Vaporware Vendor Targets New Markets - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Mobile // Mobile Applications
Commentary
2/29/2008
09:42 AM
John Foley
John Foley
Commentary
Connect Directly
Google+
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Vaporware Vendor Targets New Markets

You have to admire a technology company that can build a business around airborne water particles. FogScreen has done that, with an impressive customer list that includes Disney, Nokia, 20th Century Fox, Sony, and Microsoft. Now it's taking its act to Vegas.

You have to admire a technology company that can build a business around airborne water particles. FogScreen has done that, with an impressive customer list that includes Disney, Nokia, 20th Century Fox, Sony, and Microsoft. Now it's taking its act to Vegas.FogScreen, based in Helsinki, Finland, introduced its fancy fog machine about four years ago. It's the misty equivalent of a reflective projector screen -- one you can walk through. The company describes it as an interactive, airborne projection screen. You can see it in action here.

Last year, FogScreen opened an office in San Francisco, from which it targets amusement parks, museums, events, and other places where you wouldn't want to set up a physical projection screen that might topple onto bystanders.

As it turns out, this vaporware can be used in nightclubs and bars, too. FogScreen is pitching its product this week at the Nightclub and Bar Convention in Las Vegas. Did I mention that Playboy and Victoria's Secret are customers, too? In some businesses, smoke and mirrors aren't necessarily a bad thing.

FogScreen's system is available in two versions: the one-meter FogScreen One and two-meter FogScreen Inia. U.S. president of operations Jorden Woods says the push into nightclubs "opens the floodgates" for immersive, original branding campaigns. Given the FogScreen's use of ordinary tap water, that's no surprise.

Woods says companies can use FogScreen to reach customers at the point of purchase with a "90% retention rate." Impressive -- and he's not talking about water retention.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Slideshows
Data Science: How the Pandemic Has Affected 10 Popular Jobs
Cynthia Harvey, Freelance Journalist, InformationWeek,  9/9/2020
Commentary
The Growing Security Priority for DevOps and Cloud Migration
Joao-Pierre S. Ruth, Senior Writer,  9/3/2020
Commentary
Dark Side of AI: How to Make Artificial Intelligence Trustworthy
Guest Commentary, Guest Commentary,  9/15/2020
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
IT Automation Transforms Network Management
In this special report we will examine the layers of automation and orchestration in IT operations, and how they can provide high availability and greater scale for modern applications and business demands.
Slideshows
Flash Poll