Tuesday 12 December 2006
Final Piece Development
Here are some screenshots from my final piece as during development. It features an area for explanation to the right to talk about the technology involved and the ideas behind the Heritage Events marketing. The presentation makes use of a scenario to better inform viewers as to how the technology and ideas are intended to be implemented.
Voice Recognition Systems
By Brian Cooley
Editor at large
May 9, 2005
"Voice recognition. Does the idea of talking cars make you think the Enterprise's computer on the original Star Trek series? As we see more layers of interface added to cars, voice recognition will be a necessary tool to keep drivers' eyes on the road. Presently, only high-end cars sport voice recognition, but working-class stiffs don't have more eyes than rich folks--everyone deserves this technology."
Voice recognition systems may well be a practical technology worth implementing to the presentation piece. As the article highlights it is important for users to keep an eye on the road and to be able to have the option to accept invites from the NavSystem without taking their hands of the wheel. Although when you think about car drivers critically is it any different accepting the invite be pressing a button than it is fiddling with the radio or playing with your phone?
Editor at large
May 9, 2005
"Voice recognition. Does the idea of talking cars make you think the Enterprise's computer on the original Star Trek series? As we see more layers of interface added to cars, voice recognition will be a necessary tool to keep drivers' eyes on the road. Presently, only high-end cars sport voice recognition, but working-class stiffs don't have more eyes than rich folks--everyone deserves this technology."
Voice recognition systems may well be a practical technology worth implementing to the presentation piece. As the article highlights it is important for users to keep an eye on the road and to be able to have the option to accept invites from the NavSystem without taking their hands of the wheel. Although when you think about car drivers critically is it any different accepting the invite be pressing a button than it is fiddling with the radio or playing with your phone?
Persona Based Marketing
By M. H. "Mac" McIntosh, CBC
Meet Bill, he's the owner and CEO of a growing, mid-sized manufacturing company. Bill is in his early 40s, wears glasses and tries his best to squeeze in an early-morning workout whenever he can. He prefers to wear golf shirts and khakis, donning a suit only when he has to. Bill drives a late model SUV with a booster seat in the back seat for his four-year-old daughter. He's harried, and worries about managing his company's growth. He wants to leverage technology to increase operational efficiency and customer satisfaction, and to offset the rising costs of doing business, but doesn't know where to start.
Helen is his director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She drives a new BMW convertible. She struggles with managing a dozen salespeople, many who are 10 to 15 years older then her. Helen wants the company to invest in a new CRM system to replace the contact management they long ago outgrew, but wonders how she'll convince Bill and the company's CFO to spend the money.
Bill and Helen are not real people, but they're examples of one of the most powerful tools you can use to better connect with prospects and customers: persona-based marketing.
Persona-based marketing is part Hollywood characterization and part business analytics. It involves constructing a fictional customer-based on real-life data and intelligence-and then using that character as the touchstone for promotional and selling decisions.
The concept of persona based marketing is extremely interesting and can be directly applied to my Heritage Week event proposals. The primary purpose of the use of mobile devices within the event is to educate inform and interact with the consumer to enhance their visit and place into context what they see. However, like all commercial ventures, revenue must be generated to pay for the initial investment and ensure it can continue once the event has ended.
This model of persona based marketing should be considered when targeting consumers with advertisements through their mobile devices. I need to cater for as many theoretical personalities as possible. For example a family with young children may want to purchase toys for the children, in stark contrast to a middle aged single man who may be interested in something with more substance, such as a book or tour guide. Similarly consumers may wish to utilise services that are not integral to the scheme but can still generate revenue for the Heritage Area site. For example the use of coffee shops within the site.
Meet Bill, he's the owner and CEO of a growing, mid-sized manufacturing company. Bill is in his early 40s, wears glasses and tries his best to squeeze in an early-morning workout whenever he can. He prefers to wear golf shirts and khakis, donning a suit only when he has to. Bill drives a late model SUV with a booster seat in the back seat for his four-year-old daughter. He's harried, and worries about managing his company's growth. He wants to leverage technology to increase operational efficiency and customer satisfaction, and to offset the rising costs of doing business, but doesn't know where to start.
Helen is his director of sales. She's 32, single, a competitive runner, and is partial to 80s rock. She drives a new BMW convertible. She struggles with managing a dozen salespeople, many who are 10 to 15 years older then her. Helen wants the company to invest in a new CRM system to replace the contact management they long ago outgrew, but wonders how she'll convince Bill and the company's CFO to spend the money.
Bill and Helen are not real people, but they're examples of one of the most powerful tools you can use to better connect with prospects and customers: persona-based marketing.
Persona-based marketing is part Hollywood characterization and part business analytics. It involves constructing a fictional customer-based on real-life data and intelligence-and then using that character as the touchstone for promotional and selling decisions.
The concept of persona based marketing is extremely interesting and can be directly applied to my Heritage Week event proposals. The primary purpose of the use of mobile devices within the event is to educate inform and interact with the consumer to enhance their visit and place into context what they see. However, like all commercial ventures, revenue must be generated to pay for the initial investment and ensure it can continue once the event has ended.
This model of persona based marketing should be considered when targeting consumers with advertisements through their mobile devices. I need to cater for as many theoretical personalities as possible. For example a family with young children may want to purchase toys for the children, in stark contrast to a middle aged single man who may be interested in something with more substance, such as a book or tour guide. Similarly consumers may wish to utilise services that are not integral to the scheme but can still generate revenue for the Heritage Area site. For example the use of coffee shops within the site.
Semacodes
Semacode is a software company based in Waterloo, Ontario, Canada. It is also this company's trade name for machine-readable ISO/IEC 16022 Data Matrix symbols which encode internet Uniform Resource Locators (URLs). It is primarily aimed at being used with cellular phones which have built-in cameras. The Data Matrix specification is given by the ISO/IEC 16022 standard.
Semacoding could be extremely useful within my campaign, allowing users to interact with the objects they encounter at Heritage Areas and given them a broder knowledge of what’s around them on their visit.
Using Semacode SDK software, a URL can be converted into a type of barcode resembling a crossword puzzle, which is called a "tag". Tags can be quickly captured with a mobile phone's camera and decoded to obtain a Web site address. This address can then be accessed via the phone's web browser.
Semacodes could be used to link to websites relevant to specific objects or to utilise search engine technology to provide users with a list of resources to choose from as opposed to directing them to one resource alone.
The Semacode website states that Semacode tags are an "open system" and that tag creation is "completely unrestricted," with the SDK software tools being free of charge for non-commercial use.
It is worth considering that of this where a real venture then it would in some way rely on commercial revenue, therefore it would be necessary to pay a license fee for ht usage of the technology. Also how many consumers will be familiar with the usage of such technology?
Usage Examples:
Potential uses for Semacode tags are still being explored, and will complement development of the concept of using mobile phones as devices for information gathering and exchange. placing Semacode tags on posters, such as those for concerts and public performances. Those interested could use their mobile phone to take a photo of the tag, which could link them directly to the web page where they could order tickets.
Using Semacode tags and mobile phones to enable multilingual museum exhibits - a tag photographed at the exhibition entrance could set a language cookie in the phone's web browser, and subsequent Semacode tags displayed at each exhibit could then link the phone's browser directly to a web page about the item, displayed in the user's language of choice.
Placing Semacode tags on nametags given to conference attendees. These tags could provide the corporate web address of each attendee's company.
Semacoding could be extremely useful within my campaign, allowing users to interact with the objects they encounter at Heritage Areas and given them a broder knowledge of what’s around them on their visit.
Using Semacode SDK software, a URL can be converted into a type of barcode resembling a crossword puzzle, which is called a "tag". Tags can be quickly captured with a mobile phone's camera and decoded to obtain a Web site address. This address can then be accessed via the phone's web browser.
Semacodes could be used to link to websites relevant to specific objects or to utilise search engine technology to provide users with a list of resources to choose from as opposed to directing them to one resource alone.
The Semacode website states that Semacode tags are an "open system" and that tag creation is "completely unrestricted," with the SDK software tools being free of charge for non-commercial use.
It is worth considering that of this where a real venture then it would in some way rely on commercial revenue, therefore it would be necessary to pay a license fee for ht usage of the technology. Also how many consumers will be familiar with the usage of such technology?
Usage Examples:
Potential uses for Semacode tags are still being explored, and will complement development of the concept of using mobile phones as devices for information gathering and exchange. placing Semacode tags on posters, such as those for concerts and public performances. Those interested could use their mobile phone to take a photo of the tag, which could link them directly to the web page where they could order tickets.
Using Semacode tags and mobile phones to enable multilingual museum exhibits - a tag photographed at the exhibition entrance could set a language cookie in the phone's web browser, and subsequent Semacode tags displayed at each exhibit could then link the phone's browser directly to a web page about the item, displayed in the user's language of choice.
Placing Semacode tags on nametags given to conference attendees. These tags could provide the corporate web address of each attendee's company.
Wednesday 22 November 2006
Initial Plan > "Heritage Week Event"
Here is a quick draft of what i am proposing. It relys on the communication of InCar GPS systems with Mobile Devices supporting GPS via Bluetooth connectivity. Failing the presense of GPS support on the mobile device, a map or visual animation of the directions could be downloaded to the phone. This way users can be taken directly to a location, rather than just the neighbouring car park, which could be miles from the heritage spot.. I am aware that the mobile device could be used as a stand alone GPS but I would like to demonstrate how two different devices could be used in conjunction. The larger screen format of the InCar GPS also makes it more viable for users to be visually tempted by the campaign. The use of audio commentary via the mobile device at the heritage spot further demonstrates its contrasting possibilities and functions from the InCar systems.
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