Microsoft’s ‘Minority Report’ technology is on its way

Ashley Highfield, UK Microsoft managing director of consumer and online, has confirmed that Microsoft’s “Minority Report” technology is being trialed with Intel.

If successful, the new technology could be added to digital billboards in order to target individual passers by, such as the ones in the Tom Cruise film. Cameras will be able to identify the age and sex of people walking by and display relevant ads.

Speaking to iMedia, Highfield said the billboard technology is still being trialed, but added that it will make ads more engaging than ever before.

Highfield also said the company is working towards creating cross-screen experiences, because the increasing combination of screens (including PCs, mobile and games consoles) is what will make advertising more effective. “We want to bring together a consistent experience, while still playing to the strengths of each platform,” he added.

‘Connect’ is Microsoft’s latest offering to bring gaming alive – the technology allows consumers to play games without using a remote control. Highfield says this will allow much deeper involvement, which in turn will attract advertisers: “We will be able to create ads where people can really engage.” Clothing brands, he explained, could use the technology to allow consumers to “try on” clothes from their living rooms.

When asked what the next big thing is, Highfield replied in an instant: “The Windows Phone 7… it will give an ever more engaging opportunity for advertisers far beyond what we’ve seen so far with apps. It’s a real step change.”

Click here to watch Highfield’s interview with iMedia.