Friday, September 24, 2010

Facebook Applications Development

Facebook Applications - The Best Social Media Marketing Tool


Facebook applications possess great capability of furnishing your promotional and marketing strategy to your business entitle, which allows more and more interaction and engagement with the users that turn it to your customer satisfaction.


Facebook applications are not that old one-to-many corporate newsletters or large distribution emails from renowned organizations. They are as substitute many-to-many tools, which sustain to “bestow the power of knowledge and information” in a highly cost-effective manner. Using Facebook apps, help towards enlightening your brand/product/service an online image and magnetize clientele over the world. The more information you provide many the ways you acquire to reach immense people to recognize your online presence. These proficient endorsements give you an element of integrity that you don’t get elsewhere.

Fors Fortis endows you with user-friendly customized and inimitable Facebook applications developed by our experts. Our team of professionals endeavor their skills to perfectly meet your achievements and goal-oriented Facebook applications that fascinates you with:

Distinctive and sensational visualized designs for your Facebook applications.
• Guaranteed listing in Facebook applications directories.
• High-Tech Tracking & well-managed applications.
• Marketing through your application to bulk of customers on the globe.
• Guaranteed objectives for installation of your Facebook apps in shortest time.
• Daily engagement that provides remarkable user growth.
• Modified campaigns for brand impersonation, data congregation, or transactions.

And much more that includes countless recruited features of our social media agency’s directory. If your company does not have a Facebook application under its belt you are surely missing an important social media trait.

For facebook updates.

For more information.

Web Analytic

Web Analytic

Every website has a specific requirement from web analytic. Focus can vary from time-spent, conversion rate, exit pages, etc. Due to our expertise we understand different requirement of each website and offer our suggestion in using the analytic tools which fits the requirement.

We offer weekly reports by converting the raw data (offered by the web analytic) into meaningful numbers which can be used for business owners to refine their online process to generate better result.

It is important for every firm to analyze their marketing efforts. Unlike the offline world where we cannot track the response rate through newspaper, radio, TV commercial, etc. Web analytic provides valuable data which can be used to analyze marketing efforts, take corrective action and understand growth opportunities.

Why choose us to handle your Web Analytic?
We understand that installing and looking at the basic data is easy and requires hardly any effort. But there are specialized analytic tools which serve different purposes. Some tools help in better understanding of keywords, while others help in capturing user movement which in turn helps in landing page optimization.

We strongly believe in the principle of 80/20, which states that 80% of your result is driven by 20% of your efforts. Same applies on the web, where 20% of the traffic will result in 80% of the result. We have worked with several clients to identify their key areas through which revenue generation can be manifolded. Looking at the numbers thrown by analytics can be meaningless if the numbers are not interpreted to create meaningful information which can be used for business purpose, and we make sure that this information is presented to the company in precise and clear manner.


For more information.

Mobile Marketing

What is MOBILE Marketing?

Like Print or Interactive Marketing, Mobile is a distinct channel that marketers can use to reach their target audience.

Mobile Marketing is the use of cell phones and other mobile devices to market a brand or message, and it plays a powerful role in an integrated marketing strategy. Mobile marketing is commonly used in order to increase brand awareness, generate customer opt-in databases, and drive attendance to specific events and locations.

SMS Text Messaging Campaigns

Over 90% of text from SMS Messaging Campaigns are read by recipients, generating average response rates of 15-30% or more. Take that, Traditional Media.

Priority Gateway software application
powerful software application which has the capability of sending SMS text to a very large number of recipients. SMS is an extremely cost-effective, high-response-rate vehicle, which can help to acquire and retain consumers, sell and promote products, drive loyalty, and reinforce branding efforts. Coupled to that is the fact that the mobile phone is the current cultural norm with user density indexes much higher in the in India overall.

SMS messaging campaigns are the most familiar form of mobile marketing. With SMS messaging campaigns (also called "text message campaigns"), a mobile phone user is directed to send a distinct text-message keyword to a pre-defined 5-digit or 6-digit destination number known as a short code. After a user does this, the mobile marketing text message campaign is initiated.

Creative potential of SMS marketing.
Fors Fortis can implement and execute an SMS messaging campaign for your brand with very little effort needed on your part. We constantly strive to create unique SMS text message campaigns and would love to hear some of your ideas. Here are just a few options to consider:

• Text-to-Email campaign
• Subscription text alerts
• Voting/Polling
• Corporate marketing
• Information responses
• Client notification systems

For more information.
forsfortis.net/Bulk_SMS_Marketing.html

Thursday, September 23, 2010

Email Marketing





In today's generation everyone has atleast one email id. For most people it has become the preferred mode of communication.
There are companies whose effective email strategies generate them thousands of dollars in sales and that too from their established customer. Email Marketing offers easy mechanism to maintain customer relationship and is one of the fastest ways to reach out to your customers.

However, with the ever growing technological advancement and spamming, it is getting harder for companies to maintain their own email marketing. With our expertise in email marketing we provide various solutions specific to your need.

To express in simple terms, email marketing acts as direct mail on the online space. A person's email id acts as an address where promotional messages are sent. Email Marketing is a classic replacement of direct mail, which is cost effective, highly responsive and provides easy communication by using the latest technology. Email marketing is used for the purpose of newsletter, infomercial messages and for CRM (customer relationship management) purposes.

Our Achievements:
We have worked with various companies in creating automatic email marketing solutions which has helped them increase sales and improve customer relationship. We have also worked with clients who wanted to have specific email campaigns which informed about new products or special offers. For most of our email campaigns, open-rate has been around 27% with a click through rate of 26%.

Our Process:
Depending on the need of the client we execute the email marketing strategies. We create programs to ensure automatic solutions, if possible. With our experience and expertise in email marketing we ensure that the emails are delivered in inbox rather than spam. Except the technical details, we work with the client to create effective emails campaigns which will result in higher response rate. We have a process through which A/B technique(different emails are sent to small group of customers and better performing email text is chosen) is carried out, using this data, email is improvised and sent to the rest of the email list. In case of automatic email delivery system we continuously test and tweak the message in order to have the maximum benefit.









Product Website: www.emailer.forsfortis.net

SEARCH ENGINE OPTIMIZATION - SEO

What is SEARCH ENGINE OPTIMIZATION?

The importance for SEO is growing worldwide due to the opportunity it presents today on the world wide web, especially with ever increasing cost of PPC.
Google gets around a 3 Billion (approximate) searches per month, and everybody in business is looking to grab a small pie out of this. SEO or search engine optimization is simply to rank or show your website details on google whenever someone searches for a keyword relevant to your industry. Every search engine (Google, Yahoo, Bing, etc) has its own algorithm to rank any particular website for a specific keyword. Nobody except the search engine companies know how this system works, but based on various trial and error method, companies like us and many other have found certain key variable which search engine (Google, Yahoo, Bing, etc) considers to rank your website for a particular keyword.

Our Process:
We have a unique process for SEO, which has produced great results for our clients. This process has been developed after more than 2+ years of continuous testing and analysis across various search engine. The process is customized to meet the demand of each client but the over lying strategy remains the same. Our basic process as far as the client is concerned is as follows:

Keyword Research:
SEO or SEM strategy is the game of keywords. The more analysis one does in this stage, the more it helps in proper planning and keyword targeting. We use data from Google and other search engine to create a large list of keywords which are relevant to the business or customers that our clients want to target. With the help of these tools we are able to generate more than 3000+ keywords for even small businesses, which helps us in creating a strong base for future strategy and execution.

Competition Analysis:
Highly important for those businesses which are beginning to explore the opportunities of online marketing. We use specialized tools to analyze competition website, keyword, traffic, demographic, etc. This helps us in understanding the clients business and the scope available in that specific industry. Using this data several other marketing avenues can be explored, however in the SEO process it helps to capture more keywords which may be relevant to the business of our clients.

Keyword Targeting:
After a large list of keywords have been analyzed, they are scrutinized to match certain criteria before we begin our SEO work. The main factors which we consider are,Keyword Search Numbers and SEO Competition which helps in shortlisting those keywords which can be targeted in short term, as well as in long term. This process is detailed as it involves lots of research in order to avoid any mishap at a later stage. Careful planning and cross checking is done to make sure that maximum result is derived by clients.

Monitoring & Improvement:
We monitor your result on monthly basis and provide our clients with reports which measures the rank improvement, increase in traffic, etc. We work with our client to understand the course of action, if any change is required. We our-self monitor the results to ensure we are on the right track and make appropriate changes so that clients do not need to worry about their SEO. We strongly believe in continuous learning and improvement and provide valuable and noteworthy information which can be used by our clients as well as others.

Pay Per Click Marketing

Pay Per Click marketing is based on a simple concept where ads are shown based on the keywords entered by the surfer into the search engine. This approach offers targeted audience if relevant keywords are considered.
PPC can be VERY profitable method to increase sales and leads and is highly recommended in today's scenario where online marketing offers great opportunity for even small businesses.


What is Pay Per Click Marketing?

Pay Per Click Marketing has 2 aspects. One is based on search engine (Google, Yahoo, Bing, etc) where our ads are displayed (usually on the right side) based on the keyword entered by the user. It also involves ads shown on the network sites or partner sites which use google adsense, an example of this will be ads seen on gmail.com, myspace.com, orkut.com, etc. A business owner pays for clicks received on the ad and not on the impression, which makes this model highly targeted and result oriented.

Our Achievements:
We have managed campaigns whose ad spend ranges from $3,000 per month to $100 per month. Each campaign was designed for a specific purpose and had different goals. We have been able to achieve a highly low CPC (Cost Per Click) for most of our clients along with high CTR (Click Through Rate) of almost 7.28%. Managing PPC campaigns involves complexity in terms of Quality Score, Ad relevance, Keyword research, Legal Restriction, Tracking, etc.

Keyword Research + Competition Analysis:
SEM (Search Engine Marketing) is completely based on keywords, hence the first priority is based on this step. A thorough understand of all the possible keywords a user may enter will help in driving the maximum traffic and most of it at a low cost. For this purpose special tools are used to uproot these keywords from various search engine data, including Google External Tool (which is free). Apart from that we also try to find those keywords which are being used by the competition, this helps in a major way as it may also lead to further keyword research.

Keyword Targeting:
Once the keywords research process is completed the list of keywords is sorted out based on relevancy, keyword search traffic and cost factor (clients budget). The more relevant a keyword, along with higher searches is given more importance, which are then grouped together with related keywords. Selecting the right keyword can save a lot of time and money in the long term hence this step requires proper care.

Landing Page Optimization:
Landing page is the page where the user will land after clicking on the ad. Depending on the type of industry and the current design of the clients this step may or may not be considered, although it is important. If we feel that there are chances of poor conversion based on the design of the landing page, we work with the client with the help of our specialized designer to create optimum landing page which offers a better chance of conversion. If slight modifications are required, then those are communicated to the client. Page content is also considered to make it relevant to what users are searching for, this again ensures low cost and better conversion.

Monitoring + Modification:
Once the campaign is running we continuously monitor the account to ensure that we are paying the least cost, our ads are relevant to what users are searching for, there is no drop in quality score, etc. This ensures maximum productivity from your ad at all time. Apart from that we look for opportunities through which we can explore other networks, target specific sites for our advertisement (these are mainly infomercial sites). Keywords which are under-performing are removed and negative keywords are added to ensure that only relevant exposure is maintained.

Reporting:
Weekly reports are sent to the clients which measures the result of the campaign being run on various search engine, including the result for campaign which are targeting certain specific sites. The report is detailed enough to explain the whole PPC campaign within few pages and offers information which can be useful to other areas of Online Marketing. We make sure the clients are getting the desired result and make changes accordingly.

Social Media Optimization - SMO

What is Social Media Optimization?

Social Media Optimization or SMO involves using the Web 2.0 sites such as youtube, facebook, twitter, etc in a manner, through which their system is used for the purpose of driving traffic to your website.
Web 2.0 sites (YouTube, digg, twitter, facebook, etc) offers high interactivity and relevancy to the online users. The strategies and the use of sites varies based on country, client requirement, target audience, etc. SMO strategies involve mixing with the crowd on the Web 2.0 space. This strategy cannot be adopted by all companies and definitely requires high customized approach as not every Web 2.0 site offers targeted audience. That’s why you need a partner who understands and can work in this dynamic and complex marketplace.

Some facts about social networking sites:
• MySpace had more traffic in 2007 than Google
• Already, FaceBook and Twitter has reached Google traffic levels
• YouTube gets twice as much traffic as Google
• These sites are DOUBLING every 6 months ; FaceBook adds 1 million visitors each week

Contact us so we can help you start a viral campaign on the social networking sites.


Online Branding for eSuccess

Online Branding for eSuccess

Irrespective of product's presence - online or offline, branding plays an integral part behind its success. As in real life scenarios, your brand is your identity on the web and differentiates you from your competitors. Online branding decides the perception of targeted audience towards your Business.

You can use following branding medium to communicate right message to your target audience:

Domain Name:
Your domain name will be the name of your ecommerce store and is many a times used for effective online branding strategy. Choose a name that is unique, easy to remember and, if possible, highlights the type of products sold in your ecommerce store. If you have a selling preposition that out-smarts your competitors, you may add a word or two about it in the domain name.

Logo:
When we think of windows operating system, we are reminded of its logo before everything else. An appealing logo creates a lasting impression in the mind of your consumers and has a global appeal. A meaningful logo is always helpful in online branding. Many successful online businesses have used images as their logos to make communication easier since we easily relate with these images and/or logos. Supporting your logo with page specific images can also have an additional effect on visitors. Display your logo at all prominent locations of your site to increase brand recognition.

Website:
Visitors remember online business by their website experience. Build unique website experience by using innovative web site template with special emphasis on navigation, product display and product description. Since images convey more than words, self-explanatory images can become your major differentiation factor in online branding.

Tips for Branding on the Web

You can take help from following tips while designing an online branding strategy:

Be Consistent:
Branding on the web would require targeting your visitor through multiple channels. You should be consistent in terms of your approach, your message and your treatment given to a viewer through all these channels.

Appeal to the Target Market:
Entire branding efforts should be focused on a section of a large consumer segment. Communicate your message clearly and precisely. Your message should appeal to your customer and make them realize the benefit of visiting your website.

Be Innovative:
Branding is all about being innovative. Understand the likes and dislikes of your target audience before you begin the work of branding your business on the web.
You brand your business for your consumers. Keep a close eye on the behavior of your visitors. Online Branding is a major factor, which will help you convert your visitors into consumers.

www.forsfortis.net/online_branding.html

Friday, March 19, 2010

Inside the Excruciatingly Slow Death of Internet Explorer 6

It's the bane of designers everywhere, and it makes most modern sites look broken and horrible. So why are 20% of Web surfers still using it?



Today was supposed to be a great day for the Web. As of March 1, 2010, Google will no longer support Microsoft’s Internet Explorer 6 browser—a decade-old dinosaur engineered to navigate the Web as it existed in the year 2000. Why would this be cause for celebration? Because IE6 is barely capable of navigating the modern Web and a total nightmare to build sites, services and applications for.

But ten years after its release, it’s still being used by an estimated 20% of surfers. And while Google’s move is one in the right direction, I’m not breaking out the whiskey and noisemakers for IE6's funereal wake quite yet. Sadly, IE6 isn’t going away for good anytime soon.

Those unfamiliar with the Internet Explorer 6 saga might be wondering what the big deal is. How could the life or death of one browser be so critical to the future of our increasingly Internet-based lives? When compared to browsers of today, IE6 is a standards-incompliant antique. It debuted during a dark, dark period in Web history; In the summer of 2001, Microsoft had soundly beaten Netscape into submission for a 90% lock on the browser market and was in the uniquely powerful position to decide which Web standards it would ignore, which it would integrate, which it would halfway adopt and which it would simply make up. And IE6 is the bastard child of this hubris. It doesn’t behave like any other browser on the market because it doesn’t interpret Cascading Style Sheets or JavaScript according to the universal standards set by organizations like the W3C. I’ve heard of developers spending anywhere between 20% and 50% of their time on a project making a site work in Internet Explorer 6. I know of many others who simply chop out advanced features, enhanced interactivity and slick design elements altogether, just so their work doesn’t “break” in IE6.

Why do they bother? Because nearly a decade after it shipped with Windows XP, IE6 still commands a mind-blowing 20% market share for browsers, according to the most recent statistics compiled by NetMarketShare. That’s more than double the shares of Chrome and Safari combined, and just shy of Firefox’s 24% piece of the pie. And that’s only Internet Explorer 6. Combined with its better-behaving but by no means perfect descendants, IE7 and IE8, Internet Explorer as a whole owns 62% of the browser market. Now, browser market share is not an exact science and the numbers vary widely from site to site and country to country, but you get the picture.

The longevity of IE6 is the result of a perfect storm of unfortunate factors. First among them: Microsoft’s IE division simply fell asleep. Having emerged the undisputed victor of the late ’90s browser wars, Microsoft had virtually no competitors and so no incentive to fix any of IE6’s bugs. It took Microsoft more than five years to release IE7, which was an improvement over IE6, but still a disappointment for Web designers and developers. Five years! In the five years between 2004 and 2009, Mozilla released three versions of Firefox (actually, 3.5 versions to be exact). Meanwhile, Chrome has gone through four iterations in just over a year. In those five years between IE6 and IE7, technological progress on the Web was severely hobbled to say the least. After all, who cares if Firefox can do something really cool if only a handful of users will ever see it?

But Internet Explorer 7 did eventually come out, and so did Internet Explorer 8, Firefox, Safari, Chrome and new versions of Opera. And yet, IE6 remains the second most popular browser in the world (behind IE8). What gives? The chief reason Internet Explorer 6 keeps hanging on is because people are using it at work or on work computers.

As anyone who’s ever used a computer furnished by their employer can attest, IT departments are slow to make any changes that might disrupt the delicate balance of their electronic ecosystems. And they sure as hell aren’t going to let you upgrade or install anything yourself.

Making matters worse, Internet Explorer 6 is deeply embedded in the infrastructures of countless corporations worldwide. Back when IE6 was the only game in town, businesses invested in Intranets and browser-based apps that functioned only in IE. Why bother with anything else? Five years later, of course, a lot of businesses learned the hard way that “IE-only” actually meant “IE6-only.” Oops. Now, ask yourself how much interest corporations have in re-investing more capital to fix something that, in their eyes, isn’t broken. The answer is: not much.

A recent article on Dell’s IT Expert Voice blog cited another reason your company doesn’t upgrade to IE8 or another browser: user control. Your bosses don’t want you on Facebook and YouTube, and they know that the experience of visiting these sites with IE6 will be painful enough to limit your time on them. They effectively block you without coming off as overtly Orwellian. Win win.

Finally, there are the countless folks who simply don’t know any better—a contingent I was reminded of by David Walsh, a developer for the Mootools Javascript framework (for which IE6 support remains a priority). “When it comes to Internet Explorer 6, developers ask, ‘God, why do people choose to stay with it?’” he says. “But, I like to remind them that users don’t care and shouldn’t have to care. The one example I give is my grandmother. She doesn’t know what a browser is. She just knows that when she clicks the little blue ‘e’ on her desktop she gets to see the Internet.”

It’s not just grannies, either. I was using the computer of a 30-something year-old friend recently and mentioned my surprise to see him still using IE6. He asked me why it even mattered.

If people aren’t allowed to upgrade or have no idea that they need to, then does the Google announcement inch us any closer to an IE6-free Web today than we were yesterday? “It’s an important first step that I’m quite happy about,” Walsh says. “But, I don’t think it would be wise for developers to say, ‘Well, Google is doing it so I’m going to do it too.’ I foresee at least another year or two of having to support Internet Explorer 6.”

I’m less optimistic than Walsh, and that’s thanks mostly to Microsoft’s pledge to support IE6 until April 8, 2014—the day it officially ends support for Windows XP, the OS it was bundled with. As much as it pains me, I have to give Microsoft a tiny bit of respect for doing this. Though the company wouldn’t provide comment for this story, it pointed me to a blog post explaining the method behind this madness. “Dropping support for IE6 is not an option because we committed to supporting the IE included with Windows for the lifespan of the product. We keep our commitments. Many people expect what they originally got with their operating system to keep working whatever release cadence particular subsystems have.” Microsoft is basically taking the exact opposite approach to upgrades that Apple takes, which is to upgrade quickly at the expense of its users (Snow Leopard on G5, anyone?).

For its own part, Microsoft would be happy to see you stop using IE6, too. In another blog post, the company says, “Think about what technology and the Internet were like in the year 2000 – and consider how they’ve evolved since then. In 2000, ‘phishing’ was something that happened at the lake, not online. There was no social networking, no RSS feeds, and no real blogs. It was a different time – and people’s browsing needs were different.”

The post goes on to explicitly recommend moving off of IE6. The problem is, corporate IT departments won’t do so until they absolutely must, which may be well after the April 2014 death knell sounds. If Microsoft was smart, it would actively help businesses upgrade their IE6-based systems to IE8 (and future versions). And they would do it for free.

Why? Because IE’s very survival could be at stake. If Microsoft doesn’t, then Google could certainly afford to offer similar support for companies to move their systems over to Chrome. Overnight, we could see Chrome’s market share balloon to 30% and all versions of Internet Explorer shrink to below 40%.

Walsh points out that Explorer’s market share is being further threatened by empowered Web developers and a more educated Web-going public. “There’s this assumption that people are going to go straight from Internet Explorer 6 to Internet Explorer 7 or 8,” he says. “But, the thing we have to realize is that browsers as a whole have become more popular. Five years ago, most people probably didn’t know what a browser was, but more and more they’re able to indentify them. And as Web sites drop IE6 support, developers are going to steer people toward the browsers they like. Firefox, Chrome and Safari are going to be pitched a lot more than IE and I think those browsers have a good chance at being the next step for people.”

But IE6 is something many Web developers will have to tangle with for years to come. For any Web site considering following Google unto the breach, I ask you to remember a few things. First, Google.com isn’t going to suddenly stop working for folks using IE6. By dropping support, Google is saying that future upgrades to sites and services like YouTube, Gmail and Google Docs will no longer prioritize IE6 compatibility. Second, let your user base determine your course of action. David Walsh’s blog, for example, is targeted at professional Web designers and developers. “My Website is 1% IE6,” he says. “So I don’t really care about it.” (Only 5% of PopSci users are on IE6). But, you can believe a site like the New York Times will care about IE6 until the bitter end. No matter what you do, consider this comment to one the above-mentioned Microsoft blog posts:

“I work for a large financial services company with 40,000+ employees. And yes, every desktop PC and laptop runs WinXP and IE6. More than 85% of all browsing is intranet. Basic news sites etc deliver the information without the frills. For our vendors who offer Web portals (eg home loan valuations, stationery suppliers etc) - we'll simply dump them if we can't access their sites after a ‘no-IE6 revamp.’”

So, there it is. Continue at your own risk. And in the meantime, IE6's celebratory funerals might be in haste.

Friday, February 5, 2010

Prototype: Luxury Eco-Zeppelins Will Fly Future Passengers Around the World



Phileas Fogg may have hopped aboard hot air balloons, trains, and elephants in his race around the world in 80 days, but future airship passengers need only step aboard the Aircruise for a far shorter and more luxurious travel experience. The 2015 concept for a sky hotel comes courtesy of London designers Seymourpowell, and a commission from Samsung Construction and Trading to make the vision come to life.

Passengers would enjoy living and dining above the clouds for journeys lasting up to 90 hours from Los Angeles to Shanghai, or perhaps less for other destinations. The hydrogen and solar-powered airship could perhaps only top itself in our minds by flying us to Cloud City on Bespin -- not that we're expecting Leia or Lando as fellow travelers.


London design firm Seymourpowell unveiled its vision for a future sky hotel -- a vertical airship lifted by hydrogen and powered by solar energy. Korean giant Samsung Construction and Trading commissioned the designer to elaborate upon the concept as a luxury zeppelin.



Aircruise passengers could gather in their own open-view kitchens for breakfast. The luxury zeppelin offers a bar and lounge area, four duplex apartments, a penthouse and five smaller apartments.



The airship travels silently and without pollution thanks to hydrogen fuel cells supplemented by photovoltaic cells collecting sunlight on the outer surfaces. It can reach a cruise ceiling of 12,000 feet or drop within a few hundred feet of the ground for a closer look at landmarks. Here the Aircruise passes over Incheon Bridge in Seoul, South Korea.



Airship passengers can enjoy an indoor view of the clouds beneath their feet in the moon pool, or go to the upper deck promenade for an open-air excursion.



Evening allows Aircruise passengers to kick back and enjoy a spectacular view not unlike that of an alien world. A group of 14 support staff attend to passenger needs as the airship cruises along at 62 - 93 mi/hr (100 - 150 km/hr).

WORLD'S FIRST LIGHT-POWERED CIRCUIT CREATED

This new circuit could eventually lead to a whole new generation of touchscreen devices that power themselves.



Although this self-powered circuit is a major breakthrough, it is unlikely to replace its silicon counterpart any time soon.

Microsoft's Project Natal

Exclusive: Inside Project Natal's Brain

Deep in Microsoft's lairs, the Xbox 360 team is working on more than just a new video-game system. They're actually trying to solve an incredibly difficult problem in artificial intelligence. Their prototype Project Natal lets you control a game just with your body movements—no buttons or Wii-like wands—by watching you with a 3-D video camera. Sounds simple enough, but most cameras just snap images without having any idea what they're looking at. To make Natal work, Microsoft has to teach its camera to understand what it sees.
Here at CES, Microsoft announced last night that Natal will go on sale "by the holidays." Before the show, we were given an exclusive look at the smarts that make Natal tick.



The Brain

The part of Natal that players see looks like a webcam. (Microsoft's not divulging details about this hardware yet, presumably because the release is many months in the future, but we do know that it measures relative distances using a black-and-white camera sensor and an near-infrared beam.) But it's the software inside, which Microsoft casually refers to as “the brain,” that makes sense of the images captured by the camera. It's been programmed to analyze images, look for a basic human form, and identify about 30 essential parts, such as your head, torso, hips, knees, elbows, and thighs.

In programming this brain--a process that's still going on—Microsoft relies on an advancing field of artificial intelligence called machine learning. The premise is this: Feed the computer enough data—in this case, millions of images of people—and it can learn for itself how to understand it. That saves programmers the near-impossible task of coding rules that describe all the zillions of possible movements a body can make.

The process is a lot like a parent pointing to many different people's hands and saying "hand," until a baby gradually figures out what hands looks like, how they can move, and that, for instance, they don't vanish into thin air when they're momentarily out of sight.

How To Teach A Machine To See

Microsoft is currently training and improving the version of the brain that will ultimately go into the final product. How? By painstakingly gathering pictures of people in many different poses, and then running all this data through huge clusters of computers (as shown in the gallery) where the learning brain resides.

The process of gathering the data actually requires a lot of manual labor. First, reps went into homes around the world and recorded people moving in front of a specially built rig. The images captured are real people moving the way any ordinary person would. But those recordings can’t tell the computer anything useful about joints and limbs on their own, so programmers dive into the raw data and hand-code it to label each body part (at each frame!).

Microsoft also uses professionally staged motion-capture scenes, which provides similar data but without all the manual labor of coding by hand (since the systems use sensors that mark individual body parts). And Microsoft has a mini mo-cap studio of its own, where staff can make a quick recording when a new chunk of data is needed.

All of these marked-up images comprise tens of terabytes of information. Microsoft's computer farms sift through this huge data set, letting the brain come up with probabilities and statistics about the human form. Once the brain is done learning, it and its stats get packaged into the Natal system. An early version is now making the rounds of trade shows, and later, more-accurate versions will eventually show up in your living room. Next, read about how it applies its hard-earned knowledge to decipher your game-playing moves.

Inside Natal's Thought Process



What's the Brain Thinking?: What's the brain thinking as it watches you jump around, swinging imaginary bats or head-butting imaginary soccer balls? As you stand in front of the camera, it judges the distance to different points on your body. Then the brain guesses which parts of your body are which.

What's the brain thinking as it watches you jump around, swinging imaginary bats or head-butting imaginary soccer balls? The above screenshot shows what's going on in it's head—the different images represent different stages of Natal's computational process. Here's the step-by-step:

Step 1: As you stand in front of the camera, it judges the distance to different points on your body. In the image on the far left, the dots show what it sees, a so-called "point cloud" representing a 3-D surface; a skeleton drawn there is simply a rudimentary guess. (The image on the top shows the image perceived by the color camera, which can be used like a webcam.)

Step 2: Then the brain guesses which parts of your body are which. It does this based on all of its experience with body poses—the experience described above. Depending on how similar your pose is to things it's seen before, Natal can be more or less confident of its guesses. In the color-coded person above [bottom center], the darkness, lightness, and size of different squares represent how certain Natal is that it knows what body-part that area belongs to. (For example, the three large red squares indicate that it’s highly probable that those parts are “left shoulder,” “left elbow” and “left knee"; as the pixels become smaller and muddier in color, such as the grayish pixels around the hands, that’s an indication that Natal is hedging its bets and isn’t very sure of its identity.)

Step 3: Then, based on the probabilities assigned to different areas, Natal comes up with all possible skeletons that could fit with those body parts. (This step isn't shown in the image above, but it looks similar to the stick-figure drawn on the left, except there are dozens of possible skeletons overlaid on each other.) It ultimately settles on the most probable one. Its reasoning here is partly based on its experience, and partly on more formal kinematics models that programmers added in.

Step 4: Once Natal has determined it has enough certainty about enough body parts to pick the most probable skeletal structure, it outputs that shape to a simplified 3D avatar [image at right]. That’s the final skeleton that will be skinned with clothes, hair, and other features and shown in the game.

Step 5: Then it does this all over again—30 times a second! As you move, the brain generates all possible skeletal structures at each frame, eventually deciding on, and outputting, the one that is most probable. This thought process takes just a few milliseconds, so there's plenty of time for the Xbox to take the info and use it to control the game.

Button-Free Control

Project Natal lets you control a game just with your body movements—no buttons or Wii-like wands—by watching you with a 3-D video camera.



The Brain

It's the software inside, which Microsoft casually refers to as “the brain,” that makes sense of the images captured by the camera.


Natal Maps Body Positions

In programming this brain--a process that's still going on—Microsoft relies on an advancing field of artificial intelligence called machine learning. The premise is this: Feed the computer enough data—in this case, millions of images of people—and it can learn for itself how to understand it. That saves programmers the near-impossible task of coding rules that describe all the zillions of possible movements a body can make.


Teaching The Brain

The process is a lot like a parent pointing to many different people's hands and saying "hand," until a baby gradually figures out what hands looks like, how they can move, and that, for instance, they don't vanish into thin air when they're momentarily out of sight.


The Learning Brain

Microsoft is currently training and improving the version of the brain that will ultimately go into the final product. How? By painstakingly gathering pictures of people in many different poses, and then running all this data through huge clusters of computers (shown here) where the learning brain resides.