The movie Star Trek Into Darkness is set to come out in May. But trekkies can look forward to yet another coming attraction this spring. That’s the ability to receive personalized content related to the movie on their smartphones based on their whereabouts and their interactions with things around them.
That’s the word from Peter Marx, vice president of business development at Qualcomm Labs.
Qualcomm’s Gimbal technology will help enable user smartphones to become aware of their user’s context so they can deliver these special experiences, he says. Gimbal, which became available in June 2012, is software that goes inside applications and a management system that runs within the cloud.
It works with smartphones running the Android and iOS operating systems.
Gimbal can allow for a wide variety of experiences, but one possibility would be to offer a person some content related to the movie if the phone “hears” that the person is in a movie theater. Marx offers a second example of a person pointing his or her smartphone camera at the movie poster to, for example, launch the movie trailer on the device.
“If you use the phone to unlock things, it can be pretty cool,” he said.
Delivering these kinds of personalized and unique experiences for users can help companies develop special relationships with people and keep those individuals coming back for more, adds Marx. Some are referring to this smartphone concept as “the digital sixth sense.”
And as Mr. Spock might say, it could enable the companies that leverage it to live long and prosper.
While Gimbal is quite new, Marx says it was part of large field test last year in Japan with a major advertising agency there and some of its clients.
Executive Editor, TMC
The Amazon Echo, not the Apple Watch, became the last iPod-like product largely because of a far more accessible price point, a more compelling name, …
Apple's 13 percent sales decline and subsequent stock price drop this week has lead to the usual crazy talk about how to "fix" the company. Vivek Wadh…
Over the past 13 years, Apple has been one of the most successful companies in the world of tech, posting sales growths in 51 straight quarters. That …
Travel may be starting to make a bit of a comeback, as a new report suggests that shared-space providers like Airbnb and WeWork are on the rise.
One of the great downsides to having a lot of content in any one place is that, after a while, it starts looking downright pointless to add more.