Meet Realfiction, the Copenhagen based startup making sci fi hologram advertising a reality
The history of advertising has been, for more than 4,000 years, defined by new technologies that allow companies, governments and individuals to attract and retain the interest of their target audiences. In Egypt, papyrus was used to deliver some of the world’s first commercial advertising in poster form. The first ever advertising “jingle” or sonic logo was the result of ladies of the night in 750 BC Greece hammering nails into their shoes to produce a distinctive tone to attract clients. The advent of the printing press, radio, television and, finally, the internet and social media have all radically changed the way in which products are marketed and sold.
Today, as the number of brands and advertising channels increases, marketing techniques are growing increasingly sophisticated, as companies and consumers find themselves locked in an escalating arms race against one another and their peers.
A recent article by Medium publication Writing Chicago reflected that “these days, the competition for coverage and attention across all companies and their brands has ramped up, and does not seem to be easing any time soon. Whether it is engaging others through young and trendy influencers, or throwing gasoline on the fires of controversial social matters, businesses are looking to find ways to stand out in an endless storm of advertising.”
One of the technological developments that may prove to be the next weapon of choice in advertisers’ arsenals has been a mainstay of science fiction for decades: holograms.
“Brands were looking for something really engaging so we developed something which jumps out at you and grabs your attention. It’s where the advertising market is headed,” said Fiaz Sadiq, head of channel for hologram advertising company Ikonic in an interview with BusinessCloud earlier this year.
Companies are pouring some serious money into the effort to bring holograms out of the realm of sci fi and into malls, shops and consumers’ daily lives.
Copenhagen mixed reality firm Realfiction has been working on this since 2008. Its range of holographic display cases have been used by global brands like Lego, Best Buy and whiskey maker Ardbeg to generate attention that resonates with a consumer class that increasingly live beyond the reach of classic advertising.
According to a company blog, “to compete with ecommerce shopping malls and retailers must consider what experiences they can provide that cannot be found online and will give visitors an exceptional experience that make them want to return again and bring their friends.”
The next step for 3D hologram makers, however, is bringing their projections outside the boundaries of glass cases, which use lenses to improve the effects. This week, Realfiction announced that it had delivered a successful proof of concept for its new Project Echo technology.
Representing “a major milestone” in Realfiction’s mission to disrupt the 3D hologram market, Echo is a scalable display technology that makes it possible and cost effective to present high quality 3D in open air, without the use of glasses or other lenses and with look-around capability for groups of people.
The Proof of Concept was established in a demonstration of the first groundbreaking directional Echo pixels, in open air. Although each pixel is small and limited by nature, they can reportedly be scaled to an almost infinite number in the same system to improve size and resolution.
Realfiction claims that this technology will enable full 3D moving images with look-around capability to appear in open air without the use of glasses, in ways not seen before and without a need for unrealistic amounts of processing power.
"Thanks to our remarkable development team, we now have what we refer to as the holy grail of 3D within sight. I am therefore humbled to announce that not only has the course been set towards this previously unattainable vision, I believe it is now also possible and likely for us to reach this goal within a few years,” said Clas Dyrholm, CEO of Realfiction. “Today, we celebrate this major breakthrough by our team. Tomorrow, we will commence the commercial acceleration, in parallel with the continued development towards completion and scaling of the technology".
NetNumber: Time for a cloud-native transformation
NetNumber is accelerating the transition in the telecom industry to 5G as it starts a shift to cloud-native architecture to address the fast-paced demands of global subscribers and businesses.
NetNumber is offering the industry’s first cloud-native platform designed to ensure InterGENerational™ network performance addresses both the legacy and next-generation requirements of telecom networks.
“NetNumber has developed the industry’s most robust cloud-native, InterGENerational platform that addresses both the legacy and 5G requirements of telcos,” said Matt Rosenberg, Chief Revenue Officer of NetNumber.
The platform provides vertical and horizontal scale-out with low latency, coupled with a suite of data replication capabilities, which provide flexible architectural options that can evolve with the changing network over time.
“Cloud-based solutions from other vendors tend to be limited in terms of supporting particular network generations or protocols. We’ve created our latest platform TITAN.IUM to allow customers to take any generation of applications, any generation of legacy services and protocols and move them into the new world of cloud-native architecture,” said Rosenberg.
“This is a really important part for a carrier to harmonise their network, bring data services together, bring legacy with new together in order to make a more effective and efficient network, as well as reduce their cost as they scale forward,” he said.
Established in 1999, NetNumber has fostered a strong team environment that leverages the industry’s best skills to offer software solutions tailored for carriers of all dimensions. Based outside of Boston and with presence in over 20 countries, the company delivers a range of products that address all generations (2G, 3G, 4G, 5G) of network functions in the core network, deep rooted security products and services, STIR/ SHAKEN and set of options around data services in more than 90 countries.
Steeped in experience in building telecom solutions, software, protocol stacks, and integration of third party tools, the company’s development organisation has proven to supply to the industry with the most reliable and flexible solutions on the market.
“At NetNumber, we focus on our core competencies – we are dedicated to providing industry expertise in signaling, routing, security, subscriber management and data services. We provide customers a strong ROI through platform-based solutions that reduce Capex and Opex in the long-term,” commented Rosenberg.
Five reasons why customers choose NetNumber:
- Expertise - NetNumber has experts with deep knowledge in signaling/routing, security, and subscriber database management.
- Integration - An industry-first platform brings together domain services, applications, security, and global data services.
- Scale - NetNumber has the ability to seamlessly increase network efficiency using vertical and horizontal scaling.
- Speed - World-class solutions have the power to help companies create new service offerings and accelerate time to ROI.
- Savings - Customers enjoy significant savings in capex and opex, flexible deployment models, and investment protection.
NetNumber and Virgin Mobile MEA
“We're very proud of our partnership with Virgin Mobile MEA as they've taken the concept of the InterGENerational platform into their regional network strategy,” commented Rosenberg. “That’s accelerated how they develop exceptional services across the Middle East and Africa region.
“We work with them hand-in-hand to deliver multiple applications onto our platform which has enabled them to provide exceptional, advanced and innovative services to their customers across the Middle East, who demand high quality services.
“What they've really taken advantage of is scale. What I mean by that is they are putting multiple generations of applications and services onto the same platform and distributing that data across their network. That has resulted in an advantageous position of time to market and operational savings.
“Rather than having different applications for many different vendors that cause operational chaos, they've been able to consolidate that and reduce their operating costs by having everything on one common architecture. We’ve had a long-term relationship with Virgin Mobile in Saudi Arabia, and recently signed an agreement with Virgin Mobile in Kuwait.”
Rosenberg says that with these solutions, Virgin Mobile MEA can take advantage of getting to the market much quicker and faster—which is what today’s discerning customer demands.