THE MEDIUM
IS THE MESSAGE

One of the most powerful and enduring of these tenets in academia and social commentary is that the ‘The medium is the message’, first coined by Marshall McLuhan in 1964.

In this age of digital convergence, the online and real worlds merge.

Communication lines are blurred as physical spaces become increasingly digitised.

The rigid perception of e-commerce versus bricks and mortar business models – most prominent in retail spaces, but also relevant to a wide range of applications across industry and commerce – is fast becoming antiquated in the shift towards modes of true omnichannel communications.

Digital technology and Artificial Intelligence are the new hotbeds of innovation and investment, a natural progression from the focus on online disruptors alongside the rise of big data economies.

IoT technologies – that is the ‘Internet of Things’ including cameras, sensors, televisual screens, smartphones all coupled with computer data processing – have now become affordable to even the smallest businesses and store fronts.

Physical spaces become metaphysical; transforming through technology beyond human perception boundaries and limitations of knowledge.

The prevalence of high-tech digital interconnectivity in day-to-day operations across sectors including retail, education, hospitality, airports and mass transit hubs, stadiums and events, security, stock control, agriculture, real estate, child and aged care and smart buildings, enables them to evolve into something more; something on a whole new plane of understanding.

These physical spaces themselves become platforms for unidirectional informational flow and communications.

It sounds familiar because it is.

This is the very foundation the internet is built upon, and underpins the success of all online business models.

Through technology, actual buildings themselves become a medium, in a similar vein to how computers, tablets and smartphones act as a medium for the internet.

And the medium is the message.

The medium not only shapes perception but frames any content delivery in a predetermined way; the medium itself has more value in influencing desired outcomes than any message itself.

This ability to close time and distance between interacting with a brands message and actual purchase decisions gives credence to commercialisation of the concept of the bricks and mortar building as the medium.

Real time customer interactions through digital screens on site and via their own smartphones, based on parameters such as profiling and proximity triggers transform physical spaces into dynamic marketing platforms to drive profitability, customer retention and ROI for brands through highly personalised consumer experiences.

This is where IoT incorporates highly intelligent, automated advertising through machine learning and big data analytics to empower business, brand and consumer – not only in retail shopfronts but also in any transactional space across industry and commerce.

Taking a further step back such a system also allows highly intelligent, automated messaging and monitoring for almost any application where movement of people or even inventory units or livestock is key to trade.

Recognising these marked shifts now and into the future, Foresense Technologies is pioneering the meld between real and online spaces, aggregating these disparities with AI to empower businesses with the ability to bring real time big data analytics and behavioural science into day-to-day on the ground operations.

While the IoT hardware that powers digital transformation is now readily accessible, purpose built AI software and platforms are not.

For too long, AI has firmly been in the hands of government, scientific interests and multinational corporations; its benefits not readily available to small to medium enterprises.

Outside of its existence in mass-consumer computer applications, it is largely inaccessible to most businesses operations to improve efficiencies and bottom line revenues.

Many operations across government, commerce and industry are characterised by outdated methods and an inability to justify focussed, AI driven analysis and improvement due to prohibitive costs.

New ways are needed to guide commercially based decisions with more detailed, quantifiable data to improve operational KPIs and efficiencies.

Presence detection technology, coupled with highly detailed behavioural data and its enhanced analysis are key areas of importance as a way forward; key areas which until now have left business owners, managers and key decision makers wanting.

Foresense Technologies is innovating change.

The Foresense platform collects data over time to reveal big-picture tendencies.

At the same time it allows accessibility in real time so highly-informed, proactive decisions can be executed as trends are actually emerging.

These AI driven characteristics make it an invaluable tool that transcends traditional technological boundaries across all sectors.

Recognising the increasing value of Big Data in the digital economy, Foresense set out to redefine the traditional, reactionary methods of collecting and collating behavioural characteristics.

Powered by proprietary AI algorithms in combination with a full sensor suite and a highly intuitive, accessible end-user interface, Foresense presents a solution that is uniquely customisable for various highly specific applications.

Foresense facilitates the collection of presence data and the analysis of action – and interaction – on-site in real-world settings to provide real-time analytics of traffic inside and around any physical location, large or small.

With Foresense, quantitative behavioural data can be collected and collated just as it is online – dwell time, traffic flow, unique visitations, navigation mapping all become key metrics in the physical world.

This is achieved by harnessing the ubiquity of the modern smartphone as a beacon for behavioral analysis and movement.

More specific applications utilise sensor interaction with wearable and fixed-position monitoring technologies, although the fundamentals are the same.

This approach allows our advanced AI algorithms to be applied to the physical world in real time.

Foresense accomplishes this with complete anonymisation of data, respecting privacy to strike a balance between service provision and anonymity – a concept that has proven to be highly elusive in the online world.

Foresense also addresses today’s digital data overload – where business owners and decision- makers are forced to use multiple applications and programs, acting as an interface between them.

These characteristics make it a highly unique platform that empowers its users to deliver better experiences and exert greater influence on commercial outcomes.

With many physical spaces now incorporating traditional notions of informational flow and presentation of content they embody characteristics of traditional media and communication theory.

With technology, any medium is shaped by its own characteristics and capabilities.

Foresense shapes understanding by its very definition in ‘the ability to perceive in advance.’

It markedly shifts IoT networks within individual buildings forward to new levels of knowledge and power.

Into the future Foresense too will a become part of any fully integrated physical space, acting as a key component of an intelligent medium in a world of proliferating messages.

GLENN WEILAND
Chief Executive Officer
Foresense Technologies Ltd
m: +61 437775860
e: glenn.weiland@foresense.com
w: www.foresense.com