Official Partner of the Future

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Author: Richard Atkins, Production Director BBH London

Last Monday I went to IFA – the  Consumer electronics show in Berlin (a bit like CES in America)

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Here are my top 5 things.
1. I went to my first World Premiere
It was for a Washing Machine. It didn’t have a red carpet.
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Sony’s version of the VR headset, due early next year. It was great to play on a really interactive game where you weren’t just an observer, but your real-world movement had in-game responses such as ducking out of the way of incoming projectiles or attacking characters yourself.
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3. The future of the office is ‘no desk phones’.
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We visited Wooga, a freemium mobile game company who’s got a number of large successes under their belt – such as Diamond Dash and Jelly Splash. The offices were calm, serene and when someone in our group’s mobile went off it felt like a real intrusion to their space. If they need to make calls or need an even quieter space, then they can go to one of a number of small booths.
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4. Admitting and celebrating projects that don’t always go to full production
Wooga have a ‘Hit Filter’ showing how project cancellation is the norm and how rare it is for a game to make it through to actual publication.
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Their ‘Wall of Fame’ celebrates all jobs created over the past 5 years, not just the ones that have gone live!
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5. Shops will soon calculate the best layouts of shops by wirelessly tagging customer journeys
Mi-Nodes is a new start up which can detect a user’s wifi ping (when your phone searches for a wifi source). Even if the user doesn’t connect to a wifi source, the company can use the data to understand where users go in a store, and what the onward (internal) journey is and in turn how best to lay the store out. So if a customer only ever goes into the immediate ‘shop window’ area to look at some high tech gadgets, but rarely moves further in, the shop might want to move things around so that premium items are further back in the store, forcing the user to pass other items which they might want to upsell in the path of the user’s journey through the store.
This, along with existing techniques such as using cameras gives a great amount of accuracy in order to plan store layouts.
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*Richard went to Berlin as a guest of JCDecaux who own a large portion of the Digital and Non-Digital outdoor sites that we put our ads on.

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