L watson   innovations in o2 o applications - the amazing world of online to offline 27-mar-13
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L watson innovations in o2 o applications - the amazing world of online to offline 27-mar-13

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    L watson   innovations in o2 o applications - the amazing world of online to offline 27-mar-13 L watson innovations in o2 o applications - the amazing world of online to offline 27-mar-13 Presentation Transcript

    • Innovations in O2O Applications:The Amazing World of Offline to Online ... and Back 27 March 2013 Lisa Watson Regional Segment Development Manager, HP PPS GSB APJ Chairman, Direct Marketing Association of Singapore© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • What is O2O?Definition Offline 2 Online or Online 2 OfflineWhy $$$$$$$$$Impact Bridges the Great Digital DivideScope QR Codes Security measures Augmented Reality © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
    • O2O Means Intelligent Print / Intelligent Communications Empowering Data with Design/Empowering Design with Data Bringing data & color together to deliver higher-value communications• Marketers: Increase campaign profits by turning data & design into more relevant, impactful & accountable communications that deliver higher ROI• Consumers: Increase customer experience quality by using data & design to generate more relevant communications that are proven to deliver customer delight! © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3 27-Mar-13 HP Confidential 3
    • Agenda QR Codes Security Applications Augmented Reality (AR) © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19
    • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20
    • Agenda QR Codes Security Applications Augmented Reality (AR) © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21
    • What is Aurasma &How Can AurasmaSupplement Print?Auras, Print and More!© Copyright 2013 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice.
    • Linking Print and Pixel!HP Technologies that bring the physical andvirtual worlds together!Aurasma is a Visual Browser that enables theAugmented Reality experienceAurasma recognizes images, symbols and objectsand links them to digital contentAurasma Uses state of the art image and patternrecognition technology combined with Autonomy’score IDOL technologyLaunched in June 2011Over 4 million downloadsOver 6000 partnersOver 250 apps80+ countries © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23
    • It’s in the cloud!Aurasma is the world’s leading augmented reality platform,developed by Autonomy, an HP companyAvailable as a free app for newer iPhones, iPads and high-powered Android devicesUses state of the art image and pattern recognition technology combinedwith Autonomy’s core IDOL technologyRecognises images and objects in the real world and seamlessly blends them with interactivevideos and animations and 3D models – we call this an “AURA” © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24
    • Aurasma & Personalized Print Working Together Enabling multiple paths to commerce & extended content • Personalized print provides targeted, relevant images and offerings to readers • Personalized URLs and QR codes enable commerce and extended content from print • pURLs and pQR codes enable web based user specific response measure driven by print • Aurasma enables web-based response metrics, with user-specific data collection to be available in 4Q12 • Aurasma enables one-time downloading of a single application with later passive background loading of Aura content • Once loaded, Auras can be viewed quickly with no web access required © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25
    • Why Aurasma? • It’s fast - Aurasma does all the processing on the device itself, not in the cloud, so it runs extremely fast • It’s proven – Launched in July ‘11, Aurasma is based on Autonomy’s world leading technology which has been proven in the market place since 1996 • It’s international - Aurasma has more than 3 million users around the world and over 4000 partners operating in 80+ countries • It’s scalable – Aurasma allows your mobile device to recognise over 500,000 images and objects in the real world. No other provider can offer anything close to this scalability • It doesn’t need internet access to work – Aurasma automatically caches the latest updates whenever you walk through 3G or WiFi so you always see the latest content – even when you’re on a plane © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26
    • Aurasma is Partnering with Many Magazines & Catalogs Bringing value to advertisers & publishers • Providing compelling video and graphic content • Web links to commerce and extended content sites • Capability to preload “Aura” content for more immediate viewing • Preloaded content doesn’t require web access to view • Boost magazine subscriptions and increase advertising revenue • Connect with smartphone owning demographic in an innovative way • Publishers can skin or embed Aurasma into their own applications • Aurasma apps only require the user to actively download app and content one time • Publishers can download/refresh auras with each edition © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 27
    • Aurasma’s Business Model• Aurasma is currently free for partners• Aurasma will move to a Pay-per-Click revenue model in 2013• Watching the aura is free for the user © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 28
    • How it works © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 29
    • 4 ways to work with Aurasma Aurasma Aurasma Aurasma embedded into Aurasma app embedded as a skinned as your your hardware platformlighting up your kernel inside app with your content your apps branding © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 30
    • Forming a Pilot © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 31
    • What does Crawl – Walk - Run Mean?Crawl: Simple implementation. Consider Inward facing topracticeWalk: Roll out customer facing pilotRun: Build a repeatable implementation! © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 32
    • Aurasma & Top Gear© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
    • Top Gear Magazine – Case Study • The Top Gear magazine franchise is produced in 30 countries; UK edition has+1.8M readers • The UK magazine approached Aurasma with the following challenges: – Strengthening the links between the Top Gear television series and its growing magazine franchise – Translating the high octane energy and dynamism of the television show into traditional print media – Maximising the value and reach of video content from the television show – Engaging a younger audience while continuing to appeal to the magazine’s traditional demographic • Top Gear UK began using Aurasma’s free platform to deliver video through its print to editions in December 2011; now embeded in TG Extras App© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 34
    • December 2011 Top Gear becomes the world’s first fullyaugmented magazine Top Gear magazine partnered with Aurasma to create the world’s first fully augmented print magazine. Readers who download the free Aurasma app TGMAG Extra can see content from Top Gear magazine come to life by pointing their smartphones and tablets at the pages, revealing highlights from the TV show. As a result of Aurasma’s partnership with Top Gear magazine, readers can view high-octane videos of the show’s presenters Jeremy Clarkson, Richard Hammond and James May, simply by pointing the camera on their iPhone4, 4S, iPad 2 or Android device at editorial images throughout the magazine. It is the first time that Aurasma has worked in partnership with a magazine to augment its editorial content and this innovation highlights Top Gear magazine’s dedication to creating cutting-edge content and finding new and exciting ways to engage with its readers. In addition to test-drive footage provided by Top Gear the front cover also receives the augmented reality treatment. Simon Carrington, Publisher of Top Gear Magazine, said: “We’ve always wanted a way to unite our magazine with TV content and Aurasma has enabled us to do just that. We have incredible digital assets from the Top Gear programme, and now we can deliver that to readers of the magazine. It’s been a fantastic project to work on.” © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 35
    • Top Gear Magazine – GoalsPartnering with Aurasma enabled the magazine editors to : • Make greater use of expensive video footage • Support print sales, mobile use and web hits • Boost magazine subscriptions and increase advertising revenue • Connect with smartphone owning demographic in an innovative way © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 36
    • Top Gear Magazine – ResultsAfter two months of using AurasmaTop Gear’s own market research showed that: • 50% of the readership owned a smartphone • 85% of the entire readership were aware of the Aurasma content in the magazine • 27% of the entire readership had used Aurasma in the magazine © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 37
    • Top Gear Magazine – Digital Future• Top Gear has now embedded Aurasma in its own app – TG Mag Extra• Rolling Aurasma out across the rest of their 30 country franchise• In February, Top Gear won the prestigious FIPP Digital Choice award for their use of Aurasma © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 38
    • AR is Happening in AsiaTwo great examples• Ikea• Mahindra XUV 500 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 39
    • Mahindra XUV 500 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 40
    • Mahindra XUV 500 © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 41
    • A Few Things to Remember O2O2O is here to It’s all about Watch this space – stay – Intelligent Print/ QR & AR are only the customer is Communications – the beginning!already across the bringing design & digital divide! data together © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 42
    • Thank you Lisa Watson Regional Segment Development Manager, HP PPS GSB APJ Chairman, Direct Marketing Association of Singapore lisa1.watson@hp.com© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.