You’ve created a disruptive new technology that’s going to revolutionize an industry – at least until you can figure out how to explain it to someone. Kira Wampler, VP of Marketing for Lytro, discuss how to craft a compelling story about your product or technology and how to educate the average consumer about your breakthrough technology, and turn PhD concepts into cocktail conversations. Kira explains how to educate your potential market by revealing that the current mindset is stagnant and how the solution lies – of course – in your stellar new technology. She walks through how to educate and excite a market on your product’s benefits – without getting too wrapped up in the details that fly over consumers’ heads. She discusses some of the grassroots and social media efforts that can bring your product closer to your ideal target, taking away the inaccessibility from the product.

1. Thursday, April 11, 13

2. Kira Wampler
#sxsw #lytrosxsw
@kirasw
Thursday, April 11, 13

3. Disrupting Photography...
Camera 1.0 Film Camera 2.0 Digital Camera 3.0 Light Field
Same 2D Data Rich 3D Data
Static Photos Interactive Stories
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4. ... With Light Field Technology
1990s Seminal Concept 2000s Lab Research
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5. Light Field Capabilities
Refocus, change Create interactive Share the creative,
perspective after the shot living pictures interactivity online
Thursday, April 11, 13

6. World’s First Consumer Light Field Camera
Shoot first, focus later Create living pictures Share the fun online
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7. Brand Results
2 Billion Media Impressions
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8. Introduced “Next Big Category” in Photography
I consider it a revolution in consumer photography ... actually
re-thought from top to bottom.
Lytro camera a ‘game-changer’ in world of photography.
That click you just heard? That was the sound of photography
as we know it changing.
Lytro is developing a new type of camera that dramatically
changes photography for the first time since the 1800s.
Thursday, April 11, 13

9. Awards and Recognition
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10. Market Impact
Millions of $ Shipments Fanatical Fan Base Hundreds of Thousands
Living Pictures Shared
Millions of Impressions
Thursday, April 11, 13

11. Three Challenges of
Disruption
Scientific/Tech
inventions aren’t
consumer-friendly.
A new product creating
a new category loses
on old category rules.
Breaking through in a
crowded, noisy market
is not guaranteed.
Thursday, April 11, 13

12. Scientific/Tech
inventions aren’t
consumer-friendly.
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13. Focus on the Customer Value
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14. Thursday, April 11, 13

15. Nobody reads but messaging
couldn’t be more important.
Thursday, April 11, 13

16. Three Challenges of
Disruption
Scientific/Tech
inventions aren’t
consumer-friendly.
A new product creating
a new category loses
on old category rules.
Breaking through in a
crowded, noisy market
is not guaranteed.
Thursday, April 11, 13

17. A new product creating
a new category loses
on old category rules.
Thursday, April 11, 13

18. Change the Game
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19. Existing New
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20. Existing New
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21. Simplicity and interactivity are
king and queen.
Thursday, April 11, 13

22. Three Challenges of
Disruption
Scientific/Tech
inventions aren’t
consumer-friendly.
A new product creating
a new category loses
on old category rules.
Breaking through in a
crowded, noisy market
is not guaranteed.
Thursday, April 11, 13

23. Breaking through in a
crowded, noisy market
is not guaranteed.
Thursday, April 11, 13

24. Put People at the Core
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25. People Talk...In Real Life
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26. People Talk...Online
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27. Living Pictures Spread the Word
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28. More Living Pictures Shared = More Cameras Sold
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29. Creating Credibility for Living Pictures
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30. Creating Credibility for Living Pictures
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31. Start everything with “what do
we want people to say.”
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32. Nobody reads but messaging couldn’t be more
important.
Simplicity and interactivity are king and queen.
Start everything with “what do we want people
to say.”
Thursday, April 11, 13

33. THANK YOU!
Feedback? sxsw.tv/d6o
Kira Wampler
kira@lytro.com
@kirasw #lytrosxsw
Thursday, April 11, 13