Nov 152013
 
Gary scratches his head - photo by Rosemary Keevil

Gary scratches his head – photo by Rosemary Keevil

I was invited to keynote at the 2013 Merging Media conference in Vancouver last week and it was great to meet up with the wandering band of transmedia/multiplatform ‘global gliterati’ that frequent these events. All in all a top notch affair, well attended, mostly on the ball  in terms of topics and refreshing to take in the effervescent youthful passion that abounded from the attendees.

My next post will be detailed coverage some of the themes of my presentation but what follows below is something I sneaked into my talk last minute – partly as a response to some of the previous speakers on day 1 and the ‘challenges’ that still pervade this fledgling industry, still, after all these years.

The ‘digital’ brochure-ware website/mobile-app industry is doing fine and dandy – quaint silos inside traditional broadcasters, studios and ad agencies make ‘broadcast interactive’ stuff that is proven standard fare for large sections of the mostly passive audience –  but where are the truly original and/or mature multi platform transmedia services and how will we get there? I then thought of a series of scales on which to gauge and see if we can really get a sense of the State of Play in ‘whatever’ we will finally agree to call this thing.

I presented this section partly interactively (well the sort of magician like interactivity we all sometimes despise) – I asked the audience to shout out where we think we are on the scale and then I pressed the magic button and the needle floated across ala an interactive worm (in fact of course these were all my already set valuations – but anyway most of the time it was within 1 or 2 points!). I did tell the audience by the way, although they probably sussed it after the 2nd or 3rd one 🙂

So the State of Play of the Multiplatform / Transmedia Industry across 10 scales of measurement

 

001_Transmedia Multiplatform State of the Industry

 

Language and Grammar – Tower of Babel or Industry Shared – 3/10 – It is critical everyone is singing off the same song sheet for it to be a mature industry, how else can we create a business on something if it is not a shared terminology? Imagine if for example in film we called the editing stage either the compile, the chop, the edit, the merge, etc: depending on who was producing or which country we were in. Chaos.  But as we know in multi platform circles, we don’t have to look far to see the cracks – not only are the transmedia folk stretched from arty fluffiness at one of the spectrum to hard core marketing at the other but there is still across the industry (& academia) no real agreement on what the ‘T’ word actually means. Then on the ‘serious digital production’ side of the fence, whole swathes of the industry who  do bare bones digital ‘cloning’, nothing new, just pure turning the app/site production handle. Every sector from academia to agency to studio to broadcaster all use different terms. 3 out of 10 suggests we have at least another 10-15 years before we settle down into a shared taxonomy – lets hope it is sooner.

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May 312011
 

I promised quite a few folk to provide a walk-through of my short 35 minute presentation at the Augmented Reality Event in California last week. The intention of the presentation was to take my AR Scenario & Business Model thinking to the next level, to go beyond marketing eye candy, clunky ‘questionable’ games and really dig down and think hard about the value proposition for users. In creating the presentation I had to look at a deeper level at the nature of experience, as in that we can start to really find true value in Augmenting our Reality. To begin though a little compilation video I threw together for this post and some future talks looking specifically at a range of locative augmented and alternate reality services (entertainment, promotion and advertorial) to set the landscape.

Music track is called Zemith from my ‘Calm After the Storm’ album in progress – subscribe free

The only way the Augmented Reality industry is going to emerge from its current commercial birthing period is for the brands, corporates & creatives to make sure that AR is delivering a unique, immersive experience and to start to consider the value of experiential (a marketing definition here). This nature of experience, which I believe is inextricably linked to the future of AR, and the value users place on immersive services also leads at the end into a ‘experiential’ panel I am leading at Creative Sydney at the Opera House this week and I cover some of my thoughts in that space first.

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