Oomolo's Carl Schulenburg: Harnessing Context-Aware Mobile Technologies
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New sensors. More intelligent apps. Mobile-connected smart objects. Wearables. LTE. Augmented reality. Multi-platform development tools. Precision indoor location sensing. Ultra HD. Flexible screens. The list of anticipated future mobile technologies goes on and on. On April 23, NYC Media Lab and Razorfish presented an evening of demos and discussion on Mobile Futures to learn what’s on the verge of commercialization, what’s still in the lab, and what advances will change the nature of media and communications in the future. Read our takeaways at https://medium.com/@nycmedialab/524d50740b79.
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Oomolo's Carl Schulenburg: Harnessing Context-Aware Mobile Technologies
- 2. harnessing context-aware mobile technologies, we help brands and their agencies create and manage rich customer experiences Context-awaretechnologies will affect $96 Billion ofannualconsumerspending by 2015 Gartner ” ”
- 3. mass communication information cost ineffective untargeted online brand experiences cost per impression list-based demand-driven personal experiences cost per click query-based so.mo.lo social experiences cost per share location-based the future contextual experiences owned media Real-time context-based
- 4. To achievesustainablecompetitiveadvantagenowyoumust deliverself-perpetuatingcycles ofreal-time,two-way,insight- driveninteractionswith individualcustomers The Powerof Customer Context:BeyondCampaigns: Build A ContextualMarketingEngine Brands that seizethis areassembling proprietarydigital platforms that Forrestercallscontextualmarketingengines.
- 5. Evolution: from location to context (sample only) “Real-time”Context
- 6. many sources feed context inference Accelerometer Gyroscope Light Sensor Linear Acceleration Sensor Magnetic Field Sensor Orientation Sensor Pressure Sensor ProximitySensor RotationVector Sensor Smartphone Discrete Sensors SmartphoneRF “Sensors” GPS LTE Wi-Fi OutboardSensors Via BluetoothRF: • Bio-sensors • Other Smartphones • Wearables WebServices Weather GeospatialInformation Traffic Time of Day Dayofweek Friend Status/ Proximity Appt. Calendar Psychographics Demographics Brand interaction history Product purchase history Customer Preferences Behavior CSBContextInference Technology
- 7. Battery energy: a fundamental issue in context acquisition Competition Context“Tracking”methodology (measureeverythingallthetime) Context“Hunting”methodology
- 8. CSB positioning in Android Stack External sensor access Web Services + oomolo Cloud Mobile App Sensor Manager Sensor Service Sensor HAL Input Subsystem Event Dev I2C Driver I2C Controller Sensor Sensor Driver Mobile App Mobile AppMobile App Sensor Manager Sensor Service Sensor HAL Input Subsystem Event Dev I2C Driver I2C Controller Sensor Sensor Driver Mobile App Mobile App context service bus
- 9. inferred coordinate-targeting Uponclicking “Learnmore”,customers will bedirectedtoascreenwith informationaboutNike’sraingear,whereto purchaseit nearthem,orthe optiontobuyit right thenandthere. You’re all wet! Maybe next time you should try running with Nike’s rain gear. No thanks Learn more Time: -- Location:-- Pre.Location:-- Weather:Rainyorcloudy Pre.Weather:-- Velocity:Greaterthan 3mph Activity: Running orjogging Pre.Activity:-- Trigger:45 minutes after endofrun Goal:DeliveramessageaboutNike’s newest rain gearthat targets activecustomers after they’vecompletedaworkout(e.g.running, jogging,etc.)in rainyordampweather.