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Bridging the gap!
Wie Augmented Reality
online und offline
zusammenführen kann
Philipp Nagele, Mobilizy GmbH
TDS – May 10th
Agenda

•Was ist Augmented Reality
•Welches Problem kann Augmented Reality lösen
•SoLoMo
•Der Markt
•Ausblick in die Zukunft




                                                3
Wikitude at a glance

We are:
         a global leader in Mobile Augmented Reality
          and Location Based Services
         the Makers of the ‘World’s Best Augmented
          Reality Browser’ (1)
         serving 10+ million (2) customers on five
          platforms by end of Q3/2011
         15 passionate individuals based in Salzburg,
          Vienna (Austria/EU), Santa Cruz (US)
         seed-funded by institutional VCs




(1)
      Voted by Augmented Planet’s Readers in Dec ‘10
Discover Your World
                    • One Window to 150 Million Points of
                    Interest
                    • Personalized Dashboard
                    • facebook™ Connect (optional)           :
                                                         NN l App
                                                        C ve
                    • Bookmarked Searches
                                                         Tra
                                                      .1
                    • In-App Premium Content       No
                    • Global Advertising Support

                    • Empowering White Label Platforms for IBM,
                    Lonely Planet, RedBull etc.

Pre-installed on:
                                  Major
                              Carrier Group
                               Tba 06/11
Available for:
Wikitude – Latest News
What is Augmented



 Augmented Reality (AR) is when the physical
real-world environment is merged with virtual
  computer-generated imagery - creating a
                mixed reality.
Augmented Reality in the
AR in terms of Hollywood
AR now – on a


                             physical real world




computer generated imagery
and information
Augmented Reality - The magic window




                                  12
Agenda

•Was ist Augmented Reality
•Welches Problem kann Augmented Reality lösen
•SoLoMo
•Der Markt
•Ausblick in die Zukunft




                                                13
Location Based Search
Abstract result in list form   Result shown added to the real world
Never take your eyes off the road – SatNav on a
Smartphone




                                    Abstract map




                                      Guidance
                                      through the real
                                      world
Augmented Reality
• eliminates the
  hurdle of
  abstraction
• bridges the gap
  between digital
  online and
  physical world
Visualizing architecture
Visualizing architecture in the future




                                         18
New trend




 So Lo
 Mo
    Social                    Local   Mobile



© by Mary Meeker 2011, KPCB
Facts about Social




Source: http://www.businessinsider.com/chart-of-the-day-time-facebook-google-yahoo-2010-9   20
Facts about Mobile




Source: RTR Monitor 1/2011 http://www.rtr.at/uploads/media/TM1-2011.pdf   21
Source:comScore The 2010 Mobile Year in Review   22
Source:comScore The 2010 Mobile Year in Review   23
How People Use Their Smartphones...

”81% browse the Internet, 77% search, 68% use an app, and 48%
watch videos on their smartphone”
”72% use their smartphones while consuming other media”
”93% of smartphone owners use their smartphones while at home
”
”95% of smartphone users have looked for local information”
”88% of these users take action within a day, indicating these
are immediate information needs”
”71% search on their phones because of an ad exposure, whether
from traditional media (68%) to online ads (18%) to mobile ads
(27%)”
”82% notice mobile ads, especially mobile display ads and a
third notice mobile search ads”                     Google, 2011
New trend




 So Lo
 Mo
    Social                    Local   Mobile



© by Mary Meeker 2011, KPCB
Agenda

•Was ist Augmented Reality
•Welches Problem kann Augmented Reality lösen
•SoLoMo
•Der Markt
•Ausblick in die Zukunft




                                                26
The market for AR provider
Key Goals:
• Creating a real, daily value for the smartphone user on a daily basis
• Inspiring the user about the potential of Augmented Reality
• Keeping on the technology edge for the ‘WOW’-Effect
• Building and operating a World-Class LBS Content Ecosystem




          Wikitude Direct:           Enabled by Wikitude:
Make Augmented Reality…
                                              Meaningful to the Masses.
                                                         Top 5 Mobile Phone Markets:
                                                         • 51% use Location-based Services
                                                         regularly
                                                         • 10% use LBS on a daily basis
                                                         • 94% think LBS are ‘valuable’




          Juniper
Research:
…..AR
app
downloads
to
pass
1.4
billion

          annually
by
2014.
(generating
1.5
bn
USD
in
revenues.


Innovators, Technology      Early Adopters,    Early Majority,        Late Majority,                     Laggards, Skeptics
     Enthusiasts              Visionaries       Pragmatists           Conservatives

        Customers want technology and
                performance                                          Customers want solutions and convenience




                                                                 For more information on customer segmentation please visit: go/segmentation
Creating Value for the End-User




AR view       List view     Map view


                                       29
Augmented Reality <> Mobile Marketing

Location-based Advertising:
• Local Business Listings (e.g. Yellow Pages, Yelp,
Tupalo….)
• Location-based Vouchers (e.g. Coupies, Groupon
etc.)
• Sponsored Content (e.g. Travel Guide sponsored by
Location-based Retail:
XYZ)
• AR-based Real-Estate Information (Available objects in my
proximity)
• AR-based shopping-windows (See Video)
• Real-time price and availability information (e.g. Gas-
Stations)
Interactive Marketing:
• Interactive Billboards, Magazine-Ads (see Video)
• Interactive TV Programs
• Interactive Shopping Guides
Enabling AR for Partners
A small Outlook…..
Thank you!

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Philipp Nagele Social Media Wikitude

  • 1.
  • 2. Bridging the gap! Wie Augmented Reality online und offline zusammenführen kann Philipp Nagele, Mobilizy GmbH TDS – May 10th
  • 3. Agenda •Was ist Augmented Reality •Welches Problem kann Augmented Reality lösen •SoLoMo •Der Markt •Ausblick in die Zukunft 3
  • 4. Wikitude at a glance We are:  a global leader in Mobile Augmented Reality and Location Based Services  the Makers of the ‘World’s Best Augmented Reality Browser’ (1)  serving 10+ million (2) customers on five platforms by end of Q3/2011  15 passionate individuals based in Salzburg, Vienna (Austria/EU), Santa Cruz (US)  seed-funded by institutional VCs (1) Voted by Augmented Planet’s Readers in Dec ‘10
  • 5. Discover Your World • One Window to 150 Million Points of Interest • Personalized Dashboard • facebook™ Connect (optional) : NN l App C ve • Bookmarked Searches Tra .1 • In-App Premium Content No • Global Advertising Support • Empowering White Label Platforms for IBM, Lonely Planet, RedBull etc. Pre-installed on: Major Carrier Group Tba 06/11 Available for:
  • 6.
  • 8. What is Augmented Augmented Reality (AR) is when the physical real-world environment is merged with virtual computer-generated imagery - creating a mixed reality.
  • 10. AR in terms of Hollywood
  • 11. AR now – on a physical real world computer generated imagery and information
  • 12. Augmented Reality - The magic window 12
  • 13. Agenda •Was ist Augmented Reality •Welches Problem kann Augmented Reality lösen •SoLoMo •Der Markt •Ausblick in die Zukunft 13
  • 14. Location Based Search Abstract result in list form Result shown added to the real world
  • 15. Never take your eyes off the road – SatNav on a Smartphone Abstract map Guidance through the real world
  • 16. Augmented Reality • eliminates the hurdle of abstraction • bridges the gap between digital online and physical world
  • 19. New trend So Lo Mo Social Local Mobile © by Mary Meeker 2011, KPCB
  • 20. Facts about Social Source: http://www.businessinsider.com/chart-of-the-day-time-facebook-google-yahoo-2010-9 20
  • 21. Facts about Mobile Source: RTR Monitor 1/2011 http://www.rtr.at/uploads/media/TM1-2011.pdf 21
  • 22. Source:comScore The 2010 Mobile Year in Review 22
  • 23. Source:comScore The 2010 Mobile Year in Review 23
  • 24. How People Use Their Smartphones... ”81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone” ”72% use their smartphones while consuming other media” ”93% of smartphone owners use their smartphones while at home ” ”95% of smartphone users have looked for local information” ”88% of these users take action within a day, indicating these are immediate information needs” ”71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)” ”82% notice mobile ads, especially mobile display ads and a third notice mobile search ads” Google, 2011
  • 25. New trend So Lo Mo Social Local Mobile © by Mary Meeker 2011, KPCB
  • 26. Agenda •Was ist Augmented Reality •Welches Problem kann Augmented Reality lösen •SoLoMo •Der Markt •Ausblick in die Zukunft 26
  • 27. The market for AR provider Key Goals: • Creating a real, daily value for the smartphone user on a daily basis • Inspiring the user about the potential of Augmented Reality • Keeping on the technology edge for the ‘WOW’-Effect • Building and operating a World-Class LBS Content Ecosystem Wikitude Direct: Enabled by Wikitude:
  • 28. Make Augmented Reality… Meaningful to the Masses. Top 5 Mobile Phone Markets: • 51% use Location-based Services regularly • 10% use LBS on a daily basis • 94% think LBS are ‘valuable’ Juniper
Research:
…..AR
app
downloads
to
pass
1.4
billion
 annually
by
2014.
(generating
1.5
bn
USD
in
revenues. Innovators, Technology Early Adopters, Early Majority, Late Majority, Laggards, Skeptics Enthusiasts Visionaries Pragmatists Conservatives Customers want technology and performance Customers want solutions and convenience For more information on customer segmentation please visit: go/segmentation
  • 29. Creating Value for the End-User AR view List view Map view 29
  • 30. Augmented Reality <> Mobile Marketing Location-based Advertising: • Local Business Listings (e.g. Yellow Pages, Yelp, Tupalo….) • Location-based Vouchers (e.g. Coupies, Groupon etc.) • Sponsored Content (e.g. Travel Guide sponsored by Location-based Retail: XYZ) • AR-based Real-Estate Information (Available objects in my proximity) • AR-based shopping-windows (See Video) • Real-time price and availability information (e.g. Gas- Stations) Interactive Marketing: • Interactive Billboards, Magazine-Ads (see Video) • Interactive TV Programs • Interactive Shopping Guides
  • 31. Enabling AR for Partners