Moving Marketing Technology (MMT) – Autonomous infotainment display that creatively combines digital media with robotics to produce innovative public engagement

Project Information

MMT

Grant agreement ID: 835759

DOI

10.3030/835759

Project closed

EC signature date 26 November 2018

Start date 1 December 2018

End date 28 February 2019

Funded under

• INDUSTRIAL LEADERSHIP - Innovation In SMEs

Total cost

€ 71 429,00

EU contribution

€ 50 000,00

Coordinated by

IBG TECHNOLOGY HANSESTADT LUBECK GMBH
Germany

Periodic Reporting for period 1 - MMT (Moving Marketing Technology (MMT) – Autonomous infotainment display that creatively combines digital media with robotics to produce innovative public engagement)

Reporting period: 2018-12-01 to 2019-02-28

Summary of the context and overall objectives of the project

Europe is at the beginning of a new industrial revolution, considered to be the fourth step change: “Industry 4.0” The EC is driving this industrial change to aid the reverse of industrialisation decline and increase total value added from manufacturing to a targeted 20% of all value added by 2020.

A critical element of Industry 4.0 IoT are applications of advanced autonomous smart mobility, big data, cloud and robotics, to perform tasks within wider society, including increased general public interaction. This is resulting in the normalisation of autonomous mobility and robots in a society, particularly with the advent of applications in logistics and driving.

With current state-of-the-art being static digital screens and billboards, our innovation: Moving Marketing Technology (MMT) provides several world-first aspects, primarily, information/promotion display that has autonomous mobility within public spaces.

Utilising IoT, big data, cloud, autonomous mobility and robotics; MMT autonomously moves within a fixed area of operation. With large LED screens on each side of the unit, user clients are able to display digital content on to engage with pedestrians in a highly-distinctive manner. Further, as a customisable tool, operators are able to specify customisation of the technology to meet their individual promotion needs whether this be technological such as equipped with cameras, card readers, etc., or physical branding etc.

We have identified a number of market opportunities for use: as a site-specific information display providing entertainment, or services such as guidance to customers; as well as used for foot traffic control or even product advertising. Deployed in locations such as shopping malls, airports and events destinations (sporting stadiums, entertainment venues and trade fairs etc.), MMT uses sensors to safely detect foot traffic flow and using intelligent autonomous mobility and smart robotics to optimally position the featured digital media to efficiently engage with visitors.

During our Phase 1 Feasibility Study, we have detailed the work required to generate customer confidence in MMT as a viable means of deploying digital autonomous mobility systems and robotics, its capability to operate autonomously (meeting the KPIs we will describe in our marketing literature: battery life, capability, independent operation) as well as our continued after sales support. This will enable the development of a strategic business plan to enable us to reach these new markets.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

During our Phase 1 Feasibility Study, we have completed a market study to assess the MMT target market sectors and analysed the data to identify the most accessible routes to market. This has produced market potential information for our initial target markets. We have also planned our legislative pathway and route to commercialisation.

Also, within the Feasibility Study, we have prepared for a Phase 2 project by preparing a Phase 2 work plan, Gantt, list of deliverables and a project budget. This plan will enable the development of our strategic business plan that will be utilised to enable us to reach these new markets.

Having undertaken this Feasibility Study, we are now confident that the MMT technology is commercially viable. Therefore, we are proceeding with our plans to reach market as soon as possible. In order to achieve this, we shall submit a Horizon 2020 Phase 2 application to enable us to complete the technology development to increase capability, to complete commercial trials to gain market reference and continue our current route for commercialisation.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

Progress beyond state-of-the-art.

Existing state-of-the-art digital presentation system alternatives are rigid fixed installations or advertising fixed to the side of vehicles. Increasingly there are examples of interactive displays that require active participation from the user which are generally used for user fun and engagement as part of a marketing campaign.

The added autonomous mobility and robotics dimension provided by MMT allows autonomous movement around and with the visitor which creates a more personalised experience for the user. Further to this, MMT captures a higher level of attention when compared to state-of-the-art alternatives. This eye-catching combination of information delivery and marketing communication content while on the move creates added value for the visitor as well as those providing the communication.


Expected Results.

Our initial target market has been validated during this Feasibility Study. We have already developed relationships with stakeholders in the market including forward thinking landlords of deployment sites and advertising agencies.

The principle Phase 2 project objectives are to enhance the MMT technology making it lighter and smaller with increase accuracy algorithms and increase functionality capability such as gesture control. During technology trials, we will prove to the target market the effectiveness and cost-efficiency over state-of-the-art alternatives.

As we progress MMT to TRL9, we will increase marketing activity to generate our first sales in Q3 2021.


Impacts.

MMT will have positive technological, economic and social impact for Europe:

- MMT drives technological advancements for public engagement into digital formats and champions normalisation of autonomous robotics within society.
- MMT has a positive economic impact for Europe by offering a new digital advertising channel that will promote additional spend for the digital economy.
- MMT adds value to existing markets as well as creating a new market by bridging advanced robotics technologies with digital signage markets.
- MMT delivers to the European public increased access to the digital world and a new innovative technology for the creative economy.

A visualisation of MMT units operating in public spaces

Prototype MMT unit used for testing and demonstration

MMT being demonstrated at Hannover Messe