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Augmented Reality - From Marketing Buzzword To A Better Consumer Experience

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Augmented Reality - From Marketing Buzzword To A Better Consumer Experience - Presentation on AR for Idea City in Austin on Tuesday, May 11th 2010.

Augmented Reality - From Marketing Buzzword To A Better Consumer Experience - Presentation on AR for Idea City in Austin on Tuesday, May 11th 2010.

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  • Does it provide value for your consumers or your boss?
  • Does it provide value for your consumers or your boss?
  • It’s utilitarian and provides no emotional satisfaction. Conversion rates are low, with the “gold standard” being between 2% and 3%. Cart abandon rates are high. 45% of U.S. online shoppers abandoned shopping carts multiple times over a span of three weeks. (Paypal & ComScore) The average return rate for online clothing retailers is about 20% but goes as high as 50% for some. (Forrester Research) "If I'd asked people what they wanted, they would have said a faster horse .“ – henry ford
  • Not saying that we shouldn’t listen to our consumers… just saying that we should be leading them and innovating for them.
  • Transcript

    • 1. Augmented Reality: From Marketing Buzzword To A Better Consumer Experience
    • 2. SHOW OF HANDS: How many of you know what Augmented Reality is?
    • 3. My reaction to AR for the 1 st time…
    • 4.
      • It’s when the real world is “augmented” by computer data.
    • 5.
      • AR is not Virtual Reality or
      • Second Life…
    • 6. AR is the future of how we will interact with digital information VIEW INTERACT ACCESS
    • 7. Usually shown as reality in popular movies today…
    • 8.  
    • 9. AR looks cool, but is anybody actually using it?
    • 10.  
    • 11. Major advertising and marketing channels have started using AR
    • 12. Especially online as branded engagements
    • 13. Muscle Milk AR packaging
    • 14. All the consumer needs: Decent Computer
    • 15. All the consumer needs: Decent Computer Regular Web Cam
    • 16. Often times a marker (or glyph):
    • 17. And sometimes just an image:
    • 18. Some AR executions require:
    • 19. This is a barrier for the consumer
    • 20. So beyond all the hype, what’s practical for AR in the here and now?
    • 21.
      • Online AR currently most popular
        • Adoption of Video Chat / Webcam Growth
        • Flash-based AR
        • Kiosk-based AR growing
          • Limited scale/reach but least amount of barriers for consumer
        • Mobile AR is not yet ready for primetime
          • Will be focal point of AR in the future (more on that later)
    • 22. But, just because you can do AR, does that mean you should?
    • 23. What makes a good execution?
    • 24. Put on your “Consumer Hat” Would you hold a print magazine up to a webcam to watch a 5 minute video?
    • 25. Utility is key… Are you trying to add value for the consumer or for you?
    • 26. Here’s a few examples that work…
    • 27. Online - THE USPS
    • 28. Online - THE USPS
    • 29. OOH - PSA IN AMSTERDAM
    • 30. OOH - PSA IN AMSTERDAM
    • 31. POP - LEGOS’ KIOSKS
    • 32. POP - LEGOS’ KIOSKS
    • 33. Now For The Fun Stuff… Some Actual AR Demos…
    • 34. Cannonballz Augmented Reality Gaming
    • 35.
      • What’s So Special About Augmented Reality Gaming?
      • Future of Gaming -> You Are Part Of The Game (ex. Project Natal)
      • 2. Ability To Tie into Social Communities for Social Gaming Experience
    • 36. Cannonballz Demo
    • 37. Cannonballz Demo
    • 38. Webcam Social Shopper Augmented Reality Shopping
    • 39. Shopping Offline Is An Emotional Experience.
    • 40. Online, Not So Much.
    • 41.
      • The “consumer experience” has made very little progress in the last 15 years.
      Amazon 1990’s Amazon 2010
    • 42. But What If Consumers Could Have That “At The Rack” Experience, Online?
    • 43. Webcam Social Shopper Demo
    • 44. Fashionista Video
    • 45. Fashionista Video
    • 46. ZugSTAR Augmented Reality Video Conferencing
    • 47. Video Conferencing & Chat Today Limited to conversation Little to no real-time interaction or collaboration
    • 48. Video Conferencing + Augmented Reality = Ability to share and interact with content in real time
    • 49. ZugSTAR Video
    • 50. ZugSTAR Video
    • 51. “ If I had asked people what they wanted, they would have said faster horses.” - Henry Ford
    • 52. The Future Of AR
    • 53. True Markerless Via An Average Webcam More Immersive Experience Online / Kiosk
    • 54.
      • Mobile Will Overcome:
      • Hardware Issues
        • GPS Accuracy
        • Compass Accuracy
        • No Front Facing Camera
      • Processing Power Issues
      • Issues Accessing API’s
      • To Become:
      • Central touchpoint for AR
    • 55. Connected TVs Will Be A Powerful Medium
    • 56. “ The best way to predict the future is to invent it.” - Alan Kay
    • 57.
      • Thank You!
      • Matthew Szymczyk
      • CEO, Zugara
      • [email_address]
      • Twitter.com/kobrakai
      • Facebook.com/Mhszymczyk
    • 58. Market Data
      • In 2009, 154 million people in the U.S. bought something online, or 67% of the online population (4% more than in 2008). (Forrester Research)
        • 80% of Gen X and 71% of Gen Y internet users buy products online. (Pew Internet & American Life Project)
      • Amount people spent on clothing online: $13.6 Bil. (US Census)
        • Amount people spent on clothing in store: $7.0 Bil.
      • 83% of online shoppers said they are interested in sharing information about their purchases with people they know, while 74% are influenced by the opinions of others in their decision to buy the product in the first place. (Manage Smarter)
      • Online social network users were three times more likely to trust their peers' opinions over advertising when making purchase decisions. (Jupiter Research)
      • B2B interactive marketing spending will climb to nearly $4.8 billion in 2014. (Forrester Research)
    • 59. Augmented Reality Statistics
    • 60.
      • Handheld platforms will transform the Augmented Reality ecosystem, with revenue associated with Augmented Reality growing from about $6 million in 2008 to more than $350 million in 2014 .
      • (ABI Research study “ Augmented Reality: Adding Information to Our View of the World ”)
      AUGMENTED REALITY STATISTICS AUGMENTED REALITY REVENUE
    • 61.
      • Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015 , growing in response to decreases in unit costs and increases.
      • (Wintergreen Research - Worldwide WebCam Market Shares, Strategies, and Forecasts, 2009-2015)
      AUGMENTED REALITY STATISTICS WORLDWIDE WEBCAM GROWTH RATE…
    • 62.
      • As of last March 2009, 40% of Facebook Video Uploads were via Webcam
      • (Businessweek – Facebook Grows As A Video Platform)
      AUGMENTED REALITY STATISTICS WEBCAM VIDEO UPLOADS ON FACEBOOK
    • 63.
      • Case Study (over a one month period)
      •      
      AUGMENTED REALITY STATISTICS CANNONBALLZ AR GAME STATS *Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular Unique Visitors 11,672 % Of Unique Visitors That Logged Into Facebook 11% Average Time Spent On Site 4 min 36 sec % Of Unique Visitors That Had Webcams* 80% % Of Unique Repeat Visitors 25%
    • 64.
      • Would you view an online Augmented Reality experience if it required you to download and install an Internet Browser plug-in other than Flash? (256 Votes)
      AUGMENTED REALITY STATISTICS AR POLLS – BROWSER PLUG-IN
    • 65.
      • Do you have a webcam on any of your computers, or do you plan to have one within 6 months? (307 Votes)
      AUGMENTED REALITY STATISTICS AR POLLS – DO YOU HAVE A WEBCAM