Microsoft HoloLens, Ford and Forgotten Best Practices for Creating Successful Offerings


Microsoft HoloLens, Ford and Forgotten Best Practices for Creating Successful Offerings
  1. Microsoft HoloLens, Ford and Forgotten Best Practices for Creating Successful Offerings
    itbusinessedge.com
    In VR, AR, and mixed reality, too many use consumer-grade hardware, incomplete solutions to address opportunities that are ill-defined, too…
    Technology

Microsoft today signed a deal with Ford, which will use its advanced HoloLens solution for development. I think this showcases one of the big weaknesses in virtual reality (VR), augmented reality (AR), and mixed reality efforts.  Too many use consumer-grade hardware and incomplete solutions to address opportunities that are ill-defined and way too numerous. The Microsoft HoloLens effort was one of the leading exceptions to this horrid trend; it designed the solution with Lawrence Livermore for Mars exploration (NASA will be using a similar effort to showcase Mars for visitors) and, while it clearly anticipates an eventual move to the consumer segment, this was targeted at specific commercial segments from day one. As a result, it has generally been better received where targeted. Ford follows Volvo into using this solution and I think it showcases what should be a best practice that most others are missing.

Businesses Buy Solutions, Not Parts

What made Microsoft’s HoloLens stand out from day one was that it was conceived as a complete solution for those that needed to visualize things in normal space. Microsoft started by prototyping what was needed. Once a solution was defined, it did gap analysis to choose which parts it bought and which parts it built to complete the solution they had defined in test. For instance, to get the combination of performance and battery life, it needed a special processor that didn’t exist in the market yet and so defined and then commissioned its creation.

The result is a hardware/platform implementation that appears more refined and far more complete than anything else, even from Microsoft, currently in segment. This is critical because businesses tend to buy solutions. They aren’t in the solution creation business, and thus the more common approach of selling parts and letting the business build what it wants is a lousy way to build a market. Yet, sadly, it remains the path most others are on.

The Elements of Success

This idea of refining a vision in the lab, testing that vision, and then using the results to build a more complete solution is far from new. But sadly, it has become the exception this decade rather than the rule. Many of the early successful technology products, and certainly products like breakthrough cars, were and are first created in design shops and refined in labs, and then tested in emulation long before they reach final designs and are manufactured for market.

While this does slow down time to market, it results in far less risk because the products that do enter are more likely to meet the needs of the customers they target; these targets are defined and refined before the product is delivered. Otherwise, these refinements must be done post shipping, which is often why it takes several generations of a product before it is successful. Lab development can massively reduce the probability of failure and the number of in-market failures before there is a success.

In addition, as Google Glass showcased, this testing in a live market, if the initial product misses badly as Google Glass did, can poison the market, making it far harder for the eventual better product to function. We saw this with Microsoft Zune; the mistakes made with the first generation of that product killed the market for the following generations that were vastly more competitive.

Another best practice is starting at the top, not the bottom. If you start with a product that tries to be uncompromising, and target a segment that will pay for an uncompromised product, then move the product down market as prices come down, it will generally be more successful. This is because you build advocacy and envy, which provides a foundation for growth. Starting from the bottom means you have crippled products that disappoint the initial buyers, creating massive sales resistance that future offerings then must, but often can’t, overcome.

3D TV Example

A decade ago, we knew several things we ignored regarding 3D TVs. We knew folks didn’t like wearing glasses. We knew that we either needed a 3D equivalent to Disney’s Wonderful World of Color (which mainstreamed color TVS) and/or we needed these things to work in sports bars, and we needed a critical mass of content. The industry ignored most of these points. The glasses looked dorky, most sets required $100 active glasses that had to be charged and wouldn’t scale to sports bars, there was no 3D show like Disney’s, and there really was only one good 3D movie: Avatar.

The industry could have focused on passive 3D glasses, which would have also worked in many 3D movie theaters and lead to lines of designer glasses that would also work well as dark glasses. It could have worked with Disney, HBO, Amazon, and/or Netflix to create compelling 3D content. Passive 3D glasses are used in theaters today and can easily scale to sports bars. And, those that had their own designer 3D glasses would have gained status against those using the cheap versions in both sports bars and theaters, driving people to them rather than away…

  1. Russian company releases ‘DeUHD’ to remove copy protection from Ultra HD Blu-ray discs – AACS 2.0 is b

    Myce.com - Technology
    10.07 / 22:33 myce.com
    A Russian company informed us they have found a way to remove the AACS copy protection of Ultra HD Blu-ray movies. The company, called Arusoft, offers a trial of their software 'DeUHD' that limits decrypting to a single disc and only 8 – 10 minutes.  The software sells at €199 (about $233) and doesn't decrypt regular Blu-ray discs. The post Russian company releases ‘DeUHD’ to remove copy protection from Ultra HD Blu-ray discs – AACS 2.0 is broken, try for yourself! appe…
  2. Free DeUHD license for the first 5 people that review the software

    Myce.com - Technology
    10.07 / 22:33 myce.com
    Yesterday we reported about DeUHD, a tool of which the developers claim it can rip Ultra HD Blu-ray discs. A license for the software is sold at €199 (about $235) and a free trial of the software allows ripping 8 – 10 minutes of 1 disc. Now five users can obtain a free license. The post Free DeUHD license for the first 5 people that review the software appeared first on Myce…
  3. Western Digital announces Ultrastar Helioseal 14TB HDD

    Myce.com - Technology
    10.07 / 22:33 myce.com
    Western Digital today announced the HGST Ultrastar Hs14, its first 3.5" hard disk with a capacity of 14TB that spins at 7200 RPM. To achieve the high capacity, the disks are filled with helium which makes that the platters can be closer to each other. The post Western Digital announces Ultrastar Helioseal 14TB HDD appeared first on…
  4. Microsoft launches beta for Edge for Mobile for iOS and Android

    Myce.com - Technology
    10.07 / 22:33 myce.com
    Microsoft has released a beta version of its Edge browser for iOS and Android devices. The browser can't be used on Windows Phone, Microsoft today announced on its company blog. The post Microsoft launches beta for Edge for Mobile for iOS and Android appeared first on…
  5. Ultra HD Blu-ray copy software DeUHD: does it really work and does it crack AACS 2.0?

    Myce.com - Technology
    10.07 / 22:33 myce.com
    At the beginning of this week a new mysterious company with a new mysterious software popped up, Arusoft with DeUHD. The company claimed that its software would be able to copy Ultra HD Blu-ray discs. In a statement to us, the company even stated that it considered AACS 2.0 to be cracked. With a license of €200 ($235) there weren't many people who wanted to test and potentially lose their money. Therefore the company handed out 5 licenses to randomly selected users and the first results a…
  6. Big Tech has big plans to help reconnect Puerto Rico

    Blogs.abcnews.com - Technology
    10.07 / 21:03 blogs.abcnews.com
    Big Tech has big plans to help reconnect Puerto…
  7. Researchers Develop New Type of 3D Printed Wearable Antenna

    3dprint.com - Technology
    10.07 / 20:46 3dprint.com
    The National Institute for Interdisciplinary Science and Technology (NIIST) is located in Thiruvananthapuram, India and is home to several brilliant scientists working in a range of fields of study.... View the entire article via our we…
  8. New Open Source 3D Printer Can Print Without Human Intervention

    Tech.slashdot.org - Technology
    10.07 / 18:41 tech.slashdot.org
    Slashdot reader mmiscool shares some videos about "the next step in 3D printing": Autodrop3d is an open source system that solves the problem of needing a human to remove a 3D print from its print bed. Implemented as an open source hardware and software system, it allows for web based, multi-user print queue, automatic notifications, and web-based CAD design tools to all be integrated in one open source system. There's a video that shows the hardware in operation and a link to the web…
  9. Tim O'Reilly: Don't Fear AI, Fear Ourselves

    Tech.slashdot.org - Technology
    10.07 / 18:41 tech.slashdot.org
    Tim O'Reilly, publisher of geeky books, "seizes on this singular moment in history" for a futuristic new book of his own, according to this interview with Steven Levy. An anonymous reader writes: When it comes to artificial intelligence, O'Reilly sees a reason for optimism in the fact that we're already discussing biased algorithms. ("We had plenty of bias before but we couldn't see it.") O'Reilly ultimately believes AI won't take away our jobs, and even argues that we're defining it…
  10. Can Cheap Android Tablets Bridge the Digital Divide?

    Tech.slashdot.org - Technology
    10.07 / 18:41 tech.slashdot.org
    It's now possible to buy a 7-inch Android tablet for under $50 -- for example, the Nook Tablet 7 or Amazon's cheapest Fire tablet. "Since the Fire can now easily install regular Android apps, it has become useful out of all proportion to its price," writes long-time Slashdot reader Robotech_Master, noting that for many applications tablets can replace a desktop or laptop computer. TeleRead.org is even arguing this could be what bridges the digital divide: [N]ot just for reading ebooks and…
  11. Nobel-winning technique like "Google Earth for molecules"

    Blogs.abcnews.com - Technology
    10.07 / 18:18 blogs.abcnews.com
    Three researchers based in the U.S., U.K. and Switzerland won the Nobel Prize in chemistry for developing a way to create detailed images of the molecules that drive…
  12. Science Says: Era of monster hurricanes roiling the Atlantic

    Blogs.abcnews.com - Technology
    10.07 / 18:18 blogs.abcnews.com
    An analysis of 167 years of federal hurricane data shows that we are living in the busiest generation for major Atlantic…
  13. Google to use balloons to provide Puerto Rico cell service

    Capitalbay.com - Technology
    10.07 / 18:00 capitalbay.com
    WASHINGTON (Reuters) - The U.S. Federal Communications Commission said late on Friday it had approved Alphabet Inc’s application to provide emergency cellular service to P…
  14. Tesla delays big rig truck debut; Model 3 in 'production hell'

    Capitalbay.com - Technology
    10.07 / 18:00 capitalbay.com
    (Reuters) - Tesla Inc (TSLA.O) Chief Executive Elon Musk on Friday pushed back the unveiling of the company’s big rig truck until mid-November, tweeting t…
  15. E-books describe technology solutions for crowded cities

    Electronicspecifier.com - Technology
    10.07 / 17:56 electronicspecifier.com
    A series of compelling e-books that provide in-depth views of leading-edge technology featured in the Shaping Smarter Cities series have been released by Mouser Electronics. The Shaping Smarter Cities series features exclusive videos, articles, and blog posts about how engineers on three different continents created technology-based solutions to some of most pressing problems of crowded cities. E-books describe technology solutions for crowded cities is a post from: ES.com which is not…
  16. Delivair Would Deliver to People, Not Just Addresses

    Soylentnews.org - Technology
    10.07 / 17:55 soylentnews.org
    Phoenix666 writes:To use DelivAir, clients would start by requesting a delivery via a smartphone app. Possible scenarios could include a hiker in need of a first aid kit, a stranded cyclist needing a spare inner tube, or even a remotely-located person requiring life-saving equipment such as an EpiPen or defibrillator.At a store, depot, or other location, the required item would then be loaded onto a drone, which would autonomously fly out to the client's smartphone GPS coordinates. Using…
  17. Genetics may explain intergenerational divorce rates

    Sott.net - Technology
    10.07 / 17:46 sott.net
    Children of divorced parents are more likely to get divorced when compared to those who grew up in two-parent families - and genetic factors are the primary explanation, according to a new study by researchers at Virginia Commonwealth University and Lund University in Sweden. "Genetics, the Rearing Environment, and the Intergenerational Transmission of Divorce: A Swedish National Adoption Study," which will be published in a forthcoming issue of the journal Psychological Science, analyzed…
  18. New material developed that efficiently extracts hydrogen fuel from seawater

    Sott.net - Technology
    10.07 / 17:46 sott.net
    Previously, it has been cost-intensive, inefficient, and harmful to the environment to create hydrogen fuel. But a new technique developed at the University of Central Florida efficiently creates hydrogen fuel from seawater. Sea-Fuel There exists a wide range of renewable energy sources support our increasingly energy-intensive lives as fossil fuels are ultimately phased out. One of these new potential sources of energy is as promising as it is strange. University of Central Florida…
  19. Researchers use the 'Tooth Cracker 5000' to extract stem cells from wisdom teeth

    Sott.net - Technology
    10.07 / 17:46 sott.net
    A collaboration of dentists and engineers from the University of Nevada, Las Vegas (UNLV) made a discovery that could potentially revolutionize how and where we harvest, preserve, and use stem cells. In a study published in Biomaterials and Biomechanics in Bioengineering, the team led by UNLV biomedical sciences professor Karl Kingsley and advanced education program in orthodontics director James Mah turned to root pulps in teeth, specifically wisdom teeth, as an abundant source of stem…
  20. Scientists have witnessed directed teleportation of physical objects, but 'mainstream' individuals are reluctant to acce

    Sott.net - Technology
    10.07 / 17:46 sott.net
    If you haven't already heard, quantum teleportation has actually been achieved, and in fact, scientists from China recently set the record for the farthest quantum teleportation ever, when they beamed a photon in its quantum state into orbit. This brings several quantum mechanical concepts into the equation, including quantum entanglement. When "teleportation" is referenced here, it's also a verification that comes from recent studies which have confirmed entanglement to be real, something…