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CNET News - Amazon debuts Firefly technology

2014-06-18
alright how about something a little bit different I got a demo something we call Firefly for you I think you're going to like it I am going to go really fast because i want to show you how fast this is i'm going to press and hold the Firefly button and start recognizing things phone number recognizes a book recognized as a DVD QR code CD recognize an earl how about a game what's this kosher salt look at the bar code kind bars spot it great family game highly recommended I have a Nutella lover in my house and dishwashing detergent alright so let's pull up the history on those and take a look I did that fastens you could see how quick Firefly is there's that you see the dishwashing detergent at the top and they didn't tell and the spot it and so on and we can come down now we recognize the phone number or recognize an earl i can tap on any of these items and there are actions so i'll tap on the book and you can see i can buy the kindle edition i can buy the paper back i can go into the audio book store i can share with a friend and so on okay i want to also show you that firefly can not only see the firefly can listen as well can you please go ahead and play that song sunshine by court yard hounds and let's look at the actions here you can buy the mp3 you can buy the CD but you can also third parties can build actions for fireflies so here's I Heart Radio is one example and well I Heart Radio does they have an action that creates an I heart radio station using the song that I just recognized as the seed for the station let's tap on that let's just do it and there it is it's as easy as that okay pause that and Firefly can even recognize TV shows can you play that episode please that's not what happened yes it is they all attacked me and she threw my sword in the river liar shut up you know he tells me one thing she tells me another we have just recognized we've just recognized the kingsroad it's episode two from season one of Game of Thrones and we haven't just recognized the episode we've recognized the scene so we are 49 minutes in one second into that scene and so now we have all the x-ray data available you can see all the actors in that scene one of the actions here you can quickly just go to the IMDb page if you want more detail okay Firefly can recognize something else too fireflight can recognize art let's try this cornflowers tap on the action there we pull up the wikipedia entry you can learn about the artists learn about the painting if you pull up the next painting please man with red hat pull up that there you go wikipedia info learn about the painting learn about the artist one more thing if you pull up the phone number just if you're walking down the street you can do this from a distance to you don't have to beat doesn't have to be a poster so there I just recognize that phone number that's it super simple these are some of the other I mean they're just tons and tons of techniques that have to be stitched together to make this work in the real world and all of that work on Firefly all that advanced computer science would it be completely wasted if you couldn't get to Firefly quickly so that's why we gave Firefly a dedicated button press and hold the Firefly button no matter what you're doing in the middle of text message anything anything you're doing on the phone press and hold that button even from the lock screen even behind your pin and bam up comes Firefly the fireflies could release they immediately start recognizing that's really critical because if you have to you know type in your pin or you know go to your appt grid find the right app tap on something and then get it recognizing there's so much friction in that process you're just not going to use it very often Firefly is so easy to access customers going to love this and super exciting for us is that we're also making available a software development kit so third-party developers can build on top of Firefly
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