It was interesting that Ewan was using a reference to the film Minority Report to emphasise his latest rant about the industry. At about the same time Ewan was ranting I was chatting to Paul Rawlings the CEO of Screenreach â€“ a company that may just be bringing Minority Report to life.
Unfortunately Screenreach doesnâ€™t work with pre-cogs to detect crimes before they have happened. I donâ€™t mean that bit of Minority Report. I mean the scene where Tom Cruise walks into a shop and all the screens recognise him and display personal messages just for him. That is what Screenreach can offer â€¦ or something similar.
Iâ€™m going to be doing a fuller piece on Screenreach soon, but basically the company offers information and content that can be sent to screens â€“ primarily plasma screens in retail environments, but also mobiles. The content they provide can be personalised either by recognising you as an individual â€“ for example the screen can â€˜seeâ€™ you via bluetooth â€“ or by amalgamating group information from sources such as recent till transactions.
It all sounds interesting and Iâ€™ll be doing more soon.