Advertising: A Campaign to Help People Learn Internet Skills

THE Advertising Council and Connect2Compete, a nonprofit group whose goal is to eliminate the digital divide in the United States, are introducing a public service campaign to help those who are not digitally literate find free training to obtain these skills.

In remarks prepared for a speech in Washington last month about Connect2Compete’s efforts, the Federal Communications Commission chairman, Julius Genachowski, said approximately one in three Americans, or 100 million people, still do not have broadband in their homes, with low-income Americans and minorities “disproportionately on the wrong side of the digital divide.”

This matters, he continued, because “over 80 percent of Fortune 500 companies post job openings exclusively online. Over half of today’s jobs require technology skills, and nearly 80 percent of jobs in the next decade are projected to require digital skills.”

According to the National Telecommunications and Information Administration, one in five American adults — about 62 million people — do not use the Internet. The 2012 Pew Internet and American Life Project said the main reason these people “don’t go online is because they don’t think the Internet is relevant to them.”

To reach adults who share this sentiment, Connect2Compete approached the Advertising Council last year for help creating a public service campaign “with messages that get at the relevance of the Internet, how you can do something, or do something better that you may already do, by being online,” said Zach Leverenz, chief executive of Connect2Compete.

To that end, the Ad Council and the New York office of Young & Rubicam, part of the WPP Group, created a multimedia advertising campaign that begins on Thursday, a date chosen because its numbers (3-21) stand for a three-two-one countdown to get “everyone on” the Internet. The campaign’s Web site is EveryoneOn.org.

Advertising being distributed by the Ad Council includes a TV spot featuring Reginald, an actual truck driver from California whose instructor shows him how to use a computer, get on the Internet, and buy a plane ticket as a surprise for his wife. “She’s going to love me all over again now,” he says. The spot concludes, “But first, he’s going to surprise himself. Get online. Find a free class near you.”

Radio ads feature actors portraying individuals who do not know how to use the Internet. One is a man named Peter, whose instructor shows him how to look for electrician jobs online. The voice-over says, “This is Peter. Recently he got help going on the Internet for the first time to look for a new job. In the past, Peter’s gotten work through people he knew. But he heard there were more jobs online.”

One outdoor ad features a row of people — resembling paper doll cutouts — holding hands; the text says “1 in 5 Americans don’t use the Internet. Luckily help is all around.” These ads include the campaign’s toll-free telephone number.

Once the audience for all advertising — which is running in both English and Spanish — calls the toll-free number, they are asked for their ZIP code and given the location of free training classes nearby. Class information is also available via texting. In addition, the campaign’s Web site locates classes — which are being offered by over 21,000 libraries and other centers — by ZIP code.

The advertising being introduced on Thursday was preceded this month by related digital advertising and Facebook and Twitter outreach, directed at those who are already digitally literate and encouraging them to help those who are not.

Cheryl Chapman, a creative director at Young & Rubicam in New York, said the agency “knew we couldn’t scare people into using the Internet, so we wanted the advertising to feel disarming, to capture the real emotion of learning something new.”

According to Dzu Bui, campaign director of the Advertising Council, the campaign is directed primarily at adults who are not digitally literate, “since they are the ones who have control over accessing the Internet, they are the decision makers, they make choices for their families.”

Peggy Conlon, president and chief executive of the Ad Council, said the goal of the campaign — the group’s first to address digital literacy issues — was to “overcome the barriers people have to going online.”

She also predicted media outlets — which donate time and space to run all Ad Council advertising — might be motivated to carry this campaign, because it could “help increase their audiences. An informed citizenry is a stronger citizenry. There are many reasons this is good for everybody.”

Experts differed about the campaign and its strategy.

Erik Brynjolfsson, a professor who teaches the economics of information at the M.I.T. Sloan School of Management, called the campaign’s goals “on target,” since, he said, the median wage of Americans today is lower than it was 15 years ago, in part because they have “not kept up with digital technologies.”

Ruth Small, director of the Center for Digital Literacy at Syracuse University, commended the campaign for addressing specific subjects that interest people, like job hunting.

Although Dan Wagner, Unesco chair in learning and literacy at the graduate school of education of the University of Pennsylvania, said “anything that helps people, especially the poor, get access to technology is good,” he called creating relevant content for those who are not digitally literate just as important as showing them how to get online.

James McQuivey, who follows consumer technology adoption for Forrester Research, questioned the campaign’s prospects. “I don’t think it will have the impact they want it to have because most people who are not connected to the Internet are not there by choice. It’s not that these people are sitting and waiting for the Internet and can’t get it.”

Bits: Technology Turns to Tracking People Offline

Following people online, with cookies, tagged pixels and even voluntarily given information, has been a big business. Now much of the same technology is moving into the physical world.

A company called Euclid Analytics uses the Wi-Fi antennas inside stores to see how many people are coming into a store, how long they stay and even which aisles they walk. It does this by noting each smartphone that comes near the store, feeding on every signal ping the phone sends.

“Three years ago, I went to the Stanford mall in Palo Alto and could count about 30 percent of the people there” by listening for Wi-Fi signals, says Will Smith, the company’s chief executive. “Now in San Francisco, it’s about 60 percent. In Atlanta or Charlotte, it’s 40 percent.”

Karsten Moran for The New York Times Customers in Home Depot, one of the companies working with Euclid Analytics to use Wi-Fi to learn about customer behavior.

Using the information, retailers can tell whether someone walked by the store, whether a customer came in and how long the visit lasted. If it is a big store, with a couple of Wi-Fi antennas, the owner can start to see where in the store someone went.

Euclid is three years old and has about 100 customers, including Nordstrom and Home Depot. It has already tracked about 50 million devices in 4,000 locations.

The big initial use is the so-called bounce rate, or the percentage of people who come into the store who leave without making a purchase. But the technology also helps stores make sure that there is enough sales help or that enough registers are open. By seeing how people move in a store, retailers can also better determine where to place low-profit and high-profit items.

Mr. Smith says Euclid has more data than it gives to customers. It gives its customers only anonymous data in a collected form, so individuals won’t be targeted. Stores using the technology may also put stickers in their windows telling customers they are being monitored and allowing them to opt out

It’s likely, however, that over time Euclid and its partners could add an opt in feature, where people choose to be recognized, the way registered Amazon.com customers are greeted when they come to a site. Then people might be offered, say, free parking for staying 20 minutes in a store, or they could get a discount for visiting three times a month.

Computers are already recognizing people moving around, both voluntarily and involuntarily. Mr. Smith was talking about his company at a conference in Santa Monica, Calif., held by the Montgomery & Company investment firm. Down the hall, a company called Omnilink, which makes ankle devices for people under home arrest, talked about plans to expand into monitoring elders, children, workers on their own in the field and the infirm.

“Personal tracking is burgeoning,” said Kelly Gay, Omnilink’s chief executive. “It only takes one child to go missing or one person falling off a wall for us to see growth.” The company has just started moving away from judicial monitoring, but it is seeing quick results: It tracks about 15,000 people on the judicial side (a very profitable business, with revenue of $140 a month a user), and it has 35,000 people who are voluntarily tracked.

Both are likely to increase, Ms. Gay says. On one side, prison overcrowding and tight budgets make it likely that more felons will do time outside the walls. On the personal side, the aging baby boom population makes it likely that there will be an increase in dementia, so people will require more monitoring.

But who needs ankle monitors when you have a smartphone? Ms. Gay’s presentation was well received. Mr. Smith was mobbed with bankers willing to lend him money and entrepreneurs wanting to work with his monitoring business.

Media Decoder Blog: Young People Frequent Libraries, Pew Study Finds

In a digital world where many younger readers feel increasingly comfortable downloading novels and textbooks onto their computers or e-readers, a majority of Americans from the ages of 16 through 29 still frequent libraries.

According to a study released Monday by the Pew Research Center, 60 percent of Americans surveyed in this age group said they still visited the library. They use libraries to conduct research, borrow print, audio and electronic books and, in some cases, read magazines and newspapers.

That finding would seem to clash with the popular notion that young readers have turned away from libraries and print books as the source of their reading material, said Kathryn Zickuhr, research analyst with the Pew Research Center’s Internet and American Life Project. “A lot of people think that young people aren’t reading, they aren’t using libraries,” Ms. Zickuhr said. “That they’re just turning to Google for everything.”

The Pew Center has been researching the use of the nation’s libraries for more than two years, with financing from the Bill and Melinda Gates Foundation. The latest study involved a telephone survey, conducted last November and December, of nearly 3,000 people 16 and older talking about their reading habits, and data from two telephone polls conducted in January. While young people clearly do not read newspapers as regularly as their parents and grandparents did, their consumption of magazines is more closely aligned. The study showed that 40 percent of surveyed Americans under 30 regularly read newspapers, compared with 62 percent of older Americans. Seventy-one percent of those under 30 who do read news regularly said they viewed all of their news through hand-held devices.

While 42 percent of Americans under 30 read magazines, 50 percent of older adults read magazines.

But in troubling news for tablet makers, the study also found that the subjects under 30 who read electronically were more likely to read books on a cellphone or a computer.

In fact, the study found that 41 percent of readers under 30 view books using a cellphone and 55 percent read from a computer. Only 23 percent of Americans under 30 used an e-reader and 16 percent used a tablet.

“That’s definitely something we will keep an eye on,” Ms. Zickuhr said.

Wearable Robots That Can Help People Walk Again

Mr. Abicca, a 17-year-old from San Diego, is essentially wearing a robot. His bionic suit consists of a pair of mechanical braces wrapped around his legs and electric muscles that do much of the work of walking. It is controlled by a computer on his back and a pair of crutches held in his arms that look like futuristic ski poles.

Since an accident involving earth-moving equipment three years ago that damaged his spinal cord, Mr. Abicca has been unable to walk on his own. The suit, made by a company called Ekso Bionics, is an effort to change that.

“It’s awesome — I love getting back up,” Mr. Abicca said before strapping on the legs during his recent visit to the company’s headquarters here. “Even just standing up straight is awesome.”

Ekso is one of several companies and research labs that are working on wearable robots made to help disabled people or to make the human body superhuman. In 2010, Raytheon released a suit for soldiers that is designed to reduce injuries from heavy lifting. And in Israel, a company called Argo Medical Technologies also makes a robotic suit to help paraplegics walk again.

Ekso says it was the first company to introduce a self-contained robotic suit, without any tethers to, say, a power supply. And though its suits for the disabled are now used only in rehabilitation centers, it is looking ahead to a day when they will let people take to the sidewalks, the shopping malls — and maybe even the woods.

Ekso, which was founded seven years ago by engineers in Berkeley, Calif., takes its name from the word exoskeleton, meaning a skeleton that is on the outside of the body. Originally financed by the military, the company collaborated with the University of California, Berkeley, and the military contractor Lockheed Martin on a device called the Hulc, which allows soldiers to carry up to 200 pounds of equipment over mixed terrain.

In February, Ekso started shipping exoskeletons that are being used in physical therapy to get people out of wheelchairs and using their lower bodies so their muscles do not deteriorate. About 15 rehabilitation centers in the United States are using the suits; they pay $140,000 for each one, along with a $10,000 annual service contract.

With a frame of aluminum and titanium, the bionic suit, called the Ekso, is battery-powered and weighs about 50 pounds. The suit is not yet at the point where a disabled person can use it independently. The batteries last three hours, at which point a physical therapist needs to replace them. Supervision also ensures that a patient does not fall over; the company said hundreds of people have walked in the suit, and none had fallen.

The Ekso suit is already going beyond just helping people walk again. The latest version released last month includes walking modes with different difficulty levels to challenge patients to make progress in their rehabilitation.

In the first mode, when a patient is first learning to walk with the suit, a physical therapist sets the step length and speed and presses a button on a computer to trigger each step. In the second mode, the patient can trigger a step with buttons on the crutches. And in the third, most advanced mode, once the patient has learned to maintain her balance in the suit, she can trigger the suit to take a step just by shifting her weight.

Patients learn to walk in the robotic suits surprisingly quickly, said Eythor Bender, chief executive of Ekso Bionics, who previously worked at Ossur, a company that made artificial limbs. “People who come in haven’t walked for years and years,” he said in an interview. “They are walking on their own in two days.”

Yoky Matsuoka, the former head of innovation at Google and now vice president for technology at Nest, which makes a smart thermostat, said the time was right for exoskeletons to graduate from science-fiction fantasy to commercial reality. Battery technology has improved significantly, materials like plastics and carbon fibers have gotten more lightweight and durable, and robotic systems have become easier to control, she said.

“In the last 10 years, the evolution of some of those materials and some technologies allows us to make robots that really stay human-safe and human-friendly,” Ms. Matsuoka said.

However, the cost of such devices for medical use could still be an obstacle, she said, because such specialized equipment sells in smaller quantities, making it difficult to bring the price down. She said that wider use by the military could help.

At some point, the Ekso suit may have to clear some regulatory hurdles. The current version of the suit is exempt from regulation, but if the company introduced one for personal use at home, it would probably have to gain approval from the Food and Drug Administration, said John Tugwell, director of regulatory affairs at Ekso.

Ekso is hoping that the suits will, in the next few years, really start to go places.

Russ Angold, a founder and the chief technology officer of the company, predicted that exoskeletons, like today’s smartphones, would slim down and get more powerful and affordable, becoming part of everyday life.

“The dream at the end of the day is be able to walk into a sporting goods store, like an REI, and pick up an exoskeleton,” Mr. Angold said. “They’re like the jeans of the future.”

Gadgetwise Blog: A Padlock People Might Want to Steal

You don’t often – or ever – see the words “combination lock” and “cool” in the same sentence, so prepare for a first: the Master Lock 1500eDBX DialSpeed is one cool combination lock.

Master Lock’s 1500eDBX DialSpeed replaces a spinning dial with a touchpad.

The eye catcher is its electronic touch pad face, which takes the place of a spinning dial. It unlocks when you tap up, down, left and right arrows that correspond to letters and numbers.

The lock does some things ordinary padlocks can’t. For instance, it can hold four combinations, one master combination and three guest combinations. (You need to know the master combination to reset the others, but the master combination can also be initially set to one that is easy for the owner to remember.)

But it can’t do what many ordinary combination locks can, and that is be used outdoors. The 1500eDBX isn’t weatherproof.

The lock is available in a black or white case for $25 online from Master Lock.

The combination is flexible. You determine how many taps it needs to open, from a minimum of four to a maximum of 12. Letters and numbers at the four positions of the dial to help you recall your pattern.

When you punch in the right code, the center of the dial lights green, and you are rewarded with a satisfying click as the shackle unlatches, and the arrows on the face light up in sequence as if taking a victory lap.

To make sure you don’t forget the combination, Master Lock includes access to an online service called Vault, which lets you store your combinations in an encrypted file.

Master Lock said the battery for the lock should last five years in normal use, but there is a system for opening it with a second battery even if the main one dies.