Augmented Reality, Google Goggles and More!

Augmented Reality, Google Goggles and More!

Most of our friends know that at ROBYN, we are focused on honing our marketing skills... And we enjoy sharing what we have learned! To this end, we are thrilled to introduce a side project we've been working on: The 7 Minute Smarketer.

The premise behind the podcast is to sit down with innovative marketers who are experts in different disciplines and give them 7 minutes to make us smarter. The podcasts are hosted on the7 Minute Smarketer website, which you can hear by clicking the button below...




shane kempton      7 Minute Smarketer


Shane Kempton: Augmented Reality, Google Goggles and More!

  [intro music]

Kevin Jessop:  Well, hello. Welcome to the Seven‑Minute Smarketer, with myself, Kevin Jessop from Evolve Research, Bobby Lehew from ROBYN, and...

Brian Blake:  Brian Blake, with ROBYN Promotions.

Kevin:  And Brian, who's our special guest today?

Brian:  Our special guest today is Mr. Shane Kemptom from Phase 2 Development.

Shane Kempton:  Hi, guys.

Kevin:  All right, Shane. Thank you for joining us.

Shane:  You're welcome.

Kevin:  Well, the premise, as we just explained to you, very quickly, is you have seven minutes to make us smarter marketers, or, quite conveniently, since we're in a bar, you owe us a beer.

Brian:  Hey! Nice! [laughs]

Shane:  All right. Great.

Kevin:  So, just kicking off, today you speak a lot about mobile technologies and how they are kind of changing the face of how we interact with people and, as marketers, we communicate. Just give us a seven‑minute tour of what's going on.

Shane:  All right. There's a couple different concepts, the big things that are going on. It has to do with things around social; mobile technologies, devices that we can carry with us, that interact with us; and then some augmented‑reality stuff, and what that is is really ways to enhance our senses with data from the net, with software, things like that. So that's what we're looking at in terms of the future of how we're going to change how we communicate with people, how we know about different people, and that's what we talked about today. So, it was good.

Kevin:  Great. We don't want to put you on the spot.

Shane:  No, I can make you smarter.

Kevin:  No. I would like to know what your top thing in technology is right now that's going to make us better marketers, the thing that buzzes you, the thing that excites you, the thing that you think, "This is where the future's going."

Shane:  OK. Really, it's a combination of things. So device is a big deal. People are taking these devices. They're personal things. When anybody asks you for your iPhone or your Android device and your smartphone, it's hard to give it to them, right? Because you don't want to. It's got so much personal data. It's got work data. It's got a bunch of information about your life. It's part of your life. I think there was a study done that people were more likely to go home to get their smartphone than they were to go home and get their wallet, because it was far more important to their day. If you leave your phone off, you turn it off, it's a big deal. So, really, what that's enabling us to do, these devices, these mobile devices, is it's augmenting our ability to access communication, augment our social networks, augment our ability to shop, to understand our world. And when we're talking about augmented reality, it's not just these fancy things that we see in front of our eyes. It's a variety of ways that we augment our senses and our knowledge about the world with these devices, with these things we can carry with us that give us universal access to the Internet.

Kevin:  Very cool. Very cool.

Brian:  Man, that's great. In your AMA presentation, you brought up several things.

Shane:  Sure.

Brian:  One specific one. I tweeted about several. If anyone wants to check it out, my tweet feed was @B2design, and I used the hash‑tag #AMAOKC...

Kevin:  Wow. That was a blatant promo. That was blatant!

Shane:  How about that one? That was a good promo. That was nice.

Brian:  Smarketer, brother! [laughter]

Shane:  Just throw it out there. Do you want to spell that out again? [laughter]

Brian:  Slowly?

Shane:  Yeah, slowly.

Kevin:  Who are you, and who do you work for? What?

Brian:  You mentioned Google Goggles.

Shane:  Yeah, I did.

Brian:  That was one of them that I thought was really cool.

Shane:  It was cool.

Brian:  Is that available right now, or is that down the pike? Is that something we see coming?

Shane:  No, Google Goggles is right now. Google Goggles launched, actually, about a year and a half ago, exclusively for Android. They did bring that to iPhone now. It's just Google Search now, so you can go, on your iPhone, and just get the Google Search. And what they're doing, and what the neat thing that we showed today, that we talked about today, was that you can take a picture of a painting and it'll tell you who the painter is, and it'll tell you when it was painted and things like that. You could take a picture of a monument and it will tell you this is this landmark, this monument, this is when it was built, information about it, and even to the point of translating language. It can take a picture of a menu in a foreign country that you don't know the language, and it will help translate the menu and tell you what you're eating, things like that.

Brian:  That's amazing.

Shane:  Just fantastic stuff.

Brian:  That is so cool.

Kevin:  That is really cool.

Brian:  What did you call it? Life integration, is that the right phrase?

Shane:  Yes. So, we had four kinds of concepts that I really wanted to get across of things that are changing how we work. And device was one of them, just because it's the way we interact with the net. The second one was the cloud, all these services. And then the third one we talked about was this thing called life integration, where we're really pulling all this data into our lives on a daily basis. It's not just like it used to be that we go down and sit at a computer from 8:00 to 9:00 at night and surf the web and look a few things up. The net is with us all the time, all this data, all this software, all this information, our ability to access our broad networks of social information, or our ability to access commerce from anywhere in the world is with us all the time, every day, and we're interacting with it consistently throughout the day. So, that life integration all the way down to our closest personal relationships, it's happening in our lives.

Kevin:  I wanted to just jump in now, and it's kind of related to this life integration you were talking with. And you mentioned it once in your presentation, and you mentioned Xbox and Xbox Live. And I'm addicted to Xbox...

Shane:  I love it.

Kevin:  ...and the Xbox Live service is a staple in my family, my household. But I'd be really interested to learn your thoughts about that, how that has evolved from perhaps just a gaming deal to where it is right now.

Shane:  Sure. Xbox is a really cool study in what they're doing. And their new thing, they've got the thing called the Kinect. And what it does is it has facial recognition, it understands different people in the family, and if they're playing the game. And it understands gestures, it understands voice commands, so I can tell it "Xbox pause," or "Xbox play," "Xbox next," and it'll play different videos. But what they're doing with all that is, instead of just a gaming device, it's a general life device is what they're trying to do. So you can play games on it, you can watch videos on it, Netflix, Hulu. ESPN is one of the coolest integrations. If you don't have an Xbox and you're not watching college football on ESPN this fall, you're probably missing out on a lot of great things.

And so, they're doing the video, but then they're also going to likely integrate things like shopping and some neat things like that. That's their vision, is to create this, when I get home, the TV turns on, the Xbox turns on, it understands who I am, it pulls up the games, the videos, the things that I like, because it understands my face. I don't have to grab my remote. I just tell it hey, play this movie, play this thing. And it's just fantastic, really cool technologies.

Kevin:  I think the thing that really amazes me...And well, we've got 40 seconds left, the thing that really amazes me is how Microsoft had that vision from the very beginning.

Shane:  Oh yes, absolutely.

Kevin:  Years and years ago when we were just plugging into the Internet, they knew what they wanted to do with that service.

Shane:  Sure. Yes, there's some great visionaries there. And I'm a fan of some things Microsoft, some things Apple. I'm just a general technologist. But, there are great visionaries that are really thinking these things through, and they're coming down the pike. They're here. So this stuff is coming now. We're not talking about 5, 10 years down the road. We're there.

Kevin:  That is absolutely brilliant.

Brian:  That scares me, Shane. I feel like I'm part of the Borg. [music]

OK, well, on that happy note, it looks like our seven minutes is up.

Kevin:  Yes, Bobby Lehew, it was fun. I'm hearing all sorts of noises.

Brian:  I think that means we have to stop, unfortunately.

Shane:  Thanks, guys, for your time.

Brian:  Shane, thank you. It's been awesome.

Kevin:  That was awesome. Thank you very much, Shane.

Shane:  Appreciate it.

Kevin:  Appreciate it.