By: David SteinMKTG 7546 – Professor Brey       Augmented Reality   April 9, 2012   1
What is Augmented RealityHistoryCase Studies• San Jose Earthquakes• TescoPotential ApplicationsFuture• Matt DeSiena       ...
   Augmented reality (AR) is: “the technology that    offers a real-time view of ones immediate    surroundings altered o...
   Morton Heilig – 1957    ◦ Sensorama                           Augmented Reality   April 9, 2012   4
Augmented Reality   April 9, 2012   5
Augmented Reality   April 9, 2012   6
   “Since sports teams logos are seen on all    types of merchandise it is really fun and easy    to transform a poster, ...
Augmented Reality   April 9, 2012   8
   What if there was an App:    ◦ Designed to allow an air marshal to use his/her      phone to take passengers’ pictures...
   Mission Impossible   Google Glass                         Augmented Reality   April 9, 2012   10
   “They believe augmented reality can become a passive,    immersive experience rather than one we need to actively    f...
   Matt DeSiena is the Director of Digital Strategy at Steam    Communications in New York City. He works with small    b...
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Trend Assessment - Augmented Reality Presentation

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  • Pros - First to Market/ Engagement/Influencers/Sales/Value-AddCons - Basic/Couponing
  • Trend Assessment - Augmented Reality Presentation

    1. 1. By: David SteinMKTG 7546 – Professor Brey Augmented Reality April 9, 2012 1
    2. 2. What is Augmented RealityHistoryCase Studies• San Jose Earthquakes• TescoPotential ApplicationsFuture• Matt DeSiena Augmented Reality April 9, 2012 2
    3. 3.  Augmented reality (AR) is: “the technology that offers a real-time view of ones immediate surroundings altered or enhanced by computer generated information. When users examine their environment through AR devices, they see information superimposed on the objects around them.” – Financial Times Lexicon Professor Tom Caudell – Coined in1990 Augmented Reality April 9, 2012 3
    4. 4.  Morton Heilig – 1957 ◦ Sensorama Augmented Reality April 9, 2012 4
    5. 5. Augmented Reality April 9, 2012 5
    6. 6. Augmented Reality April 9, 2012 6
    7. 7.  “Since sports teams logos are seen on all types of merchandise it is really fun and easy to transform a poster, sweatshirt or even coffee mug into another screen to watch game highlights and engage with the players.” – Jennifer Rapp, GM Aurasma Pros/Cons Augmented Reality April 9, 2012 7
    8. 8. Augmented Reality April 9, 2012 8
    9. 9.  What if there was an App: ◦ Designed to allow an air marshal to use his/her phone to take passengers’ pictures and gain access to any potential criminal records ◦ Which allowed EMT/doctors to take similar pictures and instantly gain access to a patient’s medical record ◦ That allows fans visiting a Hall of Fame museum to point his/her phone in the direction of a piece of memorabilia and be directed to a video of that moment or to a player’s career highlights, or even a listing of books to read on the subject with reviews Augmented Reality April 9, 2012 9
    10. 10.  Mission Impossible Google Glass Augmented Reality April 9, 2012 10
    11. 11.  “They believe augmented reality can become a passive, immersive experience rather than one we need to actively filter. And the possibilities are exciting to consider: runners that can see their mileage statistics and distance to their goal. Mass transportation riders who can determine when the next train will arrive without the city having to invest in expensive display units. Tourists that will be able to choose from highly-rated restaurants simply be looking down the block. Brands will capitalize on the immediacy of the technology, but Google will need to ensure that the consumer won’t be frustrated by information overload.” “Brands will correctly jump at the opportunity to appear directly in front of a consumer’s retinas, so it’s imperative that Google [and Sony] ensure the user experience is managed properly.” Augmented Reality April 9, 2012 11
    12. 12.  Matt DeSiena is the Director of Digital Strategy at Steam Communications in New York City. He works with small businesses and entrepreneurs in the greater New York area to merge their traditional and digital marketing efforts for client outreach. Along with founding Steam, Mr. DeSiena works as a Senior Digital Strategist for a SaaS company on Manhattan’s West Side. He brings his expertise in social media strategy and analysis, which is instrumental in building digital campaigns for his products and brands http://www.givemesteam.com http://www.mattdesiena.com Augmented Reality April 9, 2012 12

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