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WHERE TECHNOLOGY AND HUMANS TOUCH
Chris Ullrich, VP UX and Analytics
© 2017 Immersion Corporation2
Does Touch Matter?
WHAT
HAPPENS
WHEN THE USER
SENSES ON
MULTIPLE
LEVELS?
VISUAL
TOUCH
AUDIO
MOTION
© 2017 Immersion Corporation3
WHAT IF VIDEO COULD BE MORE THAN ?
SIGHT MOTIONTOUCHSOUND
© 2017 Immersion Corporation4
Bringing the power of touch to mobile video: Haptics, the technology behind creating
digital touch experiences, engage users’
sense of touch and create a impactful
connection with consumers
© 2017 Immersion Corporation© 2017 Immersion Corporation
5
©2017 Immersion Corporation
In a study on haptics in
advertising
© 2017 Immersion Corporation6
Touch lets you learn about the
world through body movement
Touch lets you understand
through active exploration
Touch enables extended proprioception Touch facilitates affective interactions
Touch creates belief in
external reality
TOUCH IS FUNDAMENTAL TO PERCEIVING AND UNDERSTANDING THE WORLD
7 © 2017 Immersion Corporation
Touch helps
suspend disbeliefTouch enables
interaction and control
Touch matters in digital experience, too.It’s the bridge between physical and digital reality
Touch provides
a sense of presence
© 2017 Immersion Corporation8
“We’re moving from passive digital to the
purely experiential. To your body, your
psyche… these experiences are very real.
– Greg Taylor, General Manager, Tigerspike Next | Episode 12, MEX Design Talk podcast
© 2017 Immersion Corporation9
Holodeck
Silent Films
Binary Arcade
Color
Home
Consoles
Animation
PC
CGI
Force
Feedback & Rumble
3D
Mobile Games
Spherical video
VR
Digital experience is evolving toward FULL IMMERSION
360
© 2017 Immersion Corporation10
The promise of immersive entertainment…
A physical experience on a digital platform that engages users’ senses creates an illusion of presence.
VIDEO AUDIO HAPTICS
IMMERSION
PRESENCE© 2017 Immersion Corporation
Opportunities to Touch Users
© 2017 Immersion Corporation12
Meet your audience.
© 2017 Immersion Corporation13
14
Model of Haptic Value
USABILITY
Enable basic
interaction with
virtual environments
Changes user’s
ability to function
in virtual
environments
PERFORMANCE
User feels present
in virtual
environments
PRESENCE
© 2017 Immersion Corporation
IMMERSION
© 2017 Immersion Corporation15
Haptic Capable Devices: Current Landscape
Game Consoles
• Gamepad controller
• Rumble is de facto standard
• Limited range of effects
Automotive
• Navigation systems and
secondary controls
• Provide interface confirmation
feedback to reduce driver
distraction
Mobile and
Wearables
• Vibration only
• Wide range of devices with
various actuators
• Inconsistent playback depending
on actuator type and size
Virtual Reality
• Dual handsets, gamepads & more
• Robust range of effects with
ability to control fidelity
• Various APIs
• Wide spectrum of devices
Focus
Pressure
Haptic user interface elements create delight and
affordances. © 2017 Immersion Corporation16
Example of Haptic High Value Use Cases (HVUC)
© 2017 Immersion Corporation17
DialerKey Finger Dow n
Key Finger Up
Call Connecting
Call Disconnecting
CameraFocus
Zoom
Shutter
Straight Shot
Video Record Start
Timed Shutter WeatherRain
Thunderstorm
Windy
KeyboardLow ercase Key
Uppercase Key
Shift Key
Spacebar Key
Delete Key
Delete Repeat
Long Press
System & UIVirtual Keys
Soft Keys
Recent Buttons
Lock Screen Unlock
Number Picker
Home Screen
CompassPointing North
TimerTimer End
Timer Count
TouchSense Lite HVUC
NotificationAlerts
Silent Notif ication
Ringtone Effects
HVUC
Haptics in games increases engagement and
delight.© 2017 Immersion Corporation18
© 2017 Immersion Corporation19
Its estimated that 18-24 year olds watch more
than 230 minutes of video per month.
Statista (2015)
© 2017 Immersion Corporation19
© 2017 Immersion Corporation20
©2017 Immersion Corporation21
Cannes Lions Festival of CreativityImmersion’s technology featured in over 35 award winning ads
Burger King -Peace One Day
“McWhopper”
Volvo –
“Look
Who’s
Driving”
Mog’s -
“Sainsbury
Mogs”
Honda -
"Paper"
Under Armour
–”Michael
Phelps”
John Lewis
Premier Home
Insurance –
“Tiny Dancer”
P&G -
“Mom”
Lexus –
”Hoverboard”
Okay Go
– “Upside
Down &
Inside
Out”
Auto: Delightful and Usable TouchScreens
22 ©2017 Immersion Corporation
Cadillac
“With its capacitive, multi-gesture touch screen, haptic feedback,
cloud-based OnStar service, natural-speech recognition, attention to
driver safety, and a flexible HTML 5 platform, the Cadillac CUE
should serve as a benchmark for the rest of the automotive industry.”
– Popular Mechanics
Rumble is a standard that has been
around for 15+ years without change
Haptics in Gaming
InteractivityWeapons Road EffectsAmbient Effects
© 2017 Immersion Corporation23
• Virtual Reality controllers shift from a single
controller to dual motion controllers
• Neither Oculus Touch nor HTC Vive
controllers incorporate rumble
• Instead use single Linear Resonant
Actuators (LRA) per controller with a limited
multi-frequency band
Haptics in Consumer VR
© 2017 Immersion Corporation24
Special Purpose: Surgical Trainer
© 2017 Immersion Corporation25
Full Body Touch Experiences
Haptic Workstation (2003) AxonVR (2017)
© 2017 Immersion Corporation26
Truly immersive experience will create opportunities beyond entertainment
The future of immersive media….with touch
Simulated Life
2nd life social virtual experiences – shake hands, poke, prod others
Retail & Business
Touch clothes and surfaces to feel textures – e-commerce
Tactile telepresence and object interaction
Product Design
Collaboratively design virtual prototypes
Experience different surface treatments interactively or remotely
Training, Education, Science
Telerobotic applications
Training of physical tasks – surgery, mechanical repair
Shared Virtual / Physical
Experiences
Mixed reality experiences with tangible artifacts that are indistinguishable from reality
Art & Entertainment
Create tangible art in VR and AR
Create immersive experiences that transport users to another place
© 2017 Immersion Corporation27
© 2017 Immersion Corporation28
How to Touch Users
© 2017 Immersion Corporation29
Create Distribute Playback
Enabling Touch ExperiencesExperience design is enabled with a creative workflow and consistent playback.
Purposefully
designed
Encoded once to be
playable everywhere according to
the content creator’s design intent
Standard playback format for
a consistent experience on
different playback systems
Immersion: A Leader in Haptic Technology
Company
Technology
Customers in Key Markets
• Publicly traded (IMMR)
• Founded in 1993
• 2,400+ issued and
pending patents
• 3 Billion + Devices
30
• 150+ licensees including:
Devices
Software Tools and Services
IP Licensing
Content
Nintendo
© 2017 Immersion Corporation
©2016 Immersion Corporation31
…touch Informs …touch Excites …touch Humanizes
Touch Humanizes the Digital Experience
©2017 Immersion Corporation 31
Feeling is believing…
THANK YOU.
© 2017 Immersion Corporation