The Virtual Force Awakens

It's a blockbuster year for Hollywood, so Star Wars Day seems an appropriate time to reveal the subject of my Bitspiration talk in Warsaw... The Virtual Force Awakens.

I'll be presenting Brandwidth's, Disney's and Lucasfilm's creative story behind the multi-million download Star Wars Scene Maker app and where leading-edge digital products go next. Virtual Reality, Augmented Reality and wearable technology all provide stunning platforms for digital storytelling, so it's time to push boundaries.

Feel the Force at the superb Bitspiration Festival in Warsaw Poland, June 22-23, then find out more here after then event.

UPDATE: My full presentation video (including the unfortunate #VaderPorn incident).

Fast Forward

On April 3rd 2010, the iPad was unleashed on the world and our first iPad app was ready to download on day one. Fast forward to April 24th 2015 and our first Apple Watch app is available on the day the Cupertino giant’s smartwatch hits the streets. Brandwidth’s bloody good at this stuff, but we don’t like to shout about it.

It’s easy to claim innovation and futurology are all about predicting trends and second-guessing the market. What’s more useful for clients is to take control of the path for their products, services and delivery based on facts. To achieve this, businesses need to get better at shaping their own futures. 

In 2010 the iPad-related headlines were for our incredible Guinness World Records app, now we’ve developed an extension to our existing Vodafone Porsche Car Connect app for Apple Watch. Neither of these apps were knee-jerk reactions to product announcements, they were carefully planned, developed and crafted titles, targeted to maximise user experience for new audiences.

We didn’t wait for an official announcement for either tablet or watch. I hinted at the possibility of Apple’s tablet back in 2009 (and referenced the ‘iPad’) and we’ve been planning for an Apple Watch for nearly three years. The Porsche Car Connect app wouldn’t have been possible without a visionary client, willing to take a few risks for a well-deserved halo effect. The same can be said for Guinness World Records and both clients shared in the roller-coaster ride towards launch day. It was worth every minute!

By creating bespoke products for new technology we’ve added value rather than noise. Unfortunately, for the next few months there will be a lot of white noise surrounding the Apple Watch. The temptation for existing app publishers will be to develop smartwatch extensions just for the sake of it. To make something just because they can and because their audience is demanding content for their new toys.

Stop. if you merely add clutter to what is already a small piece of digital real estate, you’ll run the risk of consumers wanting the app off their watch AND their smartphone.

We’re entering a challenging phase in UI design. Just when you thought screens were getting bigger, along comes a new era of tiny wrist-worn technology requiring effective and intelligent design, not merely smaller text and images.

Here’s the smartwatch rule to apply, as a designer, developer or client: “If there is value added by delivering information or functionality more conveniently on the wrist than any other screen, do it. It’s the future and your audience will expect it.”

We’re not afraid of firsts but they’re carefully researched, meticulously planned and expertly produced. They’re not punts based on guesswork, dressed up as analysis. We don’t bet it all on red unless we’ve been instrumental in designing a red thing.

Top L-R: Guinness World Records: At Your Fingertips, Early Apple Watch connected concept, Oculus Rift Light Saber battle. Bottom L-R: Toyota Auris 3D filming, Lexus Symphony Orchestra, Holiday Inn Green Room.

It’s not all about Apple and apps either, demonstrated by our award-winning Lexus Symphony Orchestra, 3D screens, gestural interaction and a gold medal won at the Hampton Court Flower Show for our Holiday Inn Green Room… and a bunch of things you haven’t seen yet.

The future’s bright, because we’re busy designing bright things.

Self Aware, Self Controlled

We yearn for independence, yet struggle to manage increasing levels of communication and distraction. So where do we draw the line and what lies in store for our connected future?

At LeWeb in Paris last December, the term ‘Enchanted Objects’ was used to describe Wearable Technology. It’s a nice phrase and covers the interaction and solution as well as the hardware.

Others stated that wearables were all about data, its delivery and the results. However, that's like saying everyone bases their smartphone, tablet or laptop buying decision on the operating system alone. The smartwatch market has to deliver on all counts: to look and feel special AND tell the time for at least 24 hours.

Not a great start for the Apple Watch with a maximum of 18 hours then? Not perfect by any means but Apple’s new device (and the consumer/media scrum surrounding it) is likely to light the blue touch paper under the wearable tech industry.

To make the point, Wearables and Jeremy Clarkson captured a lot of the headlines last week, with Apple’s Spring keynote revealing the features, price and launch date of the Apple Watch plus the Wearable Technology Show bringing the great and the good of the industry together at ExCeL in London, where I was fortunate enough to speak on the opening panel and host the second day of the Augmented and Virtual Reality track.

So what can we expect from our Enchanted Objects in the not-too-distant future? CES and MWC offered a raft of products and platforms, so I’ve highlighted four key areas where devices, sensors and data need to play nice to deliver a seamless (and often invisible) experience. We don’t want to do more things, we need things to do more.

The Car

The temptation is to use the screens we carry as extensions of the dashboard. Don’t. Automotive designers spend years training and honing their skills. They design and build an ergonomically sound environment, with information displayed at the right size in the right place. As soon as you add a randomly-placed small phone screen or attempt to glance at your wrist, all the good work is undone.

Leave the screen, continue the journey – that’s the message to drive home (no pun intended). Our connected devices should talk to each other without our prompting, be aware of their surroundings and our habits. Mid-track streamed music and telephone conversations are already transferrable when we sit in some manufacturers’ vehicles. Social channel conversation and navigation on foot then on wheels are the next step. Take a half-written Twitter message, finish and send it via voice instructions and have the responses fed back through audio rather than visual channels.

The autonomous cars of the ‘future’ are with us already, they’re just not available to buy yet. The issues over screen distraction will take a back seat (again, no pun, etc) so we’ll find more to keep us occupied, but that won’t be car-specific – it will be the same interaction and distractions we experience outside the vehicle! I’m not saying anything about Apple Car, yet…

The Mall

Location, location, location. The infrastructure still has some way to go but our devices need to talk to retailers before we even leave the house, then the location-specific content kicks in via GPS or iBeacon. Find our parking space, log our arrival time and reimburse our fees if we’ve spent the right amount in the right places.

When we’re in, direct us to offers we’ll find attractive from brands we follow, guide us to the right in-store concession, then allow us to pay for it or order it if there’s no stock available. Also offer alternative local stores to continue the experience.

This should be a brand-agnostic experience. We need to see everything relevant as no one wants to fill their phone or watch with apps for each brand or service.

The House

“Why is the fridge empty?” “because it forgot to reorder groceries”. How long before we’re blaming our devices for the things we used to take responsibility for? This is an important section to cover in the ‘Internet of Things (IoT)’ but manufacturers have made a lot of progress here, we just haven’t adopted it all yet. Our phones can tell our thermostats we’re nearly home ensuring optimal temperature upon our arrival, saving energy and avoiding discomfort. We can control all the lights with an app and the full entertainment system can deliver playlisted content from dusk till dawn.

I have a wifi-enabled kettle controlled by an app. Do I need it? No. Do I want it? Yes, but I’m not normal. The challenge ahead is the same faced by auto manufacturers – what to leave out. We can automate almost anything but some things just don’t need to be connected.

The Event

Let’s talk music. You buy an album, or maybe you don’t. You stream the album without paying for it, you follow your favourite band but where’s the depth? Well, there’s the concert but this is hardly a regular occurrence so the future for connecting artists with their audiences lies in the ability of devices to extend the main event throughout our daily routines.

Audio watermarking offers an incredible opportunity to not only deliver stunning live light shows at venues and through second screen interaction, but also monitor listening habits and reward fans based on music played and ‘collected’.

Connected devices should steer us to the music we want, help us buy, build or consume, then lead us to performances with specific ‘money-can’t-buy’ rewards to keep us coming back for more.

Voice activation is one input method that spans all the above. In a perfect world, this form of interaction could offer the best solution for hands-free, platform and device agnostic progress. In reality, we have social boundaries to cross and habits to break before verbal outbursts on train platforms or in the office are acceptable. It’s less of an issue in the home or car, but we’re not happy to shout at our devices in public. I give it five years, but let’s avoid innovation for innovation’s sake.

CES 2015: And the Winner is… Social Media

Wearable Tech, Autonomous Cars, Connected Homes and Robots. CES 2015 was as big, loud and crazy as ever but what came out on top? All the above, but the winner was social media in all its shapes and forms.

Heading to Vegas last week, I already knew what would provide the main talking points for the industry. I’m not being cocky, but if I didn’t have a damned good idea I wouldn’t be doing my job at Brandwidth and beyond.

Whilst at CES, I wrote about Smartwatches, Wearable Tech and Robots. All three articles took off in a big way on my social channels but some of my other experiences were just as popular. Twitter, Instagram and Vine were the main stalwarts, covering my initial backchat at the ‘State of the Industry’ press conference (including Selfie Stick mockery), through my BMW i8 driving at the superbly organising automotive manufacturer’s experience (complete with Laser Light Show), to the incredible performance by Frankie Moreno in the Gibson tent.

A superb week that I could have gleaned tech industry news from afar via social channels, but being there made all the difference. From outside, the event looks like a barrel full of nerds, from the inside it shows that technology supports the world in which we live but requires the entertainment, engagement and most importantly ‘soul’ of the best innovators and creative minds.

Music, film, TV, publishing, automotive, retail, leisure, museums… and many more. All these industries need to work hand-in-hand with technology as a means to drive forward and make themselves relevant in the places their customers reside. They don’t need to build the hardware or construct the platforms but they damn well need to make great digital content and experiences.

Here are my CES social landmarks…

Scourge of the Selfie Stick

This guy just got bored and is taking selfies in the corner... #CES2015 pic.twitter.com/NR6h1xLKMp

— Dean Johnson (@activrightbrain) January 4, 2015

Numerous reposts and later featured on Mashable

The unsexy s(l)ide of Wearable Tech

How to make #WearableTech / #Wearables look unsexy with just one slide. All the good work undone folks #CES2015 pic.twitter.com/h0zy1XExE3

— Dean Johnson (@activrightbrain) January 4, 2015

Dawn of the DumbWatch

#CES2015: Dawn of the DumbWatch http://t.co/9wTpJ3WzKK #WearableTech #Wearables #Smartwatch pic.twitter.com/CF1FXY7V7D

— Dean Johnson (@activrightbrain) January 5, 2015

Taking the fight to Apple Watch – Sony SmartWatch 3

Taking the fight to #AppleWatch - #Sony #Smartwatch3 Steel & changeable strap available next month #wearabletech #CES2015 #SonyCES #tech #Vegas #Wearables #Smartwatch

A photo posted by Dean Johnson (@activrightbrain) on Jan 5, 2015 at 6:04pm PST

Driving the Future – the BMW i8

Just drove the future around #Vegas - a #BMWi8. Stunning, just stunning. #BMWCES2015 #CES2015 pic.twitter.com/grA50MQFni

— Dean Johnson (@activrightbrain) January 6, 2015

This shit got real! No, virtual…

Frankie Moreno and Gibson prove gadgets aren’t just for geeks

Brilliant high-energy performance from @frankiemoreno at @gibsonguitar. #CES2015 - not just geeks & gadgets! pic.twitter.com/GSJkjuuDr9

— Dean Johnson (@activrightbrain) January 7, 2015

BMW Laser Lights

Stunning #BMWM4 Concept Iconic laser lights (the lights are the stars of the show) #BMWCES2015 #CES2015 #innovation pic.twitter.com/avHTJxijpJ

— Dean Johnson (@activrightbrain) January 7, 2015

Wearables: The Whole Package

#VR & #AR #WearableTech at #CES2015 - #Wearables: The Whole Package http://t.co/mBcIYHnWsb - #Robots tomorrow! pic.twitter.com/qGgtqN9EcN

— Dean Johnson (@activrightbrain) January 8, 2015

Rise of The Machines

You thought #CES2015 was all about #Wearables? Think again... Rise of the Machines http://t.co/IkjUa4ouj9 #robots pic.twitter.com/D5tbcWAVUg

— Dean Johnson (@activrightbrain) January 9, 2015