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Showing posts with label smartphone. Show all posts
Showing posts with label smartphone. Show all posts

Sunday, 29 May 2011

Lost in Translation? Not Anymore

Posted on 01:56 by Unknown
A tourist in a foreign country can only dream of knowing the local language beforehand. Problems begin at the airport itself, when signage are of no help, and go all the way to the local transport, making it tough to reach places or communicate with cab drivers, and especially when it comes to restaurants' menu to select the right stuff.

When you are in such a situation, you are always worried about either running into a problem or missing out on stuff of your interest (locations, food, etc.) because you cannot communicate or read in the local language. Now, Google has launched a smart iPhone app, Google Translate, that supports translation of 57 languages.

The app allows you to translate in and out of using words or using your iPhone's microphone. While Google Translate doesn’t allow you to translate without an active data connection, you can store your most likely used translations and phrases and use them offline.



When Google Translate generates a translation, it looks for patterns in hundreds of millions of documents to help decide on the best translation for you. By detecting patterns in documents that have already been translated by human translators, Google Translate makes intelligent guesses to judge the most appropriate translation as output. This process of seeking patterns in large amounts of text is called statistical machine translation (SMT). However, in SMT, since the translations are generated by machines, not all translations are perfect.

While it is a great utility in time for travelers, it is still a machine mediator between you and the people around you who do not speak and understand your language. And the capability to translate the natural, free communication between the user and the people in real-time does not exist still. As a user of the application you are never sure of other persons’ interpretation of the translation either because of inter-language subtle cultural differences, voice and tone of the language, and/or lack of gestural explanations.

A company called Quest Visual has tried to resolve this small yet important aspect of communication. Quest Visual has invented a magical ‘World Lens’ application for the iPhone with amazing augmented really capabilities.



The application allows users to scan live views using the iPhone’s camera and translate words from Spanish to English (or vice versa) in real-time, replacing the originals in the same size, color, orientation and perspective. So now it doesn’t matter anymore whether it is a newspaper article, website content, hotel menu, or signage, all you need is Word Lens. The other exciting stuff is that the application doesn’t use active data connection to do the translations and therefore saves hundreds of dollars for travelers with active roaming data charges.

The application pushes handheld computing capabilities to make the optical character recognitions algorithms perform. The program runs the captured image through a filter to remove shadows and identify the sharpness around the text and removes everything that isn’t sharp enough. It then converts the image into black and white to further enhance text readability and do a dictionary look-up of the probabilistic text string for a closest match.

Finally, it re-renders the originally captured image by removing the original text and replacing it with the translated text string on top. Although it may sound straightforward, it is not really that simple by hand-held computing standards.
With companies such as Quest Visual creating such interesting and innovating stuff to make the overall travel experience more convenient, the future will be of an app-mesh created between augmented reality apps such as Google Goggles, World Lens, and utility apps like Google Translate with sophistication of two-way voice-to-voice translation.
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Posted in augmented reality, cellphone, Customer Experience, design, smartphone, translation | No comments

Saturday, 14 May 2011

How to use QR Codes, or rather, how not to use QR codes!

Posted on 22:43 by Unknown
A count of Smartphone users, counting only US users, at the end of February 2011, gave an astonishing figure of 69.5 million! This number is definitely going to rise exponentially and the proof is visible everywhere around us. We find at least a couple of Smartphone users in our circles and others who don’t own one, always eye the new Smartphones from the corner of their eyes.

And along with Smartphone came in smarter things like QR codes. A QR Code is a 2 dimensional matrix code created by Japanese corporation Denso-Wave in 1994. The "QR" is derived from "Quick Response". The creator’s intention was to create a code whose contents could be read at high speeds.

QR code is in the limelight and there are no ways about it. In a horde to use this somehow or the other companies are breaking their head, day and night. QR codes are seen everywhere from an outdoor hoarding to a magazine cover. An example of how the importance of QR codes is growing:

“Along with HTML5, QR codes will become a far more important part of the travel experience.  These barcodes may soon be providing TV channel listings in hotels, in flight entertainment instructions on airplanes and itineraries on cruise ships.” -Ayan Banerjee, Senior Consultant, MindTree Ltd. Read the full article!


The tool is simple to use. Point the camera towards the QR code, and an in-built app will de-code the QR code to some data. This simplicity may have a lot of potential and appeal with the growing Smartphone user segment, but as long as it is not in the face of a user.

Here are some of the direct uses of a QR code:
·         To initiate a browser session – This is the most abused one!
·         To display text
·         To initiate Email Transaction – An email can be initiated and even the message body can be populated
·         To initiate SMS transaction
·         To initiate Audio/Video Streaming

A prevalent use by marketing companies is to replace the sexy looking advertisement with an ugly looking black-and-white QR code. QR codes are supposed to enhance the Mobile Experience of a user. But, this should not be at the expense of ruining the physical appearances and experiences.

Let’s see what happened when some marketers used QR codes in this fashion. Most of the users who still don’t have Smartphone, struggled to understand what it was about. Smartphone users who didn’t know about QR codes struggled to understand how to use it. Smartphone users who had enough of it, passed on! Effectively the marketer lost on the customers, who looked at that advertisement, and could have read on about it but moved on, since it was either not understandable or too boring! What we also observe is that most of the marketers end up using the QR code as an alternative for people to click links. Therefore, it is not surprising when people perceive QR codes as just a link to the main advertising page of a company!

Is this what the advertisers/marketers were looking for? I believe not!

Some golden rules to keep in mind when devising campaigns using QR codes:
  • Everyone does not have a Smartphone
  • Every Smartphone user does not know how to use a QR code
  • Smartphone user who knows about QR code may be fed up of seeing them everywhere
Another key lesson for any marketer will be, to realize that QR code is not an alternative to a link. This has been over used and abused in all senses. It’s time that we think beyond this. Innovative use of these codes is the need of the hour!
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Posted in Customer Experience, engaging experience, mobile, mobile experience, QR Codes, smartphone | No comments
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