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"Applying Mixed Reality to Entertainment" and Sohodojo

"Applying Mixed Reality to Entertainment," an article written by Christopher Stapleton, Charles Hughes, Michael Moshell, Paulius Micikevicius, and Marty Altman, discusses how the combination of virtual objects with reality will allow users to enjoy a "rich fantasy experience."

The successful adoption of new technologies for entertainment applications depends on finding creative models that spark the imagination and generate demand. Developers must then apply these creative conventions to diverse business models, including theme parks, arcades, museums, and infotainment.

This quote illustrates Sohodojo's idea of the "shopping experience," in which shopping is not simply about acquiring goods, but is a greater experience in and of itself. In order for this to be successful, the shopping place must spark the imagination of the buyer, who will may want to go shopping for the fun of it. Though the authors of this article do not include shopping places with their list of business models that this form of entertainment can be applied to, I see not reason why shopping centers who not be as viable as any other business listed above.


You are right, Jelal, to make the connection between the UCF Media Convergence Lab's article about mixed reality applications and Sohodojo's vision for "inprosuming.". We're interestd in facilitating a "full cycle" shopping experience that transforms the shopper's role from that of customer into an inprosumer.

In a hyper-materialist world, the customer role is to be an insatiable recipient of products and services, a black hole for the "stuff" to fall inro that courses through our global supply chains. The improsumer, on the other hand, is engaged and involved in the full cycle of these supply chain dynamics.

We break the term down this way; "in" is investing, "pro" is producing, and "sumer" is the more typical customer aspect of consumer.

Claus Kormannshaus' Tom Sawyer Painting the Better World FenceInprosumerism is a slight but strategic extension of the idea of "prosumer" or producer-consumer. The "prosumer" word entered the marketing/business vocabulary in 1980. In his classic book, The Third Wave, futurologist Alvin Toffler coined the term "prosumer" when he predicted that the role of producers and consumers would begin to blur and merge, thanks in part to the impact of electronic communication.

So, at Sohodojo, when we talk about "Shopping as an Experience" rather than shopping as a means to "thing acquisition," we're talking about inprosuming. The inprosuming experience is about tapping into the latent, human interest in "Who, How, and Why" market dynamics rather than the relatively superficial "How Much and Where" (price and distribution).

Inprosuming is inherently more ephemeral than strict price and availability consumer decision dynamics. That's why we believe that techniques and tactics like mixed reality simulation/experience technologies may provide a powerful means to bring inprosuming to life.

The ephemeral nature of most inprosuming marketplaces is one of the important reasons why we're focusing this project on local food economy systems. The "Buy Fresh, Buy Local" world is one of the more acessible and popular domains where consumers are waking up to alternative market values. It is not hard at all to see inprosumer ideas at work in the growth of community-supported agriculture The CSA term itself exudes the inprosumer ideals of investing as part of "full cycle' consumption.

We believe that we can learn a lot by exploring agent-based simulation technologies applied to the local food economy context. Later, based on this specific market experiences, we can generalize whar we learn to stimulate other inprosuming market development opportunities.

To learn more abour inprosumerism and related ideas, I encourage folks to check out these topical posts on Sohodojo's Blog. Of particular interest, we recommend the "What Tom Sawyer Knew" post.

--Sohodojo Jim--