Adidas Soccer revealed the Telstar 18, a reimagining of the original Telstar ball used at the tournament back in 1970 to be featured in the 2018 World Cup in Russia.
It will be the most tech-savvy ball in history with an NFC microchip embedded inside. The chip will allow consumers to interact directly with the ball using their smartphones. Each ball generates a unique identifier, unlocking exclusive content and information for the user about the details of each ball and providing access to challenges that users can enter before the World Cup.
In short, passionate soccer fans can tap their phone on the ball to unlock a consumer experience – technically this could be anything from player exclusive content, to games, to Adidas’s discounts, to brand co-partnership
Why It’s Hot:
Harnesses a red-hot passion point (aka soccer) at a global scale
Enables increased product sales (the balls)
Delivers on a unique and exclusive consumer experience
A new web standard is expected to kill passwords. The Web Authentication (WebAuthn) standard is designed to replace the password with biometrics and devices that users already own, such as a security key, a smartphone, a fingerprint scanner or webcam.
One example of how WebAuthn will work is that when a user visits a site they want to log into, they input a user name and then get an alert on their smartphone. Tapping on the alert on their phone then logs them into the website without the need for a password.
The W3C has moved WebAuthn to what’s called the “candidate recommendation” stage – the penultimate step before it becomes an approved web standard – inviting sites and services to begin implementing it. The web standards body announced that Google, Microsoft and Mozilla had committed to supporting WebAuthn, meaning that all major web browsers short of Apple’s Safari will implement the new standard.