Blurring The Lines <br />With Augmented Reality<br />
Hello!  We’re Zugara<br />Snapshot: 	Zugara develops Augmented Reality software and robust applications that advance the w...
We’ve Worked With a Number of Brands<br />Retail / Fashion<br />Reebok<br />Nike<br />PING<br />Chili’s<br />KFC<br />John...
Current Brands Using Our AR Solutions<br />
Show of Hands…<br />How many of you know what Augmented Reality <br />is?<br />
My Reaction to AR for the first time…<br />
Augmented Reality is…<br />…when the real world is “augmented” by computer data.<br />
Augmented Reality is…<br />…the future of how we will interact with digital information.<br />INTERACT<br />VIEW<br />ACCE...
Augmented Reality is Not…<br />…Virtual Reality or <br />Second Life…<br />
Usually shown as reality in popular movies today…<br />
AR looks cool, but is anybody actually using it?<br />
Emerging Hype Cycle- Explained<br />
2008- Emerging Technology Hype<br />
2009- Emerging Technology Hype<br />
2010- Emerging Technology Hype<br />
Emerging Technology Benefit<br />
Brands Using AR<br />
Where’s The ROI?<br />Since the launch of Hotels.com Virtual Vacation micro-site using AR, bookings soared by 36% <br />(H...
AR + Integrated Channels<br />Major advertising and marketing channels have started using AR.<br />
Online has exploded with branded engagements.<br />
Online, all the consumer needs:<br />Modern Computer<br />
Online, all the consumer needs:<br />Modern Computer<br />Regular Web Cam<br />
Often times a marker (or glyph):<br />
And sometimes just an image:<br />
And now with just a face.<br />
Some AR executions require:<br />
This is a barrier for the consumer.<br />
So beyond all the hype, what’s practical for AR in the here and now?<br />
Online AR- Currently Most Popular<br /><ul><li>Largest Reach / Average Spec
Adoption of Video Chat& Webcam Fueling Growth
Flash-based AR</li></li></ul><li>Kiosk-Based AR- Growing<br /><ul><li>Least amount of barriers
Limited scale/reach
Highest tech</li></li></ul><li>Interactive Installation / Event Marketing AR<br /><ul><li>  Least Amount of Barriers
  Interactive Draw-In
  Varying Levels Of Cost Implementations</li></li></ul><li>Interactive Billboards- OOH AR<br /><ul><li>Highest tech possib...
High cost of implementation
Public / group reach</li></li></ul><li>Mobile AR<br /><ul><li>Not yet ready for primetime
Limited processing power
Will be focal point of AR inthe future</li></li></ul><li>Don’t Put Technology First<br />But, is AR always the best way to...
Put On Your “Consumer Hat”<br />Would you hold a print magazine up to a webcam to watch a 5 minute video?	<br />
Utility is key…<br />Are you trying to add value for the consumer or for you?<br />
Here’s a few video examples…<br />
Online- The USPS<br />
Online- The USPS<br />
POP- Lego’s Kiosks<br />
POP- Lego’s Kiosks<br />
POP- WWF’s Siberian Tiger Shirts<br />
POP- WWF’s Siberian Tiger Shirts<br />
Mobile- Addison Avenue FCU’s ATM Finder<br />
Mobile- iButterfly<br />
Mobile- iButterfly<br />
Mobile- BMW’s AR Service Glasses (Concept Video)<br />
Mobile- BMW’s AR Service Glasses (Concept Video)<br />
Tradeshow- GE- Visible You Body Scan<br />
Tradeshow- GE- Visible You Body Scan<br />
OOH- Netherlands PSA- AR Billboard<br />
OOH- Netherlands PSA- AR Billboard<br />
Now for the fun stuff…AR demos<br />
ZugMoMotion Capture Gaming<br />
Evolution of the NUI<br />Microsoft “Kinect”<br />Both Sony and Microsoft will be launching motion based gaming systems th...
Zimon Prototype<br />Demo<br />
Cannonballz!<br />Demo<br />
Cannonballz! Game Stats<br />Case Study (over a one year period)<br />	     <br />Unique Visitors<br />22,926<br />Average...
AT&T World Cup Banner Ad<br />Demo<br />
Nesquik- Factory Game<br />Video	<br />
Nesquik- Factory Game<br />Video	<br />
The Webcam Social ShopperAugmented Reality ShoppingA Proprietary Application<br />
The Problem<br />Shopping offline is a social and emotionally rewarding experience for Madison.<br />Online is a different...
Webcam Social Shopper<br />Demo<br />
Fashionista<br />Video<br />
Webcam Social Shopper- 2.0<br />Demo<br />
ZugSTARAugmented Reality Video Conferencing<br />
History of Communication<br />Communication Technology Has Been Rapidly Evolving Over The Years…<br />
Smoke Signals<br />
Carrier Pigeon<br />
     Telegraph<br />
     Telephone<br />
History of Communication<br />But Then Something Happened Which Changed Everything…<br />
    The First Computer<br />
History of Communication<br />Which Helped Lead The Way To Increasingly Faster Communication Advancements…<br />
     Text Chat<br />
 Mobile Phone<br />
  Social Media / Real Time Data<br />
History of Communication<br />Proliferation Of Real-Time Data Has Led Us To The Beginning Of The Video Chat Revolution…<br />
iPhoneFaceTime<br />
          Skype<br />
Video Chat Stats<br /><ul><li> Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015.
 As of March 2009, 40% of video uploads on Facebook were via webcam.
 Gartner predicts that 200 million people will pay for desktop videoconferencing by 2015.</li></li></ul><li>But What’s Mis...
Video Conferencing & Chat Today<br />Limited to conversation <br />Little to no real-time interaction or collaboration<br />
Video Conferencing + Augmented Reality = <br />Ability to<br />    share and interact with content in real time<br />
ZugSTAR*<br />*Patent Pending<br />Demo<br />
ZugSTAR*<br />*Patent Pending<br />Video<br />
The Future of AR<br />
Advancements In Body Recognition<br />True Markerless Via An Average Webcam<br />More Immersive Experience Online / Kiosk<...
Advancements in Facial Recognition<br />Fantasy: Personalized Ads For Tom Cruise<br />Reality: Personalized Ads In Japan B...
Mobile Will Overcome<br />Current Limitations:<br /><ul><li> Hardware Issues
GPS & Compass Accuracy
 Processing Power Issues
 Usability</li></ul>To Become:<br /><ul><li> Central touchpoint for AR</li></li></ul><li>Augmented Reality “Rights”<br />V...
Connected TVs Will Be a Powerful Medium<br />U.S. shipments of web-enabled consumer electronic (CE) devices that support T...
“The best way to predict the future is to invent it.”<br />- Alan Kay<br />
Thank You!<br />Matthew Szymczyk<br />CEO, Zugara<br />matt@zugara.com<br />Twitter.com/kobrakai<br />Facebook.com/Augment...
Appendix<br />
Proprietary Technology #1<br />ZugMO (Zugara Motion Capture)<br /> <br /> <br /> <br /> <br />ZugMO is a computer interfac...
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  • Video for Forever 21: http://www.youtube.com/watch?v=iBtPnUKn1fU&amp;feature=related
  • REVIEW
  • Video: http://www.youtube.com/watch?v=jCcZX8qGAX0
  • Video: http://www.youtube.com/watch?v=8UxWkZtUKaI
  • Video: http://www.youtube.com/watch?v=0ZO4mkTbaj0&amp;feature=player_embedded#!
  • Video: http://www.youtube.com/watch?v=mS6au2SJtEc
  • Video: http://www.youtube.com/watch?v=mS6au2SJtEc
  • Video: http://www.youtube.com/watch?v=P9KPJlA5yds
  • Video: http://creativity-online.com/work/ge-visible-you-installation/20889
  • Video: http://www.youtube.com/watch?v=uDTdHG_FytM
  • Stats from 8/11/2009 – 8/11/2010
  • Talking the fundamental, physical process of validating a purchase. Look at a thumbnail add to cart, purchase. Not talking about groupon, gilt or the like.
  • IHAF- Blurring the Lines with Augmented Reality

    1. 1. Blurring The Lines <br />With Augmented Reality<br />
    2. 2. Hello! We’re Zugara<br />Snapshot: Zugara develops Augmented Reality software and robust applications that advance the way in which people are able to interact with real time digital data. <br />Founded: 2001<br />Location: Los Angeles<br />Member: AR Consortium<br />Products: ZugMO – Motion Capture<br /> Webcam Social Shopper – Augmented Reality E-Commerce<br />ZugSTAR – Streaming Augmented Reality<br />ZugMUG – Facial Tracking<br />Web: www.zugara.com<br />Blog: www.weareorganizedchaos.com<br />Facebook: www.facebook.com/augmentedreality<br />YouTube: www.youtube.com/zugara<br />Twitter: www.twitter.com/zugara<br />
    3. 3. We’ve Worked With a Number of Brands<br />Retail / Fashion<br />Reebok<br />Nike<br />PING<br />Chili’s<br />KFC<br />John Deere<br />Automotive<br />Toyota<br />Lexus<br />American Racing<br />Volkswagen<br />Fletcher Jones Mercedes Benz<br />Fletcher Jones Porsche<br />Travel<br />Norwegian Cruise Line<br />Southwest Airlines<br />Entertainment<br />Sony Pictures Television<br />Playboy<br />Comcast<br />Gaming<br />Activision Blizzard<br />Sony PlayStation (SCEA)<br />Square Enix<br />989 Sports<br />Glu Mobile<br />Tecmo Games<br />Xseed Games<br />THQ<br />Disney Interactive Games<br />Toys<br />Hasbro<br />CPG<br />Red Bull<br />Slim Jim<br />Peanut Chews<br />Consumer Electronics<br />Sony Connect<br />Active Media (ITV)<br />Non-Profit / Government<br />U.S. Air Force<br />Legacy Foundation<br />HopeLab<br />Strategy<br />Domino’s Pizza<br />Best Buy<br />Walmart<br />Healthcare<br />Blue Cross<br />B2B<br />Schlumberger<br />TV Guide<br />ESPN<br />AT&T<br />Mohawk Flooring<br />Agencies<br />GSD&M<br />Crispin Porter & Bogusky<br />Ad*itive<br />The Martin Agency<br />Rodgers/Townsend<br />Weiden Kennedy<br />Vitro-Robertson<br />Hal Riney<br />
    4. 4. Current Brands Using Our AR Solutions<br />
    5. 5. Show of Hands…<br />How many of you know what Augmented Reality <br />is?<br />
    6. 6. My Reaction to AR for the first time…<br />
    7. 7. Augmented Reality is…<br />…when the real world is “augmented” by computer data.<br />
    8. 8. Augmented Reality is…<br />…the future of how we will interact with digital information.<br />INTERACT<br />VIEW<br />ACCESS<br />
    9. 9. Augmented Reality is Not…<br />…Virtual Reality or <br />Second Life…<br />
    10. 10. Usually shown as reality in popular movies today…<br />
    11. 11.
    12. 12.
    13. 13. AR looks cool, but is anybody actually using it?<br />
    14. 14. Emerging Hype Cycle- Explained<br />
    15. 15. 2008- Emerging Technology Hype<br />
    16. 16. 2009- Emerging Technology Hype<br />
    17. 17. 2010- Emerging Technology Hype<br />
    18. 18. Emerging Technology Benefit<br />
    19. 19. Brands Using AR<br />
    20. 20. Where’s The ROI?<br />Since the launch of Hotels.com Virtual Vacation micro-site using AR, bookings soared by 36% <br />(Hotels.com, 2010)<br />70% of Dabs.com visitors engaged with their AR experience. Of that group 13% then purchased (utalkmarketing.com, 2010)<br />Swiss watchmaker Tissot saw in-store sales of its watches rise by 85% <br />(utalkmarketing.com, 2010)<br />
    21. 21. AR + Integrated Channels<br />Major advertising and marketing channels have started using AR.<br />
    22. 22. Online has exploded with branded engagements.<br />
    23. 23.
    24. 24. Online, all the consumer needs:<br />Modern Computer<br />
    25. 25. Online, all the consumer needs:<br />Modern Computer<br />Regular Web Cam<br />
    26. 26. Often times a marker (or glyph):<br />
    27. 27. And sometimes just an image:<br />
    28. 28. And now with just a face.<br />
    29. 29. Some AR executions require:<br />
    30. 30. This is a barrier for the consumer.<br />
    31. 31. So beyond all the hype, what’s practical for AR in the here and now?<br />
    32. 32. Online AR- Currently Most Popular<br /><ul><li>Largest Reach / Average Spec
    33. 33. Adoption of Video Chat& Webcam Fueling Growth
    34. 34. Flash-based AR</li></li></ul><li>Kiosk-Based AR- Growing<br /><ul><li>Least amount of barriers
    35. 35. Limited scale/reach
    36. 36. Highest tech</li></li></ul><li>Interactive Installation / Event Marketing AR<br /><ul><li> Least Amount of Barriers
    37. 37. Interactive Draw-In
    38. 38. Varying Levels Of Cost Implementations</li></li></ul><li>Interactive Billboards- OOH AR<br /><ul><li>Highest tech possibilities (i.e. Kiosk)
    39. 39. High cost of implementation
    40. 40. Public / group reach</li></li></ul><li>Mobile AR<br /><ul><li>Not yet ready for primetime
    41. 41. Limited processing power
    42. 42. Will be focal point of AR inthe future</li></li></ul><li>Don’t Put Technology First<br />But, is AR always the best way to connect with your consumer?<br />
    43. 43. Put On Your “Consumer Hat”<br />Would you hold a print magazine up to a webcam to watch a 5 minute video? <br />
    44. 44. Utility is key…<br />Are you trying to add value for the consumer or for you?<br />
    45. 45. Here’s a few video examples…<br />
    46. 46. Online- The USPS<br />
    47. 47. Online- The USPS<br />
    48. 48. POP- Lego’s Kiosks<br />
    49. 49. POP- Lego’s Kiosks<br />
    50. 50. POP- WWF’s Siberian Tiger Shirts<br />
    51. 51. POP- WWF’s Siberian Tiger Shirts<br />
    52. 52. Mobile- Addison Avenue FCU’s ATM Finder<br />
    53. 53. Mobile- iButterfly<br />
    54. 54. Mobile- iButterfly<br />
    55. 55. Mobile- BMW’s AR Service Glasses (Concept Video)<br />
    56. 56. Mobile- BMW’s AR Service Glasses (Concept Video)<br />
    57. 57. Tradeshow- GE- Visible You Body Scan<br />
    58. 58. Tradeshow- GE- Visible You Body Scan<br />
    59. 59. OOH- Netherlands PSA- AR Billboard<br />
    60. 60. OOH- Netherlands PSA- AR Billboard<br />
    61. 61. Now for the fun stuff…AR demos<br />
    62. 62. ZugMoMotion Capture Gaming<br />
    63. 63. Evolution of the NUI<br />Microsoft “Kinect”<br />Both Sony and Microsoft will be launching motion based gaming systems this year, entering a marketplace that is currently dominated by the NinendoWii.<br />People’s awareness and comfort level with this type of interface will subsequently skyrocket as we can expect robust advertising dollars to be put behind all of the gaming systems.<br />Sony “Move”<br />
    64. 64. Zimon Prototype<br />Demo<br />
    65. 65. Cannonballz!<br />Demo<br />
    66. 66. Cannonballz! Game Stats<br />Case Study (over a one year period)<br />      <br />Unique Visitors<br />22,926<br />Average Time Spent On Site<br />4 min 44 sec<br />% Of Unique Repeat Visitors<br />27%<br />% Of Unique Visitors That Logged Into Facebook<br />14%<br />% Of Unique Visitors That Had Webcams*<br />78%<br /> *Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular<br />
    67. 67. AT&T World Cup Banner Ad<br />Demo<br />
    68. 68. Nesquik- Factory Game<br />Video <br />
    69. 69. Nesquik- Factory Game<br />Video <br />
    70. 70. The Webcam Social ShopperAugmented Reality ShoppingA Proprietary Application<br />
    71. 71. The Problem<br />Shopping offline is a social and emotionally rewarding experience for Madison.<br />Online is a different story. Her experience is utilitarian. It’s solitary, and has remained largely unchanged since the mid 90s.<br />THE RESULT: -- Conversion Rates Are Low -- Return Rates Are High<br />
    72. 72. Webcam Social Shopper<br />Demo<br />
    73. 73. Fashionista<br />Video<br />
    74. 74.
    75. 75. Webcam Social Shopper- 2.0<br />Demo<br />
    76. 76.
    77. 77. ZugSTARAugmented Reality Video Conferencing<br />
    78. 78. History of Communication<br />Communication Technology Has Been Rapidly Evolving Over The Years…<br />
    79. 79. Smoke Signals<br />
    80. 80. Carrier Pigeon<br />
    81. 81. Telegraph<br />
    82. 82. Telephone<br />
    83. 83. History of Communication<br />But Then Something Happened Which Changed Everything…<br />
    84. 84. The First Computer<br />
    85. 85. History of Communication<br />Which Helped Lead The Way To Increasingly Faster Communication Advancements…<br />
    86. 86. Text Chat<br />
    87. 87. Mobile Phone<br />
    88. 88. Social Media / Real Time Data<br />
    89. 89. History of Communication<br />Proliferation Of Real-Time Data Has Led Us To The Beginning Of The Video Chat Revolution…<br />
    90. 90. iPhoneFaceTime<br />
    91. 91. Skype<br />
    92. 92. Video Chat Stats<br /><ul><li> Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015.
    93. 93. As of March 2009, 40% of video uploads on Facebook were via webcam.
    94. 94. Gartner predicts that 200 million people will pay for desktop videoconferencing by 2015.</li></li></ul><li>But What’s Missing?<br />
    95. 95. Video Conferencing & Chat Today<br />Limited to conversation <br />Little to no real-time interaction or collaboration<br />
    96. 96. Video Conferencing + Augmented Reality = <br />Ability to<br /> share and interact with content in real time<br />
    97. 97. ZugSTAR*<br />*Patent Pending<br />Demo<br />
    98. 98. ZugSTAR*<br />*Patent Pending<br />Video<br />
    99. 99. The Future of AR<br />
    100. 100. Advancements In Body Recognition<br />True Markerless Via An Average Webcam<br />More Immersive Experience Online / Kiosk<br />
    101. 101. Advancements in Facial Recognition<br />Fantasy: Personalized Ads For Tom Cruise<br />Reality: Personalized Ads In Japan Based On Gender / Age<br />
    102. 102. Mobile Will Overcome<br />Current Limitations:<br /><ul><li> Hardware Issues
    103. 103. GPS & Compass Accuracy
    104. 104. Processing Power Issues
    105. 105. Usability</li></ul>To Become:<br /><ul><li> Central touchpoint for AR</li></li></ul><li>Augmented Reality “Rights”<br />Virtual Ownership…<br /> Who owns ‘virtual’ space in the real world?<br />
    106. 106. Connected TVs Will Be a Powerful Medium<br />U.S. shipments of web-enabled consumer electronic (CE) devices that support TV applications will grow from 14.6 million in 2010 to 83.4 million by 2014.<br />By 2014, over 59 million U.S. broadband households willown at least one CE device that supports TV applications.<br />By 2014, the U.S. installed base of CE devices that support TV applications will be 136 million units. (IN-STAT) <br />
    107. 107. “The best way to predict the future is to invent it.”<br />- Alan Kay<br />
    108. 108. Thank You!<br />Matthew Szymczyk<br />CEO, Zugara<br />matt@zugara.com<br />Twitter.com/kobrakai<br />Facebook.com/AugmentedReality<br />
    109. 109. Appendix<br />
    110. 110. Proprietary Technology #1<br />ZugMO (Zugara Motion Capture)<br /> <br /> <br /> <br /> <br />ZugMO is a computer interface that allows people to interact with their computer via their web cam rather than their keyboard or mouse. <br />With ZugMO a person’s movements, or motions, are captured by their web cam. This allows the person to interact with their system while several feet away.<br />
    111. 111. Proprietary Technology #2<br />ZugSTAR (Zugara STreaming AR)<br />ZugSTAR is a web based video conferencing technology that allows people in different locations to have shared AR experiences. Like other video conferencing systems ZugSTAR allows for two-way video transmissions, but with the added functionality of allowing people to interact with one another's “augmented” experience in real time. <br />DID YOU KNOW? Gartner IT predicts that by 2015 over 200 million people will be paying for video conferencing. <br />With ZugSTAR, Augmented Reality becomes a technology that facilitates collaboration. People no longer need to be in the same room to manipulate and discuss 3D models, as physical distance becomes less of a barrier.<br />
    112. 112. Proprietary Technology #3<br />ZugMUG (Zugara Facial Tracking)<br /> <br /> <br /> <br /> <br />ZugMUG is a piece of facial tracking software that allows the webcam to determine where a person’s face is within the video stream.<br />With ZugMUG a person’s face can become the “marker”, subsequently allowing for Augmented Reality executions where people no longer need to hold a piece of paper up to the webcam.<br />
    113. 113. Augmented RealityStatistics<br />
    114. 114. Augmented Reality Revenue<br /> Handheld platforms will transform the Augmented Reality ecosystem, with revenue associated with Augmented Reality growing from about $6 million in 2008 to more than $350 million in 2014. <br /> (ABI Research study “Augmented Reality: Adding Information to Our View of the World”)<br />
    115. 115. Worldwide Webcam Growth Rate<br /> Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015, growing in response to decreases in unit costs and increases. <br />(Wintergreen Research - Worldwide WebCam Market Shares, Strategies, and Forecasts, 2009-2015)<br />
    116. 116. Webcam Video Uploads on Facebook<br /> As of last March 2009, 40% of Facebook Video Uploads were via Webcam<br /> (Businessweek – Facebook Grows As A Video Platform)<br />
    117. 117. AR Polls: Browser Plug-In<br />Would you view an online Augmented Reality experience if it required you to download and install an Internet Browser plug-in other than Flash? (256 Votes)<br />
    118. 118. AR Polls: Do You Have a Webcam?<br />Do you have a webcam on any of your computers, or do you plan to have one within 6 months? (307 Votes)<br />
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