Issue link: http://osercommunicationsgroup.uberflip.com/i/765774
Consumer Electronics Daily News 5 7 Wednesday, January 4, 2017 PO Boxes™ than any other delivery operation, and with more than 31,000 retail locations, we deliver almost 40 per- cent of the world's mail. We're also a business that's looking forward, invest- ing in technologies and infrastructure that will change the way mail serves our customers. CEDN: How does mail fit into the digi- tal marketing landscape? CR: Digital marketing has created new opportunities, but it's also created new challenges. The average American household receives more than 150 emails per day, compared to only two pieces of direct mail. They are also subject to countless numbers of online ads. The question for marketers is how to differen- tiate themselves through the growing bombardment. By using direct mail, mar- keters can not only avoid the clutter, but also implement digital technologies in new and interactive ways. CEDN: Does this mean marketers should focus less on email and technolo- gy-driven marketing strategies? CR: Not at all. In fact, it's important for marketers to leverage several different platforms at once. Nowadays, reaching current and prospective customers requires storytelling that weaves out- reach through different mediums. One way marketers can do this, for example, is to integrate their Every Door Direct Mail ® pieces with digital capabilities. Customizable options like QR codes and Augmented Reality can transport cus- tomers from direct mail to the digital offering in a matter of seconds. Executing multi-faceted strategies like this depends on direct mail, and should remind marketers to always collect phys- ical mailing addresses. CEDN: What are some of the digital direct mail strategies the Postal Service offers? United States Postal Service (Cont'd. from p. 1) CR: There are several digital features marketers can utilize, and we are con- stantly looking to develop more. Here's some information on several great tools: Variable Data Print: Using variable imaging on direct mail allows you to cus- tomize mailing pieces to individual recipients. You can further integrate digi- tal technology by adding Personalized URLS (PURLS) that link recipients online to a personalized landing page with content tailored to their buying habits. Quick Response (QR) codes and Near Field Technology (NFC): These technologies allow consumers to connect with your mobile buying site. You can create QR codes online at little or no cost and put them on your mail piece, allow- ing consumers to simply scan and shop from a mobile device. NFC technology is even simpler, allowing consumers to sim- ply tap on a chip activated location in the mail piece. Augmented Reality (AR): Allows you to engage consumers on your mobile site. By using the correct app (e.g.: USPS AR – available on the iTunes App Store and Google Play) and pointing their mobile device at a designated area on the mail piece, consumers are taken to your mobile optimized site. Improved Customization: Increasingly, consumer data is informing marketers' decisions, and this is no dif- ferent for mail. There is now technology available that tracks customers' online inquiries and interaction, and allows e- marketers to customize mailers tailored to help consumers make immediate buy- ing decisions. CEDN: How can our readers learn more about the Postal Service's business offer- ings? CR: Weigh your options and visit us at CES booth #31126, or go to www.usps.com/business. For more information, visit www.usps.com or stop by booth #31126. more enjoyable. Over the years, our R&D abilities have gained us trust and respect from car manufacturers across the globe. Now, we are looking to bring our expertise in car electronics into the aftermarket by introducing mind-blow- ing yet affordable technologies such as the Mirror Head-Up Display (Mirror HUD). CEDN: What is a Mirror HUD? SC: The Mirror HUD is an affordable alternative to the HUD seen on high-end cars. The head-up display uses the same projector technology that projects an image approximately 2 meters away. The Mirror HUD can show either the screen of your smartphone or OBDII informa- tion. CEDN: What were your goals when you developed the Mirror HUD? SC: We had two goals in mind when we designed the Mirror HUD. The first was making it universal. The Mirror HUD can be easily installed into almost any car and can connect with almost any smart- phone. Our second goal was to make it convenient to use. The product does not require the user to download any soft- ware or apps ahead of time. CEDN: In your opinion, how much does your Mirror HUD differ from the OE E-Lead Electronics (Cont'd. from p. 1) type HUD? SC: Their functionalities are nearly identical. We pride ourselves on being the only projection style head up dis- play in the aftermarket. Through the Mirror HUD, the smartphone's 5.5- inch screen is projected to an 11-inch image nearly 2 meters in front of the driver. The image has a resolution of 720p, guaranteeing the driver to be able to see every detail. The OBDII plug gives the Mirror HUD the ability to show basic car information when there is no phone connected. Lastly, the projection is auto dim and can proj- ect at over 10,000 nix, which guaran- tees the user to be able to see an image even in the harshest of sunlight. The only big difference I can think of is that OE style HUDs do not require an additional combiner. CEDN: Any last comments you'd like to add? SC: I understand that words are cheap and anyone can easily hype up their prod- uct through words. Therefore, I would like to invite all of you to our booth, #2301 to see the product for yourselves. We'll be glad to address any of your questions or concerns. We hope you to see you here and enjoy the show! For more information, visit www .e-lead.com, call 323.316.0231 or stop by booth #2301. installed beneath the mattress using small electronics placed on the floor and connected with WiFi, or now cellu- lar data networks. A web-based applica- tion that is also optimized for use with smartphones provides comprehensive data about physical recovery from exer- cise, readiness and sleep quality. Emfit QS calculates the total amount of sleep, percentages of recuperating REM and deep sleep, heart rate, respiration rate and activity during the entire night. Evening RMSSD value of heart rate variability shows accumulated stress over the course of the day, and morning RMSSD indicates recovery status and readiness for a new day. RMSSD data allows you to optimize a training sched- ule according to your actual body requirements, thereby avoiding over- training and achieving peak perform- ance. That's one of many reasons Emfit QS is especially beneficial for athletes. Long-term evaluation of HRV indicates how effectively exercise or lifestyle changes are affecting performance and everyday life. Emfit QS is one of many devices that Sky Christopherson, world record holder and Founder of OAthlete, utilizes to create sustainable performance with Olympic athletes. "Working with Olympic athletes, we use 'Data not Drugs' to boost every aspect of athlete Emfit (Cont'd. from p. 4) health and performance. Moral and health arguments aside, we believe using data to leverage the natural strengths of our bodies will always win over the long run. Since sleep is founda- tional to health and performance, it is a focal point of our program and we have used every sensor on the market. The Emfit system is creating new capabili- ties in understanding sleep both with the goal of improving it, but also using it to better inform training decisions as we moved towards truly individualized training models. The ease of use and accuracy of Emfit is also unprecedented. As a result, the Emfit system is now an integral part of our 'Data not Drugs' program as we build a future that uses more data and less drugs, in sport, and hopefully in health." About Emfit Emfit is headquartered in Finland and has subsidiaries in the United States, Canada and China. Since 1990, Emfit has been the world's leading manufacturer of elec- tro-active ferroelectret polymer sensor film for various applications, including paper machinery, sports equipment, music instruments, touch-sensitive human interfaces, smart building solu- tions, etc. The company's whole product development focus is in health tech. For more information, go to www.emfit.com or stop by booth #43539. well-trained, patient, compassionate people helping your customers. Don't over-engineer solutions that drive up cost for features that will never be used and increase complexity. You may only get one chance to gain adoption, so make sure every barrier has been mini- mized. 3. Focus on problems and tangible solutions, not technology. If you ask older consumers or patients if they are interested in a new piece of technology, the answer will be no. Instead, speak to them about a problem, and present a viable solution that solves that problem or makes their life easier. 4. Engage the family caregivers along with the nursing team. The family caregiver will play a role in any long-term care situation; from pro- viding decision support to coordinating healthcare and living decisions for their aging parent. That means the training and communication should involve the entire team. GreatCall (Cont'd. from p. 4) 5. Use direct-to-consumer while healthcare channels are developing. Digital health solutions are stuck in "pilot mode" in many healthcare channels. While we wait for reimbursement, the number of patients, caregivers and seniors with prob- lems that need solutions grows. They would often rather pay for the right digital health solutions that enable them to take charge of their recovery or be safer as they heal. 6. Understand you still need to drive primary demand through awareness and education. Family caregivers are not deciding on their own that they need technology to help their aging parent stay safe and healthy in long-term care. We need to inform them that there is technology that can help them worry less and feel more in control. Simple, cost-effective solutions that solve real problems by allowing seniors to receive continuing care in their own home while sustaining appropriate activ- ity levels will drive awareness and adop- tion. For more information, go to www.great call.com or stop by booth #43418.