Orange is the first brand that uses large gesture based screens. In the UK the shop window of the first Orange shop has been equipped with this type of screen. With gesture based screens the display doesn't even need to be touched any more: the screen reacts to (hand)movements we make in front of it. In this application Orange chose for selecting music, dragging the music to a cell phone and then actually playing it. Bystanders are asked for their experience, and from young to old people are very enthusiastic (fc, Dutch). Thus brands go even further in dialogue. They learn to pick up feedback from people. Not just through text messages, but also by what they say, and how they move. Soon our body language and facial expressions are included. The dialogue then will be supported by the brand agent. And not just in a shop window: our screens at home, and especially the TV, will start reacting to us this way. Thus this development will progress step by step. But this is a great step! See the video below: