consumer electronics: multi-disciplinary sciences in actionslipoff/ieeecesoc/keynote.pdf · 2007....

Pragmatics Technologies

Integrating Semiconductor Test Solutions for Engineering

& High Volume ProductionPragmatics Technologies Inc. 1275 Lincoln Avenue, Suite #7San Jose, CA [email protected]

"Consumer Electronics: Multi-Disciplinary Sciences In

Action"Will Lumpkins

Senior Member IEEEDirector of Engineering, Pragmatics Technology

IEEE CE Society President


Often forgotten sciences that create the winning product

Sociology / PsychologyPhysics (Optics, Material Sciences)Mechanical EngineeringPlastics EngineeringComputer SciencePolitical ScienceAeronautical EngineeringLanguage Arts (Foreign)Physiology/ Health Sciences


Attractive Things Work Better

In Donald Norman’s Book entitled “Emotional Design” www.jnd.org

He recounts an interesting story about an Ugly ATM verses the Attractive ATM.

“In the early 1900s, Herbert Read, who wrote numerous books on art and aesthetics stated that "it requires a somewhat mystical theory of aesthetics to find any necessary connection between beauty and function,” and that belief is still common today.”

“Emotions, we now know, change the way the human mind solves problems – the emotional system changes how the cognitive system operates. So, if aesthetics would change our emotional state, that would explain the mystery. “

From Don Norman's "Emotional Design"

http://www.jnd.org/


Great Product / Bad introduction

Fairchild's E-Commerce ChipReleased Mid-80’s as a revolutionary way to secure financial transactions by embedding a near field chip in the skin, like the hand linked to a consumers bank account or credit line as a way to dispense with credit cards and/or carrying checks/cash.

Great IdeaReligious groups touted the new technology as a sure indication of the end of times as indicated in the Bible Revelations 13:16-18 “… a mark on his right hand or forehead, so that no one could buy or sell unless he had the mark…of the beast”


25 years later

Embedding Near Field chips in pets is now common as a way to track down furry loved ones. Equipped locations can scan the identification chip and contact the owner.

Many Veterinarians & Animal Shelters now have the scanners.

Mandatory “chipping” for some Mexican Government officials:

Create a environment or the impression that the product is needed and consumers will buy it. “Love” is a great motivator as any Sociologist or Psychologist will tell you.


Consumer Electronics: Old Paradigm

Design a product that is needed and consumers would like to have it

Sole inventor or “Pass it over the Wall” approach common

Concept designMechanical designElectrical Design

Various groups hardly consult with each other due to internal competition or “Time to Market”constraints.


Consumer Electronics: Paradigm Shift

Create products that customer “Must Have”Create feeling that customers “Need Product” to be part of the status quo.Create multi-Service agreements with Digital content providers or other services providers to increase revenue streams.Changing the focus from “Electronics” to the “Consumer”Multi-Functional Design teams

Ecosystem developersMarketing/Public RelationsAdvanced sales “Vapor Ware”Systems Engineer/Marketing/Sales creating concept designsChassis (Product Body) designElectrical DesignCompliance


The Vision of Whole Home Entertainment

Consumers want theirdevices to work together

and share content

Consumers want theirdevices to work together

and share content

MEDIAPre-Recorded Content

Personal Media

MOBILE MULTIMEDIAEntertainment,

Personal Pictures and Video,Services

BROADCASTServices,

Entertainment

BROADBANDEntertainment,

E-Business, Services

Consumers want theirConsumers want theirdevices to work togetherdevices to work together

and share contentand share content

Courtesy of DLNA & Parks Associates

Pragmatics Technologies Courtesy Dr. Corey Carbonara, Baylor University


Consumer Electronics changes to Multi-Use devices

Automobiles=>Entertainment/Infotainment Centers

OnStarContent on Demand

Mobile Phones => Game Platforms

Game Platforms=> Social Networking SystemsWOW

Courtesy Dr. Corey Carbonara, Baylor University


Product Segment Drill Down

Games, Games, Games, Everywhere; No time to work

Courtesy Blizzard Entertainment


New Definition of CommunitiesLocation, Location, LocationGeneration that readily accepts technologyMulti player games, chat, IM

Kids & Games

Courtesy Dr. Korpi, Baylor University


The Gaming Numbers

CEA estimates gaming software exceeded over $8 billion in 200460 million video game systems will be sold in the US by 2005The Entertainment Software Association (ESA) estimates the video game industry will out-gross the motion picture industry this year.



Videogame Industry Worldwide 2006-2010

0

5

10

15

20

25

30

35

2006 2010

$ Billions

Source: IDC, 2006


Consumer Entertainment Expenditures for 2005

Box Office $8.99B (Source: MPAA)

Music Industry $12.2B (Source: RIAA)

DVD Rentals $6.5B (Source: Digital Entertainment Group)

DVD Sales $16.3B (Source: Digital Entertainment Group)


Who is Playing?ESA says the average age of today’s player is 2939% of players are women50% of Americans age 6 and older are playing video games92% of games are purchased by adults over 1840% of frequent gamers are 18-3522% of frequent gamers are over 35IDC forecasts that the # of gamers will jump from 7.9% to 34.7% by 2008



Female Market

39% of video and computer gamers are women

Sims earned EA 2.96 billion dollars in 2003

•50% of the developers were women

• The Sims appeals to a broad audience

•50% of the players are women



Global Digital Game Market Projection

2001 2006 % CHANGE

Console Software $9.64B $18.34B 90

Console Hardware $9.19B $14.29B 55

PC Software $7.12B $8.33B 17

Handheld Software $2.89B $3.76B 30

Handheld Hardware $2.73B $3.4B 25

Rental $3.14B $4.14B 32

Online $0.57B $5.65B 891

Interactive TV $0.08B $6.15B 7,584

Mobile $0.76B $11.01B 1,354

Arcades $13.86B $10.66B -23

TOTAL $49.99B $85.71B 71%

(Source: IC2 Institute)Courtesy Dr. Corey Carbonara, Baylor University


Outlook

By 2006 the Videogame Industry will have surpassed the Movie & Music industry*

But the business has not matured yet

By 2008 revenues should rise to $50 billion*

*Source: AMERICAN McGEE UNLEASHED. (2004, May).


http://www.videogamereview.com/Channels/VideoGameReview/images/products/product_155856.jpg


Videogame Industry

Industry relies more and more on safe betsInvestorsBig movies ensure big profits

More and more games are turned into moviesDon’t live up to the expectations


http://images.google.com/imgres?imgurl=http://www.movieprop.com/tvandmovie/reviews/mortalkombat.jpg&imgrefurl=http://www.movieprop.com/tvandmovie/reviews/mortalkombat.htm&h=475&w=354&sz=8&tbnid=XQ3fSN5FwXUJ:&tbnh=124&tbnw=93&start=2&prev=/images%3Fq%3Dmortal%2Bcombat%26hl%3Den%26lr%3D%26ie%3DUTF-8

http://images.google.com/imgres?imgurl=http://entertaining.free.fr/vandamme/filmographie/affiches/street%2520fighter.jpg&imgrefurl=http://entertaining.free.fr/vandamme/filmographie/filmographie.html&h=984&w=598&sz=148&tbnid=kLpvyRQUY80J:&tbnh=146&tbnw=89&start=15&prev=/images%3Fq%3Dstreet%2Bfighter%26hl%3Den%26lr%3D%26ie%3DUTF-8


Digital Games and Film Cross Over

(Nathan, Fencott, 2003)Courtesy Dr. Corey Carbonara, Baylor University


Game Industry Facts

Average cost to develop a game is now in the millions of dollars ($3-15M range).Large on-line game can cost $20-40M to produceMobile games cost less ($100-500K)



The Internet’s RoleThe console makers believe that online services are the future of gaming.In 2003, Sony and Microsoft rolled out online versions that allowed players to compete with anyone in the world.In November 2004, Microsoft launched XBOX Live which allows players to disguise their voice while playing gamers around the world.Console makers are excited about online play because it is the bridge to offering other broadband services



Going Mobile- No Plug, All Play

Gamers are now using handholds, cell phones, PDA’s, and laptops to play games anywhereNintendo introduced an instant messaging feature on the NintendoDSDell and Hewlett-Packer are selling a gaming laptop with a faster processor for hard-core gamers on the goBluetooth Technology- a chip that links electronic devices and allows gamers to connect with anyone worldwide– is now offered on handhelds and cell phonesWireless gaming could generate $1 billion by 2007.



Mobile Gaming

Mobile phones are a completely new mediumConsumers are different from the console worldConcept and controls must be simple and obviousMobile games allow for higher profit because they are cheaper tocreateGames should be addictive, data-driven, networked, and social



MOVIE MESSAGES - New exciting ways for mobile customers to communicate. General & comic greetings.

ROMANCE MESSAGES - Sexy and romantic messages to help your customers “hook up”.

WORKPLACE MESSAGES - multimedia messages for work and business.PORTABLE WORLD FOOTBALL (soccer) - daily content from

European and Latin American leagues, plus the best of World Cup 2002.

PORTABLE ELVIS - The King of Rock ‘n Roll, global license in association with ELVIS PRESELY ENTERPRISES.

EXTREME SPORTS - Daily multimedia featuring skateboarding, snowboarding, surfing, motor sports and extreme sports.

ELECTRIC CATWALK - Fashion, models & designers from the catwalks of Milan, Paris, London & USA.

POCKET-GIRLS - The world’s most beautiful dancers, models, actresses and “the girl next door”.

POCKET-GUYS - Musicians, celebrities, athletes, male models.PORTABLE HOLLYWOOD - Movie news, celebrities, filmmaking.PLACES AND THINGS - All kinds of cool images and moving pictures for

your mobile. Cities, Nature, Space.PORTABLE ZOO - Amazing animals in motion.

Time (Data Transfer) is Money



Mobile Gaming Revenues

1,000,000,000 mobile phones +

$35 billion global gaming industry =

OPPOMISTIC MOBILE GAMING REVENUES



The Path forward

Sensors or “Motes”, Incorporating real time data into the consumer experience

A new class of computing deviceUses peer-to-peer and mesh architectures that scale to thousands of nodesAllow seamless integration with physical worldRobust networking achieved through redundancyShort range communication reduces power requirements and conserves bandwidth


Pragmatics Technologies www.mondolithic.com/ 02Gallery17f.htm

“Swarm of Sensors”

Medical ApplicationsEntertainment, Health, Education

Kennb/Kontent Studios

Sensor Nets

http://www.mondolithic.com/02Gallery17f.htm


http://www.rieti.go.jp/en/events/bbl/03102801.pdf , page 16

PhiloMetron’s Smart Band-Aid

New relation to physical, chemical, biological and neurological systems and processes.

A New Age of Human & Machine Development.

To prove it…

New Data Sources



GlucoboyThe video game that runs on blood.

Health Sciences Merge with Consumer Products



Sensory Gaming

Ultrasound Pulse WavesAimed at specific areas of the brain to induce sensory experiences

– Smells, sounds and imagesAlters neural timing in the cortex

Trans-cranial Magnetic StimulationRapidly changes magnetic fields directed to the brain

– Does not have the focusing power of UPW



The eye movement sensorEye position measuring - direct infrared oculographyOxy- and deoxyhemoglobin measurementTwo axialaccelerometerAmbient lightsensor

Multisensor

Source: Kniat et al., Blue Eyes: Human Operator Monitoring System



CSU - saccade detectorSaccade detector and conscious brain involvement level calculation

Eye movement velocity

-250-200-150-100

-500

50100150200250

0 8000 16000 24000 32000Time [ms]

Vel

ocity

saccade

Raw eyemovement data

Differentiation

Conscious brain involvement level

Visual attention level

0

10

20

30

40

50

60

0 8000 16000 24000 32000

Time [ms]

Atte

ntio

n le

vel (

Lva)

Source: Kniat et al., Blue Eyes: Human Operator Monitoring System



Thinking Games

Games that change with play

Story lines change over time depending on player


University’s changing lesson plans to incorporate Interdisciplinary Sciences

Baylor University, Film & Digital Media DivisionBroadcast Engineering meets Game Development

Southern Methodist UniversityPeter Raad’s, The Digital Games Guildhall at SMU

University Massachusetts LowellElectrical & Mechanical Engineering in Action


Assistive Technology at U Mass Lowell

Assistive Technology involves the design of electronic solutions for clients with mental and/or physical disabilitiesEvery ECE senior does an AT project for their Capstone designOne of the few programs in the country

15 year history Nationally recognized –projects published in NSF reportStudents supported by working engineers

Partially funded by NSF

Head-Activated wheelchair designed for child who is unable to control a joystick. Head mount contains conductive foam that controls steering based on head movements.

Courtesy U MASS Lowell


Assistive Technology at U Mass Lowell

Program supports over 20 local agencies and hospitals that work with disabled clientsSeniors get real-world design experience

Work within cost & time constraintsResponsibility for a deliverable to a client

Students become more aware of the impact of their profession on society



Opportunities for Interdisciplinary Work

Motorized Trike designed by EE and ME student team to assist mobility-limited student

Portable wheelchair with adjustable height that can be easily disassembled



Opportunities for Interdisciplinary Work

Engineering students must work in an interdisciplinary environment with health care providers such as nurses, physical therapists and social workers



Spread the Word

Consumer Electronics in the 21st Century is HOT!

HOT! Products will be developed by Multi-Disciplinary Teams of Engineers, Scientists, Broad Field Thinkers.

Looking “Outside the Box” will not be the exception, it will be the Norm!


CreditsMost of the material for this presentation can be found at the below link

http://www.dallasces.org/pastMeetings.htmlThanks to: Dr. Corey P. Carbonara, Director, Digital Communication

Technologies Project; Professor, Film & Digital Division, Baylor University

Dr. Don Norman, Professor, Northwestern UniversityDr. Craig Armiento, ECE Department Chair, University

Massachusetts, LowellMichael Greeson, President, The Diffusion Group

http://www.dallasces.org/pastMeetings.html

consumer electronics: multi-disciplinary sciences in actionslipoff/ieeecesoc/keynote.pdf · 2007....

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