Posts tagged ‘displax’

Rick Shwartz’ “Vertisi” Interactive Display Advertising

Down in Orlando this week is the Targeted Traffic Show, put on by the Domain King himself, Rick Schwartz. Prior to the conference, Rick promised attendees a revolutionary new product that he expects to be the “next big thing”.

Ron Jackson in his Daily Lowdown of the TRAFFIC conference reported,

“[It] was unveiled right after lunch and the product – dubbed Vertisi – did indeed appear to be a show stopper. Vertisi allows you to lay a piece of film over any piece of glass and that layer of film becomes an interactive touch sensitive display that can be used for anything from store displays to public Internet access available from any surface the film is applied to. A projection unit casts the interactive image on the film. Schwartz has bought 10% of the company and has an option on another 13%. The live demo of Vertisi pulled a shoulder to shoulder capacity crowd into the conference room where it was unveiled.”

Now I am not sure why it was a show stopper, nor do I understand why Owen Frager, someone whom I respect a great deal and is someone who truly “gets it”, would paraphrase Jackson on his blog with the sensational headline of “Schwartz Launches Next Revolution at Traffic“.

From what I understand, this technology has been around for a couple of years now. It looks like Vertisi signed a deal with Portuguese-based Displax back in 2006 according to archived pages on the Vertisi website.

Displax was featured in the 2006 Best Business Ideas by CoolBusinessIdeas.com with the following description:

Displax® projects itself in a transparent, holographic display, with high definition, visible at daylight, captures the customers attention, bonds with the reality of the business of any kind of organization and has customized sizes, witch allows its placement in window stores of banks or telecommunications store, with the certainty that, whoever passes by, will not be indifferent to it. It has a great impact! Displax® – Interactive window will be released in three versions. Displax® Interactive is the solution that allows people to interact with a projected multimedia application, just pressing the display with a finger. Displax® – Network allows managing displays placed in any location of the world, in a remote and central way. Displax® – Show allows you to present, in an innovative way, the products in a display, set in a window-store or inside the shop.

But perhaps this is just another example that those of us who are fully immersed in the next, “new, new thing” always think that everyone is already where we are. Case in point, I was having a conversation about domain names in a general networking session the other day and someone asked me “what a domain was?” [Honest!]. When I got over my shock, showed him the “.com” on my business card, I realized that there is an entire market of laggards and late majority technology adopters that are not where we are yet.

And perhaps it will be the endorsement of someone like Rick that is going to propel this technology forward. After all, the first domain names registered were in 1985-86 and it wasn’t until Rick (and a few others) spearheaded a marketing Eureka! that many still have not heard of.

Advertisements

May 23, 2008 at 1:51 pm 4 comments


Categories