Barcelona target Harry Kane in £200M transfer deal

first_imgSpanish giants Barcelona are hoping to secure the services of Tottenham striker Harry Kane in a blockbuster £200million transfer, claim The Daily Star.The Spanish giants see the in-form English superstar as a long-term replacement for forward Luis Suarez, while the newspaper reports that the likes of Richarlison, Kylian Mbappe, and Antoine Greizmann are also on their shortlist.Barcelona face Tottenham in their final Group game in the UEFA Champions League and they are hoping to have a firsthand assessment of the striker who will be leading his team to Camp Nou.David Villa, SpainQuiz: How much do you know about David Villa? Boro Tanchev – September 14, 2019 Time to test your knowledge about Spanish legendary forward David Villa.Tottenham are currently in the second spot behind Group B winners Barcelona, however, Mauricio Pochettino’s men know that they are likely to have to conjure up a win in Spain in order to beat off competition from Inter Milan, and in turn secure qualification.The Italian outfit are also on seven points after five games, and they face rock-bottom PSV at the San Siro on the same night.Kane penned a new six-year contract with Tottenham in June, but The Daily Star speculates that Barcelona could test the waters with an initial £150m bid for the striker, which the paper claims could tempt the Tottenham Board due to the ‘spiralling costs’ of their new stadium, which they are likely to move into at some point in early 2019.last_img read more

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Thirtymillionpage backup of humanity headed to moon aboard Israeli lander

first_img A 23rd-century tourist guide to the galaxy The top layers of the archive disc can be viewed with an optical microscope. Arch Mission Foundation/Bruce Ha On Thursday night, a SpaceX Falcon 9 rocket carried an Israeli-made spacecraft named Beresheet beyond the grasp of Earth’s gravity and sent it on its way to the surface of the moon. On board Beresheet is a specially designed disc encoded with a 30-million-page archive of human civilization built to last billions of years into the future. The backup for humanity has been dubbed “The Lunar Library” by its creator, the Arch Mission Foundation (AMF).   “The idea is to place enough backups in enough places around the solar system, on an ongoing basis, that our precious knowledge and biological heritage can never be lost,” the nonprofit’s co-founder Nova Spivack told me via email.The AMF also placed a small test archive on Elon Musk’s red Tesla Roadster that was launched in the direction of Mars aboard the first Falcon Heavy demonstration mission last year. That archive consisted of Isaac Asimov’s Foundation Trilogy encoded in a disc made of quartz silica glass made to last millions of years as the Roadster orbits the sun. The AMF has also placed a solid-state copy of Wikipedia on board a cubesat from SpaceChain in low-Earth orbit.graphic-1-space-ilThe little lander Beresheet hopes to make history in multiple ways this year. SpaceIL Part of the motivation for the far-out project is to leave a copy of humanity’s knowledge not just in the cloud, but far beyond the clouds, should the impacts of climate change or a potential nuclear war do us or the planet in at some point in the future. “While I am optimistic that humanity will rise to the challenge and develop a multinational  planetary defense initiative to mitigate these planetary risks, it is also prudent to have a plan B,” Spivack said. “Instead of one backup in one place our strategy is ‘many copies, many places’ — and we plan to send updates on a regular basis.”The AMF has already signed on to an additional planned moon mission, with startup Astrobotic, to send another Lunar Library installment to the moon in the next few years. There are also plans in the works to send archives to Mars, LaGrange points around Earth and deep underground caves on our planet. “The interplanetary network of backup locations we have started may even help to enable an interplanetary Internet. As we become a spacefaring civilization, we are going to need ways to move big data around the solar system, and protect it in transit, and at each location,” Spivack said. 17 Photos Tags Share your voice Sci-Techcenter_img 8 Space Comments The disc aboard Beresheet is about the size and thickness of a DVD, but consists of 25 stacked thin nickel films that AMF insists can resist radiation, extreme temperatures and other harsh conditions found in space for billions of years. There is, of course, no way to test how long it will last, but if it survives as long as hoped, the disc may even be around longer than the moon itself. The top four layers are actually filled with 60,000 pages of tiny analog images that can be viewed with optical microscope technology that’s been around for centuries. The images include a sort of users’ guide explaining human language, the contents of the disc and how to access the deeper layers containing compressed digital data. The digitized layers include a full copy of Wikipedia, more than 25,000 books and data for understanding over 5,000 languages. But if humans — or perhaps someone else — is ever going to get a chance to use the Lunar Library, it has to first get to the surface of the moon. Beresheet is now just beginning a long, complicated journey that will involve a handful of swings around Earth to increase the size of its orbit before jumping into orbit around the moon and eventually attempting a landing.The first window of opportunity to land comes on April 11.  So if all works out, Wikipedia will touch down on the moon almost exactly 50 years after man first showed up there. Any aliens who come across it in the future will surely be baffled by a few choice entries, like “moon-landing conspiracy theories,” “flat Earth” or “Tide pod challenge.” But at least they’ll help illustrate why we needed a backup.  last_img read more

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Will Chinas IPO Boom Weigh on Troubled Indian Stock Markets

first_imgConcerns deepen over troubled Indian stock markets as the China’s red-hot initial public offering (IPO) heats up further. Foreign investors appear to be preparing to pull out their money from Dalal Street and invest in lucrative IPOs in China.As many as 20 Chinese companies have lined up to issue IPOs this week amounting to $483.19 billion, intensifying worries of outflows from other countries including India.Impressive post-listing performance of Chinese IPOs has created frenzy among the investor community. In the past one year, all the IPOs have generated more than 40% returns on listing.”We have heard from sell-side brokers that some of the selling in India is attributable to the fact that Chinese markets have outperformed India,” Nilesh Shah, MD, Kotak Mutual Fund, told The Economic Times.Recent controversy over Minimum Alternate Tax (MAT) led to high volatility in domestic stock markets in recent trading sessions, as overseas investors aggressively sold their shares.Foreign investors have sold shares amounting to over $2 billion or nearly ₹14,000 crore in the past 15 trading sessions, NDTV Profit said.The Chinese securities regulator has been fast accelerating its nod for IPOs in a bid to cool down its skyrocketing stock market performance. Last Friday, the regulator approved a batch of IPOs for the second time in less than a month.”Regulators have said they would accelerate IPO approvals and we’re seeing it happen,” Zhang Chen, analyst at Shanghai-based Hongyi Investment, told Reuters.The Chinese authorities have been initiating many measures to curtail the speculative activity in its equity markets. Despite a sharp decline in recent sessions, the Chinese stocks still trade at multi-year highs, with a gain of 34% so far this year.The China’s Shanghai Composite Index is up 122% since January 2014, supported by increased buying by the retail investors.Will China’s IPOs Attract FIIs in India?Analysts see limited scope for foreign investors, who have their holding in Indian equities, to participate in the forthcoming $200 billion IPOs in China. The total share holdings of overseas investors in India stand at over $300 billion, so offloading a part of their holdings may offer a little liquidity to subscriber for Chinese IPOs.There is no evidence of ‘any large-scale’ selling of shares by foreign institutional investors (FIIs) so far although the Chinese IPO boom has started a few months back. Recent sell-off in Indian stock markets is largely due to uncertainty over retrospective tax and weak corporate earnings, Business Standard reported.Instead, China IPOs are having an impact on its own markets, with the benchmark index declining by around 10% in recent sessions. Investors are selling their shares to buy IPOs.However, with the Chinese equity market outperforming India’s, many global money managers are reshuffling their portfolios to include Chinese stocks.last_img read more

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4 motorcyclists killed in road crash

first_imgRoad Accident logoFour motorcyclists were killed after a bus hit their motorbike on Dhaka-Sylhet highway in Tarabagh area of Raipura upazila of Narsingdi district on Friday.The deceased are Ramjan Mia, 17, son of a certain Asad Choukidar, Dalim Mia, 17, son of one Hafizuddin, Shohagh Mia, 17, son of one Sharif Mia, and Yamin, 23.The accident took place around 7:00am when a Dhaka-bound bus from Kishoreganj knocked the bike carrying four people, leaving all the riders killed on the spot, said Bhairab highway police station officer-in-charge AKM Kauser.On information, police recovered the bodies and sent those to local hospital morgue, he added.last_img

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Texas Officials Deny Any Cap On Special Education In Letter To Feds

first_img Share PexelsTexas officials denied they imposed any cap on special education in a letter to the U.S. Department of Education.The Texas Education Agency told federal authorities that it never created a cap on how many children with disabilities could receive special education services.At the same time, the state’s Deputy Commissioner of Academics Penny Schwinn said that the state will add new changes to clarify rules for districts, citing “recent confusion” over the special education indicator.The letter was sent after federal authorities ordered Texas last month to end its arbitrary benchmark for special ed, unless Texas could show no children have been denied needed services.The state agency’s strong denial of any cap stands in sharp contrast to a major investigation by the Houston Chronicle. It revealed that state officials could have set an arbitrary benchmark at 8.5 percent for special ed. Since then, special ed enrollment in Texas schools has plummeted. The state now has lowest percentage of kids in special education in the country. The national average is higher at 13 percent.In the letter to the U.S. Department of Education, Texas officials defended the data-monitoring system that allowed them to keep tabs on districts and their special ed enrollment. They also denied that the goal was to cut back on services for children with autism, mental illness and other disabilities in order to save money.Federal law says children with disabilities are entitled to a free and appropriate education.It’s not clear when the feds will respond. “The Education Department will carefully review the state’s response and, after the review is concluded, determine appropriate next steps,” said Jessica Allen, assistant press secretary for the U.S. Department of Education.In Austin, some state lawmakers are already gearing up to address the issue. Speaker of the House, Rep. Joe Straus, R-San Antonio, has called for an immediate overhaul of special education in Texas.last_img read more

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White Oak Music Hall And Neighbors Reach Settlement Over Noise Complaint Suit

first_img To embed this piece of audio in your site, please use this code: Listen Share 00:00 /00:00 Xcenter_img Florian MartinWhite Oak Music Hall. Photo Florian Martin | Houston Public Media.White Oak Music Hall and neighbors in the Near Northside reached a settlement over noise complaints.  Neighbors sued the venue in late 2016 for making too much noise.The settlement stipulates that White Oak Music Hall follow certain noise restrictions for their outdoor performances.  The venue is installing real time sound monitoring that neighbors will be able to watch through a webcam.  If the venue breaks the agreement, the hall could be fined up to $15,000. The plaintiffs’ attorney Cris Feldman said the venue also has to comply with other rules, like stricter limitations on how late bands can play outdoors on school nights. “White Oak has to cut off on 9:30. No shows on STAR nights, STAR testing nights,” said Feldman, “That has been an issue in the past.” In a statement, Johnny So, Managing Partner of White Oak Music Hall said he is glad the issue has been resolved. “We think it is the quintessential definition of a compromise, with both groups agreeing on a middle-ground that addresses the plaintiffs’ concerns regarding outdoor event frequency, outdoor event volume, and even such things as school testing schedules.”@WhiteOakMH and Near Northside neighbors have reached a settlement on a noise complaint lawsuit. The settlement establishes a private sound ordinance that includes sound monitoring paid for by White Oak. @HoustonPubMedia pic.twitter.com/N8nCFNXOGo— Elizabeth Trovall (@elizTrovall) April 24, 2018last_img read more

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UPDATE Authorities Arrest Man Who Escaped from Houston Courtroom

first_imgHarris County District Attorney’s OfficeTerry Dewayne Rodgers.The UT Police at Houston took Terry Dewayne Rodgers into custody around 7:30 a.m. on Tuesday after he had escaped from a courtroom in downtown Houston on Monday.UT Police at Houston serves the University of Texas MD Anderson Cancer Center and the University of Texas Health Science Center at Houston. According to a tweet from the Harris County Sheriff’s Office, “preliminary indications” are that Rodgers “was seeking medical services at a UT System facility.”Rodgers, who had recently been arrested for possession of the controlled substance ecstasy, escaped Monday from the 351st State District Court, located in downtown Houston.Rodgers had been conditionally free on bond on a charge of Assault of a Family Member. Sharelast_img read more

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The best stories are about people not events

first_imgBefore the moment, King hadn’t even known that his book was in the race. He didn’t know then that his account of four African American men, who were falsely accused of a crime against a white woman in Florida in 1949, would be featured in the top books of 2013. He wouldn’t have imagined that his book would be in line soon to be adapted into a Hollywood film.King received the Pulitzer in the non-fiction category for his book Devil in the Grove: Thurgood Marshall, the Groveland Boys, and the Dawn of a New America. The book is a well researched history of civil rights case of a former associate justice in the American Supreme court, Thurgood Marshall or as King calls him ‘Mr Civil Rights’, who fought in favour of four African American men, who were accused of raping a white woman. The case led to the Ku Klux Klan waging havoc on the town of Lake County in Florida. Burning African American houses and lynching black men followed. Also Read – ‘Playing Jojo was emotionally exhausting’Marshall was even threatened and one of his associates were killed. King’s book brought to light numerous details  of the case with his research on the FBI files and other valuable materials.Gilbert King is a part of a panel discussion in 2015’s Jaipur Literature festival and he was in the national capital one bright Sunday to interact with school students. He talked about his love for writing and photography and why he chooses to write about injustice and his views about other pressing issues in the world. Also Read – Leslie doing new comedy special with Netflix On Civil RightsHistory of slavery goes a long way in America and so after Abraham Lincoln the general perception was that the African community was better off now. But there was still segregation and a lot of racism. Around the time of the second world war, suddenly the African American community was deemed ‘equal’ and good enough to be sent to war. They travelled to different parts of the world where they were respected as American soldiers. They fought as equals with passion for their country. So once the war was over, and when they came back to America, they were again pushed back into living in ghettos and as second class citizens. This time they revolted and this resulted into the Klu Klux Klan lynching soldiers and other acts of violence. The county they fought for wasn’t protecting them. There was no society, no police to protect them. And this is when they turned to law. Thurgood Marshall rose as a leader and protector of civil rights then.My book is one of the many cases that remained untold. People didn’t know of all the horrific incidents that took place and writing this book was a matter of conscience for me. It was a crucial case at that time and Marshall rose as a hero. My book is a tribute to a hero.On Racial progress todayThe Internet and camera phones has made it easier to tell stories. For instance something like the Ferguson unrest would not have become this popular had it not been for the Internet, which has brought it to a higher level of consciousness for people. It has  drawn attention.While I was researching for Devil in the Grove, I used to wonder how the world would have reacted if an injustice like this would have been covered on camera. But look at Ferguson case, look at Eric Garner, an African American, who was choked to death by a police officer. A video was recorded and it went viral. But police brutality is somehow justified in our society.Today, we may feel good that we have Barack Obama as the President of the United States but the issue of racial injustice is as crucial as it was then. But having said that, I think the situation has improved a lot. People may point out at the Ferguson incident or the Trevor Martin incident  (17 year old African American who was shot by a neighbourhood watch volunteer). To say that the situation is the same is unfair to the leaders who fought for their rights. Back then no one would know about it. Today everyone recognises the issue and that is a victory in itself. You get to the court room today and at least there is a trial.On WritingI was always drawn to underdog stories. I used to read books like the Count of Monte Cristo and I was always interested in crime stories. As a photographer I love the idea of learning new things like a child would see. The enthusiasm came to me as a writer as well to learn and tell stories. Suddenly I was seeing new things, things I had never heard before. My writing is a way to tell people what I am thinking in my head, like a photograph should. As a student I was always distracted. My grades weren’t good and my teachers used to complain that I read other things than the class assigned books. I went about my way and ended up becoming who I am. To aspiring writers I would say, read. And read history. Make yourself comfortable with the structure of a story. Be it writing  a book or just journalism, people want to know the human narrative, the experience. One needs to understand  that the best stories are about people and not about events. They are not about banks, they are about people in the banks.On IndiaMy impression about Indians is that there is a certain joy in people, a certain sensitivity. This is my first trip to India but I have found that people appreciate life in a different way than America. Conversations revolve around families, about reflection on life, simple things unlike the fast paced conversation that I see in America. I think Indians in general and Indian writers observe things in details.I attended the Jaipur literature festival to listen to writers like V S Naipaul. My idea of Indian literature is that it is vast. There are so many Indian books I want to read and there are so many writers who inspired me during the festival. There is so much I take back from here, that a book on India cannot be ruled out.As far as the festival itself is concerned, I believe as writers we are always at our desks. We don’t interact, I don’t teach, so I am always researching and writing and it’s kind of lonely.Such festivals make me meet people I love. People I love reading and for me it’s also about appreciating the fact that ‘Oh my God, I am on the same panel with such renouned writers’.last_img read more

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Lodestars of Indian classical music

first_imgShriram Shankarlal Music Festival, the oldest music festival in the country has very successfully carried forward the tradition of incorporating a noteworthy synergy of the skills – of the country’s eminent maestros, with the vibrancy of exceptional young talent, without alienating the intrinsic heritage. Founded in 1947, the Shriram Bhartiya Kala Kendra propagates Indian classical performing arts, mythological, contemporary and folk productions of epics. Also Read – ‘Playing Jojo was emotionally exhausting’The festival is back to enthrall the Delhiites. Commencing on February 19, the festival presents Shehnai by Sanjeev Shankar and Ashwani Shankar  and vocal by Pandit Jasraj on the opening day. Sanjeev Shankar and Ashwani Shankar were born in a family of musicians of Banaras gharana in which shehnai and flute have been played for the last 450 years and over, after formal training in pursuit of proficiency of the highest order in raga, taaland laya.Pandit Jasraj, the Mewati maestro, endowed with a rich, soulful and sonorous voice which traverses effortlessly over all three and a half octaves. He has won several prestigious awards and honours, including the Padma Vibhushan, Sangeet Kala Ratna, Master Dinanath Mangeshkar Award, Maharashtra Gaurav Puraskar, Marwar Sangeet Ratna Award and the Sangeet Natak Akademi Fellowship. Also Read – Leslie doing new comedy special with NetflixThe second day of the festival will witness vocal by Raghunandan Panshikar and santoor rendition by Shiv Kumar Sharma. Raghunandan Panshikar commands in semi-classical genres (thumri, ghazal, bhajan, abhang, etc.) accounts for his versatility and singularity among Hindustani vocalists. Awards. Shiv Kumar Sharma has started a new genre of instrumental music. Through his performance career of over half a century, he has created millions of new listeners and ardent fans of Indian classical music. His performances are a brilliant combination of rich knowledge, perfect skill and abundant, spontaneous creativity an adherent of the Banaras gharana, Shiv Kumar Sharma has a long list of national and international awards.Third day of the festival will bring to you vocal by Manjiri Asanare  and flute by Hari Prasad Chaurasia. Born in a family of musicians, Manjiri’s interest in music developed under the guidance of Pt. C T Mhaiskar of Sangli. She has now been performing at prestigious music festivals, and has gained recognition as a fine upcoming musician of the Jaipur gharana.Natural talent, deep dedication, fine training and years of rigorous riyaz have made Chaurasia one of the top flutists in India today. Hariprasad Chaurasia has been honoured with several prestigious awards including the Padma Vibhushan.Day four will see vocal by Ritesh and Rajnish Mishra  and sarod rendition by Tejendra Majumdar, dhrupad rendition by Uday Bhawalkar followed by vocal by Ajoy Chakrabarty . Ritesh and Rajnish Mishra have been learning music since their birth with sounds of tanpura, sarangi, tabla and voices of forefathers vibrating in their home and surroundings. Tejendra Majumdar was awarded the President’s gold medal and the Pandit D V Paluskar award. Uday has also collaborated with artists from other disciplines and cultures, including the contemporary dancer Astad Deboo, Ensemble Modern in Germany and musicians from Spain, Georgia and USA. Pandit Ajoy Chakrabarty became a disciple of Ustad Munawar Ali Khan, the son of the great Patiala Maestro Ustad Bade Gulam Ali Khan. He is the first recipient of the Kumar Gandharva award.When: February 19 – 22  Where: Kamani Auditorium, 1, Copernicus Marglast_img read more

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A FirstTimers Guide to Turning AR Into ROI

first_img Growing a business sometimes requires thinking outside the box. November 28, 2018 Free Webinar | Sept. 9: The Entrepreneur’s Playbook for Going Global It’s the most wonderful time of the year for retailers — more so now than ever. Cyber Monday has officially taken the reins as the most popular shopping day in the United States. First, this uber-shopping day, in 2017, eclipsed Black Friday by roughly $1.6 billion , Then, this year, 2018, Cyber Monday sales grew another 20 percent, approaching a historic mark of nearly $8 billion.But as awesome as those stats may sound, an even more noticeable shift for retailers isn’t the compounding growth of Cyber Monday sales, it’s the spillage of what used to be Black Friday into a five-day event. Sales on Thanksgiving Day increased by 30 percent, and online sales on Black Friday also jumped by over 20 percent, year over year, ompared to last year. All of which is to say that at this point, if you’re in the ecommerce game, there’s more to go around now — especially in this holiday period  — than ever before. Yet, with all that noise and all those players on the field, how can you, as an online retailer, make your marketing stand out from the horde of your competitors’? This season, it’s easy: augmented reality (AR)Related: How Augmented Reality Is Going to Transform EcommerceWhile AR technology isn’t new (Morton Heilig’s Sensorama was tested as long ago as 1956), its incubation period has been so prolonged, and its entrance into our daily lives so gradual, that many people today consider AR the same way they consider self-driving cars — on the verge of being ubiquitous but not quite ready for mass adoption.Even Tim Cook stated as recently as 2017 that the technology “didn’t exist” to make quality AR glasses yet. That’s not to say that Cook was wrong, of course, but sentiments like his go a long way toward altering public perception.The AR gold rushDespite what experts may say about the technological and financial limitations brands face when diving into the deep end of augmented reality, the numbers say that now is the time. Consumers are primed and ready to be reached through AR technology, as Apple and Google already have placed over half a billion AR-capable devices in the wild. That number is expected to grow to over 4 billion by 2020 and generate over $200 billion in AR/VR spending by the same time, according to IDC.What does that mean for business owners and marketers? There’s gold in them thar’ hills! A lot of it. In fact, global revenue from AR marketing is expected to vault from $430 million in 2018 to over $2.5 billion in 2022, according to eMarketer. Big brands like Ikea, Sephora, and Lowe’s are just a few examples of large brands that are leveraging AR to connect users more closely to their products and increase conversions.Diving into the deep endRecently, my company, Drive Social Media, found itself thrown into AR with little-to-no experience developing anything quite in the same ballpark. We’re a social media marketing agency that works with small business owners and franchises to create, place, optimize and track paid social ads. Notice how I didn’t mention anything about AR.We’d had success working with professional sports organizations in the past and had been laser-focused on establishing a partnership with the NHL hockey team, the St. Louis Blues. The Blues were attractive to us on a number of levels, but what we really liked about the team personnel during our preliminary talks was their desire to be at the forefront of technological innovation in the NHL — specifically with AR.While our graphic design department is supremely talented, nobody had any real experience designing AR effects. Our operating partner, Josh Sample, had attended the 2018 Facebook Developer Conference in May when Facebook announced its rollout of an AR creator studio — later renamed Spark — to bring AR creation ability to any businesses on the platform.We took a crash-course on AR development, pitched the Blues a Pokėmon GO-style citywide augmented reality scavenger hunt and were able to develop the entire project in about three weeks. That’s not to toot our own horn, it’s a testament to how quickly Spark allows even first-time users to build game-changing technology. The results were incredibly strong and have already been parlayed into continued AR projects (and thus a new stream of revenue) for our company. What may be good news for your company is that AR is widely available to anyone who wants to use it to drive ROI. Conveniently, this can be done solely through something that almost everyone is already familiar with: Facebook.”Spark” an engaging effect.As mentioned, Spark is the name of Facebook’s AR creator studio. While Google and Apple released their own AR developer studio in 2017, we found that Spark enabled us to create, upload, launch and track the entire project in the same place. Our execution consisted of hanging large banners with GPS-enabled AR-effect triggers on them in various locations throughout the city. So, for us, it made sense to be able to house everything in a single spot.But it’s not just such practical aspects that make Spark a fantastic resource for your business. This technology’s approachable interface and intuitive intelligence make it simple for even novice designers to create compelling 3D AR graphics. Spark’s software also uses a built-in face mesh that you can put right into your canvas, then just plug and play with colors and objects to create face filters.In the event that you have zero design experience, it’s pretty simple to nail down effect-anchoring, dimensions and functionality through basic trial and error.Incentivize usageWhile many businesses have hardly grown accustomed to using AR, consumers certainly have. Industries like finance, transportation, health care, and retail are already experiencing a major disruption as a result of the proliferation of AR. In fact, 74 percent of consumers in a DigitalBridge study expected retailers to use AR tools to strengthen their offerings.Not only do consumers expect AR, but they are also willing to reward brands who use it. A recent study by Retail Perceptions reported that 40 percent of consumers polled said they would be willing to pay more for a product if they could experience it through augmented reality.Related: 3 Trends That Will Shape Your Marketing Efforts in 2018Consumers are past the point of being wowed by AR, but they still want to use it if it provides them with a valuable or unique experience. Create some incentivization to use it, and users will view the experience as the cherry on top of the value they receive. The majority of those who completed our own scavenger hunt did so because they knew the grand prize at the end was a pair of season tickets. However, the feedback we repeatedly got went beyond that: Participants said the experience was a fun; and it provided a enjoyable way to connect the team, city and community, as well.Make it feel natural.People love using new technology, but they don’t love learning to use it. Think about the early days of MP3 players. One of the first consumer products to hit the market was Diamond Multimedia’s Rio in 1998. While the Rio was a new and more “efficient” way of consuming audio content, its upload times were excruciatingly slow, and the device itself could store only 32MB, or around thirty minutes of music.Even the iPod took years to catch on, netting about half a million sales in its first year of existence. It took until 2006  — eight years after the Rio hit the market — before the iPod, and thus portable MP3 players in general, became ubiquitous. These players had to feel and operate with the same speed and effectiveness as a Walkman before the masses were ready to adopt.Think about this concept with your AR initiatives. Opening the application needs to feel seamless, and using it has to feel familiar. We created a microsite for our application and linked buttons that launched effects to the Facebook camera. Once the effect was launched, the camera would wait a few seconds, then redirect the user back to the microsite before it continued playing. Allowing users to complete the activation with the Facebook camera primed them for this newer technology by utilizing the familiarity and function of an older one.Overall, the value of AR is obvious, and the ability to integrate it into your marketing mix is at your fingertips — regardless of your level of experience. Don’t let a lack of education cause your business to delay its ability to connect and build a relationship with your current and potential customers. Follow these steps to turn your first AR project into ROI.Related: How Augmented Reality Has Changed Selfies Forever (Infographic)Stephen Nations is the director of public relations for Drive Social Media, a St. Louis and Nashville-area-based digital marketing agency. He is obsessed with creating compelling content and finding new ways to connect brands with their target audience.  8 min read Opinions expressed by Entrepreneur contributors are their own. Register Now »last_img read more

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