It's scary, but once you walk into a store, the Kinect and Xbox One could tell you what you want or need even before you realise it. Or at least, things they presume you're eyeing.
This example, set in a shoe store in Germany, creates an outdoor virtual outlet through Kinects connected to Windows PCs. People got to choose any model and size of shoes they want and the technology then 3D render them onto people’s feet in real-time.
Trying on a shoe, without really trying on. Now that's virtual reality for you.
Microsoft's gaming console is just one of many possibilities for stores to gather small data and give them these pseudo-precognitive abilities. In Singapore, there’ve been opportunities in MRT stations for people to do some exercise for the government to promote a healthy lifestyle while collecting data.
This is what Microsoft advertising Asia-Pacific general manager, Adam Anger, and Omnicom Media Group Asia-Pacific chief innovation officer, Guy Hearn, were speaking about at one of Spikes Asia's TechTalk sessions held at Suntec Singapore.
“Even in wearables, it’s all about small packets of data that tell their makers something about an individuals’ behaviours,” Hearn mentioned. He added that that’s the way to engage with consumers moving forward – knowing from your tech behaviour when the right time is to feed you with specific and targeted content.
According to them, businesses are adopting this new form collecting small data to tailor advertising to individual needs. Hearn mentioned that it’s not reached that stage yet but added that things are definitely moving away from demographic targeting.
We think it’s pretty cool, because we’re not going to get bombarded with useless ads, but at the same time, scary too because “Big Brother” has access to your movements.