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ASP Labs is Opening Eyes with Glass & Rift

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ASP Labs is Opening Eyes with Glass & Rift

  1. 1. aspLabs is opening eyes with Glass & Rift
  2. 2. ASP (Event Tech Brief's technology partner) has another division called ASP Labs. They use it to experiment with non- conventional technologies that may impact the exhibition industry and nudge organizers into thinking more expansively. For the past two or three months, Nolan O’Connor, ASP’s Chief Marketing Officer, has been meeting with trade show organizers to share ideas and collect feedback on Google Glass and Oculus Rift. “We’re not developing apps for Glass or Oculus, but trying to understand how wearable technology will impact events and websites,” he says. They’ve discovered there’s a lot of misunderstanding out there.
  3. 3. Glass has received condemnation. There is even a “Glasshole” movement underway. The criticism comes from the idea that users invade the privacy of others—taking unauthorized video and pictures. Some in the exhibition industry believe that it’s just another way to surf websites and fear having to use a small screen. "The whole point of Glass is to really add value to the surrounding environment." That's not how any of this works Nolan O'Connor, ASP
  4. 4. Glass is enhancing a number of processes: Using Glass in a fulfillment warehouse (think Amazon) to pick the correct products off of shelves, scanning airline passengers' boarding passes to learn their meal and beverage preferences, or watching a baseball game and reviewing the batter’s average as he steps up to the plate. How Glass works in the “outside” world
  5. 5. Within the event industry, O’Connor imagines how Glass could work, such as watching a new airplane model take flight at the Farnborough Air Show and using Glass to review the history of the aircraft and production statistics as it flies overhead. Fashion show buyers could use Glass to learn more about the designer, outfit, and cost without detracting from the experience of the catwalk. Putting Glass to work in an exhibition
  6. 6. Glass can be the window through which a virtual buyer could attend a trade show, O’Connor says. “A person might say to a colleague, ‘I just don’t have time to leave the office, but you’re going. Can you stop by the booth and relay what’s there?’” Redefining there and where
  7. 7. In another scenario, a live attendee can be in one location at a very large conference, but view the streams from other sessions elsewhere to decide whether it’s worth going to the other venues. Redefining there and where
  8. 8. Oculus Rift is a more difficult pill for exhibition organizers to swallow... Rift represents a line of practicality that is a little more difficult to cross. Because the technology requires that an apparatus be strapped to the user’s head (or, O’Connor says, viewed on a mobile app using 3D-printed eyeglasses), it’s impractical from the outset. Plus, he admits, “You wouldn’t want to go through the same effort of finding products [in a trade show] that you would playing a video game.” Exploring the rift over Rift
  9. 9. Nevertheless, there are two other possible use cases: Exploring the rift over Rift Marketing the event experience. O’Connor imagines that a Rift video—say of a fighter pilot in the cockpit of a new military aircraft—sent via email to potential attendees of the Farnborough Air Show with the caption, “Would you like to see what the pilot sees before you come to the show?” might generate considerable interest. Extending the event experience. Rift could help attendees relive or recall something they experienced during the live event. O’Connor shows clients a crowdsurfing video from a concert to demonstrate the point, but he believes there are other possibilities. Some events, such as amusement park trade shows or the Comic Cons that are so popular now, are ripe for experimentation with Rift.
  10. 10. ASP’s interest in both Google’s Glass and Facebook’s Oculus Rift is in how they can enhance existing event objectives. While the potential for Glass as a conduit between registration and the event website is apparent, O’Connor explains, After all, augmented reality and virtual reality have come and gone in the industry over the years and mobile apps—not wearables—are the current center of the exhibition universe. Exploring the rift over Rift Oculus Rift applications will require some more research.
  11. 11. Exploring the rift over Rift Still, ASP Labs’ intentions are pure. “We’re trying to understand the challenges that organizers have and trying to open up their minds to technology in general. They often get pinned to the same day in and day out ways of doing things. We’d like them to think about putting a little bit of fun back into the event experience,” O’Connor says.
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