Multitouch interfaces, as well as immersive experiences, are revolutionizing the self-service industry, and full-body tracking by 3D cameras will soon be added to the mix. These technologies draw customers into the action, first by sheer fascination and then through the satisfaction of being able to control, personalize and improve the quality of their interactive experience.
Cutting-edge 3D trackers have just begun to be introduced in motion-controlled self-service systems for high-traffic retail and public spaces. They help cut above the clutter that competes for consumers' attention. With 3D technology, customers are enticed to navigate advertising and entertainment content with full 3D gestures.
This refreshingly natural and intuitive ability to access information by gesturing in the air has created a more ergonomic, hygienic and, ultimately, more engaging consumer experience. Using just their hands, consumers can move items back and forth and sideways or even grab at virtual objects in mid-air. This kind of interactive user experience is far more exciting than a traditional touchscreen interface. And immersive technology, such as when the user actually sees his video image onscreen as he interacts with the display, creates an even more personal and exciting customer experience.
Even better, multitouch interactivity is adding a whole new dimension to a world where 'single user/single point' display control was once the norm. With a multitouch interface, multiple users can access information on an interactive display simultaneously, and each user can use two hands to do several things at once on a display. Because people generally use two hands in the everyday world, multitouch is a very natural, intuitive and comfortable interface.
By making simple rotating and dragging gestures, the user can control dynamic multimedia content, access product information, view advertising, play games, create special effects or manipulate images. Without a doubt, multitouch technology creates a world of possibilities for innovative and highly engaging multiplayer, multiuser and collaborative interactive experiences.
All these technologies are based on cameras, which offer the added benefit of being able to deliver user metrics for reporting and analytics purposes.
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But how can multitouch, immersive technologies and 3D technologies go beyond mere novelty, so they actually build brand awareness and loyalty and even convert passersby to customers? Here are just a few scenarios that are made possible with these technologies:
• As shoppers approach a retail window, they are beckoned to enter a virtual store, complete with an authentic 3D replica of the store's interior, aisles and merchandise. With a tilt of their hand, customers fly through the aisles, grabbing in mid-air to see the image of their own hand actually reach for and pick up products, which they are free to shake, twist, open or turn upside down. Each motion the user makes is rendered instantly onscreen for a real-time experience that entices customers to enter the store and make their purchase.
• Tourists can enjoy a real-life virtual tour with the implementation of 3D depth-sensing, wayfinding systems. Visitors experience the thrill of a fly-by with an overhead view of a life-like 3D representation of their destination, complete with the ability to navigate key attractions. With a flick of the wrist or slight hand gesture, visitors can go, stop, change directions, fly through the cityscape or duck inside hotels, restaurants or other points of interest for an up-close and personal view of amenities and offerings before heading off to experience the real thing.
• Customers can test drive new products with a 3D, interactive in-store display to gain a virtual user experience before they buy. Brand marketers can dramatically dial up the "cool" factor, kick start new product launches and create an experiential shopping environment that generates buzz and enhances viral and word-of-mouth marketing.
• Entertainment venues can provide immersive, interactive experiences that help educate and entertain guests: Little sluggers can take a swing at a Major League-caliber fastball and then order tickets to an upcoming game. Aspiring explorers can navigate craters on the moon or traverse the jungles of Malaysia. Restaurant patrons can enjoy virtual games while relaxing with their favorite beverage and order refills right from their seat. With user-guided 3D environments that can be integrated into surfaces like tabletops, bars, walls and floors, the possibilities are endless.
Clearly, 3D and multitouch technologies provide loads of interactive and memorable fun for the consumer. But more than that, they also provide substantial economic benefits to the business that deploys them. Inventory costs can be reduced as real-world product displays are replaced with virtual ones. Sales-conversion costs can be cut as consumers conduct product research virtually, leaving associates free to close and cash out sales. Revenues can increase substantially as robust self-service kiosks allow stores to sell products and serve customers 24/7 through storefront windows, even when doors are closed. Printing expenses can be reduced, as consumers no longer require brochures to view offerings or explore options.
The list of economic benefits is long and grows over time, but there's no question that the fuller, richer experiences offered by these technologies entice more customers to browse longer and make them more inclined to purchase.
Vincent John Vincent is president of GestureTek Inc., a pioneer and global leader in gesture-driven interfaces for presentation and entertainment systems and a provider of cutting-edge 3D and multitouch interactive solutions. 
