Tag Archives: Virtual Reality

68 Top Trends So Far in 2017

Over the past six months, my team and I have evaluated the top emerging technology trends that will fundamentally reshape how marketers will connect with consumers.

Here is a brief preview:

The full analysis includes 68 trends categorized by our trend framework of Empower, Enhance, Feel & Ambient Computing. This will replace our original framework of Connection, Cognition & Immersion.

Empower to create content, engage and connect through new interfaces and touchpoints.

Enhance your daily life activities and responsibilities through intelligent systems and proxy’s.

Feel emotional experiences like pleasure and excitement delivered through immersive computing.

Ambient computing is the alignment of all three behavioral drivers.

Download the 2017 Midyear Trend Deck Today!

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Symposium 2017

I had the privilege to speak and host Epsilon Symposium 2017. With hundreds of clients in attendance, I was tasked with discussing the role of artificial intelligence across Epsilon and Conversant as well as tease examples of emerging technology that my team and I are working on.

Here are the key highlights I discussed during Symposium 2017. Part of my role is evaluating and embracing the latest innovations and determining how they connect to our Epsilon and Conversant solutions.

Whether that’s through conversational and voice based experiences such as Alexa Voice Services, Google Assistant & Siri, or the amazing artificial intelligence work happening here at Epsilon and Conversant or immersive computing such as augmented & virtual reality, that’s bolstered by our data, insights and creative execution.

So the last ten years I have talked about how disruption is the new normal. How emerging technology can impact consumer behavior and what it means for marketers.

Today we are at an inflection point. Where we are seeing the shift from mobile first to AI first. It’s less about disruption and more about acceleration through intelligent systems.

That’s where Epsilon and Conversant’s heritage of aligning data and technology and driving innovation is the key to leveraging whatever the future may bring and where consumers will be.

Within the agency business, we are using Machine Learning to categorize the data of culture along with our data of identity to fuel our creative approach.

From a product perspective, We are also achieving harmony (Pun intended ;) through machine learning and AI through a centralized intelligence hub for decisioning across channels.

Finally, Conversant is at the forefront of integrating AI through machine learning and image recognition to create world-class speed and scale where every 5 minutes, consumer actions across 160M individual profiles lead to over a billion model updates.

The key moving forward is empowering consumers, enhancing solutions through artificial intelligence and creating immersive experiences

Regardless of how the future state shifts and evolves… be it through bots becoming agents on our behalf, the evolution of consumer based journey’s expanding to include system based journey’s or a hyper connected augmented reality future. All of those elements will be highly dependent on Data and decisioning as the foundational element.

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In The News: Advertising Age Virtual Reality

I recently provided commentary to Advertising Age discussing the potential impact of Facebook shutting down it’s VR studio.

Here is my full commentary:

Facebook shut down its VR studio. What kind of message do you think this sends to marketers, brands?

I take it as a good sign that Facebook is divesting in original content and focusing on external creators. Facebook is betting on the democratization of VR vs. being the originators of content. This holds true to all of their platforms as they are the enablers of the experiences versus the creators of experiences.

Can you explain to our audience why VR isn’t seeing the explosive growth many were predicting two or three years ago?

The barrier to consumption of content through various headsets, and the lack of 360 degree cameras that are readily available to create immersive content, may be why we are not seeing explosive growth. The key for any new technology, especially one like VR is to empower the masses to create their own experiences. This is why we see Facebook shifting towards the camera as the first augmented reality platform, as it’s built on behaviors consumers already engage with.

What do you think we’ll see next from VR?

Democratization of VR is the key to truly unlocking the potential of VR. Once 360 degree cameras are integrated into phones or more readily available we will see acceleration around the creation of VR content. This combined with the rise of more experiences that drive connection, such as Facebook’s VR based Spaces.

Is there an area you feel VR will see growth – near future?

I see more opportunity to redefine how we engage with on demand entertainment and sporting events. Having the ability to control and enhance live sports through contextual hotspots, allowing the consumer to control camera angles, as well as enhanced data to support the experience, such as stats and co-viewing with friends, could be a key growth area for VR.

Anything else that you would like to share?

AR will play key roles in the near future. AR will impact our everyday lives and enhance our environments while VR will shift to more immersive, entertainment and connection with friends and family.

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Facebook F8 Full Recap & Analysis

I look forward to Facebook’s F8 developer conference each year. It’s a great opportunity to see how Facebook is prioritizing and adjusting their 10 year road map based on shifting consumer behavior and new advancements in technology. 

What was fascinating about this years conference is the rate they are accelerating the convergence of technologies that connect us, immerse us into new virtual worlds and advancing innovation well beyond what we would expect from a company that identifies itself as social first.

Facebook wants to redefine how we think about reality and the not too distant future when all reality is augmented and virtual. The following provides analysis across the consumer centric filters of connection, cognition and immersion.

  • Connection – Trends that reimagine how we connect, enable and empower consumers
  • Cognition – Trends where machine based intelligence will disrupt and redefine data assets and how we work
  • Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce

Here are few examples of the 15 territories analyzed starting with:

The Camera as the First Augmented Reality Platform  – Facebook understands that in order to truly create scale the key is to empower consumers, developers and other 3rd parties to create experiences on their behalf.  Consumer empowerment is powerful and will accelerate adoption and ultimately influence consumer behavior towards a new normal.



The democratization of augmented reality (AR) powered by advancing artificial intelligence (AI), has the potential to redefine advertisers approaches to content marketing, making it less about content and more about enabling experiences through compelling and contextually relevant effects.

Frames & AR Studio – Two sets of tools comprise the new Camera Effects Platform. The Frames Studio allows for quick deployment and creation of effects that can enhance an image, video or even Facebook live stream. This platform allows artists, creators and brands to create frames that can be targeted using Facebook targeting abilities for distribution.

The AR Studio is where it’s possible to create light weight AR effects that can developed and enhanced with elements such as real-time data to build highly contextual AR experiences. This is where brand marketers have an opportunity to align data + experiences.

Gaming & eSports

Convergence of gaming & video has been a massive trend over the past 24 months. 2B people play games each month. The rise and consumption of game streams now consists of 665M people watching people play games.

On Facebook people watch, play & create. Facebook’s gaming video product supports eSports (14-31% of live gaming consumption), developers, gaming entertainers and social connection for consumers of game stream content. 

Gaming content is digitally native baked in real time interactivity. With gaming video the audience is more than a spectator. They participate in the experience via comments and getting involved in the gameplay.

Messenger 2.0 – 2016 was considered the year of the bot. Primarily fueled by Facebook’s Messenger beta which accelerated the development of a bot ecosystem to further enhance the Messenger experience.

In 2017, Facebook is positioning Messenger as Messenger 2.0 with a sharp focus on integration of other services via chat extensions giving 3rd party bots the ability to seamlessly connect other services such as Spotify or Apple Music.

Facebook is also keen on driving discovery among the 100,000 bots now on the platform via the new discover tab.

Data Design & Artificial Intelligence 

Facebook is focused on leveraging multiple facets of Artificial Intelligence to power their products and accelerate 3rd party ecosystems.

Computer vision, natural language processing, and algorithms drive content discovery and their newly launched AR experiences. AI is now a foundational element to Facebook’s go-to-market strategy.

Facebook’s ultimate goal is to develop intelligent systems that go beyond computer vision and truly understand the world. This will then converge with their vision of an AR driven future to create a unified experience.

The Rise of Proxy’s – In the very near future we as consumers will have intelligent systems serving the role of a proxy. Facebook is betting on M to first serve as a virtual assistant that will eventually become a predictive service that is the foundation for their virtual computing future.

M will integrate into multiple facets of a users life from sharing location to recommendations. In the near future M can become the connection between a recommendation and AR object recognition action.

Virtual Reality & Facebook Spaces – Facebook officially launched Spaces for Oculus. This was first teased at F8 last year and the experience has definitely advanced from the grainy avatars from a year ago.

Facebook took research and learnings from Oculus Rooms via the Samsung Gear and refined an experience that lets your virtual avatar interact with Facebook content and friends in a virtual environment.

From virtual selfies to watching 360 video. It’s very clear to see that Facebook is focused on creating a new for of social interaction via a virtual environment.

The Future – Facebook took the first major step in achieving their 10 year goal of fully immersive augmented reality by launching the camera as their first augmented reality platform.

On day 2 of the conference, they outlined in detail how they view  transparent glasses (deemed more socially appropriate) or some equivalent that is paired with a general artificial intelligence system to enhance our daily lives.

This includes improving memory, cognition, recognition and redefining how we interact with the physical world and collaborate with one another.

Here is the full recap consisting of all 15 territories analyzed plus implications for brand marketers to consider based on the trend identified. 

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F8 2017 Live Recap

Coming to you live from San Jose and Facebook’s F8 conference. Here is a recap of day 1. From the camera as the first AR platform to AI & Social VR.

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CES 2017 Trend Recap

2017 is off to a fast start with CES 2017 as the first major tech expo of the year. Epsilon’s agency is uniquely positioned to drive growth through data driven creative and the intersection of emerging technology & consumer behavior. From a strategy & innovation lens it starts at CES.

Prior to the start of the new year we published our 2017 trend framework this document sets the foundation for how we identify macro trend territories that have the highest probability of creating new behaviors and empower consumers through the lens of Connection, Cognition & Immersion in the near future.

CES 2017 was our first opportunity to further validate the territories but more importantly identify some of the key tech trends that will have a major impact on marketing over the next few years. In the attached document you will find an in-depth review of key trends such as the impact a connected product ecosystem and how Alexa Voice Services are quickly positioning to scale quickly through 3rd party integrations. You will also find examples of new types of interfaces and input devices that may further lead to an ambient computing future.

 

2017 is also the turning point from “everything will be connected” to everything will be cognified”. The impact of artificial intelligence will be a big topic in 2017 and Epsilon is uniquely positioned to capitalize (look for more on this topic on January 19th via an industry AI op-ed). CES validated the idea of pervasive cognition as well as advancements via contextual assistants and object recognition.

 

The rapidly developing immersion ecosystem built on full sensory immersion, spatial freedom and alternative interfaces also caught our attention.

 

Here is the full recap deck:

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C-Suite TV Executive Perspectives

I recently had the pleasure of sitting down with Jeffrey Hayzlett of C-Suite TV to kick off season 7 of Executive Perspectives. We discussed digital disruption, conversational experiences, artificial intelligence and best practices for leveraging data to connect with consumers.

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C-Suite TV Discussion – Disruption, UX, The Future

This week I had the pleasure of joining the C-Suite TV team at their San Francisco event and was interviewed by Jeffrey Hayzlett. It was a fun discussion as he asked me about the shift from social media to social messaging, strategies to make the shift, voice based experiences, disruption, galactic cannibalism, trends and the future of connecting with consumers.

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Below is a recap of my key talking points for each question.

(C-Suite TV – JH) As we’re on the verge of a transformational moment in marketing with the shift from social media to social messaging, how are marketers making this shift?

(Tom Edwards – TE) Over the past 5-10 years we as marketers have focused primarily on the open web + social media. Earlier this year social messaging passed social media in terms of monthly active users. Consumers are ready for conversational experiences. Part of the reason for the appeal is that it is seen as safe, comfortable and intimate.

I spent most of this year researching, writing and educating our brand partners about what this shift can mean for their business. We conducted proprietary research on what consumers want from conversational experiences that led to an ebook on the topic.

Social Shift Toward Messaging

As we dug into consumer expectations around conversational experiences, our research found that they want experiences that are convenient and support local experiences, there is openness to pay within social messaging and an expectation that it will connect physical and digital elements such as in store coupons and discounts, there is also a willingness to interact with intelligent systems.  Research also shows that 60% of millennials would prefer talking to a chatbot vs. talking to a human when it comes to resolving questions about online shopping.

From a marketing perspective there has been a significant amount of experimentation trying to create the ideal experience. With Apple, Facebook, LINE, Kik, Skype and more providing tools and services that will allow others through 3d party SDKs & API’s to create an ecosystem. Their hope is to become the central portal in order to empower consumers and drive commerce. Facebook doesn’t own the hardware or the operating system, so they are invested in keeping people in the messenger experience.

Some experiences are trying to further personify the brand, others are about creating utility or a sense of intimacy with the brand. The goal is to create a real-time experience that is centralized in one conversational thread.

The key will be creating experiences that are not disruptive but are actually attentive to the current and future needs of the consumer. The ideal experiences will be built around the premise of simplification + prediction. It’s not about a deeper personal connection like a friend, but to be able to anticipate, predict and enhance a consumers experience.

This is where we see the idea of CONNECTION + COGNITION coming together.

(JH) What processes and strategies do you need in place to make this shift effective?

(TE) I recommend an approach that is based on five core factors of Simplification, Data Design, Prediction, Ambient Design & Physical to Digital.

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1 – (SIMPLIFICATION) The key is to reduce complexity in consumers lives and create experiences that are ownable by the brand’s domain. Mine customer data for most commonly asked questions and expand from there with use cases focused on enhancing and simplifying experiences.

2 – (DATA DESIGN) Have a strategy not just to capture data but how to use it. Define the role of unstructured data in refining the experience. Consider what new data points are being integrated to inform future prediction. How are you making the data actionable? On my team we now have a data design team that sits between traditional brand planning + digital strategy. This is the intersection of Big Data + Design Thinking. They own the tools, assets and data sources and understand how to craft a data driven narrative.

3 – (PREDICTION) Anticipate consumer needs is key for the future of conversational experiences. Messenger experiences are not designed to be like Google search, at least not yet. Google is working towards the ideal intersection between search & retrieval vs. predictive. But again a combination of data, predictive analytics built on working data is the entry point towards truly predictive experiences. (cognitive will accelerate this)

4 – (AMBIENT DESIGN) The future of computing is tied to ambient experiences, or how your environment interacts with you. It is critical to approach designing conversational and voice based UX differently.

5 – (PHYSICAL TO DIGITAL) One of the other elements is the rise of conversational commerce. There is a concerted effort to closely align physical & digital shopping experiences as a means to enhance the customer experience. Our research shows there is an expectation from consumers to have local experiences connect to digital through conversational experiences.

(JH) Let’s talk about some newer technologies, how does voice based technology play into this shift to a conversational user experience?

(TE) I am a strong believer in the fact that voice based experiences and artificial intelligence systems will become pervasive in our everyday lives. The core of the experience is a combination of automated speech recognition, natural language processing and a cloud based AI that comprise a voice based user experience.

I am very intrigued by the possibility of the ability to create context through voice services such as Amazon Alexa Voice Services & the recently launched Google Home. Voice based experiences will play a key role during this time as our interactions with connected systems and the rise of micro services as a primary mechanism to navigate a hyper connected world will become the new normal.

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I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

We will begin to see services such as Alexa Voice Services quickly proliferate throughout 3rd party devices from in home IOT systems to connected vehicles and “skills” will become a key component for how we navigate beyond screens. Estimates already show over 28 billion connected devices by 2019.

(JH) We hear you say that “disruption is the new normal” what do you mean by that?

(TE) Digital disruption has been at the center of major consumer shifts over the past 10 years. Disruption is now the new normal. The Premise is change is constant and experimentation is critical and how you integrate trends into your existing business is key.

The acceleration of technology has led to the rapid empowerment of the consumer. What organizations have to consider is that with each iteration of technology and consumer empowerment new types of interactions will lead to the need to rethink the business models of today.

Japan Emotional Robot

This has a significant impact on the C-suite as the pressure on CMO’s to be creative thinkers, intelligent around data, domains and disciplines as well as mitigation of risk, pressure to innovate, find and retain talent and try to be as agile as possible. Combined with the pace of new interaction models there is a lack of strategy to deal with the shifts in a meaningful way as the focus is on short term stability.

This is why it’s important to build a plan with a foundational approach to data and understand what domains the brand can own and where in the new interaction types there are opportunities to redefine business models. This is why I have chosen Connection, Cognition and Immersion as the pillars of how brands can map to the new interaction types of the near future.

(JH) I heard you say we’re on the verge of galactic cannibalism can you explain what this means for marketers and how can marketers stay ahead of the game?

(TE) I have spoken a lot recently about how disruption is the new normal. I recently heard someone compare the last five years as a “supernova” of disruption in terms of the intensity and velocity of change.

With the rise of artificial intelligence, conversational & ambient experiences, connected systems and mixed reality on the horizon we are moving well beyond a supernova and are now on the verge of galactic cannibalism.

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Galactic cannibalism is when one galaxy collides with another and there is a subsequent absorption of parts of one into the other. From a consumer marketing standpoint how we consume and interact via digital channels is about to be absorbed and redefined through new advancements in connection, cognition & immersion.

The key point to surviving and thriving is to have a comprehensive data strategy as data assets will serve as the fuel of this shift. Regardless of which galaxies collide a thorough understanding of data, content, experiences and outcomes is a marketing foundation for the future.

Also, it is important to understand how data will evolve. Currently the focus is on 1st part & 3rd party data. But in the emerging world think of the data created by connected systems as well as new forms of real time sentiment data, such as your eyes in a VR experience or facial recognition in a retail setting. These will require a comprehensive data design effort to craft content, experiences and drive outcomes as a marketing foundation for the future.

Ultimately we will have to acknowledge that the relationship between consumers and technology will fundamentally change from consumers operating technology to technology operating for consumers through data.

(JH) How do you apply the trends of today to the business models of the future?

(TE) The first step is to be aware of what is happening. Analysts such as Gartner and Forrester are evaluating and publishing their rankings of where technology is going. One of my favorites is the Gartner Hype Cycle.

One of my responsibilities with Epsilon is I lead the innovation practice for the agency business. We have designed an approach that is consumer centric, data driven, iterative and allows our brand partners to scale emerging technologies and integrate trends into tangible solutions that drive business outcomes. The practice is comprised of four distinct elements that span research, workshops, experimentation and transformation.

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Regarding research & trends, we leverage Epsilon’s proprietary data and analytics, first and third party research, emerging companies and established partner networks to research, curate and educate on the latest trends and how it can apply to our clients business.

Our approach is as follows:

Our team identifies a new tech/emerging tech…

1. Track Product/Technology Announcement

2. Measure Velocity of coverage & discussion

3. Conduct Initial analysis & POV outlining potential value/impact

4. Explore outcome impacts & role of tech in consumer journey

5. Map vertical specific use cases

6. Educate internal teams & external clients

7. Identify early vendor partners and alpha/beta opportunities

8. Conduct Project based experiments

9. Capture & package project based success

10. Build business value case for horizon consideration

Once you have identified your trends its helpful to begin to filter across key macro trend territories, in this case I am exploring trends that reach across

Connection, Cognition & Immersion

(JH) What’s really resonating with consumers right now? What should marketers be paying attention too?

(TE) Anonymous personalization through dynamic content, targeted video content, Personalized, connecting the consumer experience across digital to physical & 1:1 messaging that is authentic, provides value and is contextually relevant is key.

Human attention is now a scarce commodity. Attention is a resource – and we only have so much to give. The key to experience design is built around data, content & channels or experiences.

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I like to start with data, it can be 1st party or secondary data sources, but I look for attitudinal, behavioral in addition to standard demographic. Transactional data can also be a key element and consistency of message is key.

(JH) What is the future of connecting with consumers?

(TE) I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

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The key will be to create data designed experiences that empower consumers.

Here is a link to the full video interview kicking off season 7.

c-suite-blackfin360

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Virtual Reality Experiences Are Evolving

I have closely monitored the state of virtual reality for the past few years. From product announcements, beta tests and insider access to hardware and experiences. VR can be a powerful, emotion evoking medium and one that has captured the interest of mainstream media.

Tom Edwards McDonalds

I wanted to test the experience beyond short stylized sessions and review the potential for enhancing live event experiences as well as the integration of commerce, context and the opportunity for content distribution and brand impact.

I recently live streamed the University of Oklahoma vs. Ohio State CFB game via Fox Sports VR app. It was a good experience and one that really pushed the limits of comfort due to length of the session and the hardwares capacity.

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Having the ability to control various camera angles and a pervasive stats bar was a good enhancement to the experience and provided additional context to the on-field action.

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Digital overlays of commentators and in-game recaps also gave the feel that this was an enhanced experience and highlights the potential to create points of distribution/engagement within a virtual session.

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The most impressive aspect was the use of contextual hotspots in the VR experience to control the various commands to shift the camera. By simply focusing my gaze I was able to shift through menu options in a very frictionless way.

Stare at the orange circles to change the camera view

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It’s this in-session capability that has me incredibly excited about the potential of the medium to transcend simple entertainment and have implications on brand impact & conversion potential by connecting commerce in addition to evoking emotion and presence.

There were a few hiccups as the experience would occasionally freeze, the device overheated numerous times and also requires wi-fi, but overall it was a very positive experience and one I would gladly engage with again.

While this experience was app based, I was incredibly excited about the recent announcement from the Oculus team announcing the ReactVR framework that will allow our team to create Web VR experiences in a virtual browser codenamed “Carmel”

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This will reduce the dependency on app based experiences and opens up possibilities for creating experiences that don’t require a traditional download.

Having a web type user experience within VR where the transition from topic to topic is seamless vs. stopping, launching an app, navigating to the right content and initiating the experience can open up new opportunities to increase dwell time and create a better UX.

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This framework will enable rapid and portable deployment of experiences combined with the consumer benefit of shifting from various content types across device types such as VR, mobile, traditional web .

This combined with the data created across browsing sessions provides a key foundational element to create connections with consumers within immersive virtual reality experiences.

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Tom Edwards Innovation To Reality