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Thursday, April 11, 13

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Kira Wampler #sxsw #lytrosxsw @kiraswThursday, April 11, 13

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Disrupting Photography... Camera 1.0 Film Camera 2.0 Digital Camera 3.0 Light Field Same 2D Data Rich 3D Data Static Photos Interactive StoriesThursday, April 11, 13

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... With Light Field Technology 1990s Seminal Concept 2000s Lab ResearchThursday, April 11, 13

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Light Field Capabilities Refocus, change Create interactive Share the creative, perspective after the shot living pictures interactivity onlineThursday, April 11, 13

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World’s First Consumer Light Field Camera Shoot first, focus later Create living pictures Share the fun onlineThursday, April 11, 13

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Brand Results 2 Billion Media ImpressionsThursday, April 11, 13

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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

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Awards and RecognitionThursday, April 11, 13

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Market Impact Millions of $ Shipments Fanatical Fan Base Hundreds of Thousands Living Pictures Shared Millions of ImpressionsThursday, April 11, 13

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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

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Scientific/Tech inventions aren’t consumer-friendly.Thursday, April 11, 13

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Focus on the Customer ValueThursday, April 11, 13

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Thursday, April 11, 13

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

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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

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

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Change the GameThursday, April 11, 13

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Existing NewThursday, April 11, 13

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Existing NewThursday, April 11, 13

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Simplicity and interactivity are king and queen.Thursday, April 11, 13

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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

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

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Put People at the CoreThursday, April 11, 13

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People Talk...In Real LifeThursday, April 11, 13

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People Talk...OnlineThursday, April 11, 13

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Living Pictures Spread the WordThursday, April 11, 13

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More Living Pictures Shared = More Cameras SoldThursday, April 11, 13

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Creating Credibility for Living PicturesThursday, April 11, 13

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Creating Credibility for Living PicturesThursday, April 11, 13

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Start everything with “what do we want people to say.”Thursday, April 11, 13

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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

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