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Intel cooperates with Microsoft to develop smart advertising technology

at noon on January 12 Beijing time, according to foreign media reports, Intel and Microsoft announced on Monday that they would jointly promote a smart billboard technology to help traditional retail enterprises better compete with online retailers

the two technology giants hope to use Intel chips and Microsoft software to bring more interactivity to billboards, so as to help traditional retailers customize promotion plans for different users

it is reported that this billboard contains a camera and special software, which can identify the age, gender, height and other information of the user in front, and record what kind of products and images the user is most concerned about. In this way, we can know which information is more effective, so as to help traditional retailers develop better promotion methods to compete with network retailers

Joe Jensen, general manager of Intel embedded computing, said: "network retailers are gradually seizing the share of the retail market, and traditional retailers can't wait to die." Embedded computing can give intelligence to non computer devices, including retail terminal systems, office equipment, on-board entertainment systems and machine tool equipment. Both Intel and Microsoft have large-scale embedded computing businesses

reasonable carrier

Nikki Baird, managing director of retail systems research, a market research company, believes that billboards are a reasonable carrier because such media are growing while other forms of advertising are declining. This concept entered the retail industry as early as six years ago, but at that time, the promotion information was only displayed through the display screen. Baird said that Wal Mart and other retailers began to use such advertisements in stores at that time

until recently, software companies and retailers began to use intelligent platforms again. Users only need to use the camera to capture the barcode of goods, and then they can view the product prices of other stores through the application

Intel and Microsoft said they would not provide their own smart billboards. They plan to determine the hardware and software details in the first half of this year, so as to provide a standardized platform to help other enterprises develop in store smart billboards. As HP, NCR and other companies have businesses with gaps in the impacted samples, they may become candidate suppliers

anti business

this technology hopes to imitate the functions of Amazon and other online retailers, so as to identify repeat customers and recommend corresponding products according to their purchase records. Ilya bukshteyn, senior marketing director of Microsoft, said: "compared with a few years ago, users want to get a more personalized online experience, but there are still many goods that need to be purchased in physical stores."

Paul Otellini, CEO of Intel, showed a prototype product of digital billboard in his keynote speech at the International Consumer Electronics Show (CES) last Thursday. This 7-foot-6-inch (about 2.3-meter) device has a built-in camera and two parallel display screens, one of which is a traditional LCD screen and the other is a transparent holographic screen. It is equipped with a touch screen, which can display the text and picture information of the product that users see through the screen

Intel said that the billboard can identify the gender of the users in front and display more attractive product information. If a user touches a product, the billboard will send an electronic coupon to the user's intelligence and provide a map showing the location of the product in the store

privacy issues

Jason said that the current camera technology is not enough to scan the user's iris at such a long distance. However, this technology can really judge the products that users are watching. Bukeshtin added that if users had previously allowed retailers to take photos of their faces, digital billboards could also use face recognition technology to determine the identity of users

the accuracy and privacy of the system will become a problem. Baird believes that both users and retailers are worried that the technology may track user behavior or display users' buying habits. Although it is possible to determine the identity of a single user in the future, Intel and Microsoft both said that the existing technology will not do so, and will only distinguish users according to their gender and the time they watch the screen. Smart billboards will send these information anonymously to advertisers to help them make promotion plans


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