christophe ramstein - presentation at emerging communications conference & awards (ecomm 2011)
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© 2011 Immersion Corporation–Confidential
Haptics for a more Instinctual Mobile UXChristophe Ramstein, CTO
June 27, 2011, San Francisco
© 2011 Immersion Corporation–Confidential
“Touch is our first language. Long before we can see an image, smell an odor, taste a flavor, or hear a sound, we experience others and ourselves through touch”
- Montagu 1971
© 2011 Immersion Corporation–Confidential
Touch sensation is considered the most important modality when playing musical instruments.
© 2011 Immersion Corporation–Confidential
Touch is our only reciprocal sense. We cannot touch another without being touched ourselves.
© 2011 Immersion Corporation–Confidential
Major Paradigm Shift in the Digital UX
•Proliferation of touch panels and motion sensors
•Replacing pointing devices with finger and body motion
•More intuitive
•Reduced learning
•More engaging and fun6
© 2011 Immersion Corporation–Confidential
Touch Panel Market
Total touch screen module revenue will grow from $4.3 billion in 2009 to nearly $14 billion by 2016 [CAGR 18%]
Mobile phones are the biggest application for touch screens in terms of units
7
Source: Display Search Touch Panel Market Analysis 2010
Annual Report
© 2011 Immersion Corporation–Confidential
“Touch is our reciprocal channel…”Must Add Touch Feedback to Touch Sensors
Add haptics to Natural Gesture
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© 2011 Immersion Corporation–Confidential
The Skin - a Vital Organ and Rich SensorSignal pressure, vibration, deformation, contact, temperature
“Skin is the most important organ of the human system. A human being cannot survive without the physical and behavioral functions performed by the skin”
- Bowlby, 1952; Harlow, 1971
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© 2011 Immersion Corporation–Confidential
Touch Perception – Viewed from The BrainThe Homunculus shows the relative size of the somato-
sensory and motor brain functions devoted to various body parts
Human Brain
Homunculus
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© 2011 Immersion Corporation–Confidential 11
Meet our Customer!
© 2011 Immersion Corporation–Confidential 12
Why Touch Feedback [Haptics]?Create the Ultimate UX
Touch is our reciprocal sense!
Gaming and alerts feel better with
haptics
Touchscreen usability
Imprecise, visual occlusion, no
physical feedback, no life
Haptics reinforces non-
verbal and emotional
communicationHaptics
reinforces physical
metaphors
© 2011 Immersion Corporation–Confidential
Immersion Solution to Create Touch Feedback
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TouchSense™ and MOTIV™
Piezo
Integrated or Separate
Tactile FeedbackActuation
Touch Location Touch Screen
ControllerHost or
Embedded Application
Touch Location
(Digital)
LRAs/ERMs
Selected Tactile Effect
TouchSensePlayer
Effects
Future actuators…
MOTIV™Platform
© 2011 Immersion Corporation–Confidential
TouchSense™ Solutions
No HapticsSimple Haptics
ERM
TS3000 Advanced Haptics
ERM/LRA
TS5000 HD Haptics Piezo/EAP
No value Low value Medium value High value
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© 2011 Immersion Corporation–Confidential 15
Why HD Haptics [TS5000]?– Go from vibrations to HD tactile experience– Consumer study for HD haptics
Measure user preferences
Interview 210 consumers
– Key study conclusions 90% of users would want HD haptics
Haptics improves the UX
95% of users found next-gen apps highly valuable
The ability to customize with haptics is important
© 2011 Immersion Corporation–Confidential 16
MOTIV™ – Haptic Platform for Android
Simple to integrate with
MOTIV™ SDK
Native apps and widgets automatically enabled with MOTIV™
Integrator
Easy to configure!
Reverb™ Automatically converts audio track to haptics
© 2011 Immersion Corporation–Confidential
Toshiba Libretto
Samsung Galaxy
Haptic Products in the CE Market
Nokia N8
LG Haptics
Lexus FX350 Joystick
TS2000/TS3000(250M TS devices to date)
Automotive
Gaming
Sony PS2 xBox 360
MOTIV™and
TS5000 (HD)
Coming soon!
17
© 2011 Immersion Corporation–Confidential 18
Haptics is Getting Hot!
TouchSense™ in over 250M phones; 21% of all touchscreen handsets in 2010
IMS Research’s latest report estimates that by 2016 63% of the touch screen mobile phone market will have haptics
– Over 677M devices by 2016!
MOTIV™ launched at MWC 2011
– Application developers launching apps designed with MOTIV SDK today
HD haptics shows great value to the end user
HD haptics hardware available in the market over the next 6-12 months
… Be part of the haptic wave!
© 2011 Immersion Corporation–Confidential
“Touch comes before sight, and before speech. It is the first language and the last, and it always tells the truth.”
—Margaret Atwood
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