In cool data news today…
Yahoo has an awesome story about how Fox used a wearable from Lightwave to measure the audiences biometrics during the premier of The Revenant. The bracelet would measure the viewer’s heartrate 10x per second, plus measure body temp, movements, and conductivity of their skin (which apparently is an indicator of fight-or-flight impulses). This allows the movie studio and producers to gauge authentic responses to various parts of the movie. A far superior process than to have the viewers fill out a subjective survey after the movie.
Two thoughts on this -1) Awesome. So happy to see someone in the media business understand the power of data analytics. 2) This is one of many use cases that will eventually lead to the adoption of wearables and a “personal mesh network”.
Imagine the movie studios partner with Apple and provide a discount on movie tickets to anyone who runs the movie’s app during a movie.
American consumers are cheap. They don’t like giving up privacy, but many will trade privacy for money. If you are offering discounts on movie tickets, I think plenty of folks will be willing to send data to the movie studios.
Say you attend movies 25x a year. The Apple Watch is $250. A $3 discount on movie tickets makes the net cost of your Apple Watch $175. Now imagine 3 or 4 other partnerships that provide compensation in return for data access. Very soon the Apple Watch drops to a net cost of below $100. Nike could start sending you discounts for new shoes. Or if you are a runner in the Northeast, discounts on winter outdoor running apparel.
If these things happen, a device that I thought was a novelty soon has mass adoption. Makes me wonder about the future models of mobile phone and wifi, or the “Googlization” of products.