Mobile Marketer explored the new Rolex advertising campaign appearing in April’s W Magazine that lets consumers get information and deals from the brand, as well as enter for a chance to win $1,000.00. I like how print magazines are trying to integrate into relevant mobile user experiences.

When I think of Rolex, I think luxury, quality and style. But I also think of an older demographic, that sticks to print. So I’m glad to see Rolex taking a step in a fresh and innovative direction. If print becomes more interactive in various ways, it could become even more interesting than a purely digital magazine. (see my previous post about a video player embedded in an issue of Entertainment Weekly) Hopefully, other luxury brands will follow and increase mobilized print ads in consumer publications.

The ad itself relies on pure image recognition. The way it works is that readers can snap a photo of the ad, send the pic to an email address and get more information as well as an entry into the cash sweepstakes.

Moving forward, print publications could offer readers a companion mobile app to make the interactive experience even easier. A magazine app could just require the user view the ads and use image recognition via the users device as opposed to emailing it. This would also allow the magazine to harvest valuable demographic info. Finding out exactly who is reading the ads would be a great pitch to attract new advertisers not previously considered.

Making print ads interactive (regardless of the method) is a good way to inject print magazines with more life and prop up the whole publishing industry.

Google introduced a new service for searching with gestures for Android 2.0 and above. This gesturing could evolve into some pretty cool uses and mobile user interface design opportunities.

Basically, users scrawl a letter (or “alphabet gesture” as Google Labs calls it) on the touch screen to bring up a contact, app, music file or bookmark from a list of hundreds or even thousands on your Android phone. The mobile user interface eliminates the need to type in certain cases.

While the gesture feature is currently for searching only, this opens up lots of possibilities for interesting mobile user interface design possibilities for Android. The API could be opened up so that anyone writing Google apps could make use of ‘common’ gestures.

Universal gestures could be explored that could be used across any app.

Imagine that there’s a ’send to the Google cloud gesture’ and a piece of content you’re interacting with could automatically be sent to the appropriate cloud service. For example, you receive a document, gesture it, and it ends up stored in your Google Docs. Or the ability to gesture a phone number on a site and save it in Google voice would make interacting with Google cloud services easier.

I’m happy to see Android evolving and opening up the door to explore more touch based user interface design options. It’s a good time to experiment before rigid standards make their way into the mobile user interface design community.

Fast Company reported on a new promotion that might be a glimpse into the mobile design of smartphone commerce in the future – advertising that combines virtual goods and LBS to tap into on-the-spot purchases and promotions.

Location-based game start-up Booyah is introducing in-game, virtual goods placements, based on your real-time location. The Mobile User Experience Design will lead consumers right to the cash register of a “real” store selling real goods for very real cash.

The campaign stems from Booyah’s partnership with international clothing retailer H&M but this could apply to ANY consumer campaign – from liquor to cars to network television. This particular promotion pings mobile users near an H&M location on a piece of clothing or accessory that appears in Booyah’s MyTown location-based social game. Discounts and promotions reward the Booyah user that visits the actual store location.

Here are some ideas I have for additional location based campaigns. Again, any consumer campaign could benefit.

Users could be rewarded with free virtual goods if they spend a certain amount of time inside a retail location. The goods should have a high value perception and be unique to that store. If the user wore or showed off or used a virtual item in a social network, they could get real world discounts on that product line.

The biggest fans of a company – the ever valuable influencers – could receive limited edition virtual that are exclusive or awarded before general public release.

Feedback about the unique product could be analyzed and the most popular ones could turn into physical products.

Another way to engage users (and potentially spark a viral campaign) would be to give the consumers tools to design the next generation of virtual product ala crowdsourcing. Implement a voting aspect and social network exposure to build buzz. Winners could get a high value prize and their creations could turn into physical goods. Imagine a fashion oriented tween designing virtual fashion items and being rewarded for it.

Unique mobile user experiences and advertising seem to be made for each other – mobile is also a great bridge between the physical and the virtual. I’ll be watching the H&M campaign with interest.

A FastCompany post announced that HarperCollins has launched www.inkpop.com –an “interactive writing platform for teens.” Inkpop allows members to post books, short stories, essays, and poetry for review and critique by the community.

The website copy claims that inkpop.com will connect “rising stars in teen lit with talent-spotting readers and publishing professionals.” And that “members play a critical role in deciding who will land a publishing contract with HarperCollins.”

Pretty brilliant on the part of HarperCollins – they enlist the help of a narrowly targeted community to vet aspiring writers. My guess is that a teen who totally into literature these days might feel slightly isolated. So I’m happy to see a social networking site bringing kids together that promotes reading and writing.

This is perfect for mobile. Teens today can’t imagine a world without their mobile device and if this catches on, mobile apps to enhance the site will probably happen quickly.

HarperCollins is also benefiting from the ability to grab key demographics and has a perfect forum for targetted advertising. If the inkpop model catches on, I image it will move beyond a teen-only site. After all, it’s just teens that are reading a certain off-the-charts popular vampire series, right? And those books weren’t written by a teen but by a stay-at-home mother of three.

It will be interesting to see how other companies create interactive forums and social networks that enable their future suppliers as well as consumers.

Fierce Mobile Content reported that Amazon will be inviting software developers to build “active content” for the Kindle Store later this year. Although the “a” word wasn’t mentioned, it’s clear that Amazon is getting into the app game for their eReader.

It’s a great idea to leverage a developer community. An Advertising Age article has a good analysis on Kindle moving into apps. Some opinions seem short sighted though. For example, while people complain about the greyscale experience, it’s likely that Kindle will get a color display.

A separate Fierce Mobile article reports that Kindle services will represent 10 percent of Amazon.com’s total North American sales in five years. In addition to books, Amazon sells VHS, DVD, CDs, MP3s, computer software, video games, electronics, apparel, furniture, food, toys and so on and so on. What if a future version of Kindle supported all of these products? Talk about a ridiculous about of synergy.

With a Kindle and Amazon.com’s product lines, the possibilities are endless. What if you were reading on a Kindle and the main character is enjoying a tasty pizza? Suddenly, you’re presented an ad to order pizza. And if that had had a coupon? Even better. See my post about advertising on the Kindle.

Another possibility for eReader enhancement brings to mind Mad Libs – fill in the blank and create a story. The Ad Age post quotes Richard Schatzberger, director of creative technology at Bartle Bogle Hegarty, New York. He talks of “living books” where an author could program a story to tailor itself to the reader — a book that reflects the current weather, or is set in a reader’s city.

It will be interesting to see if apps catch fire for the Kindle or future versions of eReaders. But one thing is sure – combine classic “book” consumption with technology and get ready for spirited debates.

Mood rings were popular in the 1970s. Mobile devices may be the modern day mood ring. Fast Company posted a story about new emotion-detecting software launched at TechCrunch50. Affective Interfaces claims that it has developed an ultra-accurate system that can detect emotions correctly over 85% of the time.

The Affective Interfaces website welcome message reads: “Knowing what your customers are doing is great, but wouldn’t you like to know why?” Harvesting information from consumers is a great use of the program. Focus groups these days cover everything from new product perception to jury trial preparation and they are labor intensive to arrange and costly to run. Fast Company notes that Affective Interfaces could potentially remove human monitors from the equation, saving a ton of money. Additionally, hundreds of users could be part of a group eliminating the need for companies to conduct expensive testing on small numbers.

Taking this a step further, it would be amazing if advertisements could be presented at an opportune emotional moment based on a user’s personality and demographic profile. For example, at the end of the day, a tired mom might see a vacation commercial or a mattress sale announcement. The same mom on a treadmill in the morning might see a commercial for a sports drink or athletic shoes.

Intelligent interfaces on a consumer device could detect frustration on a user’s face and adjust themselves accordingly. A frustrated user would could get more of a stripped down simple user interface and then get more options later as frustrations went away. This could be a great benefit for new users or those that aren’t technologically savvy.

Additionally, the entertainment industry could tweak content choices based on your current emotional state. Music, movies, games and applications could be matched to a particular mood.

What about using emotion detection to monitor a loved one turning it into a potentially an important relationship tool. Let’s say you have the ability to check the emotions of your spouse before you leave the office. Confrontational or angry? Stay at work longer or hit happy hour before you pull into the driveway.

Can a mobile device mirror the excitement of throwing the dice in a crowded casino? It looks like the MGM Grand at Foxwoods casino is betting on it as they prepare to release a branded iPhone app. 

Mobile Entertainment had a post announcing the launch and some of the details. The app will attempt to simulate all the sights and sounds of an actual casino to immerse users in the Foxwoods environment. No free drinks or real money play. “Play-for-fun” only games since remote gambling illegal in the US. Also included are tips on how to play the casino’s table games as well as a resort tour. Of course, the goal is to get users into the “real world” casino to unload some of their real cash. 

MGM would be smart blend exclusive on-premise features with offsite offers. Offsite features should be heavy on getting gamblers onto the property such as the ability to easily book your stay along with last minute getaway deals. Additional offers could include discount on show tickets, coupons only available to app users, an in-depth event calendar, local weather and restaurant specials. 

While on-site, the app could make visits smoother by acting as a virtual concierge for dinner reservations, event and attraction tickets, local maps and directions or transportation arrangement. (This is an end run around concierge tipping so guests have that much more $$$ to spend on the gaming floor!) 

The app could also feature on-premise only mobile gambling for real dollars. Currently, this is only legal in casino public areas in Vegas might be extended in the future through pending legislation. Gambling tutorials (expanding on tips) for specific MGM games would also be a smart on-site feature. Devices could also be loaned to guest for their stay.

With the travel industry struggling, any resort destination would be smart to jump into the app marketplace if they can offer ease, affordability and creative content.

Verizon continues to blend their product offerings through a converged mobile user experience. InteractiveTV Today had a post detailing the variety of FiOS TV features that will soon launch. There are some cool elements that also have practical real world use - a good example of a multi-screen experience.

I was particularly interested in the news that Verizon will soon release software that will let viewers to use their WiFi-enabled smartphones as a remote control. Through a remote access service, Fios TV subscribers will be able to use their mobile to review, change or add recording requests, delete recorded programs, browse and search TV and video-on-demand listings, and set parental controls.

Mobile devices are so much more sophisticated than the typical remote – it’s a great use of mobile technology.

This opens up a host of possibilities to bundle Verizon TV and mobile services together - building consumer loyalty and expand Verizon’s reach. A good example of this might be Verizon suggesting new content purchases based on shows or music you’ve watched or programmed to record. By utilizing one device as an extension of another, new user experiences are possible. For example, when watching FIOS TV and you see an ad for a show you want to watch, you don’t have to interrupt your viewing experience on the television. You just use your mobile phone to set the show to record.
Other features include an enhanced Interactive Media guide for FiOS TV as well as “bidirectional sideloading”—which allows viewers to use their TV to access digital files from mobile phones attached to their PC’s. There will also be an interactive TV application that allows you to watch free samples of premium channels with the option to order as well as various widgets, like the football widget that displays statistics alongside a game.

I’d love to see more social tv features. For example, notify when my friends are watching tv, let me know what they’re watching, let me invite them to watch something with me, etc.

Stop the presses! Sort of…Entertainment Weekly is running a CBS video ad in…their print magazine. InteractiveTV Today had all the details and I was pretty blown away. Not just about the technology – which is amazing – but the idea that online is now going print instead of the other way around. This concept is a great juxtaposition of print and digital. 

The way it works is that the video player insert is a flexible, thin, plastic screen on two pages, activated when opened (like musical greeting cards). The ad has 5 channels with 40 minutes of content. Readers can change the channel by pressing buttons embedded in the print ad. It’s launching “Monday to the Max,” a campaign for CBS’s comedy and drama line up along with a promotional tie in with the new Pepsi Max. (Pepsi Max is billed as “the first diet cola for men” with ginseng and lots more caffeine than regular Pepsi.) 

The Entertainment Weekly issue won’t be out till Sept 18th but is already generating a lot of buzz. The CBS/Entertainment Weekly ad will only appear in LA and NY subscription copies - no newsstand sales - so copies are sure to be scarce. I’m looking forward to more uses of this technology which might have the added benefit of giving the struggling print industry a shot in the arm. Magazines could have unique tie-ins or exclusives with a show or movie. From gardening to news to sports publications, the possibilities are endless.

Looking forward, it would be interesting to use this technology to go further into print, broadcast and mobile convergence. Perhaps readers could have access to a ‘trial’ episode teaser clip of the show. (with appropriate cliff hanger ending, of course) In order to continue the program, you’d need to buy a subscription or pay a fee. 

Or maybe the reader would be directed to a website to sign up for a free promotion to continue watching, yielding valuable consumer information. It would be great for consumers to be able to choose where and how they continue watching the show with availability across numerous platforms. 

Also, short-form episodic content - like mobisodes or webisodes – could be available exclusively through a video player in a print publication. Theoretically, this could drive up subscriptions and test the waters for the show to eventually become a “traditional” television show or feature film. 

CBS says the video player insert, made by a Los Angeles company called Americhip Inc, will be able to withstand the binding processes and mail delivery to arrive ready to go.

InteractiveTV Today discussed the creation of the RVU Alliance made up of founding members Broadcom, Cisco, DIRECTV and Samsung founded to standardize home entertainment user interface and accelerate development.

In short, RVU is helping to get identical user experiences across the connected home. This includes digital TV sets, media adapters, and set-top boxes from multiple companies. I think that’s important and valuable not just for consumers but for content service providers. Confining consumer electronics manufactures to a unified experience might have the potential to stifle innovation. It also diminishes differentiation possibilities through the user interface and user experience.

I do like that features can be updated over the server leading to an adaptable and intelligent user interface. Users who don’t like certain functions can update and change their preferences. Along those lines, additional, targeted customization and personalization of different user interface experiences would be interesting. And intelligent ads per demographics would also be an interesting and profitable feature.