Industry Insights with Antonio Grasso

Appearition was very fortunate to have the opportunity to chat with the insightful and thought-provoking Antonio Grasso to chat about all things digital transformation, digital technology adoption and the rapid development of technologies enabling it’s users to perform powerful tasks.
Antonio Grasso is the founder and CEO of Italian company Digital Business Innovation srl. Antonio is a expert in the digital technology world and highly regarded as one of the top digital transformation influencers on Artificial Intelligence, cyber security, digital transformation, Internet of Things, and blockchain. He is an advisor, enterprise and public sector consultant and mentor to numerous startups.

The following Q&A has been lightly edited for length and clarity.

A: Antonio, tell us a little bit about how you’ve been spending your time during lockdown. Unfortunately in Melbourne we have just been placed into further lockdown measures. Italy faced challenges early on in the pandemic. What was this experience like for you?

AG: I am very fortunate because so much of my work and documents is stored in the cloud, so it has not been so much of a change whether I work from the office or home. Although some activities stopped, the majority of my activities were performed and fulfilled as normal.  Prior to the COVID-19 pandemic, I was travelling and attending events and suddenly everything has moved online. In terms of my work I consider myself a very lucky guy as I have been able to continue as usual, however many others have struggled due to the closure of shops, restaurants, recreational activities and entertainment. So, yes I am very lucky in this context as it has not changed too much for me.

A: You are well known in the digital technologies space and highly regarded for your work and advice. What drives you to play in this space and what brought you to work in this exciting area?

AG: I have always had a strong passion for technology. 37 years ago when I was a software developer, I began to feel a strong link with my work and the desire to explore. About 10 years ago, digital technology began to emerge thanks to digital infusion like the introduction of iPhones. No longer was it just a mobile phone, but now a computer – small yes, but very powerful. About 3 years ago, I started to share information on my social media channels and that was amazing because it was a shift in my job. Now, I split my time between running my company and online activity with my followers, 50:50. I publish educational posts, I create infographs, I try to give other people something to think about, something to discover. My relationship with technology, it’s a passion, it’s something that I have in my heart and in my mind.

A: When you were growing up, was there a certain turning point in your life that influenced your passion for technology?

AG: In the 1970’s when I was young, we had no digital technology. I was always interested in machines; so I pulled apart and destroyed every machine I played with to discover the inner mechanisms. In the 80’s and 90’s, I began to work with many other types of technologies. At the time computers and hard disks were very big compared to now. So it was different, but the relationship was the same every time – always keen to discover what was happening inside.

“My relationship with technology, it’s a passion, it’s something that I have in my heart and in my mind.”

 

A: You have worked in the digital technology space for many years now. Across your years in the technology space, what has been the greatest piece of digital technology advice you have been given?

AG: When I started 37 years ago, computers and software were a lever – you know a lever helps you do your task better and faster. If you need to do reports, accounting, invoices, payments, you can begin to do this all very fast with the software. That was the previous technology, but now we are starting to see a shift. The role of technology is changing, it is no longer just a lever that helps you do your tasks better but an enabler. So, my advice is to think about the role of technology, not only, does it leverage you to do things faster, but also, what it can enable. What new product can enable you to do something you could not do before. When we think of digitalisation, it allows your product or service to become digital. For example, the streaming of video is changing the entertainment movie market, as it is creating something that before did not exist. This is possible thanks to digital infusion.

Digital infusion is phenomenal at bringing technology to our fingertips. Not only is it bringing technology as a lever but also as an enabler. An enabler for new things, new markets, new opportunities. So the approach needs to be holistic, a 360 degree approach. With purchase automation you can fulfil the customers purchase very quickly due to new technologies. It is creating new opportunities; new sources of revenue, new products, it’s amazing.

 

“The role of technology is changing, it is no longer just a lever that helps you do your tasks better but an enabler.”

 

A: How consumers interact with your business has changed. With that, traditional product development methods need to change. A world class digital experience is expected. What should business leaders consider when it comes to product development? What technologies should be at the forefront of consideration?

AG: It depends on the industry, one side does not fit all in this case. When we talk about product development, one thing that comes to mind is one of the latest developments of the digital twin. The digital twin is something that is unbelievable, it really helps the product development stage. When you develop a product, you need to also develop a prototype, this prototype is usually physical. The digital twin is a technology that you can create a digital representation of your product. This type of technology in product development is unbelievable and once again we come back to the leverage in technology to do better and enable you to do something you could not do before. Augmented reality is something that can aid in customer service or workforce. This enables you to give a workforce a different kind of training. With AR you can put the necessary knowledge at the fingertips of others when needed, right there, right now.

A: At the moment, what do you think is the most interesting trend in digital technologies?

AG: One very important and exciting thing is confluence. This requires bringing together two or more emerging technologies to create new outcomes. If we talk about emerging technologies, we have some technologies that are horizontal or AI that can work on all kinds of industries with different approaches and different outcomes. There is also blockchain security. If you say AI adoption in my company has a value of 2 and the blockchain has a value of 3.  But if you put the two together these two technologies would not equal 2+3=5, the result is more like 7. This is because they work together to create more than just the single technology. It is something that is happening now, but in the future it is something that will be happening with even more integrated technology.

I wrote an article about confluence robotic optimisation and the confluence of AI  that explores the software that can do so much more than just reading emails. It can read the emails but also send the invoices. It is programmed so if ‘this’ then ‘do that’ or ‘if that’ then ‘do this’. But, if you inject this model with deeper learning it can use technologies such as AI to do it. So, when you inject the technology with another emerging technology you create something bigger. This is an area of technology I’m very passionate about.

 

If you would like to read more from Antonio Grasso and his work in the technology industry you can find Antonio at:

Twitter  Facebook  LinkedIn  Blog

 

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The Oodl story

Impressive Advertising is a leading advertising and branding enterprise, based out of Adelaide, Australia.  They produce print, online, video and audio advertisements and campaigns for their clients.

Advertisements are of many forms these days. From simple print ads to social media campaigns, there are plethora of brands targeting the consumers. However, today’s audience prefer more visuals, concise and innovative ads. An ad these days is not just consumed, but shared, liked and discussed about on social networking sites, more often than before. This form of ad consumption has paved way for more innovative presentation.

Adapting to changes in Digital Transformation has been the order of ad campaigns in the last decade. If everyone is doing the same, how does one stand out?

Met with one such need for innovation, Impressive Advertising decided to improvise using Augmented Reality (AR). The idea was to bring an image to life by augmenting it. Thereby, enabling the best of both mediums for a campaign – print and mobile.

Oodl it

Generally, while skimming through ads, extensions or teasers grabs one’s attention. Bearing that in mind, the team used Appearition’s 8AR platform to create an image recognition app called Oodl.

Oodl is an image recognition browser tool, delivering informative and relatable content embedded in everyday surroundings.

The Oodl app cloud technology allows one to visualise digital information in a completely new way, taking you from a one-dimensional experience into a whole new world of exciting discoveries.

A holistic AR experience

To build their audience engagement goals they have produced adverts that include AR experiences throughout, created full page Oodl experience newspaper adverts and produced promotional card campaigns to entice consumers to download the app.

These posters and ad campaigns contain the Oodl icon, which when scanned through the app projects augmented information.

AR allows us to create computer-generated enhancements in video or animation atop of existing reality which is very exciting, says Trevor Worley, Managing Director, Impressive Advertising.

The 8AR platform

8AR is a SaaS based platform, therefore is highly extensible and can be easily customized and monetized. It does not require any coding, making it easy for enterprise to augment.

Customer response

We expect Oodl to develop in AR as it has easier consumer reach, i.e. anyone with a smartphone, says the team.  The UI designed is simple and attractive. Upon logging in and scanning an object, there is an auto-pop video and further information that appear alongside.

Customer response to the Oodl AR/VR feature app has always been met with a ‘wow’ beams the team. “AR market is where we see Oodl developing as AR is less intrusive and is accessible to every person that has a smart phone. It allows us to create computer-generated enhancements in video or animation atop of existing reality which is very exciting,” adds Trevor.

As more and more media options developed, Impressive Advertising was looking to combine the best of all worlds and found the answer in AR.

 

Stand out with AR. Get in touch with us to know more about launching your own 8AR platform!

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The Magic that is AR – QnA with Tomi T Ahonen

Over the past few years – you would have heard us refer to Tomi T Ahonen – a thought leader in the tech space with a distinct passion for AR and author of 12 books on mobile. We are delighted to share a brief QnA that Tomi was kind enough to do with us – 5 questions, 5 minutes (and a bit) – Enjoy!
 
1. How do you think augmented reality/virtual reality industry has evolved over the past 5 years and where would you like to see the industry in the next 5 years? 
 
AR is in an exploratory phase right now. The things that made Pokemon Go such a big hit last year, the individual elements had all been done already before, only Nintendo and Niantic managed to put in the ‘right mix’ of the right elements. But I do believe the future of AR will have us looking at Pokemon Go of 2016 as the ‘early dawn’ and the service be to the industry similar to what MySpace was to social media before Facebook. An initial successful ‘proof-of-concept’ vehicle but others will emerge far bigger and more successful than even this – bearing in mind that Pokemon Go was the most successful new game launch in gaming history. 
 
For the industry I think the next five years will see more validation of various business concepts that will be seen as viable and steady. I think the Ikea furniture catalog AR application is one of the most sustainable on a retail/commerce side; various user-assistance uses of AR in say the Audi user-manual for cars, are an obvious big area that can now get a boost when AR has been ‘validated’ by Pokemon Go. But in 5 years AR will have a Billion consumers using it, AR will be as normal for most users on their smartphones as going to Facebook or Whatsapp or Skype might be today.
 
TV is old news, mobile is now, but AR is the next big thing
 
2. Who, in your opinion, are the more influential players in this industry, and where do you see the most potential for development?
 
I think the big driver for AR is entertainment at least initially. It is a very ‘fun’ type of use of mobile, especially if you compare to say ‘payments’ and mobile money, which is far more ‘useful’ than strictly fun (who loves paying?). I would think that again, the Pokemon Go experience will drive other brands from Disney to Hollywood and TV, to start to deploy AR into their brand experiences. Imagine the next James Bond movie (isn’t it time 007 visited Australia?) – I could very well imagine a Bond-themed adventure ‘game’ with AR that included elements from the movie and set ideally in locations that the movie itself was shot. Or take any of the big action hero movies, the Iron Man, Superman, Spiderman, Batman etc type of movies – these would seem like naturals to go to AR soon. Any strictly animated movies and various currently-popular TV shows – they should already have some kind of AR concept under development to ‘be the next Pokemon Go’ haha..
 
If we think of tech companies, I don’t see anyone moving ahead of the pack so far. And on AR specialist firms, Layar had an early head-start but they don’t seem to (at least yet) have gotten to that ‘Google front-runner’ status of what we typically see in tech like Amazon in retail or Facebook in social media etc.
 
3. Everyone has been talking about AR extensively, particularly post Pokemon, but in your opinion, what are the top 3 benefits of this technology?
 
First off, AR is truly magical. As such, it appeals remarkably strongly to young people. I would guess that once the big ‘youth brands’ figure out that TV is old news, mobile is now, but AR is the next big thing – we will see news like Adidas made last week, when they said they will end TV advertisements because the youth are on their smartphones. I can foresee a time when especially youth-targeted brands start to set AR as their primary media/advertising channel. Secondly AR is ‘illustrative’ and by this I mean it can show us what to do, and how to do it. In any kind of learning situation, AR can project the video of the optimal performance and that can be incredibly powerful in helping illustrate how to do things. User guides and manuals will soon all be AR-enabled. Don’t make me read a manual. Show me how to do it. And the third big benefit is that AR is inherently digital AND inherently mobile. That means it is fully ready for the future digitally-converged world when our money and communciations and media and consumption and behavior and preferences etc will all be done through mobile and using digital means. AR could become ‘the next thing’ after video on mobile. This would be on the progression that mobile was first voice, then text, then pictures, now videos, and next… AR. But we have to see if that comes to be.
 
4. Given the relative ease of implementing the technology, what are some challenges faced by companies looking to adopt AR at an enterprise level?
 
A big problem for most businesses is to find a suitably frequent behavior that could be enhanced or expanded via AR. So if you bought your new car, and once had a problem changing the oil, and used the AR guide once – you will pretty much forget its even possible and won’t get the chance to explore and ‘enjoy’ it. Even as the car company may have built many dozens of AR use-cases to assist the car-owner. But in the case of Pokemon Go there is a lot of ‘repetitive’ behavior and ‘returning’ behavior, so you have to come back and nurture the eggs, and walk the distance to hatch the eggs, and so forth. They have done a lot of thinking on the human ‘addiction-building’ repetitive behavior. I often tell the story of cinema vs bus ticket in mobile payments. Most people go to the cinema only a few times per year. We don’t really ‘learn’ or ‘remember’ that we could pay for that ticket on our mobile phone. But if we commute to work or school every day by bus, we’ll learn in a few days how much more convenient it is to pay by mobile.
 
AR is truly magical. As such, it appeals remarkably strongly to young people.
 
5. Any final thoughts/advice to newcomers in the industry or people wanting to learn how it all works?
 
I do look for the magical. A Disney birthday cake that has Cinderella in it to sing to the 5 year old princess that special day. A penguin at a Tokyo zoo who shows the path how to get from the train station to the zoo, and the penguin waddles exactly like a real penguin, as it walks. This is the kind of magic we can experience in AR and we should seek more of that. And make sure the consumers can share and spread the fun with their friends, through social media etc.
 
Note: Check out Tomi’s Tedx Talk on Augmented Reality being the 8th Mass Medium
 
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This is What the Future Could Look Like…

Still wondering how augmented reality could work in day to day life? You’re not alone.

Watch this brilliantly futuristic video for snapshot into what life could be like in years to come.

Image source: (x)

 

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