14.07.2011 T2 Augmented Life Thomas Balduff Total Immersion

Augmenting Your Reality Thomas Balduff Sales Director Germany/Austria/Switzerland/Eastern EU Phone: +49 (0) 151 22652999 Email: thomas.balduff@t-immersion.com www.t-immersion.comConfidential 1

Total Immersion | By the Numbers Total Immersion is the Global Leader in Augmented Reality since 1999 1 vision : transform PASSIVE to ACTIVE consumer 3 main platforms : On-Site, Online, Mobility 11 years of AR market expertise 17 patents filed 85+ team members 40% growth year to year, profitable 30% of TI’s team working in AR R&D department 120+ 120 partners worldwide Over 950 projects delivered since 2008 20+ price winning company in AR market 1st company to : create/integrate MLT technology (2004) Produce @home AR web product (2008, Nissan Cube) Release a browser-based internet solution (2009, Topps) Confidential 2

Augmented Reality|Definition Augmented Reality is a leading-edge technology that engages consumers with advanced digital interactivity. AR mixes the real and virtual worlds together, in real time. − Simple mobile AR applications created around location-based services (LBS) that utilize GPS data have already become widely adopted − However, next generation AR applications will focus more on leveraging the integration of tracking and recognition technology combined with the approximation of GPS localization Geolocation (location-based) − With marker-based tracking, AR applications can easily track and recognize a variety of different objects − However, marker-based AR solutions have limited applications due to the marker itself, and also because of the inability to recognize and track targets like human faces and 3D objects Marker-based Tracking − Markerless tracking enables any AR application to be activated through image recognition by a camera. Since there is no marker to be recognized / tracked, essentially any object in the user’s proximity can be used to trigger an application Markerless Tracking (MLT) − Markerless tracking improves the ability to recognize & track moving targets Confidential 3

21th Century Consumer’s Ecosystem Mobile User Content Creation Internet Social Networking Computer Connecting People with AR Confidential

Market Demand Keep Digital Contact with Consumer Increase Digital Revenues Immersive and Innovative Experience Product Usage Experience Consumer Profiling and Feedback Social Networking User Generated Content Instant Digital Content Access Instant Emotion Sharing AR everywhere Cross/Trans Media Apps Confidential

Every Where Confidential 6

Augmented Reality Usages On Line Marketing In Store Marketing Events Consumer Product Culture & Leisure Product Life Management Confidential

Augmented Reality|Main Objectives Transitional play Engage Consumer Provide a high to digital with your Product service Value Confidential 8

Case Study|Olympus Industry: Electronics, e-commerce Project: Olympus Pen launch Region: USA Campaign Launch: May 2010 Software used: D’Fusion @home Target Create a virtual product demo that lets camera aficionados experience its small size, digital SLR and HD video features just as if they were holding the actual camera in their hands Hot Shoe Results 7,808 experiences Shutter Button Around 257 000 unique visitors & 90 700 in 1st month 15,332 experiences 17 000 unique you tube videos viewings 51 000 unique interactions with the product Flash Switch 13,353 15% repeat visitors on Augmented Reality experience experiences Mode Dial 2 mins average experience time, 19,427 experiences Quote “Augmented reality has been used by companies before, but more as a gimmick than as an actual, working, in-depth product demo. This is as close to having the camera in your hands as you can get without actually having it in your hands.” –Stephen Mietelski, Mullen Confidential 9

Situational Shopping: Try & Buy From Everywhere, Any Time! +27% of U.S. smart phone owners will use those to research or buy products this holiday season 44% of 18+ will shop online for holiday items this year National Retail Federation Survey, October 2010 By 2014, 30% of mobile subscribers having data plans in mature markets will use AR at least once a week Gartner September 2010 Confidential 10

AR is Growing Fast in E-commerce with Virtual Fitting Industry: Fashion, e-commerce Project: Adriana Karembeu Target Create an at-home, interactive virtual fitting room Generate interest in the designer sunglasses that drives visitors to ATOL boutiques Execution Face tracking, picture saving mode and Facebook connect Results • 50% additional traffic on website before the TV spot and 600%after! • 30% unique visitors on Augmented Reality experience • 56,000 visits and 83,000 page views to the AR experience over the course of 8 weeks. • 1.200.000 Downloads of Web application • 80.000 Downloads from App store V2 Augmented Reality Campaign New AR Version with National TV Spots x6 online searches Confidential 11

14.07.2011 T2 Augmented Life Thomas Balduff Total Immersion

by Werbeplanung.at Summit on Jul 19, 2011

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14.07.2011 T2 Augmented Life Thomas Balduff Total Immersion — Presentation Transcript