Yesterday Facebook announced major platform updates in Messenger, and a new Augmented Reality platform that both have great significance to media, entertainment and sports.
Camera Effects: making AR mainstream?
AR has been exciting for a long time, but there has only been one Pokemon Go - a transitory but seductive view of the future. Now, via a free Facebook tool called AR Studio (currently in closed beta), third parties will be able to create their own Camera Effects. Using a technique called SLAM, the new camera feature found in Facebook, Instagram, Messenger and WhatsApp will be able to detect surfaces and objects; allowing us to 'project' masks, animations, live sports scores, fantasy scores and other data into the virtual world. No headset or special glasses needed.
AR Studio is a 3D tool that will be familiar to users of Unity or Unreal. It supports standard sharing of ephemeral video segments within Stories, and integrates with Facebook Live. Support in the various apps will roll out over the coming months.
Open to developers and creatives
There are AR toolkits out there already and some of this has been possible before. However, it wasn't built into the world's biggest social network(s), and it wasn't an open platform. Now it's both, and that's a game changer. Snapchat's new lenses will deliver very high quality mixed reality and no doubt provide further inspiration to Facebook much larger machine. Read Facebook's full blog post on the new AR features here.
Take-away: Facebook, if they succeed, will make Augmented Reality mainstream, and with it a host of new creative entertainment and sports possibilities
Messenger Platform 2.0 - Fixing Discovery
Building on the growth of Messenger, now with 1.2 billion active users globally, a raft of new features focus on making the platform a better place for businesses of all kinds to engage with consumers.
The inclusion of a new 'Discover' section in Messenger should solve one of the major challenges with bots - how to discover them. It's basically the Bot Store. Facebook is serious about providing businesses with ways to transact with consumers.
There will also be a new Games tab, with turn-based games getting some focus, and also a new way to scan Facebook's variant on QR codes - with a much better looking visual icon and an app that most people already have, maybe there's life in that old idea yet.
Take-away: There is now a Bot Store, making it easier to get your bot used, and QR codes may have risen from the dead
Group chat bots - turn groups of fans into customers
A welcome feature for many, bots can now provide input into any conversation using a feature called Chat Extensions. Basically you can bring people together around a task or shared experience - like watching sports or booking tickets, or competing in a game. Or, as we think, doing more than one of those things at a time.
Whats exciting about this is converging entertainment and commerce. Play and interact together, then buy. For those who want to convert passionate fans into customers, to sell tickets for example, we believe this offers an new opportunity to develop both communities and sales.
Take-away: group chat is good for businesses that want to make collective purchasing more seamless