Commercial Integrator June 2021 - 11

record YouTube videos.
CEO Phil Libin says the
company started working on
it a few months after pandemic-induced
lockdowns to make
virtual meetings less boring.
Now, the company is working
with manufacturers of conference
room systems to partner
on hardware packages.
" Boring is the worst sin
you can commit in the video
world, " Libin says.
Being charismatic and
engaging in person comes naturally
to a lot of people, but not
so much on video. However,
existing videoconferencing services
and systems don't have
many tools that allow users to
be as entertaining on video.
According to Libin, there
are generally four categories
of experiences: live and in person,
live and recorded, online
and recorded and online and
in person.
" Very rarely did you have
something that existed in
multiple quadrants at the
same time, " he said. " What's
happening now is we can
reimagine each of these experiences
as hybrids and existing
simultaneously as a mix of live
and recorded and on video
and in person.
For a doctor's visit, that
experience has shifted from
being just live and in person
to being in at least three other
quadrants, Libin says.
" My experience starts online
and recorded when I'm just
searching for information or
watching videos, then maybe
it transitions and make an appointment
online, then it transitions
to online and live with
telemedicine and I can actually
talk to a doctor, " Libin says.
Similarly for education,
students would benefit more
from watching a pre-recorded
commercialintegrator.com
lecture, but also a live and
online experience for asking
questions about the subject.
Meanwhile, classroom laboratory
experiments will always be
live and in person.
" It's not that it's better on
video - it's that aspects of it are
better on video and we can reimagine
the whole experience
to be a combination of something
that's good on video
and something that's good in
person, or something is good
live and something that's good
pre-recorded, " Libin says. " The
philosophy is do in person that
which is better in person, and
do on video that which is better
on video. "
›› #Videoconferencing,
@Cisco, @Webex, @Microsoft
#DigitalSignage
Mall of the Emirates
Store Incorporates
Smart Mirror
The THAT store, a futuristic
shopping experience located at
the Mall of the Emirates in Dubai,
opened its doors this year.
The store incorporates
digital elements that elevate
from the traditional shopping
experience. One of the most
notable and eye-catching
marvels at this store are the
Mirandda powered smart fitting
rooms. The latter is equipped
with Smart Mirrors- a digital
solution provided by Blue Rhine
Industries.
The Mirandda Smart Fitting
Room solution, developed
by Spanish digital signage
software manufacturer ICON
Multimedia, supports the
omnichannel strategy of this
new concept store, which aims
to attract customers to physical
areas, creating 360-degree
shopping experiences in its faAV
integrators need to find creative solutions that help their
customers combat videoconferencing fatigue.
cilities to increase sales.
The solution, in the fitting
rooms, features an interactive
experience that automatically
detects the items brought
into the room by the customer
(through RFID technology), and
can instantly display alternate
options in terms of sizes and
colors to the viewer.
The smart mirrors also
automatically suggest outfits
that match with the item that
was brought into the changing
room. The mirror is equipped
with cutting-edge functionality
that allows customers to make
requests for other garments
without leaving the fitting room.
These requests-made via a
dedicated THAT Store app connected
to every Smart Mirror-
are received by the in-store
employees on their mobile
devices. The employees can
then immediately take action
on these requests thus reducing
lead times at the store.
Among the characteristics
incorporated by ICON Multimedia's
smart mirrors in THAT,
there is the ability to simplify
the traditional sales process by
embodying QR codes.
This approach allows customers
to dynamically generate
QR codes that embody their
shopping carts. The in-store
staff can then scan the QR code
via their mobile devices and
complete the transactions in a
matter of minutes.
The mirrors are also
equipped with presence
sensors that allow the systems
to understand the movement
of customers across the room.
This removes the need for
customers to manually end
their experiences and equips
the mirror with the ability to
alert new customers that it is inactive
until proper disinfection
services are performed.
With the integration of this
technology, THAT creates a
new concept store based on a
" single store for a single customer "
ideology. The two-tier
store located in the Mall of the
Emirates is a space where art,
culture and commerce amalgamate
to provide customers
with a wholistic experience.
The store alsoincorporates
spaces for fitness, Yoga,
healthy food and beverages,
and live music.
›› #DigitalSignage,
#MalloftheEmirates
JUNE 2021 Commercial Integrator
11
http://www.commercialintegrator.com
Commercial Integrator June 2021

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