Augmented Reality Gimmicks Seek to Add New Life to Print

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Mitch Wagner
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Re: Quick
Mitch Wagner   5/2/2012 9:09:12 PM
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magneticnorth - Drawing is quite feasible on the iPad using a stylus. The one area where the iPad falls down -- and I concede this is important -- is pressure sensitivity. No matter how hard you press, it doesn't make a difference. 

magneticnorth
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Re: Overlap much?
magneticnorth   4/30/2012 9:25:34 PM
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Even marketers don't know about QR codes yet. I still get blank stares after having talked about QR for two years.

magneticnorth
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Re: Quick
magneticnorth   4/30/2012 9:22:28 PM
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I'm not entirely opposed to the use of styluses. I know many who'd get a tablet if they could draw on them--and I mean draw, not finger paint--but the Galaxy Note is still too expensive for most. Those mainstream tablet styluses aren't good enough for drawing. I bet we marketers can hold more participative campaigns if styluses were mainstream. Drawing, sketching or doodling match some brand profiles.

Mitch Wagner
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Re: Quick
Mitch Wagner   4/23/2012 3:09:36 PM
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Alan Reiter - Paper has many advantages, and many people still like to read the Sunday newspaper at home, fold the weekday newspaper in half or quarters while riding the bus or subway, etc. It's a familiar ritual. And that ritual doesn't include taking out a phone, launching an augmented reality application and hoping your phone can open it.

You've nailed the problem right there: The audience for this particular AR application consists of people who, on the one hand, are retro enough to still read paper newspapers or magazines and who, on the other hand, are early enough technology adopters tow whip out their smartphones and try a new app just for laughs. 

This is a group that will turn out to have zero members. It's like selling ham sandwiches at a Bar Mitzvah. 

Mitch Wagner
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Re: Quick
Mitch Wagner   4/23/2012 3:06:55 PM
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Alan Reiter -  And Samsung is promoting the use of styluses.

I'm sure the three or four people who buy Samsung tablets will enjoy that. 

sohaibmasood
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Re: Quick
sohaibmasood   4/23/2012 12:13:48 PM
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Alan, 

I agree with you. Paper has a lot of advantages and above all people are familiar with printed articles for a very long time now. Therefore, like you said it has become more of a ritual. 

However, I believe in technology and hope that the future will have a lot of enhanced user experiences for reading. 

cvargas
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Re: Overlap much?
cvargas   4/23/2012 8:47:49 AM
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@Alan

Very good points! Basically every smartphone requires a data plan and pushes the total monthly expense higher to have the device.

Ironically enough, the vast majority of smartphone users don't even know how to use the bulk of the features that built into their devices.  Items such as QR Codes are becoming more commonly utilized, but AR is still far away for most of them.

Alan A. Reiter
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Re: Overlap much?
Alan A. Reiter   4/23/2012 12:35:06 AM
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Hi cvargas (Chris),

About 50 percent of Americans have smartphones, based on the most recent studies. Many people without smartphones are either quite young, poorer or seniors. Price is still an issue because smartphones range from $100 - $300, and airtime is expensive, especially because cellular operators require a data plan for smartphones.

Also, just because people have smartphones doesn't mean that know much about them, especially QR codes and augmented reality, which remain esoteric.

Alan A. Reiter
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Re: Quick
Alan A. Reiter   4/23/2012 12:22:41 AM
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Hi infinity,

You can fill in crossword puzzles on a tablet! And Samsung is promoting the use of styluses.

Alan A. Reiter
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Re: Quick
Alan A. Reiter   4/23/2012 12:20:54 AM
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Hi sohaibmasood,

Paper has many advantages, and many people still like to read the Sunday newspaper at home, fold the weekday newspaper in half or quarters while riding the bus or subway, etc. It's a familiar ritual. And that ritual doesn't include taking out a phone, launching an augmented reality application and hoping your phone can open it.

Although I believe tablets will replace most print publications, including books, it will take a long time. Although I wish the Philadelphia Inquirer with its experiment, I don't think it will generate any significant number of new readers or result in existing readers sticking with the paper version because of AR.

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