The Value of Experiential - New Augmented Reality Business Models
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A presentation by Gary Hayes at the Augmented Reality Event in Santa Clara (#are2011) California on Tuesday 17 May 2011. Looking at the true value proposition of #AR and moving through the eras of 1) ...
A presentation by Gary Hayes at the Augmented Reality Event in Santa Clara (#are2011) California on Tuesday 17 May 2011. Looking at the true value proposition of #AR and moving through the eras of 1) Interface 1990-2010 2) Connection and 3) Experiential.
Talk approaches key questions
1 - How to make AR valuable to users, glue & connection
2 - The Value of Experiential
My Definition of Augmented Reality
(from a value proposition perspective)
1 AR is an INTERFACE that better enables
2 Insight & CONNECTION into Products, Places & People
3 then a ‘sense-of-place EXPERIENCE & STORY’
There are 3 era’s - 1) INTERFACE
2) CONNECTION and 3) EXPERIENTIAL
IN SITU: Aiding sale by seeing projects & products placed in the environment before completion.
UTILITY: Selling life enhancing AR applications perceived as useful.
TRAINING: Hands-on with complex equipment and work scenarios.
SOCIAL GAMING: Both connotations of the word, pay-per-play mixed reality games in physical space.
LOCATION LAYERS: Blended guides to new places, tourism, enhanced travelling or themed space.
VIRTUAL DEMO: Display to promote sale, of product in pre-release or remotely via catalogue etc:
EXPERIENTIAL EDUCATION: Pay-per-visit educational services to museums, ancient sites etc:
ENHANCED CLASSIFIEDS: An AR directory that promotes local 3rd parties product & services overlaid at the location.
3D VIRALS: Branded company or personal promotion & ads using ‘cool’ 3D toys.
PERSONALIZED SHOPPING: Walking around stores made relevant, opt in personalization and targeting.
COOPERATION: Service industry for augmented virtual meetings.
BLENDED BRANDING: The equivalent of hoardings, virtual poster ads.
AUGMENTED EVENTS: Pay-per-use of enhanced sport or pop concerts.
INTERTAINMENT: New form experiential TV and films. Blu-Ray seem so 18th century.
UNDERSTANDING SYSTEMS: Creating AR for internal or exploded views of complex objects.
RECOGNITION & TARGETING: Pushing ‘relevance’ to outdoor consumers – facial recognition linked to online data.
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