Now feel this: Immersion releases “first haptic design toolkit”

first_imgSomeday soon, it might become commonplace to feel a car’s motor or the shake of a martini-in-progress on mobile video ads, if a newly released haptic toolkit from Immersion catches hold.The San Jose, California-based company says its TouchSense Design Cloud — now in beta with a release version expected this fall — is the “first haptic design toolkit” for readily creating your own tactile effects for mobile video ads. Founded in 1993, Immersion has previously offered an API to its multi-platform haptic technology, but it had to provide supporting services for outside developers.With haptic feedback, users can “feel” the keystrokes on an Android phone screen, the sensation of rotary knobs turning in a car’s dashboard screen, or the rumble of a tank in a videogame. In a mobile video ad, a Peugeot’s engine on an open highway, a vibration to accompany a ghost’s appearance in a movie, or the pop from an alien’s weapon could generate visceral sensations.If you have an Android phone, you can try out some sample videos through this free app.Immersion says its technology is currently employed in three billion devices, including games, cars, and medical equipment, as well as phones. At one point, the company had offered standalone design software for computers to create some kinds of haptic experiences, although that was discontinued.The new toolkit, Design Director David Birnbaum told me, was specifically designed for sharing via the cloud, and for fitting into the normal production workflow of a video ad.The haptic information is created as a .wav sound file, editable with any digital sound editor. Immersion targets Mac-based editors, the most popular kind in media production.An engineer generates a sound file, edits it, and then exports it via Immersion’s Haptic Monitor Connect app to its Haptic Monitor app in a nearby Android smartphone for real-time playback, to feel how the sound file renders tactilely. The tech currently works only on Android phones, Senior Product Manager Ricky Bhatia told me, because Apple has not provided outside access to the iPhone’s actuator, the small motor that provides tactile feedback.Through trial and error, the engineer can generate the desired touch sensation. There is currently no library of standard effects.“We considered a library,” Birnbaum said, “but [sound engineers] wanted full control.”The engineer can get approval from clients or others by uploading the .wav file to Immersion’s new Design Cloud on the web, where the tactile sensation can be remotely experienced in sync with the mobile video ad via a mobile web browser on an Android device. Then the .wav file is exported as a proprietary .HAPT file for distribution with the video.A screen from the TouchSense Design CloudAlthough the .wav file can be shared via the Design Cloud on the web, the .HAPT file is only available in video ads on an Android app that utilizes Immersion’s software development kit (SDK). Currently, Birnbaum said, “one or two” unnamed app publishers are utilizing the SDK. He added that, at some point, the haptic experience might become available in mobile video ads on the web.The distributing ad network must be able to support the .HAPT file, which, at the moment, only Opera Mediaworks can. Immersion says the first tactile ads were run in September of 2014, and that the Opera Mediaworks network currently handles over 500 tactile ads for smartphone apps and nearly 500 for tablet apps.Since you already know what a keyboard or a car feels like, you might wonder why a marketing campaign would bother adding touch.Birnbaum noted that touch feedback adds a startling component that makes the experience feel more realistic, and boosts engagement.The company reports that 85 percent of users who experience tactile feedback in mobile video ads say that they are more engaged with the content. Additionally, Immersion says, there’s a 220 percent boost in clicks compared to non-haptic video ads, 59 percent more replays, and 24 percent higher ad recall.Of course, if tactile feedback is everywhere in mobile video ads, it could become less noticeable. At which point advertisers will need to do what they get paid to do: come up with some new way of employing the tech.From our sponsors: Now feel this: Immersion releases “first haptic design toolkit” Related postsLytics now integrates with Google Marketing Platform to enable customer data-informed campaigns14th December 2019The California Consumer Privacy Act goes live in a few short weeks — Are you ready?14th December 2019ML 2019121313th December 2019Global email benchmark report finds email isn’t dead – it’s essential13th December 20192019 benchmark report: brand vs. non-brand traffic in Google Shopping12th December 2019Keep your LinkedIn advertising strategy focused in 202012th December 2019 Posted on 30th June 2016Digital Marketing FacebookshareTwittertweetGoogle+share Now feel this: Immersion releases “first haptic design toolkit”You are here: HomeDigital MarketingNow feel this: Immersion releases “first haptic design toolkit”last_img read more

‘Digital boards will change the face of classrooms, education’

first_imgThe launching of ‘Operation Digital Board’ across 15 lakh classrooms in the country in the next four years will change the face of education in the country, said Union Human Resource Minister Prakash Javadekar.Speaking at the third edition of Excellence in Education conclave organised by The Hindu group in association with Blue Star here on Thursday, Mr. Javadekar said, “We get valuable inputs from such events to raise the educational standards in the country. The media is not just a loudspeaker but has to critically examine government programmes and come up with new suggestions so that the country is benefitted and enriched.” In his special message delivered via video link, Mr. Javadekar mentioned the initiatives undertaken by the NDA government to harness the digital revolution. “Our government has taken benefit of the digital revolution to educate 15 lakh teachers and making education available online and offline. Education policy today is based on accessibility, accountability, affordability and equity,” he said.He said that the HRD Ministry had unveiled initiatives like SWAYAM and the National Digital Library (NLD) to revolutionise the structure of education in the country.He further said that the granting of complete autonomy to IIMs was a major step towards ensuring excellence in education. The concept of research parks and Atal innovation centres was a major step towards fostering entrepreneurship, he added.State Education Minister Vinod Tawde said The Hindu conclave was “a breakthrough” for thinking about the education system not only in Maharashtra, but in the entire country.“Our educational system still languishes in the industrial revolution era. The conclave will help in providing inputs on how the curriculum can be adapted to today’s digital educational epoch,” Mr. Tawde said.He further remarked on the need to mull about the emotional and spiritual quotients and not merely the intelligence quotient in education.In his keynote address, Maharashtra Education Commissioner Vishal Solanki noted that the three critical issues were digitalisation in 21st century schools, excellence in education and fostering an entrepreneurial spirit.“While phrases like ‘Technology is a great leveller’ sounds good to the ears, in reality, a lot needs to be done towards improving digital connectivity in the State’s — and India’s — rural hinterland,” Mr. Solanki said.Observing that while education offered by some establishments was expensive, he questioned whether an ‘Ivy League’ education truly guaranteed quality education or imbibed the right values in moulding children’s characters.“It is necessary to introspect in this digital age if a wealthy education is the sole guarantor of quality? For there is an amazing hunger for education among children in the rural areas as opposed to their privileged urban counterparts. We also have to ask hard questions as to how effective is the vocational training being imparted to students in institutes across the State,” he said.Fondly recalling his eager wait for The Hindu during his days as a civil services aspirant, Mr. Solanki said Pune was an apt place to host the conclave as it had a number of excellent institutions with a 200-year academic pedigree.Commenting on the yeoman service rendered by The Hindu in upholding journalistic values and maintaining literary standards, B. Thiagarajan, Joint Managing-Director, Blue Star, said the conclave symbolised a marriage of two iconic brands in fostering education and an entrepreneurial spirit through knowledge.“For educationists as well as the student fraternity, The Hindu is indelibly associated with high-quality English writing and a judicious choice of informative articles. Likewise, a commitment to providing quality vocational training constitutes a significant part of Blue Star’s CSR initiatives,” said Mr. Thiagarajan.last_img read more

Financial crisis forces Deccan Chronicle to look for buyers for its IPL team Deccan Chargers

first_imgDeccan Chronicle Holdings Limited (DCHL) has put its Indian Premier League (IPL) team up for sale. The IPL franchisee has issued a tender notice inviting bids from buyers for the Deccan Chargers, which is currently in a financial mess.If Deccan Chargers does not close a deal with a buyer by Friday, the Board of Control for Cricket in India (BCCI) would float a tender to find a replacement for the crisis-hit franchise.The cricket board’s working committee had on Monday decided to allow DCHL to go ahead and issue tender. The new buyer might have to pay the salary of the Deccan Chargers’ players for the fifth edition of the IPL.According to the tender notice, “under this invitation to tender issued by DCHL, the winning bidder will acquire from the DCHL on an “as is where is” basis the right to own and operate the IPL team currently known as Deccan Chargers, which is and will continue to be based in Hyderabad and which competes in the Indian Premier League and which has the opportunity (if applicable and subject to qualification) to compete in each and any CLT20 which is staged from 2013 onwards”.The term “as is where is” means that the new buyer will have to use the name Deccan Chargers and will have to clear the liabilities of the current owner.The invitation to tender and the bid document can be acquired from the BCCI office in Mumbai from September 7 upon a payment of Rs 5 lakh by demand draft or pay order favouring DCHL.According to the IPL constitution, 5 per cent of the bidding amount will be acquired by the BCCI.The last day for submitting the bid will be 12 noon on September 13 and the winning bid will be announced on the same day.The new potential buyer may have to pay the salary of the Deccan Chargers’ players for the fifth edition of the IPL.The move will also help consortium of banks, which had loaned out significant amount to DCHL, to recover their money since the name of the team will remain Deccan Chargers.Earlier in June, DCHL had appointed investment banking institution, Religare to find a potential buyer but they were unable to find one, who would readily buy the team with its financial liabilities.advertisement– With PTI inputslast_img read more

Franz applauds senior volunteers

first_img State Rep. Ray Franz was on hand at the May 30 Senior Companion and Foster Grandparent Annual Appreciation Luncheon at Crystal Mountain Resort to recognize volunteers over 55 who make a difference in our communities by providing assistance and friendship to local adults and youths. Senior Companions help others with daily living tasks, such as shopping or paying bills so they can remain independent in their homes instead of having to move to more costly institutional care. Foster Grandparent volunteers serve an average of 20 hours a week as role models, mentors, and friends to children in need through local organizations such as faith-based groups, Head Start Centers, schools, and other youth facilities. Categories: News 05Jun Franz applauds senior volunteerslast_img read more


first_imgShareTweet ballykellycity of derry airportPOLICE HUNT LAUNCHED AFTER LASER PEN SHONE AT AIRCRAFT BOUND FOR CITY OF DERRY AIRPORTSGT JOHN DORNANSTANSTEAD Investigating officer Sergeant John Dornan said: “On this occasion, the laser was shone towards the cockpit.“This could have had terrible consequences and I would ask anyone with information that could assist in our investigation to contact us.“We believe the laser was shone from somewhere in the Ballykelly area.“If you can help identify whoever was responsible, or have any relevant information, please contact the non-emergency number 101 quoting reference 1499 of 24/08/17. Plane inbound to City of Derry Airport had laser pen shone into cockpitPOLICE are on the trail of a suspect who shone a laser pen at an aircraft as it was making its way to land at the City of Derry airport.The incident was reported shortly after 10 pm over the Ballykelly area on Thursday night, August 24.The plane had earlier taken off with passengers from from Stansted airport in London. “Alternatively, information can be provided anonymously through the charity Crimestoppers on 0800 555 111.”POLICE HUNT LAUNCHED AFTER LASER PEN SHONE AT AIRCRAFT BOUND FOR CITY OF DERRY AIRPORT was last modified: August 26th, 2017 by John2John2 Tags:last_img read more