Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Friday, September 23, 2016

How terahertz radiation could help brands identify consumers in future


We catch up one of the latest emerging technologies, terahertz radiation, and its future application in recognising individuals

http://www.cmo.com.au/article/607397/how-terahertz-radiation-could-help-brands-identify-consumers-future/

Marketers have longed dreamed of being able to identify every one of their customers, regardless of how they are interacting.
It is a capability that digital technology has delivered in the online world, but as yet no method has proven effective for the vast majority of offline interactions. Facial and mobile device recognition have both yet to become sufficiently accurate to deliver a positive ID against a known identity in all situations.
But what if you could recognise a person by their own unique chemical signature?
It’s not a crazy as it sounds.
Data61 researcher, Ken Smart, has been investigating the uses of terahertz radiation for 15 years as a scanning and detection technology.
“It has the ability to penetrate opaque materials, such as packaging and things like that,” Smart says. “You can look for voids inside of materials, or you can look for corrosion under paint. And it has a high sensitivity to liquids, so you can tell the water content of the thing you are looking at.”
All of that makes terahertz scanners particularly adept at instantly detecting substances like pesticide on fruit. Smart says this is of huge value to the agricultural sector, where some traditional chemical tests might take up to 24 hours to deliver a result – an appalling delay for anyone wanting to sell perishable goods.

“If you can determine how much is there within minutes, you have an advantage,” Smart says.
The technology could also be used to detect counterfeit food, such as when expensive fish are substituted with cheaper ones in restaurants. It has also been used to scan beneath works of art to determine what might have been painted over, by identifying the individual pigments.
The terahertz radiation band sits between the millimetre radiation band, often used for full body scanners at airports, and the optical radiation band used by human eyes. It is a non-ionising form of radiation, meaning it is safer than some other scanning techniques, such as those that use x-rays.
That terahertz radiation is only now being considered for commercial applications is due to recent breakthroughs which have made it easier to create devices with the power profile needed to work with it.

“It’s easier now to make high power devices, so you get stronger penetration and it is easier to see different things,” Smart says. “As you go up in frequency the wavelength gets smaller so your resolution increases, and you can see finer detail that you can’t capture at lower frequencies.
“You get to see an almost-unique signature. The more refined a substance is, the more unique its signature is. But once you start combining substances it gets a little murkier to tease out which one is which.”
Smart says the power profile of terahertz scanners also make standoff testing difficult, with an effective range of ten metres.
“So when it gets beyond that you have atmospheric effects and all sorts of things working against you,” Smart says. “But as people work their way around some of these problems there can be solutions found.”

And while it can scan through cloth and paper, it can’t penetrate metallic objects.
Despite the possibilities, however, the murkiness and range issue mean it may be some time before shop owners are identifying visitors by their unique chemical signature.
“That’s in the future, quite a long way,” Smart says.

Monday, May 18, 2009

Target markets for terahertz

(Also posted on the IV API message board.)

One little mentioned feature of the 4000 is that it's portable. If you need to do most analyses, you have to take a sample, transport or send it back to the lab, schedule time on the test instrument, and finally after what is frequently a meaningful delay, you obtain the results. Assuming a 4000 is available, you take the 4000 to the site requiring analysis and immediately obtain the results. Now, given, there are limitations to terahertz spectroscopy, and with its imaging speed, but in many situations, those are not critical. If they are, then there are the fall-back technologies that are well-known. I believe by this time there exists an ample database of terahertz signatures available for spectroscopic comparison, including a variety of important substances. That database will grow as more systems are employed.

These kinds of applications include forensics, remote location spectroscopy, imaging through wood, subsurface imaging, etec.
To have only the few sales API has generated in the two years since product announcement speaks very loudly, not of the product's capabilities, but of the efforts to make money on what should be a gold mine.
Bailhob (an IV MB poster) spoke of management just wanting to make it to retirement. Well you can retire wealthy beyond your wildest dreams or retire with a nestegg just enough to get by on. But when you're sitting on cutting-edge, disruptive technology and are the leader in the world with the only practical product available, what can you be thinking not to be marketing the living daylights out of this windfall and reap the rewards you deserve. To limit your thinking to research institutions and some potential military uses where you will sell only a few systems, or even to some fixed-in-place industrial applications, would seem to missing the bigger picture. It seems to me one would want to target those applications where you have no competition plus the potential for sales of hundreds or thousands of 4000s, not a dozen or two a year to industries where there are already competing solutions.