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We are Greenwood Campbell
06 June 2019 by Adam Greenwood

The Future is Screen-Less

The Future is Screen-Less

In 2018 we took 1.2 Trillion photos. That is 3 billion, 287 million, 671 thousand, 232 photos per day.

450 million photos are being uploaded per day to Facebook and Instagram alone. Each of these photos is embedded with geo-data, either in the metadata or because they are being tagged into a specific location. Google Maps have photographed over half the planet since 2007. There are over 245 million CCTV cameras worldwide. Pokemon Go! has millions of monsters running around, Google Maps now has an augmented layer of directions to help you see which way to go. Google Maps has millions of user generated images that could easily by stitched together with stock photography, video, social photos to create another world. Uber overlays data on all of its drivers and routes around the world, Airbnb, TripAdvisor, Deliveroo, the list goes on. We are painting ourselves with a layer of data, every selfie uploaded to social media is covered in digital filters.

We are painting the world with data and this data is creating a new world which we can access at any time. Some call this mirror world, the fourth wave, Augmented Reality (AR).

Whatever it is called, it is a new world and we are seeking new ways to access it.

With all of this data to view and overlay onto the real world, we will need more than smart phones to make the best use of it. In 2014 Google released the Google Glass. It was considered a failure at the time. Unwieldy, awkward, underpowered. However, Google Glass has been rebranded to x Glass and is currently used by enterprises all over the world for very specific tasks, like augmenting schemas to help engineers. There are currently 19 manufacturers of smart glasses worldwide.

We have devices that read our biometric data and send it for analysis on our smart phones and in the cloud. Apple’s next version of airpods will have biometric sensors and Google have applied for patents for ‘smart contact lenses’.

In a few short years, the concept of using a screen to view this world will feel as archaic as using a yellow pages to find a business listing. Wearable computing devices will become ubiquitous. Invisible. These new types of devices will provide opportunities for brands to create content that can educate, engage, excite and enrich in every dimension. Imagine adverts that exist in 4D all around you or product information that you can hold and see from every angle.

The innovative marketers of the future will be investigating these challenges and opportunities. Now - does this include you?

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