1. Your Reality
is Augmented
@BenjaminJoffe, CEO | Plus Eight Star Ltd.
eComm | San Francisco, April 2010

2. The Plan
1. Introduction
2. What is Reality?
3. Our Augmented Reality
4. Augmented Reality and Social Media
5. What We Can Do

3. Introduction

4. Benjamin Joffe
4 years 1 year 5 years

5. What I do Now
• Plus Eight Star
– Digital Strategy & “Innovation Arbitrage”
– Best practices from Asia’s Internet
and mobile scenes
• Cmune
– 3D social games
– Paradise Paintball, first “social shooter”
on Facebook, MySpace, Apple.com
• Mobile Monday Beijing
– Monthly forum for mobile professionals

7. Japan | AR Goes Mobile

8. South Korea | “Screen Golf” Mainstream!
5,000 “Golf Cafes”
US$ 500 million market
82,000 daily visits (vs. 65,000 for “real” golf)
US$ 20 / 18 holes (10 times cheaper)

9. South Korea | VR Golf Going Global?
“I almost feel like I'm actually playing on the fairway”
“Screen golf has created a unique market in our country,
where people prefer rooms for chatting and socializing”
“In view of growing demand for simulators abroad,
I believe screen golf will become a global trend”

10. Hallmark does AR

11. AR = Technologically Boring...?

12. …Or Becoming Socially Interesting?
“When a technology
becomes boring, that's
when the social effects
become interesting.”
Clay Shirky, Professor, NYU
Author, Here Comes Everybody

13. What is Reality?

14. Different Realities

15. Japan & South Korea | Augmented Realities

16. China | Altered Reality

17. North Korea | Diminished Reality
Pyongyang Subway © Benjamin Joffe

18. What is Reality
• “Reality is that which, when you stop believing
in it, doesn't go away”
– Philip K. Dick

21. What Things Are
vs.
• What appears to be
– (perception)
• What we want things to be
– (intention & interpretation)
• What we are made to think
– (illusion & manipulation)

22. Our Reality is
Augmented

24. Avatar Blues
• Some viewers…
“Experienced depression
and suicidal thoughts after
seeing the film because
they long to enjoy the
beauty of Pandora.”
• James Cameron’s advice:
"Take a walk in the woods.
Reacquaint with the nature
we have right here."
Source: CNN, January 11, 2010

25. Avatar Blues
• Some viewers…
“Experienced depression
and suicidal thoughts after
seeing the film because
they long to enjoy the
beauty of Pandora.”
• James Cameron’s advice:
"Take a walk in the woods.
Reacquaint with the nature
we have right here."
Source: CNN, January 11, 2010

26. Can we trust our senses?

27. Dove “Evolution” Ad

29. TED’s Augmented Reality
• Jason Wishnow
TED Movie Director
• His reality
– 5 Cameras
– Slideshow
– Sound

30. TED Performances are Superhuman!
(and new speakers are scared)

31. QUIZ: Who’s behind?

33. Pitch
Perfect!

34. Death of Who said? by Jay-Z
Auto-Tune
DOA
Jay-Z
(June 2009)
“This is anti-autotune,
death of the ringtone
This ain’t for iTunes,
this ain’t for sing-along”
(8th Grammy + Best Rap Solo Performance)

36. Chemistry
Test

37. Monosodium Glutamate
• Food Additive & Flavor Enhancer (MSG, E621)
– 1907 Isolated
– 1909 Patented by Ajinomoto (Japan)
– 1947 Introduced in the US
• Today
– Once associated with Chinese food, MSG is now
used by most fast food chains and in many
foodstuffs, particularly processed food.

38. MSG-Rich
• BBQ sauce
• Salad dressing
• Canned, frozen, dried
prepared food
• Snack foods
(jerky, potato chips…)
• Seasoning mixtures

39. MSG By Any Other Name…
• Hydrolyzed vegetable • Yeast extract
protein • Autolyzed yeast
• Hydrolyzed plant • Sodium caseinate
protein • Vegetable protein
• Autolyzed plant protein extract
• Calcium caseinate • Glutamic acid
• Textured protein (any) • Etc.
All contain MSG

40. QUIZ
Is Soylent
Green
soy-based?

43. "Fragrance is a message carrier.“
Mikel Cirkus
Creative Director
Body & Home Care Perfumery
Firmenich (a fragrance maker)

44. Freshly Baked Bread!
(in a bottle)
• “Conjures up pleasant
childhood memories.”
• Many home sellers use
this tactic to make their
house more appealing
to prospective buyers.

45. Artificial > Natural ?!
“The more artificial scents – rather than the
natural scents – are coded into people's minds,”
“What's more, these newer codes all have brands
names attached to them”
Mikel Circus
Firmenich (2003)

46. Faking Touch?
Introducing: the Haptic Pen
(2004)

47. What Does It Do?
• Simulates Buttons on a Surface
• No Click
• Light Click
• Basic Click
• Hard Click
• Buzz
• Force Buzz
• Two-Click
• Buzz-Click

48. Responses to the Haptic Pen
• “High degree of believability in the tactile
simulations.”
• “Participants reported experiencing
longitudinal movement of the pen, typically
confirmed by surprise when the actual
mechanism was described.”

49. Uncomfortable Conclusions
1. Our senses have inherent flaws
2. Dis-con.nect between perception and reality
3. Our “default interpretation” cannot be trusted
4. To judge, we need to think.

50. Our Augmented Reality
&
Social Media

51. What About Social Media?
1. Social Media Engineering
2. Manufacturing of Public Opinion
3. What can we do?

52. “Torches of Freedom”
“These torches of
freedom will go on
breaking down all
discriminations.”
– Bertha Hunt
March 31, 1929

53. Opinion Engineering
Bertha Hunt was Edward
Bernay’s secretary, a PR
pioneer hired by
American Tobacco
“Age-old customs,
I learned, could be broken
down by a dramatic
appeal, disseminated by
the network of media”
– Edward Bernays

54. Opinion Engineering
Bertha Hunt was Edward
Bernay’s secretary, a PR
pioneer hired by
American Tobacco
“Age-old customs can be
broken down by a
dramatic appeal,
disseminated by the
network of media”
– Edward Bernays

55. Global Voices

56. This “Twitter friend” for 2 years…

57. …was a Robot!

58. How?
1. Picture & name
2. Timely responses
3. Connector words
4. Language twists
5. Random words in structured phrases
6. Intentional spelling mistakes

59. “dramatic appeal, disseminated
by the network of media”

60. Public Opinion?
• Iran’s “Twitter Revolution” #IranElection
Over 160,000 people already joined! You can too.
• Research by Al Jazeera’s New Media Division
– Only 60 influential accounts on the ground
– … down to 6 accounts after clamp down!

61. No word of Al Jazeera’s analysis
No word of the “Colored Revolutions”
in Eastern Europe who used
the same methodology

62. Avatar Blues?
• Story ripped by CNN
from a blog, based on
the comments of just
10 people…

63. What Can We Do?

64. Replicant Check-List
1. AI or Human?
2. Check your sources
3. Check your senses
4. Check your emotions

65. Being Human
• Avoid default settings
• “Reacquaint ourselves with the nature we
have right here” – James Cameron
• “I see you”

66. Thanks!
www.slideshare.net/plus8star
“And to the human race...Don't forget your humanity”
– Albert Einstein

67. Thanks!
More about “Innovation Arbitrage”
www.plus8star.com
benjamin@plus8star.com
+81 | Japan
benjamin0123 +82 | Korea
+86 | China
http://twitter.com/plus8star
Telecom & Internet
www.linkedin.com/in/benjaminjoffe + Added Value
* High quality
www.slideshare.net/plus8star