Archive for Tom Edwards

Location As A Context Filter

Posted by Tom Edwards on October 2nd, 2015 at 7:38 am

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Below are a few territories that I touched on during the session as well as a few additional thoughts.
ROLE OF LOCATION: Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.
BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.
There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits... Read more

3 Things to Know about the Apple Watch after 72 Hours

Posted by Tom Edwards on April 28th, 2015 at 9:39 am

After spending 72 hours with the Apple Watch I was recently asked to summarize my thoughts about what I like, what needs work and what marketers should consider when creating an Apple Watch experience.
What Do You Like About the Watch after spending 72 hours with it?
From Apple’s first announcement last September, to receiving the Apple watch on launch day, I have consumed a significant amount of information about what to expect from Apple’s latest tech. All of the research did not prepare me for the full experience.

The watch is beautifully designed and the 42mm face was just the right size. The interface is very smooth and responsive and I am getting a good feel for which elements add the most value for me and how I want to extend my iPhone experience.

Setup was incredibly easy and was primarily facilitated through the Apple Watch app on the iPhone. After language selection and visually pairing the Apple Watch and iPhone I dove into setting up my application preferences.

The key thing to consider if you are looking to invest in an Apple Watch is to understand that it is NOT an iPhone on your wrist, but it is an extension of the iPhone... Read more

Actionable Notifications and the Apple Watch

Posted by Tom Edwards on April 16th, 2015 at 9:03 am

One incredibly useful iOS feature has flown under the radar for most branded applications. With a recent flurry of adoption from brands such as Walgreens, actionable notifications are quickly gaining traction as a mechanism to drive action through iOS notifications without the need to open an app.
The actionable notification API was originally announced at the 2014 Apple world wide developer conference (WWDC) and officially became available with the arrival of iOS8 last September.

Actionable notifications essentially allow a user to take an action directly from a notification. By simply interacting with the notification, the user is then prompted with unique app based actions that can be performed without the need to open an app.

Repost of actionable notification animated example from Nick Jensen
Walgreens is leveraging actionable notifications to provide utility for existing app consumers by allowing them to directly refill an Rx directly from the notification. This is a great example of a brand maximizing the impact and flexibility of the operating system to create a seamless experience that does not require the user to open the application
Actionable notifications will also be available as a part of the upcoming release of the Apple Watch. After going through one... Read more

Emotive Robots Key to Unlocking IOT Potential

Posted by Tom Edwards on March 25th, 2015 at 7:53 am

Over the 15 years of my digital career, I have witnessed significant technological innovation and massive shifts in consumer behavior based on the impact of innovation. Highlights include the evolution of the personal computer, the now ubiquitous smartphone, and the explosion of consumer-centric social media.

Looking to the near future, the current rate of exponential technological advancement will continue to accelerate, and we are primed for another significant leap forward; the concept of emotive computing is about to enter the lives of early adopters and has the potential to shift our behaviors once again.
During SXSW 2015, the personal side of robots session presented by Dr. Cynthia Breazeal caught my attention. Her session focused on the potential impact of emotive computing as the next wave of computing innovation.

Emotive computing is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. The key to the concept is the alignment of both emotion and cognition as the drivers of adaptive behavior.
I have followed Dr. Breazeal’s work at MIT since the late '90s when I first heard about the Kismet project. Kismet was designed to be one of the first socio-emotive AI. The core focus was to move past... Read more

Extending Virtual Reality at SXSW 2015

Posted by Tom Edwards on March 17th, 2015 at 10:09 am

Another year, another SXSW Interactive is in the books. Each year I look to get inspired, reconnect with publishers and 3rd party partners and look for new or incremental innovation that can add value for my clients. This year, one of the areas that caught my attention was the advancement of 3rd party integration and applications tied to virtual reality experiences.
In 2014, one SXSW exhibit in particular received a lot of attention for creating an immersive Virtual Reality Game of Thrones experience courtesy of Oculus Rift. 2015 did have it's share of branded experiences tied to Oculus, see Samsung below, but a majority of 3rd parties were focused on showcasing how they create value through integrating VR and mobile devices as they prepare to go to market.

Samsung - I had the opportunity to experience the Samsung Gear VR headset while at SXSW. The Samsung Gear VR is powered by an Oculus Rift headset that integrates with the Galaxy Note 4. The approach of serving as an extension of an existing device that can scale through various media and applications is the right approach to allow optimal personalization of experiences through devices and media entities that consumers already consume.
The #GalaxyLife VR... Read more