Where Technology and Humans Touch

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


WHAT IF VIDEO COULD BE MORE THAN ?

SIGHT MOTIONTOUCHSOUND


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


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


“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


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


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


Meet your audience.


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


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)


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


Its estimated that 18-24 year olds watch more

than 230 minutes of video per month.

Statista (2015)



©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


• 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


Special Purpose: Surgical Trainer


Full Body Touch Experiences

Haptic Workstation (2003) AxonVR (2017)


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



How to Touch Users


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


©2016 Immersion Corporation31

…touch Informs …touch Excites …touch Humanizes

Touch Humanizes the Digital Experience

©2017 Immersion Corporation 31

Feeling is believing…

THANK YOU.
