MarketingInsideOut.com

Advertising Agency: Y&R, Israel
From Ads of the World.

Wednesday, Microsoft unveiled a new computing device dubbed “Surface”, a tabletop computing device more than five years in the making that it says it will deliver on the promise of an alternative form of computer-human interaction by the end of the year. Marketed (for now anyway) just for business and entertainment purposes only (to places like tech-savvy restaurateurs and casinos), the device presents information using an intuitive touch screen interface based on a display embedded in a table top.

With a hefty price tag up to $10,000 per table, the enticement to businesses is its potential as an advertising medium, naturally.

As shown in the video, when you place a drink down on to the Surface, it displays graphics, and advertising. There’s a map mode, similar to Google Maps. When you point to your destination it brings up directions and information, which can be dragged to your Windows Mobile powered smartphone (though I can’t help but feel it makes the smartphone like an iPhone with a giant table attached).

There is no keyboard or mouse. All interactions with the computer are done via touching the surface of the computer’s screen with hands or brushes, or via wireless interaction with devices such as smartphones, digital cameras or Microsoft’s Zune music player. Because of the cameras, the device can also recognize physical objects; for instance credit cards or hotel “loyalty” cards.

The company’s initial customers are cellular carrier T-Mobile, which will use the units in its retail stores; hotel operator Starwood, which owns brands including Sheraton and Westin; casino owner Harrah’s; and slot-game maker IGT. Each of the initial partners should have a few initial machines up and running around November.