiences.

 

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“Labelprinter 4.0” – Digital transformation & change management 

 

On the outset – it all seems tremendously exciting and simple. But that is the fallacy of innovation. Installing systems doesn’t just mean clicking one button – it includes change management. Upgrading machinery isn’t just reinstalling software – sometimes it’s training staff who are afraid of failing (or trying). Terms like myopia and pain avoidance are a lot more real than the buzzwords they are dismissed to be sometimes.

 

Opportunities like bundling print and digital ad sales to push greater RoI sounds great, but how does that mean the adsales team needs to be re-structured? For example, having a sales team that also possesses analytical skills and understands programmatic sales becomes critical. In such scenarios – if that’s the preferred mode of linking digital to physical – then print companies must understand marketing requirements, more so than before – as these multimedia experiences reach out to audiences with more targeted accuracy than ever before.

 

 How can we help?

 

Innovation is no longer “nice-to-have” but that’s not to say it’s something to jump into. The key remains identifying a larger strategy that can assist with the growth of the clients you work with. Adding value to the labels and packaging produced, but also understanding how these products are being disbursed and the user experience of the final consumer.

 

At Appearition, we understand that the print industry has traditionally operated within certain models – for example, buying hardware outright or leasing systems for slow and steady returns. Crossing the chasm of technology is one that isn’t so simple. Our goal is to enable others success – and finding the neutral state of partnership so we can all grow together. We look forward to hearing from you.

 

The Magic that is AR – QnA with Tomi T Ahonen

Over the past few years – you would have heard us refer to Tomi T Ahonen – a thought leader in the tech space with a distinct passion for AR and author of 12 books on mobile. We are delighted to share a brief QnA that Tomi was kind enough to do with us – 5 questions, 5 minutes (and a bit) – Enjoy!
 
1. How do you think augmented reality/virtual reality industry has evolved over the past 5 years and where would you like to see the industry in the next 5 years? 
 
AR is in an exploratory phase right now. The things that made Pokemon Go such a big hit last year, the individual elements had all been done already before, only Nintendo and Niantic managed to put in the ‘right mix’ of the right elements. But I do believe the future of AR will have us looking at Pokemon Go of 2016 as the ‘early dawn’ and the service be to the industry similar to what MySpace was to social media before Facebook. An initial successful ‘proof-of-concept’ vehicle but others will emerge far bigger and more successful than even this – bearing in mind that Pokemon Go was the most successful new game launch in gaming history. 
 
For the industry I think the next five years will see more validation of various business concepts that will be seen as viable and steady. I think the Ikea furniture catalog AR application is one of the most sustainable on a retail/commerce side; various user-assistance uses of AR in say the Audi user-manual for cars, are an obvious big area that can now get a boost when AR has been ‘validated’ by Pokemon Go. But in 5 years AR will have a Billion consumers using it, AR will be as normal for most users on their smartphones as going to Facebook or Whatsapp or Skype might be today.
 
TV is old news, mobile is now, but AR is the next big thing
 
2. Who, in your opinion, are the more influential players in this industry, and where do you see the most potential for development?
 
I think the big driver for AR is entertainment at least initially. It is a very ‘fun’ type of use of mobile, especially if you compare to say ‘payments’ and mobile money, which is far more ‘useful’ than strictly fun (who loves paying?). I would think that again, the Pokemon Go experience will drive other brands from Disney to Hollywood and TV, to start to deploy AR into their brand experiences. Imagine the next James Bond movie (isn’t it time 007 visited Australia?) – I could very well imagine a Bond-themed adventure ‘game’ with AR that included elements from the movie and set ideally in locations that the movie itself was shot. Or take any of the big action hero movies, the Iron Man, Superman, Spiderman, Batman etc type of movies – these would seem like naturals to go to AR soon. Any strictly animated movies and various currently-popular TV shows – they should already have some kind of AR concept under development to ‘be the next Pokemon Go’ haha..
 
If we think of tech companies, I don’t see anyone moving ahead of the pack so far. And on AR specialist firms, Layar had an early head-start but they don’t seem to (at least yet) have gotten to that ‘Google front-runner’ status of what we typically see in tech like Amazon in retail or Facebook in social media etc.
 
3. Everyone has been talking about AR extensively, particularly post Pokemon, but in your opinion, what are the top 3 benefits of this technology?
 
First off, AR is truly magical. As such, it appeals remarkably strongly to young people. I would guess that once the big ‘youth brands’ figure out that TV is old news, mobile is now, but AR is the next big thing – we will see news like Adidas made last week, when they said they will end TV advertisements because the youth are on their smartphones. I can foresee a time when especially youth-targeted brands start to set AR as their primary media/advertising channel. Secondly AR is ‘illustrative’ and by this I mean it can show us what to do, and how to do it. In any kind of learning situation, AR can project the video of the optimal performance and that can be incredibly powerful in helping illustrate how to do things. User guides and manuals will soon all be AR-enabled. Don’t make me read a manual. Show me how to do it. And the third big benefit is that AR is inherently digital AND inherently mobile. That means it is fully ready for the future digitally-converged world when our money and communciations and media and consumption and behavior and preferences etc will all be done through mobile and using digital means. AR could become ‘the next thing’ after video on mobile. This would be on the progression that mobile was first voice, then text, then pictures, now videos, and next… AR. But we have to see if that comes to be.
 
4. Given the relative ease of implementing the technology, what are some challenges faced by companies looking to adopt AR at an enterprise level?
 
A big problem for most businesses is to find a suitably frequent behavior that could be enhanced or expanded via AR. So if you bought your new car, and once had a problem changing the oil, and used the AR guide once – you will pretty much forget its even possible and won’t get the chance to explore and ‘enjoy’ it. Even as the car company may have built many dozens of AR use-cases to assist the car-owner. But in the case of Pokemon Go there is a lot of ‘repetitive’ behavior and ‘returning’ behavior, so you have to come back and nurture the eggs, and walk the distance to hatch the eggs, and so forth. They have done a lot of thinking on the human ‘addiction-building’ repetitive behavior. I often tell the story of cinema vs bus ticket in mobile payments. Most people go to the cinema only a few times per year. We don’t really ‘learn’ or ‘remember’ that we could pay for that ticket on our mobile phone. But if we commute to work or school every day by bus, we’ll learn in a few days how much more convenient it is to pay by mobile.
 
AR is truly magical. As such, it appeals remarkably strongly to young people.
 
5. Any final thoughts/advice to newcomers in the industry or people wanting to learn how it all works?
 
I do look for the magical. A Disney birthday cake that has Cinderella in it to sing to the 5 year old princess that special day. A penguin at a Tokyo zoo who shows the path how to get from the train station to the zoo, and the penguin waddles exactly like a real penguin, as it walks. This is the kind of magic we can experience in AR and we should seek more of that. And make sure the consumers can share and spread the fun with their friends, through social media etc.
 
Note: Check out Tomi’s Tedx Talk on Augmented Reality being the 8th Mass Medium
 

Intern series: How to land an internship in a tech company

Vivienne Zhu is a Commerce & Law student at Monash University currently interning with Appearition’s head office in Melbourne.

How’d I get land my first internship? By telling Tushar about my lonely yet, solution oriented solo hike on the snow covered Bukhansan Mountain in Korea. This is only half true. My passion for marketing, previous work in a NFP and willingness to step out of my comfort zone shone through against many other candidates.

Landing an internship in a tech company without tech knowledge?

As someone who has never learnt about IT, augmented reality or coding, it’s quite different and interesting to work in this environment. Often others in the office use a lot of technical terms that I don’t necessarily understand, but I’m always free to ask (or Google in my spare time). However, the technical jargon that comes along in a tech space naturally becomes more comprehensible.

As a marketing intern, my first few weeks consisted primarily of competitive analysis and events research. However, I was soon trusted to start my own social media campaigns on Twitter, Facebook, and LinkedIn. I constantly put my hand up to take on opportunities within my capabilities – e.g. filming and editing a video for a client. This allowed my peers to see that I was capable of more than what they initially thought.

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In my first three months, I’ve had opportunities to work on new projects and learn more practical marketing skills (social media analysis, Google Adwords and driving B2B Marketing). Whilst I am not majoring or studying marketing, I am continuously developing my skills in this digital age of marketing. Creating content and following trends is very important. Whilst I’ve learnt so much about marketing, I’ve also learnt about the intricacies of augmented reality.

What is augmented reality?

Before this internship. I had no idea what augmented reality was. Prior to my interview, I was furiously researching about the industry. AR is still quite new and my only touch point was my Snapchat obsession (sorry to disappoint but I never got into the Pokemon Go fad). I’ve experimented with Appearition’s apps, and now understand the solutions they provide for businesses. AR goes far beyond consumer capabilities, but is likely to have a great impact in the workplace in the future.rgea

I look forward to the coming weeks and potential projects I’ll be involved in, and I know this is just the beginning for my personal augmented reality journey.

By the way, I wasn’t completely alone on the mountains. I strategically followed three senior Korean hikers who took me on the hike of a lifetime. At the end of the day, it’s all about strategy, passion and drive.

If you’d like to follow my work – like our Twitter, Facebook, and LinkedIn pages!

 

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Staff blog: Difference between Augmented Reality and Virtual Reality

By now, you would have either experienced Pokemon Go or collided with someone or the other walking around trying to find a pokemon on the streets. Everyone has described this as the first mainstream implementation of Augmented Reality, and frankly speaking it took me a long time to understand exactly what that meant. As with most mysteries – a quick search on google provided the following insight;

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. (Wikipedia)

If you share my limited degree of technology awareness, this definition blog-arvr-img1would provide nothing but more confusion. However, experience assisted in crossing this knowledge barrier when my colleague provided a simple demonstration.  Opening an app on his phone and scanning a piece of paper through the camera, the video of a dancing child popped up on the screen. Wherever he moved the camera and any angle, the girl stayed where she was as if she was standing there in reality. I started to realise that this technology is a lot more prevalent that I had originally thought.

Spurred on my newfound understanding, I revisited my trusted knowledge aide – Google – to discover the secrets of Virtual Reality

Virtual reality or virtual realities (VR), also known as immersive multimedia or computer-simulated reality, is a computer technology that replicates an environment, real or imagined, and simulates a user’s physical presence and environment to allow for user interaction. (Wikipedia)

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Given the larger context – this now made a lot more sense and Virtual Reality blew my mind, even more so that AR in fact. Once again, to fully experience the technology, I had put on the headset and watched a clip of sharks swimming around me as if I were underwater. This extraordinary experience was particularly significant as I suffer from Claustrophobia and never expected to experience an underwater dive like this. The first few moments were quite intimidating, but as I gathered my senses and got my breathing in control, I was left in awe. The other clip I would recommend was a recreation of Cirque du Soleil, an immersive experience in a live circus. That one, I enjoyed much more, because I felt as if I was standing among the performers and artists. It was even more real, given that the experience revolves around the user sitting on a chair, and not floating underwater

Both technologies have potential in the business world, for example, AR have been explored in the fashion world and furniture companies. AR can help people to see how a product would look for instance in their living room simply by using an app through their phone. And VR is being used in a variety of businesses as well, for instance Arctic Cat uses it to show their customers the new snow mobile model.

In my opinion, the biggest difference is that VR is a controlled environment, such as console gaming and experiencing things with your own eyes, whereas AR can be social and you can move around or even taking a walk with it.

I slowly started to see how the technologies also extend beyond the 319372292_725c2f0b53_bbusiness world, and into real life. As I look back on my traveling experiences back in Southeast Asia, most of the traveling involved taking a bus from town to town. One particular ride stood out in my memory, a particularly nervy bus ride from Luang Prabang to Louang Namtha in Laos. The bumpy roads of Laos take some getting used to and I felt most lucky that I don’t get car/bus nausea, being exposed to sailing from a young age. But the size of the bus and narrow roads across the hills and mountains made the ride challenging to sit properly and it went on and on for hours. I held on to the seat as my entire body tightened with every turn and bump. At one point we came to a stop, and I could barely see anything because it was night time and darkness surrounded the bus. I got up from my seat and came to the front and found out there was a tank truck that had fallen sideways on the side of the road. And at the same time there were other cars and buses tried to pass the traffic from the other side towards us. What made this whole situation difficult was the location; on the tight turn of a mountain.

When problems like these happen often in the roads of Southeast Asia, AR and VR could do a great deal of help to improve them. Have the exact measurements and calculating the size of the roads and buses, they can help to prevent accidents. Drivers could practice the turns and smoother rides. Infrastructure could be improved by testing new roads using the technology.

While this is just an idea of mine, I have observed in my travels that advanced technology has yet to become a mainstream in some areas, including in rural areas. But this is just an example for what kind of problems could be solved by AR and VR.  Such an advanced technology should be used to make the world a better place, more than just entertainment. Blunt as that sounds, there’s little to argue against the fact that the world could certainly be made a better place, sometimes!

 

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Staff blog: Brief history of Greenlands’ technology

blog-greenland-img-nuukMy knowledge in technology have been limited most of my life. I’m a proud Inuit who is born and grew up in Nuuk, Greenland. My passion for traveling has led me to Melbourne, Australia end of 2015, and eventually started working for Appearition Pty Ltd. The technology I followed was the one happening at home. First computer. First cell phone. I used to have this Siemens cell phone in my teenage years which I loved, because I could change the cover every month with colourful or boyband pictures.

However, my knowledge in technology first expanded when I started working for Appearition. A whole new world opened and I was amazed how the technology is that advanced today. I have to be honest though, things had to be explained to me more than once because I did not understood and couldn’t get my head around on some technology, such as Augmented Reality. With that being said, I’d like to tell you a little about my culture.

blog-greenland-img3Before the European explorers arrived to Greenland in the 1600’s, the Inuit’s lived in houses made of stones and peat, and wore reindeer and seal skin as clothes. Inuits used bones of whales and other arctic animal as tools and equipment. They believed in nature spirits before Christianity was introduced by Hans Egede, a Danish missionary, in the beginning of 1721. After Europeans began to travel to Greenland and started introducing of the modern world, Inuits began to build houses using woods. And to keep you in mind, trees do not grow in Greenland and this was an advantage for the Europeans to trade with the Inuits. When Hans Egede travelled to Greenland, he took building materials with him, such as concrete, barrels, coal and cobber.

The very first wooden houses were churches in bigger settlements such as Nuuk, Sisimiut and Ilulissat, and after the churches, they build hospitals. As you can imagine, the technology came to Greenland much later compared to other countries. Here’s the timeline of technology:

  • In 1921 the first telegram was imported to Greenland due to Danish Royal visit.blog-greenland-img1
  • First electricity generator was built in 1948.
  • Television was imported to the country in 1960s.
  • Greenland was digitalized in 1995.

Today, we Inuit, use latest cell phones, flat screen TV’s, laptops and so on. Although we still don’t have the luxury of paying with paywave, but Im sure the technology will be imported pretty soon. You should have seen my face when I first witnessed the paywave process with my Inuit eyes. Oh boy, what a whole new world.

 

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Staff blog: eCommerce the Past, Present and Future

“True wisdom comes to each of us when we realize how little we understand about life, ourselves, and the world around us.”

Socrates 470-399 BC

Commerce is the exchange of funds for goods or services. eCommerce is the same exchange, but without the use of physical cash swapping hands.

In 1982, the United States rolled out the first EFTPOS machine. For the first time in humanity’s history, someone could [lawfully] walk into a store, buy something and take it away without any currency exchanging hands. This was made possible because the buyer was now in possession of a plastic card instead of cash. The plastic card, known as a payment card, allowed the buyer to initiate a transaction electronically to transfer money from their bank account to the store’s bank account. Ah yes, whilst eCommerce can do away with cash, money will always be needed to buy stuff.

Today eCommerce is just another part of life. Whether we are picking up groceries from the local supermarket, paying our GP to examine us or buying a gift for our loved ones, it is eCommerce that makes all this possible. Furthermore, with the emergence of the internet, eCommerce has gone to the next level. From the comfort of our couches we can now buy, sell and transact almost anything online. Services such as eBay™ and PayPal™ enable us to exchange goods and services for funds without the need for physical shop fronts. Once again eCommerce has enabled the buyer to electronically transfer funds to the seller in exchange for the goods or service they’re getting.

The convenience and simplicity of eCommerce has also brought with it the serious risk and threat of criminal activity. Today a thief no longer hides behind a ski mask and holds up banks, instead they hide behind a keyboard and seek to take money directly from your bank account. Electronic theft is a serious concern for the eCommerce industry. Organisations and governments from all over the world have adopted measures to protect and safeguard our electronic funds. Payment Card Industry Data Security Standard version 1.0 (PCI DSS 1.0) was formed in 2004 by a group of organisations which include VISA card, MASTERCARD and American Express. The standard is managed and administered by a special council and dictates how payment card information must be transmitted and stored electronically. Whist this standard is not enforceable by law [yet], it is a strong influence for buyers having trust in a website. PCI DSS is continuously being reviewed and updated. Version 3.2 is planned for release in 2016.

So where will eCommerce takes us next? Well, the concept can never change: exchanging funds for goods or services electronically. However, the means we use to perform these transactions will certainly evolve. Enter the world of virtual reality and augmented reality… where life and technology are entwined. Imagine… you are walking in a market at the foot of the great pyramids at Giza. You walk past a stall selling beautiful statues of the ancient kings and pharaohs. One particular statue catches your eye. You look at it, touch it, pick it up, turn it around in your hands. It’s a work of art and you must have it. You turn to the store owner and you haggle for it until finally the store owner agrees to your price. He takes it away and wraps it up for you. You reach into your pocket, take out your wallet and look through it. You pull out 10 Egyptian pounds and hand it over to the store keeper, shake hands and say goodbye. You take off your glasses and your gloves and you find yourself sitting on your couch in your living room on the other side of the world. Three days later the doorbell rings and the UPS person hands you a package. You open it, unwrap it and there is your Egyptian statue, exactly as you saw it… what a beautiful world it will be!

 

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Staff blog: Come fly with me

Written by: Marcelo Silva

The 360 Fly is a 360-degree camera and it may be one of best consumer 360 cameras yet.

Its extensive features make it easy and safe to use, no matter your skill level. The fact that it’s shockproof and waterproof makes it an easy choice over its competitors.

It’s rock solid and even if it’s your first time capturing 360-video, it doesn’t feel like you’re carrying a delicate piece of equipment.

The 360 Fly is easy to setup. You download the app press a button on the camera link up the Wi-Fi and your ready to go.

My Experience

My experiences with this camera have varied from frustration to feeling complete satisfaction. When I took it out for my first casual test run I tried holding it with my hand at the base, given that you get a 240-degree vertical view. This didn’t work out well for me as the objects I wanted to film where too far and I was standing too close too the camera. I came out of the video looking crazy distorted and the building I was trying to film looked like it was way too far away due to the fish eye lens.

The 360 Fly’s size turned out to be a huge advantage. I’m usually shy when it comes to filming videos in public. The fear I have is, that someone’s going to get upset and yell at me for filming them. I took it out into the city to film and normally people with video cameras get looks but I wasn’t getting any looks! Nobody realized it was a camera. You have to have this camera mounted to a tripod or monopod when in use. I walked into an AFL football game with the camera in hand with a Joby Gorillapod tripod, which is a mini tripod, into Etihad stadium. I was worried that they wouldn’t let me in. Not only did they let me in, they let me in no questions asked. You may be or may not be aware but there’s an increased security presence at Australian football games this year and they do not allow video devices into stadiums.

One of the struggles I had with this camera was filming good content. I have experience in filmmaking as in utilizing normal non 360-cameras, and I’m familiar with filming techniques however nothing that I had learnt at university had prepared me for this. After some trial and error I learned how to film engaging 360-footage. A good idea would be you may want to invest in a strong monopod.

The joys of using the 360 Fly came from my visit to the Melbourne Aquarium where I was starting to get a hang of filming with the 360 Fly. I was worried the cameras low light performance would produce poor footage but I was pleasantly surprised. When I got to test out the footage on Google cardboard, I was completely breath taken, after all my mishaps filming I finally got some good footage. One of the best experiences you’ll have with the 360 Fly is filming an experience and re watching it on a VR headset to relive the experience – amazingly it’s as good as being there in person. The company that manufactures the 360 Fly also manufactures their own VR headset that you can attach your phone to.

I do not recommend using this device for taking 360 degree pictures as it takes a still from a video and morphs it into a panoramic image or a globe. So if you’re thinking about using this for still-pictures invest in something else other than 360 fly.

Video quality

The 360 records in 1500×1500 resolution at 30 frames per second and that will give you a 240-degree vertical view. When you’re watching a 360fly video you can look up to see the sky, but you can’t look all the way down (you’ll see a black octagonal object). Because the 360 Fly is the world’s first single lens 360 the camera has it short comings however this does help keep the price down.

Sharing videos from this device is remarkably simple. The app on your phone, tablet or computer allows you to share video on Facebook YouTube, Twitter, and even on Break.

Software

The software is easy to use but frustratingly limiting. And keep you in mind; it’s in its first generation. You can edit videos and put them together but there’s no option to overlay audio unless you intend on posting a video on the 360 Fly website; as video editor I found that to be an annoyance. As a filmmaker, you know never to use the default on camera mic because, most on cameras mics provide poor audio quality, and the 360 Fly is no exception. This adds to the frustration of not being able to overlay a separate audio track.

If your looking for something more professional with the ability to include title sequences and the ability to add an audio track this camera is not for you.

Conclusion

The 360 fly is an amazing piece of technology. If you are an early adopter in 360-video, I recommend purchasing this to start with, due to its size. You will need to learn how to film engaging video content for this medium. There is no point in in spending thousands of dollars to have a professional set up and realizing that there’s not much for you to film.

 

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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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