Your Reality Is Augmented
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Transcript of Your Reality Is Augmented
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Your Realityis Augmented
@BenjaminJoffe, CEO | Plus Eight Star Ltd.
eComm | San Francisco, April 2010
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The Plan
1. Introduction
2. What is Reality?
3. Our Augmented Reality
4. Augmented Reality and Social Media
5. What We Can Do
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Introduction
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Benjamin Joffe
4 years 1 year 5 years
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What I do Now
• Plus Eight Star– Digital Strategy & “Innovation Arbitrage”
– Best practices from Asia’s Internet
and mobile scenes
• Cmune– 3D social games
– Paradise Paintball, first “social shooter”on Facebook, MySpace, Apple.com
• Mobile Monday Beijing– Monthly forum for mobile professionals
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Japan | AR Goes Mobile
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South Korea | “Screen Golf” Mainstream!
5,000 “Golf Cafes”US$ 500 million market
82,000 daily visits (vs. 65,000 for “real” golf)
US$ 20 / 18 holes (10 times cheaper)
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South Korea | VR Golf Going Global?
“I almost feel like I'm actually playing on the fairway”
“In view of growing demand for simulators abroad, I believe screen golf will become a global trend”
“Screen golf has created a unique market in our country, where people prefer rooms for chatting and socializing”
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Hallmark does AR
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AR = Technologically Boring...?
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…Or Becoming Socially Interesting?
“When a technology becomes boring, that's when the social effects become interesting.”
Clay Shirky, Professor, NYUAuthor, Here Comes Everybody
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What is Reality?
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Different Realities
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Japan & South Korea | Augmented Realities
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China | Altered Reality
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North Korea | Diminished Reality
Pyongyang Subway © Benjamin Joffe
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What is Reality
• “Reality is that which, when you stop believing in it, doesn't go away”
– Philip K. Dick
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What Things Arevs.
• What appears to be
– (perception)
• What we want things to be
– (intention & interpretation)
• What we are made to think
– (illusion & manipulation)
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Our Reality is Augmented
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Avatar Blues
• Some viewers…
“Experienced depressionand suicidal thoughts after seeing the film because they long to enjoy the beauty of Pandora.”
• James Cameron’s advice:
"Take a walk in the woods.Reacquaint with the nature we have right here."
Source: CNN, January 11, 2010
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Avatar Blues
• Some viewers…
“Experienced depressionand suicidal thoughts after seeing the film because they long to enjoy the beauty of Pandora.”
• James Cameron’s advice:
"Take a walk in the woods.Reacquaint with the nature we have right here."
Source: CNN, January 11, 2010
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Can we trust our senses?
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Dove “Evolution” Ad
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TED’s Augmented Reality
• Jason Wishnow
TED Movie Director
• His reality
– 5 Cameras
– Slideshow
– Sound
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TED Performances are Superhuman!(and new speakers are scared)
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QUIZ: Who’s behind?
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PitchPerfect!
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Who said?
“This is anti-autotune, death of the ringtone
This ain’t for iTunes,this ain’t for sing-along”
DOA
Jay-Z
(June 2009)
(8th Grammy + Best Rap Solo Performance)
Death of Auto-Tune by Jay-Z
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ChemistryTest
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Monosodium Glutamate
• Food Additive & Flavor Enhancer (MSG, E621)
– 1907 Isolated
– 1909 Patented by Ajinomoto (Japan)
– 1947 Introduced in the US
• Today
– Once associated with Chinese food, MSG is now used by most fast food chains and in many foodstuffs, particularly processed food.
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MSG-Rich
• BBQ sauce
• Salad dressing
• Canned, frozen, dried prepared food
• Snack foods(jerky, potato chips…)
• Seasoning mixtures
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MSG By Any Other Name…
• Hydrolyzed vegetable protein
• Hydrolyzed plant protein
• Autolyzed plant protein
• Calcium caseinate
• Textured protein (any)
• Yeast extract
• Autolyzed yeast
• Sodium caseinate
• Vegetable protein extract
• Glutamic acid
• Etc.
All contain MSG
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QUIZIs Soylent
Greensoy-based?
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"Fragrance is a message carrier.“
Mikel CirkusCreative DirectorBody & Home Care PerfumeryFirmenich (a fragrance maker)
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Freshly Baked Bread!(in a bottle)
• “Conjures up pleasant childhood memories.”
• Many home sellers use this tactic to make their house more appealing to prospective buyers.
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Artificial > Natural ?!
“The more artificial scents – rather than the natural scents – are coded into people's minds,”
“What's more, these newer codes all have brands names attached to them”
Mikel Circus
Firmenich (2003)
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Faking Touch?
Introducing: the Haptic Pen(2004)
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What Does It Do?
• Simulates Buttons on a Surface
• No Click
• Light Click
• Basic Click
• Hard Click
• Buzz
• Force Buzz
• Two-Click
• Buzz-Click
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Responses to the Haptic Pen
• “High degree of believability in the tactile simulations.”
• “Participants reported experiencing longitudinal movement of the pen, typically confirmed by surprise when the actual mechanism was described.”
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Uncomfortable Conclusions
1. Our senses have inherent flaws
2. Dis-con.nect between perception and reality
3. Our “default interpretation” cannot be trusted
4. To judge, we need to think.
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Our Augmented Reality&
Social Media
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What About Social Media?
1. Social Media Engineering
2. Manufacturing of Public Opinion
3. What can we do?
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“Torches of Freedom”
“These torches of freedom will go on breaking down all discriminations.”
– Bertha Hunt March 31, 1929
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Opinion Engineering
Bertha Hunt was Edward Bernay’s secretary, a PR pioneer hired by American Tobacco
“Age-old customs,I learned, could be broken down by a dramatic appeal, disseminated by the network of media”– Edward Bernays
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Opinion Engineering
Bertha Hunt was Edward Bernay’s secretary, a PR pioneer hired by American Tobacco
“Age-old customs can be broken down by a dramatic appeal, disseminated by the network of media”– Edward Bernays
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Global Voices
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This “Twitter friend” for 2 years…
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…was a Robot!
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How?
1. Picture & name2. Timely responses3. Connector words4. Language twists5. Random words in structured phrases6. Intentional spelling mistakes
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“dramatic appeal, disseminatedby the network of media”
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Public Opinion?
• Iran’s “Twitter Revolution” #IranElection
• Research by Al Jazeera’s New Media Division
– Only 60 influential accounts on the ground
– … down to 6 accounts after clamp down!
Over 160,000 people already joined! You can too.
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No word of Al Jazeera’s analysis
No word of the “Colored Revolutions”in Eastern Europe who used
the same methodology
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Avatar Blues?
• Story ripped by CNN from a blog, based on the comments of just 10 people…
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What Can We Do?
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Replicant Check-List
1. AI or Human?
2. Check your sources
3. Check your senses
4. Check your emotions
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Being Human
• Avoid default settings
• “Reacquaint ourselves with the nature we have right here” – James Cameron
• “I see you”
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Thanks!
“And to the human race...Don't forget your humanity”
– Albert Einstein
www.slideshare.net/plus8star
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