Digiday Mobile - Mobile AR, Look Out For the Snake Oil

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Presentation I gave at Digiday Mobile detailing the current challenges Mobile AR faces. Presentation also goes over Hype Cycle specific to AR and how web, kiosk and digital living room are poised for accelerated adoption by consumers.

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  • Digiday Mobile - Mobile AR, Look Out For the Snake Oil

    1. 1. Mobile AR, Look Out For The Snake Oil
    2. 2. Hello, I’m MattFounder & CEO of Zugara • Founded 2001 • Interactive marketing agency (2001 – 2009) • Over 200 interactive projects launched • Augmented reality software developer (2009 – Today)
    3. 3. We Develop AR Software For Web & OOH Online Retail
    4. 4. We Develop AR Software For Web & OOH Brand Engagement www.BarbieTheDreamCloset.com
    5. 5. We Don’t Do Mobile AR Though…Yet Apps like this arejust not strategic.
    6. 6. And The Data Supports Our Thinking"We wont say it will never hit gold, but so far we have not seen big usage.” - Claire Boonstra, Layar Co-Founder, 12/1/11
    7. 7. The AR Hype Cycle...
    8. 8. To Be Fair, There’s Some Near Term Potential
    9. 9. Even for Advertising & Marketing…
    10. 10. Remember When...2001 was going to be “The Year Of Mobile”?
    11. 11. Remember When...
    12. 12. Remember When...
    13. 13. Remember When...
    14. 14. Remember When...
    15. 15. Remember When...
    16. 16. In 2007, We Finally Got The Device
    17. 17. And In 2012, We Have The Consumer BaseUS Market – 40% Smartphone Penetration Rate Source: VisionMobile
    18. 18. 3 Lessons Learned With AR Hype...1. The Hype Doesn’t Meet Initial Expectations
    19. 19. 3 Lessons Learned With AR Hype...2. Content/Software Creation Takes Time3. Consumer Adoption Takes Time
    20. 20. So, Why Isn’t Mobile AR Ready Today?Here Are 4 Reasons...
    21. 21. 4. Market Fragmentation Source: VisionMobile
    22. 22. 3. It’s Not A Native Experience, It’s A Standalone “Techy” App Data comes from 25 apps downloaded a cumulative 550 million times.
    23. 23. 2. Hardware IssuesGPS/Compass Inaccuracies Processing Power Data Connectivity Battery Life
    24. 24. 1. Solves A Brand/Agency “Problem”, Not A Consumer One
    25. 25. Let’s Talk Creative Director Fantasy vs Reality...“I want people to be able to point their phone at their car, and turn it into a X.”
    26. 26. Let’s Talk Creative Director Fantasy vs Reality... “I want an iPhone App with your shopping software.”
    27. 27. Let’s Talk Creative Director Fantasy vs Reality...“I want to use AR to immerse someone ina virtual world with virtual sales people.”
    28. 28. So When Will Mobile AR Be Ready? 5 – 15 Years Away Visual Devices, Not Handsets The NUI: Gestures & Voice Recognition
    29. 29. In Closing... Think Like A ConsumerNot A Marketer... UX IS KEY
    30. 30. THANK YOU matt@zugara.com @kobrakaiwww.weareorganziedchaos.com

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