the future of consumer interaction via...
TRANSCRIPT
The Future of Consumer Interaction via Packaging
by:Dr Brian Weeks
Managing Director
Signposts
• Interactivity - what’s driving it?
• Options for delivering interactivity using smart ‘devices’ and the Internet
– On-pack
– Off-pack
• How the new developments will ‘change the game’ for brand owners
“The consumers of the future will expect & demand choice, but that choice will be more between different emotional worlds than between different product features”
Robert JonesThe Big Idea
The Major Challenge
TOUGH COMPETITION IN THE AISLES - YOU NEED TO STICK OUT TO BE SEEN
What matters for Brands & Retailers
1. Stimulate, influence, delight & entice the consumer to buy
– with just seconds for the purchase decision
2. Communicate the ‘brand promise’
3. The segment of ‘one’ - acquire additional ‘relevant’ information about their customers
Moving from Physical to Digital
©2014 Interactive Product Solutions Ltd
Articulated Naturality Web (ANW)
‘Phablets’
......new terminology is being invented to describe things that have never been described before
The Physical & Digital Worlds are merging
Printable Electronics – NFC & RFID – Watermarks – Augmented Reality
The Digital WorldThe Digital WorldInformationInformationActionActionEntertainmeEntertainment
The ‘Real World’The ‘Real World’DisplayDisplaySoundSoundSensingSensing
©2012 Interactive Product Solutions Ltd
New Reality Experiences…..viewing computer graphics & information embedded in the real-world
Smart ‘Phones’ ……sensory ‘game changers’
Listening
Vision
Touch
Smell AutoId (NFC)
Speaking
The Cloud
All connected to the Internet or not, as required Location
Adult Consumers & Mobile Devices
Source IPA TouchPoints 2014http://www.ipa.co.uk/touchpoints
• Instant messaging, photo-sharing, mapping, music, personal health, location based & augmented reality apps used more on mobiles than tablets
• TV, shopping, book readers, film & cinema apps more heavily used on tablets
• Only 6% of adults claim to have NFC (Near Field Communication) on their phone
BUT • 26% do not know if they have or have not got NFC
on their phone
Adult Consumers & Mobile Devices
Source IPA TouchPoints 2014http://www.ipa.co.uk/touchpoints
0 5 10 15 20 25 30 35
Augmented reality i.e. enhanced engagement
Reading /scanning QR codes
Looking for local deals, offers & vouchers
Locating places using GPS
% of Adults
%
The Internet of Things (IoT)
• Over 20% of objects will interact with a smartphone by 2018: Source Gartner
• Connectivity to collect data, integrate and interpret & initiate decisions/actions
• In-built sensory networks will creates innovation & growth in M2M technologies
• Markets emerging: Home/buildings; Healthcare; Wearables, Smart Energy
Can people actually read the pack?
• Inability to read or understand the printed word– Literacy:
» 1.7m UK adults literacy levels below 11 year old
– Multicultural World: » 6.5m people (10% ) of UK population with English as a second
language
– Blindness: » By age 65, 1 in 12 have permanent sight loss
• In 2010 17% of population aged 65+
>40% of people respond better to visual information than text alone**source Zabisco
HOW TO DELIVER INTERACTIVITYby making the pack work harder…...
..has to be green sustainable & low cost
Interactivity Options
OPTION 2
On-Pack
Functional devices on-packs
OPTION 1
Off-Pack
A digital experience triggered in some
way by an ACTION CODE
on the pack
OPTION 1
Off-Pack Interactivity
A digital experience triggered in some
way by an ACTION CODE
on the pack
On pack ‘triggers’
Digital Watermarking2D/QR Codes NFC/ pRFID
Image Recognition (e.g. logo or
product picture)
Printed ‘electronically active’ codes
Banner Adverts
SMSMMSvv
Smart Phone
Banner Adverts
SMSMMS
On pack ‘triggers’
Digital Watermarking2D/QR Codes NFC/ pRFID
Image Recognition (e.g. logo or
product picture)
Printed ‘electronically active’ codes
Banner Adverts
SMSMMSvv
Smart Phone
Banner Adverts
SMSMMS
VISION-based NFC-based Touch-based
The Interactive Consumer Experience
A Reality Experience e.g. receive a
coupon/win a prize, an interactive game
A Virtual Reality Experience
An Augmented Reality Experience e.g. try something on
An ANW Experience e.g. provides
intelligent, relevant information about the ‘scene’ in front of you
On pack ‘triggers’
Digital Watermarking2D/QR Codes NFC/ pRFID
Image Recognition (e.g. logo or
product picture)
Printed ‘electronically active’ codes
Alternative Content
.PDF.MPEG
Video etc
A Quiz Question
Animation
Banner Adverts
SMSMMSvv
Smart Phone
Banner Adverts
SMSMMS
OPTION 2
On-Pack Interactivity
Functional devices on ‘packs’
Vision-based
QR codeEasily visibleKnown operationBUT occupies space
Seeing what’s on the pack or recognising the pack itself?
‘Invisible’ Printed triggers• Digital Watermarks• Natural features,
even shape
Case Study
ARM & HAMMER 1-800-Flowers Coupon Offer
• Purchase 2 boxes of Baking Soda & submit receipts & a photo using a smart phone to receive a $10 coupon from 1-800-Flowers.com
• No form filling, photocopying receipts & no sending in submissions by post
www.snippcheck.com
Case Study
NFC-based
NFC/’Contactless’RFID tags for touch activated
packs & posters
Touch-based
Angry Birds
Changes the play in one of 4 ways
-Throw pigs not birds!
Case Study
Touch Transfer Technology enabled Interactive Packaging
• Touch Transfer Technology (aka 3T) is a printed feature specifically designed to facilitate consumer interaction with packaged goods
• It works by the consumer holding the packaging on any touchscreen device
• The consumer chooses where to touch and what is triggered when e.g. – remote information– interactive games– ‘mobile coupons’ or time dependent promotional offers
• The consumer can even go further and use the pack itself as a ‘navigator screen mouse’ with ‘click & go’ functions
• This makes for a personalised, responsive & holistic consumer experience by using a branded ‘connector’ to access the ‘Digital Space’
or SPEAK
For the young – or literacy impaired
...bringing things alive
http://www.youtube.com/user/interactiveprodsol
Smart ‘Phones’ ……sensory ‘game changers’
Listening Vision
Touch
SmellAutoId (NFC)
Speaking
The Cloud
All connected to the Internet or not, as required
Where next for smart devices?
Plug-in Sensors to enhance smart
device performance for
EPC Gen2 RFID Tags
FoilCapTag• Counting & authentication in bulk by exploiting metal on
bottles caps to enable long read range (>10m)
• Compatible with EPC Gen 2 RFID global standards
Printed on-pack devices
• Printed devices & logic circuits that introduce
intelligence & interactivity into a wide range
of products and applications, in form factors
that are not possible using traditional silicon
devices
Printed electronics components & devices
Sub-Components & Finished Devices
Power Sources
PV Cell
Battery
Optical Switch
Membrane Switch
Passives
Capacitor
Resistor
Inductor
Printed Circuit Boards
RF Antenna
Conductors
Solder joints
Actives
Diode
Pressure Sensor
Biosensor
Temperature Sensor
Vibration Sensor
Piezoelectric
Transistor
Memory
OLED
EL DisplayElectrophoreticDisplay
ElectrochromicDisplay
O-TFT Display Backplanes
pRFID tagSound
Printed on-pack devices Numerous companies involved
http://infratab.in
www.uwitechnology.com http://www.thinfilm.no
Labels Displaying Temperature
Labels Displaying Freshness
http://www.pragmaticprinting.com
• Inferring emotions
• assessing how quickly a person types & the mistakes made or by using cameras to read the mood on a face
• Understanding the environment
• Heat, humidity & pressure sensors provide readings of environmental conditions related to a person’s exact location
• Looking through the pack to assess the condition/quality of a product itself
• Using our own bodies to sense our physical condition & get the phone to tell us what food we should eat next!
Whatever next?
...bringing things alive
………….never say never
just ask …
when will it be the right time?
Summary
For further information
Dr Brian Weeks Managing Director
www.interactiveproductsolutions.co.uk
Tel: +44 (0) 203 384 8533