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Is augmented reality coming of age?

Having been underwhelmed by the Becks Green Box art meets augmented reality project, and their not very impressive, hard to activate flying slosh of water above the box in Hoxton Square (I am assured some others were really good), news of a new augmented reality platform sounded pretty lame.

Now, take what I say next with a pinch of salt, but when I tried a String AR graphic, it was great. Free App. Downloads and works first time. Trigger worked on the screen and the current showcase shows a range of pretty cool uses. What String appears to be doing is aiming to become the defacto AR platform for commercial and campaign usage. To drive awareness with its distinctive rectangular graphic that can go on posters, billboards, business cards etc and become recognised as an AR trigger.

What I hope will come from this is a chance for some clever people to turn their efforts from creating AR, to using this platform to do something really new and exciting.

Watch this space.

Cloudy with a chance of meatballs

Has anyone else noticed that the current technology marketplace seems to be looking a bit cloudy? Technology marketing departments have been clambering for some time now to get their Cloud offerings out to market, and Apple’s announcement of the iCloud has brought the conversation to the front of people’s minds once again.

Over the last six months we have seen a vast array of Cloud offerings, all branded in a very similar way; white clouds, fluffy clouds, silver clouds, clouds with wheels, clouds with doors, clouds with blue backgrounds, clouds with no backgrounds, clouds that look like a collection of meatballs and of course Apple’s immaculate, confident and minimalist image of cloud.

The problem here is a simple one, so many Clouds and so many cloud images, are vendors, associated marketing departments and agencies slightly missing the point by relying on a shorthand label that can mean so many things to different people?

Clearly it’s important to firmly plant your flag in the sand in an emerging market but isn’t it about time we stepped away from the cliché of the catch all label and begin assessing the products themselves in relation to the buyers needs.

As bigger budgets fight for ownership of the same space, differentiation is going to be key, especially for smaller players. Both the thinking and the execution will need to go a little further than the creation of a cloud logo.

We’re at the Cloud Computing World Forum today and are looking forward to exploring the Cloud further, and hopefully discovering more to it than it’s white flurry exterior!

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Crocbites

Crocbites is our running commentary on the trends affecting B2B marketing, alongside our own insights and independent viewpoint formed from working with global brands turning marketing budgets into bottom line benefits.

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