Wikitude & augmented reality

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

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Wikitude & augmented reality

  1. 1. WIKITUDE WORLD BROWSER Introduction Theory Case Context Analysis Development Conclusion
  2. 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. 3. Augmented Reality Introduction Introduction Theory Case Context Analysis Development Conclusion
  4. 4. Virtual Reality Introduction Introduction Theory Case Context Analysis Development Conclusion
  5. 5. Virtual Reality Introduction Introduction Theory Case Context Analysis Development Conclusion
  6. 6. Possibilities for usage Introduction Theory Theory Case Context Analysis Development Apps Advertising Games Conclusion
  7. 7. Market Segmentation Introduction Theory Theory Case Context Analysis Development Conclusion unconventional mentally & early adopter creative geographically mobile digital natives individualistic open-minded
  8. 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. 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. 10. How it works Introduction Theory Case Context Case Context Analysis Development Conclusion
  11. 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. 12. Advertising tool Introduction Examples: Theory Case Context Case Context Analysis Development Conclusion
  13. 13. Model of mass communication Introduction Theory Case Context Case Context Analysis Development Conclusion
  14. 14. Wikitude World Introduction Theory Case Context Case Context Analysis Development Conclusion Showcase: Wikitude World Schladming - Dachstein
  15. 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. 16. Wikitude Drive Introduction Theory Case Context Case Context Analysis New Navigation Device „Video“ in phone display Development Conclusion
  17. 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. 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. 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. 20. Marketing Tool Introduction Theory Case Context Analysis Analysis Development Conclusion Different Sublime Network effect Source: The Information Economy; 2004
  21. 21. Competitors Introduction Theory Case Context Analysis Analysis Development Conclusion
  22. 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. 23. Future development Introduction Theory Case Context Analysis „new reality“ Development Development Conclusion
  24. 24. Metaio Introduction Theory Case Context Analysis Development Development Conclusion
  25. 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. 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. 27. Discussion Introduction Theory Case Context Analysis Development „Just a hype or the future?“ Conclusion Conclusion . „Is there a willingness to pay?“
  28. 28. Q&A Introduction Theory Case Context Analysis Development Any Questions? Conclusion Conclusion .
  29. 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. 30. WIKITUDE WORLD BROWSER Introduction Theory Case Context Analysis Development Conclusion Thank you for your attention
  31. 31. Backup WOLRD Introduction Theory Case Context Analysis Development Conclusion

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