Article

3D: Reach out and touch

Images that float in space will catch most consumers' attention. But 3D imaging is not only eye-catching. Many kiosk vendors are once again looking at 3D technology as a tool to increase sales and improve product branding.

July 11, 2004

Images that float in space most always catch consumers' attention. But 3D imaging is not only eye-catching; consumers remember what they have seen and carry the message away with them. That's why many kiosk vendors are once again looking at 3D technology as a tool to increase sales and improve product branding.

Optical Products Development Corp. is one of a handful of companies that use 3D technology in consumer-oriented kiosks. The company creates high fidelity real-image 3D display systems from which 3D images appear as dynamic solid objects that float in free space.

OPD's 3D Visual Display System is a projection device that uses a source image such as a video, CD, DVD, computer graphic or real object mounted in the unit, and re-creates a real image that floats in the space in front of the unit.

"We are seeing a tremendous amount of activity for 3D kiosks at the point of purchase in the retail marketplace," said Kenneth Westort, president and CEO of OPD. "We see 3D being incorporated in self-service kiosk platforms in all areas of the industry."

According to Westort, anything that emits or reflects light can be projected to form an identical 3D image that appears so life-like that observers will attempt to reach out and touch it.

The optics module is the heart of OPD's display system. It collects light from a target source inside the unit, then directs the light through the optical system, focusing the light rays in the space out in front of the display. At the point where the light rays converge on the focal point, the optical system creates a 3D image of the object.

"Depending on the system and the application, we can vary or design the system to meet the customer requirements," Westort said. "These are real images that float in space; this is a real image technology."

While 3D imaging is not a new technology, Westort believes a combination of factors have brought 3D back in favor. "The price of electronics have somewhat tumbled. Now if we look at putting together a display system, it's more affordable. We are able to create a package that can do more for less."

Moving beyond the gee-whiz factor

Many in the industry believe that 3D imaging is only useful as a projection-based advertising kiosk. Some companies however are looking to enhance the branding experience by offering products or services.

Provision Interactive Technologies, Inc. is the one source of intelligent interactive 3D display technologies that combines software and integrated solutions for both commercial- and consumer-focused applications.

According to Curt Thornton, president and CEO of Provision, the company developed the HoloVision product line to help clients attract attention, create brand awareness and as an advertising tool.

But the display technologies also deliver dramatic and persuasive images that engage and inform customers at the point of sale. Thornton believes the system offers a unique opportunity to increase point-of-purchase impulse sales, and to update in-store promotions in order to reach the target market.

"We designed HoloVision  to revolutionize visual communications displays," said Thornton. "Our goal with HoloVision was to create images that are so real that the customer is compelled to reach out and touch them."

HoloVision projects hologram-like 3D aerial images that can vary in size up to 16 inches in diameter, be suspended in space up to four feet away and visible from 100 feet away.

HoloVision displays offer a third dimension to in-store, kiosk and shopping center promotion displays. The interactive displays allow the consumer to manipulate floating images using a mouse or joystick. The images can be turned, inverted or rotated 360 degrees to offer detailed, three-dimensional, virtual product experiences. 

Concerning the market opportunity of 3D aerial displays, Thornton said, "We're excited about what we see happening and are proud to be part of the growth of this market segment."

On July 12, ProVision will be launching an entirely new Web site. The site will have an updated look, new features, new announcements and some new surprises, according to Thornton. The site will be located at www.provision.tv.

3D Down Under

Pre-paid services kiosk in Australian McDonald's

Americans are not the only consumers influenced by 3D imaging technology. Consumers in Australia and New Zealand will get the chance to experience 3D kiosks now that Electorinc Transaction Technologies has secured the rights to the HoloVision product.

ETT provides pre-paid public Internet access solutions, pre-paid content delivery solutions and visual display technology in the Australian market.

According to ETT CEO Martin Callaghan, the next two years will be big ones for ETT as it completes its roll out of interactive kiosks into McDonald's restaurants. The kiosks allow diners to recharge mobile phones, download content and interact with 3D images while enjoying a McDonald's meal. 

"For advertisers the opportunity to display product, provide easy non-intrusive access to information and features presents potential never seen before," Callaghan said.

Following several successful trials, McDonald's decided to put the machine in 650 of its 739 Australian stores. Callaghan said that McDonald's wants to capture the teenage market that goes to 7-Eleven to buy mobile phone cards and Slurpees.

What about the hologram?

R. Douglas McPheters, president and founder of HoloTouch, feels that his company's product provides more branding value than traditional 3D imaging. The system controls electronic devices through holograms used in place of keypads, touchscreens or buttons.

HoloTouch combines holograms and wave source sensors such as infrared emitters and detectors to allow the precision operation of many types of electronic and electro-mechanical equipment. This is accomplished by passing a finger through floating holographic images of the keys or buttons.
 
The infrared detector scans the plane of the holographic image to detect the intrusion of a finger into the desired portion of those images. It then identifies the selected number or symbol and transmits that selection from the equipment's internal software. Basically, the infrared emitter points at the area of the hologram and tells the kiosk which letter or number was pushed.

"As a person stands in front of the kiosk the image is floating 6 to 8 inches from the projector," McPheters said. "When you put your finger on a specific area on the hologram, an infra-red beam sends a signal. It's like the same way your keyboard would send a signal to your computer."

The actual hardware for the system is a sealed box containing a light source, the infrared beam and a plastic 5-by-5-inch plate bearing the image to be projected.

"All you've got is an infrared beam behind a piece of plastic, so there are no moving parts to replace," McPheters said. "It's very durable."

The sky's the limit

McPheters believes that vendors want holographic applications that are closer to consumer applications. "This is the area where people are more willing to look at the technology and spend some money on development costs," he said.

Holograpic imaging touchscreens are perfect for sterile environments

McPheters feels that there is opportunity with holographic assisted selling as well. "You could overlay what we do on moving images because the holographic images are translucent so you can see through them, "he said. "You could have a talking head that directs a user to a certain product or explains a product feature."

HoloTouch recently signed an agreement to provide holographic check-in kiosks for a U.S.-based airline. Aside from the benefit of being highly visible and offering convenience for rushed travelers, the holographic imaging also may be used for advertising.

"For example, you could have an advertisement in the hologram that says, `If you turn around you can see Starbucks; go and get a hot cup of coffee," McPheters said.

Other uses could be for ATMs and other machines that accept PINs. "When you make kiosk holograms, you can be fairly specific on what angle it can be viewed; you can use a narrow field to increase security for PIN numbers," McPheters said.

[Editor's note: Info Touch Technologies became Tio Networks in April 2006.]