Agenda: 30. September 2009
8.00 - 8.45 a.m. Registration
8.45 - 9.00 a.m. Welcome
9.00 - 9.30 a.m. Keynote – Technology focussing on the user
How does the normal user experience the blessings of our multi-media world? The stories author Sigrid Faltin tells from her daily life with all the pitfalls of self-service, from online banking to the DHL packing station to the ETAP automatic reception desk are part of normal life for many people. With a flair for the grotesque and a sense of humour born from despair, she gives us a tour of the service wastelands she has been through. Her practical tips are the perfect introduction to the presentations that follow.
With the book „Scheiterst du schon oder schraubst du noch (Are you failing already or still tinkering?)“ she wrote parallel to her film “Der Kunde als Knecht (The customer as a servant)“ she made it into the bestseller list of the SPIEGEL magazine in 2009.
9.30 - 11.15 a.m. Panel 1 - Scenarios of the future in visual communication:
This panel provides a comprehensive view of the technologies that will determine the future of visual communication. Three recognized experts present the different points of view held by their respective sectors, from conventional advertising to the out-of-home segment through to web and mobile based communication and digital signage. We will encourage the different, and seemingly competing, communication disciplines to enter into a fruitful dialogue. The way to success will not be provided by "one single technology" but, rather, through the integration of various channels which has been frequently invoked but rarely achieved so far. Let three experts tell you which technologies are changing visual communication:
Digital advertising in the retail sector of the future
Laura is the founder and Principal of Retail Media Consulting Atlanta/USA. She is a pioneer in the application of digital signage. Digital signage is the technology that is used for the display of advertising or information on screens and large LED surfaces at the point of sale or in public areas. Laura Davies-Taylor will explain the uses of these digital media in the retail sector and the resulting advantages.
Visual communication goes mobile
Scott Seaborn -
Scott is Head of Mobile Technologies with the Ogilvy Group UK & Co-Chairman of the UK Mobile Marketing Association and has been working on the use of mobile communication devices such as mobile phones and, most recently, netbooks as marketing channels for more than ten years. For almost the same period, mobile marketing has been hailed as the next technology to change the world of advertising and communication. With the huge success of smartphones such as iPhone and Blackberry the necessary devices are available now to make these prophesies come true. It will be exciting to hear how mobile phones are already used as interactive display media and devices to control interaction with posters, online offers or digital signage display screens. Scott is convinced that the marketing communication of the future will be mobile. In his presentation he will show examples and applications and reveal his vision for the future.
Success factors for the future of communication: visions, ideas and commonsense
As a member of the Management Board of fischerAppelt, tv media GmbH, the focus of his consulting and work is in the area of social media, digital signage, digital dialogue, Web and IPTV. The very list shows the connections between these technologies and applications. How these can be made the foundation for the success of your own communicative future is the topic of his presentation.
Sidebar Show Case: Augmented Reality Lego Digital Box
Jan Schlink metaio GmbH
Augmented Reality describes the combination of computer generated images, animations or films with real surroundings. Imagine a Lego helicopter flying out of the sales box or you could check the specs of your favorite car by interacting with a print ad. You think dreams of the future.... see for yourself what's possible today.
viscom tec.09 conference provides room for questions and discussions: Pose your question! What is of interest to you? The round of experts is available for an extensive questions and answers session. Use twitter for posting: #?vtec
11.15 - 11.35 a.m. Networking break
11.35 a.m. - 12.50 p.m. Panel 2 – Everything to be a medium?!
Any shape, any size, any material, any time, any where. What is possible and what is going to be possible soon? Posters are printed on paper, at least this was the standard procedure in the past. Thanks to modern ink-jet printers, just about any material can be printed on today and thus become a medium for information. Soon electronic paper varieties will also be available which will not only display static information but video content on paper-thin carrier material. Mixed forms with both static and dynamic content of any shape are conceivable. This panel will give an overview of the new materials and their practical application.
Smart, intelligent, communicative – new dimensions for materials
He is the CEO of Haute Production UG (Berlin, Vienna), a company for the development of architectural and product innovations on the basis of innovative materials. In his presentation he will give an introduction to new materials and their possible uses in communication.
An entire department store as a medium
Prof. Holger Moths -
In 2008, the architects office prof.moths architekten Hamburg won the first prize in the Sinus Award for multimedia use in sales environments and the first prize of the EuroShop Retail Design Award for designing the Cologne Globetrotter outlet. In this department store, all possibilities for communicating with customers are used. Digital signs, spatial installations, printed motifs or backlit photographs – everything becomes a medium.
viscom tec.09 conference provides room for questions and discussions: Pose your question! What is of interest to you? The round of experts is available for an extensive questions and answers session. Use twitter for posting: #?vtec
12.50 - 14.15 p.m. Networking lunch break
14.15 - 15.45 p.m. Panel 3 – Interactivity: Everybody with everybody and everything.
Interactivity is going to play an increasingly important role – at least that is what we have been hearing for years. Gone are the days when an ATM was the height of interactive technology. Self-serve kiosk solutions have become standard. But how will technologies like the Nintendo Wii games control or the intuitive iPhone touchscreen as interactive possibilities change communication with customers? Will all displays be equipped with motion recognition as in Microsoft’s Project Natal? Will computer screens adapt dynamically to the user and type of use and show “physical“ buttons as required? Will posters communicate actively with passers-by? And will packaging and objects be capable of conveying information on request? How will interactive technologies change communication? This question will be explored from different angles:
Touch: mobile interaction with the world
Timo comes from the Oslo School of Architecture & Design and is a designer working with interactive products and media. Among other things he is running an international research project on mobile technology (www.nearfiled.org). This involves exploring the possibilities of information exchange between all kinds of object using mobile phones. The possibilities offered by these intelligent objects are practically unlimited: Signs can convey personalized information, packaging and products can display product properties in a video message and link these with information from databases. Interactivity without switches or buttons. Timo Arnall is looking at these possibilities from a designer’s point of view.
Interface-less interfaces: Are fingers the keyboards and mice of the 21st century?
Chris Harrison -
Chris is working at the Human-Computer Interaction Institute of Carnegie Mellon University. The focus of his work is on future methods of exchanging information with computer systems, so-called “user interfaces“, and our use of technology in future. Will we still need keyboards and mice in future to enter or retrieve data? Will our fingers or bodies take over these functions? As part of a project, Chris was able to experiment with new 3D camera-based systems. He will explain his views of how these systems can change the use of computers.
Interaction in public areas - motivation for use and design elements
Dr. Daniel Michelis
Dr. Michelis is a professor at the Anhalt University of Applied Science and conducted an empirical study with 5,000 participants to find out how touchscreens can be employed “more successfully“ in public areas. His results give valuable clues for the planning and design of interactive large-format screens to motivate more customers to use the screen for interactive exchange.
Customer Driven Shop Design
Interactive shop solutions at T-Points of Deutsche Telekom AG
Carlo Bewersdorf is currently Senior Vice President Trade Marketing & Shop Design with Deutsche Telekom AG, among others being responsible for performance marketing, shop design & instore communication.Senior Manager Trade Marketing & Shopdesign
Digital Signage Sidebar dialogue partner
Michael Pier - Innovation Manager T-Systems Enterprise Services GmbH
Integration of interactive Signage at Deutsche Bahn, Tui and Postbank
viscom tec.09 conference provides room for questions and discussions: Pose your question! What is of interest to you? The round of experts is available for an extensive questions and answers session. Use twitter for posting: #?vtec
15.45 - 16.00 p.m. - Networking coffeebreak
16.00 - 17.30 p.m. Panel 4 – Money for what?
Technological change and the economic crisis pose a massive challenge for the communication industry. Accounts are lost, new advertising types and media such as digital signage and mobile marketing, to name only two, claim our attention. For marketing buyers, the decision on how and via which media mix to reach their target group is becoming ever more difficult. For agencies, the challenge is to remain the competent contact for their customers in all questions of communication. Discuss the following questions with representatives of renowned media and communication agencies:
Who is going to earn his living with what in future? How will budgets be divided in future? What is going to be the media currency of the future? Will reach be replaced? Where do the advantages of “metrics“ lie? Which evaluation models are suitable for the new technologies? How do I reach my target group? Who is the suitable contact?
Oliver Poppelbaum: Managing Director Sales, Content, Marketing, PR ECE flatmedia G.m.b.H. Hamburg
Sascha Dermanowicz - OMD Managing Director Business Development, Omnicom Media Group Germany GmbH
Olav A. Waschkies - Director Strategic Marketing & Mobile Internet Pixelpark AG
Wulf-Peter Kemper - founder and CEO oysterbay werbeagentur gmbh Hamburg
Moderation: Peter M. Müller-Brühl - Head of Business Development fischerAppelt, tv media GmbH
Advertising Sidebar dialogue partner:
Ulrich Jansen - Head of Marketing and head of sales trade, Pfeifer & Langen KG, Köln
Ulrich Jansen accepts the responsibility for the product advertising for the product range of Kölner Zucker and Diamant Zucker in the marketing of Pfeifer & Langen. The marketing activities contain TV advertisements, advertisements and PR in audience and fold titles, Internet, POS and booklets for the final consumer communication.The Pfeifer & Langen group is an efficient family business with 2,028 employees and a sales volume of 989.3 m. euros in the year 2008.
17.30 - 17.45 Uhr Schluss Note
18.00 Uhr Come-Together Reception
