Wikitude & augmented reality
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Case study on WIKITUDE as well as on the development and future of augmented reality

Case study on WIKITUDE as well as on the development and future of augmented reality

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Wikitude & augmented reality Presentation Transcript

  • 1. WIKITUDE WORLD BROWSER Introduction Theory Case Context Analysis Development Conclusion
  • 2. Augmented Reality Introduction Introduction Theory Case Context Analysis Development Conclusion aug· ment (ôg ment′) to make greater, as in size, quantity, or strength; enlarge re· al· i· ty (rē-ăl’ĭ-tē) quality or state of being actual or true.
  • 3. Augmented Reality Introduction Introduction Theory Case Context Analysis Development Conclusion
  • 4. Virtual Reality Introduction Introduction Theory Case Context Analysis Development Conclusion
  • 5. Virtual Reality Introduction Introduction Theory Case Context Analysis Development Conclusion
  • 6. Possibilities for usage Introduction Theory Theory Case Context Analysis Development Apps Advertising Games Conclusion
  • 7. Market Segmentation Introduction Theory Theory Case Context Analysis Development Conclusion unconventional mentally & early adopter creative geographically mobile digital natives individualistic open-minded
  • 8. Adobe Mobile Experience Survey Introduction Theory Theory Case Context Analysis Development Conclusion 85% 80% 75% 70% used by 65% 60% accessing maps and directions social networking accessing reading news local information
  • 9. Case description Introduction Theory Case Context Case Context Analysis Development Conclusion Start-Up from Austria (2008) Sub-firm of mobilizy „World Browser“ „Augmented Reality“-Tool  Adds information to the „reality“ you see  Geolocalization
  • 10. How it works Introduction Theory Case Context Case Context Analysis Development Conclusion
  • 11. Relevant markets Introduction Theory Case Context Case Context Analysis Development App Market Advertising Market Mobile Marketing Market Depending on the feature – Value-Added Services (twick.it) – Navigation Systems (Wikitude Drive) Conclusion
  • 12. Advertising tool Introduction Examples: Theory Case Context Case Context Analysis Development Conclusion
  • 13. Model of mass communication Introduction Theory Case Context Case Context Analysis Development Conclusion
  • 14. Wikitude World Introduction Theory Case Context Case Context Analysis Development Conclusion Showcase: Wikitude World Schladming - Dachstein
  • 15. Creation process Introduction Theory Case Context Case Context Analysis Development „Geo-tag your word“ Create your own world POIs via Crowdsourcing Add & see your friends Conclusion
  • 16. Wikitude Drive Introduction Theory Case Context Case Context Analysis New Navigation Device „Video“ in phone display Development Conclusion
  • 17. PEST-Analysis Introduction Theory Case Context Analysis Analysis Development Political – Companies, that are no longer state-owned Economical – Diminishing efficiency of classical marketing Social – Web 2.0 mindset Technological – Smartphone development supports AR Conclusion
  • 18. Market potential Introduction Theory Case Context Analysis Analysis Development Conclusion Planning to use apps as a marketing tool (Germany) 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% today or soon (2010/2011) never don't know don't even know about it Source: rio mobile; March 2010; „Entscheider mit Budgetverantwortung: 252 Befragte“
  • 19. Market potential Introduction Theory Case Context Analysis Analysis Development Conclusion Mobile marketing budget in mio (USA) 1400 1200 1000 800 600 400 200 0 2008 2009 2010 2011 2012 2013 2014 Source: Statista 2010
  • 20. Marketing Tool Introduction Theory Case Context Analysis Analysis Development Conclusion Different Sublime Network effect Source: The Information Economy; 2004
  • 21. Competitors Introduction Theory Case Context Analysis Analysis Development Conclusion
  • 22. Potential Introduction Theory Case Context Analysis Development Development Conclusion Environment becomes more... – Interlinked – Augmented – Interaktive Higher marketing efficiency – Higher involvement – Added-value instead of ads Can become THE most important marketing tool
  • 23. Future development Introduction Theory Case Context Analysis „new reality“ Development Development Conclusion
  • 24. Metaio Introduction Theory Case Context Analysis Development Development Conclusion
  • 25. SWOT-Analysis Introduction Theory Case Context Strengths – First Movers – Simple interface – High involvement Weaknesses – Web 2.0 dependent – Smartphone dependency Analysis Development Conclusion Conclusion Opportunities – Network effect – Technological development Threats – Me-too products – Competitors – European company
  • 26. Methological approach Introduction Theory Case Context Analysis Development There was no public data available Wikitude did not give out any data Analysis of relevant: – Statistics – Studies – Markets Test of apps and competitors Application of relevant theories Conclusion Conclusion
  • 27. Discussion Introduction Theory Case Context Analysis Development „Just a hype or the future?“ Conclusion Conclusion . „Is there a willingness to pay?“
  • 28. Q&A Introduction Theory Case Context Analysis Development Any Questions? Conclusion Conclusion .
  • 29. Sources Introduction Theory Case Context Analysis Development Conclusion Conclusion Euroforum Switzerland, 2010 Schröder, .: Online- und Crossmedia, Skript 2009 Seitz, N.: Kommunikations- und Medienforschung, Skript 2008 http://blog.trendone.de/tag/wikitude/ http://de.statista.com/statistik/daten/studie/153892/umfrage/eins atz-von-apps-fuers-mobile-marketing/ http://de.statista.com/statistik/daten/studie/77600/umfrage/progn ose-zu-den-ausgaben-fuer-mobile-marketing-in-den-usa-bis-2014/ http://de.statista.com/statistik/daten/studie/73457/umfrage/faktor en-fuer-den-erfolg-im-mobilen-internet-in-2009/ http://www.wikitude.org
  • 30. WIKITUDE WORLD BROWSER Introduction Theory Case Context Analysis Development Conclusion Thank you for your attention
  • 31. Backup WOLRD Introduction Theory Case Context Analysis Development Conclusion