Archive for November, 2009

CfP: PERVASIVE 2010 Workshop in Helsinki

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I am co-organizing a workshop on Pervasive Advertising and Shopping. The workshop will be held in conjunction with Pervasive 2010, May 17 2010, in Helsinki, Finland

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Pervasive computing technologies such as a variety of public digital displays, ever-smaller mobile devices, and location sensing and tracking tools are rapidly adopted by the advertising and retail industries. Adoption is driven by the comprehensive business models facilitated by these technologies, a fact that leads us to believe that advertising and shopping could well be amongst the most important deployment domains for pervasive technologies. Furthermore, the two industries are intimately linked: advertising that is the communication of sponsored messages to inform, convince, and persuade to buy leads to shopping, that is the examination and purchasing of goods.

However, the opportunities, benefits and drawbacks of pervasive technologies in these domains only now are beginning to be understood. Moreover the current trend whereby power is shifting towards consumers, makes specific aspects of advertising and shopping such as brand experience, word of mouth, and audience measurement gain importance, and provides opportunities for pervasive technologies to generate some true benefit for consumers.

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Collaborative Interaction with Public Displays

In interacting, groups exhibit a very special dynamic. If a group of two or more people pass by the public displays, most often just one person becomes the active one who starts the interaction. This person pauses, then actively participates in the interaction drawing the attention of the other group members toward him or herself. Typically the others initially stand by and hesitantly observe the interaction.

collaborative-Interaction-Daniel-Michelis

In the parts of the investigation in which more than one display was available the other members of the group began to use the free displays and explore the interaction possibilities. Little by little the entire group participated in the interaction. In the cases in which there was only one display, the group became impatient and the most active person was encouraged to rejoin the group and move on.


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