Mobile LA: Hypebusters: Beware of Mobile Pixie Dust

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Zugara CEO Matt Szymczyk had enough with agency work and transformed into a software development company. He shifted his entire Web design agency away from working on ad campaigns to a startup focused on augmented reality software with emphasis on e-commerce. Szymczyk explains why mobile AR is overhyped and why even for e-commerce, or m-commerce, mobile still has a ways to go.
Speaker: Matt Szymczyk, CEO, Zugara

Published in: Technology, Business
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  • Mobile LA: Hypebusters: Beware of Mobile Pixie Dust

    1. 1. Mobile AR, Look Out For The Snake Oil
    2. 2. Hello, I’m Matt <ul><li>Founder & CEO of Zugara </li></ul><ul><ul><li>Founded 2001 </li></ul></ul><ul><ul><li>Interactive marketing agency (2001 – 2009) </li></ul></ul><ul><ul><ul><li>Over 200 interactive projects launched </li></ul></ul></ul><ul><ul><li>Augmented reality software developer (2009 – Today) </li></ul></ul>
    3. 3. We Develop AR Software For Web & OOH Online Retail
    4. 4. We Develop AR Software For Web & OOH Brand Engagement www.BarbieTheDreamCloset.com
    5. 5. We Don’t Do Mobile AR Though…Yet <ul><li>Apps like this are just not strategic. </li></ul>
    6. 6. And The Data Supports Our Thinking <ul><li>&quot;We won't say it will never hit gold, but so far we have not seen big usage.” </li></ul><ul><li>- Claire Boonstra, Layar Co-Founder, 12/1/11 </li></ul>
    7. 7. The AR Hype Cycle...
    8. 8. To Be Fair, There’s Some Near Term Potential
    9. 9. Even for Advertising & Marketing…
    10. 10. Remember When... <ul><li>2001 was going to be “The Year Of Mobile”? </li></ul>
    11. 11. Remember When...
    12. 12. Remember When...
    13. 13. Remember When...
    14. 14. Remember When...
    15. 15. Remember When...
    16. 16. In 2007, We Finally Got The Device
    17. 17. And In 2012, We Have The Consumer Base <ul><li>Source: VisionMobile </li></ul>US Market – 40% Smartphone Penetration Rate
    18. 18. 3 Lessons Learned With AR Hype... <ul><li>1. The Hype Doesn’t Meet Initial Expectations </li></ul>
    19. 19. 3 Lessons Learned With AR Hype... <ul><li>2. Content/Software Creation Takes Time </li></ul>3. Consumer Adoption Takes Time
    20. 20. So, Why Isn’t Mobile AR Ready Today? <ul><li>Here Are 4 Reasons... </li></ul>
    21. 21. 4. Market Fragmentation Source: VisionMobile
    22. 22. 3. It’s Not A Native Experience, It’s A Standalone “Techy” App Data comes from 25 apps downloaded a cumulative 550 million times.
    23. 23. 2. Hardware Issues <ul><li>GPS/Compass Inaccuracies </li></ul><ul><li>Processing Power </li></ul><ul><li>Data Connectivity </li></ul><ul><li>Battery Life </li></ul>
    24. 24. 1. Solves A Brand/Agency “Problem”, Not A Consumer One
    25. 25. Let’s Talk Creative Director Fantasy vs Reality... <ul><li>“ I want people to be able to point their phone at their car, and turn it into a X.” </li></ul>
    26. 26. Let’s Talk Creative Director Fantasy vs Reality... “ I want an iPhone App with your shopping software.”
    27. 27. Let’s Talk Creative Director Fantasy vs Reality... “ I want to use AR to immerse someone in a virtual world with virtual sales people.”
    28. 28. So When Will Mobile AR Be Ready? <ul><li>5 – 15 Years Away </li></ul><ul><li>Visual Devices, Not Handsets </li></ul><ul><li>The NUI: Gestures & Voice Recognition </li></ul>
    29. 29. In Closing... <ul><li>Think Like A Consumer </li></ul><ul><li>Not A Marketer... UX IS KEY </li></ul>
    30. 30. THANK YOU <ul><li>[email_address] </li></ul><ul><li>@kobrai </li></ul><ul><li>www.weareorganziedchaos.com </li></ul>

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