Innovative Company of the Month Germany
Touch technology in XXL With interactive display systems clients can be reached more effectively so that brands and products achieve maximal interest and impact. eyefactive develops relevant, large-format hardware and software for the use in salesrooms, hotels, museums, at exhibitions or in public spaces. TEXT: MATTHIAS WOGGON, EYEFACTIVE GMBH, TRANSLATION: NANE STEINHOFF I PHOTOS: EYEFACTIVE GMBH
With the success of smartphones and tablets, controlling via smaller touchscreens has been established at the latest. Direct operation with the fingers is more user-friendly than ever: touch technology enables access to digital information to a broader target group than it is possible with mouse and keyboard. Future market: interactive signage The digital signage industry, which is still young but growing rapidly, deals with display systems in so-called ‘out-ofhome’ areas. Through using interactive displays with corresponding applications, clients even get directly, interactively and more emotionally involved into the communication process. According to a study from Ingram Micro, the revenue can be increased by 20 to 30 per cent. Evolution in human-computer interaction With unlimited touch technology, even several users can interact at the same time 58 | Issue 41 | August 2016
on large displays. With this, clients do not have to wait for free spaces anymore and can look up digital information about the products on their own or collectively at the same time. Visitors browse through virtual products, websites and brochures with the advisory staff. With simple gestures, information in the form of pictures, videos, PDF documents or 3D models can be intuitively moved, rotated or scaled. Thus, clients can put together their personal shopping basket or send detailed information to their email inbox via virtual keyboard. Field of applications Besides virtual product catalogues, application possibilities include interactive maps, feedback forms, social media or games. The new possibility of joint interaction on large touchscreens offers space for innovative solutions to inform and enthuse visitors. Particular points of sales or information, such as stores,
Top left: S-shaped multi-touch counter (six metres) for MANN+HUMMEL (trade fair). Top right: Interactive information desk in the Europa Passage (Hamburg). Bottom: Three-metre-long, interactive multi-touch wall with product recognition in Beiersdorf Eucerin’s skin institute.
shopping centres, museums, airports or train stations are usage sites. Another technology picks up the wellknown principle of barcodes: objects that are equipped with a printed code can be detected and processed from displays. A large care product provider uses this technology on a three-metre-long wall for example where the advertised products are ready to hand. When visitors hold a product with its barcode to the display, a virtual window with background information in the form of texts, photos and videos appear. Furthermore, these windows can be controlled with the fingers via multi-touch and the desired information can be sent directly online via email with a virtual keyboard. www.eyefactive.com
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