Campaign Middle East - - WORLD -

Sam­sung has em­barked on a col­lab­o­ra­tion with MasterCard to fa­cil­i­tate com­merce from its con­nected home ob­jects, which means the com­pany is mov­ing be­yond pay­ments.

MasterCard is be­com­ing the plat­form through which all pay­ments for con­nected prod­ucts ( such as eggs, coffee and milk) are bought via Sam­sung elec­tron­ics prod­ucts. It will process pay­ments by any credit card or debit card, the com­pany says.

In other words, MasterCard is think­ing be­yond sim­ply be­ing a credit-card com­pany and try­ing to em­u­late Ap­ple with Ap­ple Pay. Dig­i­tal strate­gists and con­tent cre­ators on the OMD-hosted panel ‘Vir­tual re­al­ity: the dawn of a new era in me­dia and mar­ket­ing’ dis­cussed the sto­ry­telling power of the tech­nol­ogy and its po­ten­tial to pro­duce neg­a­tive con­sumer ex­pe­ri­ences. Some­times VR can be too real for some, they warned.

Cre­ate’s Jake Black, a movie and tele­vi­sion trailer editor who cre­ated an Imax VR ex­pe­ri­ence for last year’s The Walk, said view­ers could be­come so “scared and petri- fied” from the in­ter­ac­tion that they could rip off the head­sets be­cause ‘it’s too in­tense of an ex­pe­ri­ence’. As VR sets be­come more preva­lent, Black pre­dicted a rat­ings sys­tem (sim­i­lar to those used for films and games) that will warn peo­ple about the in­ten­sity of the ex­pe­ri­ence.

Spo­tify…part­ner­ship with Uber al­lows users to choose what mu­sic to play in taxi sound sys­tems

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