Optera presentation from Oct 2017 BMA Colorado Morning Brew. Presentation covers AR VR Use Cases, AR VR in customer journey and AR VR equipment.

2. Agenda
o Why care about AR VR
o What are the devices
o Use cases
o Across the journey
o Q&A

3. WHY CARE
AR VR – THE NEXT EVOLUTION

4. Virtual
Reality
Augmented
Reality
Mixed
Reality
o User sees the real world
o Virtual image projected
Hardware:
o Mobile phone/tablet
o zSpace
o Microsoft’s Hololens
o Real world disappears
o Virtual world is only world
Hardware:
o Gear VR
o Google Daydream
o Oculus Rift
o HTC Vive
o Window’s Mixed Reality
o Hybrid of real and virtual worlds
o Virtual and real content can react
Hardware:
o Microsoft’s Hololens
o Microsoft’s Mixed Reality
MRVRAR

5. 2017 total spending on AR VR products and services
has reached $11 billion and it’s expected to reach
$215 billion in 2021 with a compound annual growth
rate of 113%.
– IDC, August 2017
Context – public cloud spending will reach $266 billion
in 2021.
– IDC, August 2017

6. Market Pop - Apple
"A significant portion of the population...
will have AR experiences every day, almost
like eating three meals a day.” – Tim Cook
Keys to Apple’s strategy:
• New iPhone’s are AR optimized
• iOS 11 will make rich AR available in
fall 2017
• Projected install base of 400 million users
by YE2018
• VR to the Mac platform
• Building a very large AR VR team
IMPACT – double addressable market
size for AR

7. Cutting the Cables – New Category
HTC Vive Standalone Oculus Standalone

8. TECHNOLOGY
WHAT TO THINK ABOUT

9. Virtual
Reality
Augmented
Reality
Mixed
RealityMRVRAR
Low End Phone
High End Phone
High End Headsets
Console
Headset
Phones
Headsets

10. AR - zSpace
3rd generation hardware is mature and tested. New
generations are refinements. Focus on K-12 education
limits content. HP resells under the Zvr Display with focus
on professional markets.
Cost points:
• $3,000 to $4,000 per unit
Pros technology:
• Hologram type experience
• Great for piece parts experiences
• Very simple use
Cons technology:
• Limited content
• Small ecosystem
• Expensive

11. AR - HoloLens
Launched in 2016 with a big market splash. All hardware is
integrated into the headset. No tether. General uptake
appears slow compared to full VR systems.
Cost points:
• $3,000 to $5,000 per unit
Pros technology:
• Pioneer in AR/MR
• Support of Microsoft
• Well engineered
• Strong commercial support
Cons technology:
• Limited field of view
• Underwhelming content
• Very expensive

12. AR VR - Phones: Apple and Android
Pros technology:
• It’s in everyone’s hands
• HUGE development support from
Apple and Google
Cons technology:
• Limited processing power
• Battery life
• Small screen
Phone based AR VR brings technology to the mass market.
Apple and Google are mass enabling phones to be the
everyday AR VR device for the world population.
Cost points:
• Phones - $500 to $1,000 +

13. AR VR - High End Phone: Two Uses

14. VR - Cardboard VR
Cardboard VR uses a cardboard viewer box to hold a
phone. The phone becomes the display for the
experience. A small button in the right of the box is the
only control mechanism for selecting.
Cost points:
• $2 to $8 per unit depending of volume and
branding requirements
Pros technology:
• Low cost point
• Works with most phones
• Most ubiquitous device for mass
market
Cons technology:
• Low quality optics
• Difficult to use for more than several
minutes
• Controls are not precise/ frustrating

15. VR - Samsung and Google
Pros technology:
• Good quality optics and headset
• Hand controller allows for more
interaction
• Good for experiences up to 30 mins.
Cons technology:
• Rendering limits that put a cap on
the visual experience – “good
experience”
• Limited to specific Android phones
Integrated with phone for a more seamless experience.
This purpose built device and hand controller provide a
true VR experience.
Cost points:
• Headset with controller: ~ $60 to $120
• Phone: ~ $700
• Total system: ~$800
Note – some promotions will provide the headset free with the phone

16. VR - High End Headset: Oculus Rift and HTC Vive
Technologies are developed by Facebook and HTC with
significant R&D budgets. Highest level in quality of all
consumer grade devices.
Cost points:
• Headset with controller: $600
• Computer: ~ $1,500
• Total system: ~$2,100 to $2,500
Pros technology:
• PC based system has no limits on
rendering – highest graphical quality
• Hand controllers offer robust
interactions with two hands
• Consumer based system – easy to use
Cons technology:
• Requires a PC with specific
requirements to use
• Less portable than phone based
systems

17. BUSINESS THINGS
YOU NEED TO KNOW THESE

18. Real Use Cases for AR VR
AR/VR has a unique ability to engage customers in immersive content and solve challenging problems
in the buyers journey.
Engaging content Complex concepts
Proximity problems
Prototyping
Education
Too big, too small
360 video: .5 to 3x improved view rate
Lowes: 40% increase in retention
20x reduction in comprehension time
Reduction in travel4x improvement in comprehension
4x improvement in retention
$10m per year in savings for Lockheed MartinFirst understanding

19. Engaging Content – Lowe’s In-Store Navigation
Image – Lowes Innovation Labs

20. Prototyping – Airlines

21. Education – Safe Handling of Chicken

22. Proximity – Closing Distance

23. BUSINESS CASE
HOW TO JUSTIFY

24. Buyers Journey
On-boarding Consideration Decide Buy Implement UseAwarenessDevelopment

25. Robotics – An Industry That Needs VR to Go To Market

26. Buyers Journey
On-boarding Consideration Decide BuyAwarenessDevelopment
Product Development
• Prototyping
• Visualization
• Human factors testing – WINNER!!!
• Environmental factors testing – WINNER!!!
Value - $10m per year Lockheed Martin
Implement Use

27. Buyers Journey
On-boarding Consideration Decide BuyAwarenessDevelopment
On-boarding / Enablement
• Employee training – Sales
• Employee training - Service
• Partner training 4x
Improvement in
comprehension
4x
Improvement in
retention
60%
Reduction in training
time
Implement Use

28. Buyers Journey
On-boarding Consideration Decide BuyAwarenessDevelopment
On-boarding / Enablement
• Large shows
• Small shows
• Briefing centers
• Promotional content
$250,000Reduction in event cots
Implement Use

29. Buyers Journey
On-boarding Consideration Decide BuyAwarenessDevelopment
Consideration and Decide
• Objection handling
• Will it fit
• How will it work
• What is the workflow
• Product use
• Safety considerations
Implement Use

30. Buyers Journey
On-boarding Consideration Decide BuyAwarenessDevelopment
Implement and Use
• Implementation planning
• Initial training
• New employee training
• Feature release training
• Service training
• Service support
Implement Use

31. Contact
Cole Sandau
cole.sandau@opteragroup.com
303-815-1543