Lexus Capitalizes On March Madness


By Tanya Gazdik

Lexus is launching a campaign on Yahoo Sports to connect with basketball fans via the 2016 Men’s College Basketball Tournament.

Separately, Opera Mediaworks-enabled Android mobile apps and Immersion Corporation, a developer and licensor of haptic technology, are partnering with Team One to launch a mobile ad campaign for the Lexus GS F enhanced with Immersion’s TouchSense technology.

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What’s New Mobile World Congress 2016?


by Susana

Discover in this special post on the Mobile World Congress 2016 my personal list of the very best of apps & technology, interesting trends, anecdotes and analysis.


By visiting the Mobile World Congress and its little brother, the startup programme 4YFN, I realized how huge the market of apps is. I found many interesting apps, some amazing apps and a few wow apps. The remaining 90% were sadly forgettable, reminding me of those fun but completely useless Japanese inventions.

Niklas, Zennström, CEO at Atomico and co-founder of Skype, offered one of the basic keys to stand out: It’s not enough to have a great app. The important thing is to really solve a problem.


This is my personal selection of the most interesting applications and technology that I’ve seen at the MWC and 4YFN. Most importantly, in all cases I had a chat with the developers and representatives at the congress to know a little more about their inventions.


Immersion definitely enters in the category of wow apps. This application based on haptic technology is the answer to the question of whether the future is in mobile devices.


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Immersion Sues Apple for Patent Infringement Over Touch Feedback


By Dawn Chmielewski

Haptic technology company Immersion has filed suit against Apple, claiming that the newest iPhones and Apple Watches infringe on its patents.

The suit, filed Thursday in federal district court in Delaware, alleges that Apple’s “3D touch” and “force touch” features infringe on Immersion’s patents for providing feedback when the screen of an electronic device is touched.

Immersion’s complaint alleges that Apple’s iPhone 6 and 6s generation of smartphones and all three models of the Apple Watch infringe on its patent for providing “tactile sensations” to handheld devices with touchscreens, along with a separate patent for delivering a specific type of feedback in response to a particular action by the user.

San Jose-based Immersion also alleges that Apple’s iPhone 6s and 6s Plus, whose 3D Touch software allows users to preview information with a light touch and take action with a firm press, violate another of Immersion’s patents for “shared feedback.”



Immersion (IMMR) Announces Tencent to Adopt Haptics in Upcoming Mobile Game

The Street Insiders

Immersion Corporation (NASDAQ: IMMR), the leading developer and licensor of touch feedback technology, and Tencent, one of the leading internet companies in China, today announced an agreement to adopt haptics in Tencent’s upcoming 3D action role playing game, “Kowloon War.” Immersion will work with Timi Studios, Tencent’s in-house creative studio, to design and develop tactile effects for the game.

Haptics amplify the sense of immersion, and add excitement and engagement in games. Immersion’s Haptic Gaming SDK enables game developers, like Timi Studios, to leverage the vibration motor in Android mobile devices to create tactile effects that complement game action and sounds.


Wearable Tech in 2015: The Hype Bubble Burst


by Tom Emrich

The emergence of this form of communication may also be held back because we have not yet figured out a common design language for sensory messages, as pointed out by Chris Ullrich, VP of UX at Immersion, a leader in haptics since 1993, in a great article for Fast Company.

While haptics may not be flourishing as a new language, it did see some traction in the VR space to help put your body in the virtual world. Oculus unveiled its Oculus Touch Controllers this year, which will use haptic feedback to make you feel like you are touching something. Gloveone (which raised over $150,000 on Kickstarter) and Hands Omni by Virtuix (makers of the Omni VR treadmill) are also leveraging haptic feedback to take the VR experience to the next level.



Peugeot’s haptic feedback mobile ad lets you feel engine vibrations on your phone

Digital Trends

When Nintendo released the Rumble Pak for the N64 in 1997, it brought a whole new level of immersion to the video game experience. With vibrations coming directly through the controller, the space battles of Star Fox and the gunfights of 007 Goldeneye felt a whole lot more real, and it’s that level of engagement that Peugeot is hoping to channel with its new smartphone advertisements.

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Peugeot claims UK first with vibrating mobile ads

MarComm News

Peugeot claims UK first with vibrating mobile ads | Marketing Communications News

Peugeot has claimed to be the first to use haptic technology in its mobile advertising in the UK, with the launch of a new smartphone video ad that uses immersive technology to capture the experience of driving.

Peugeot Launches Mobile Campaign Using Haptic Technology

Mobile Marketing

Car manufacturer Peugeot has launched a pioneering mobile ad campaign that simulates the feel of a car engine on consumers’ smartphones by using tactile vibration effects that come to life at key points during the mobile video ad.

The campaign, created in partnership with Opera Mediaworks UK and OMD UK, and powered by Immersion‘s TouchSense Engage haptic technology, will run throughout December, and aims to create an immersive experience that complements Peugeot’s wider digital campaign for the new 308 GTi by Peugeot Sport.