This webinar discusses Somo's 5 years of experience with augmented reality (AR) and virtual reality (VR) technologies and their applications. It defines AR, VR, and mixed reality, and outlines Somo's work with clients in these areas since 2011. The webinar also explores how AR and VR can impact the customer journey by enriching experiences, and provides examples from companies like IKEA, L'Oreal, and Chanel. Finally, it discusses best practices for designing successful AR/VR products and experiences.

1. AR / VR Webinar

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Somo accelerates mobile transformation through rapid innovation to create
products and experiences your customers and employees will love.
Transforming Live Transforming EngagementTransforming Content
AmplifyExecute & IterateInnovate
Product
& UX
workshops
Proof of
concept
Strategic
vision
& insight
Scaled
global
launch
Optimise
& iterate
Minimum
lovable
product
Owned, earned,
& paid media
Productise
Maintain,
Scale &
support

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2011
Five years of AR / VR at Somo
20162012
2013
2014
2015
Audi LeMans AR App
Audi Goodwood AR App
Audi Vision – V1
AR Mixer
BP- Work your way
McArthur Glenn – The
Art of Denim
BP – Learning Lens
Audi Goodwood Oculus
Rift Experience
Audi TT Launch – Samsung
Gear VR in showrooms
Hive Future Home
Hive 360 Future Home
OneSubsea Interactive table
Audi e-tron pop up with
Oculus Rift
Audi Goodwood Oculus
Rift Experience V2
HTC Vive Concepts
Microsoft HoloLens
Concepts

4. Defining the technology

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5
Mixed realityVirtual realityAugmented reality

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Augmented reality overlays the real world with digital information, using a phone or tablet, built in
camera to trigger the content and its screen to display it.
It can be built into apps using an SDK, the most common methods of triggering content to appear in AR
apps are;
- location based (Pokemon Go)
- trigger based (Audi Vision/IKEA)
Augmented Reality
SDKs

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Virtual Reality
Virtual reality immerses the viewer, taking up their entire field of view and replacing it with a
screen mounted directly in front of the eyes.
The high end headsets require a powerful external processor (PlayStation or PC), lower end
experiences use smartphones.
Hardware

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Mixed Reality
Hardware
Mixed reality overlays holograms onto the real world, projecting imagery on transparent screens
in front of the eyes to give the appearance that it is part of the real world.
This requires external depth sensing cameras so the headsets can understand the surrounding
space and manipulate objects accordingly.

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12. The impact of AR and VR on the customer and
user journey

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Distance creates attrition, experience creates attraction
Current user journeys start at arm’s length
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Awareness Consideration Action Loyalty AdvocacyExperience
Marketing trigger
3rd party
research and
comparison
Store or
online
visit
Return,
replenish,
remain Share and
evangelise
Product or
service
experience
First product /
service point of
contact

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AR and VR enables ownership experience
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Awareness Consideration Action Loyalty AdvocacyExperience

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Experience creates brand differentiation
Differentiated
Competitive
position
Undifferentiated
Market Pricing Premium

16. New marketing channels supporting awareness

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• VirtualSky offer two specific forms of advertising
for VR gamers
• Sponsor Ads appear at the introduction of a
game and are similar to flat banner advertising
on web – only fully immersive
• Experience Ads appear at natural breaks in
gameplay and can be 360 video or fully
interactive that offer compelling first-hand
experiences to users.
New Marketing Channels: VirtualSky

18. Upper funnel experiences

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AR and VR unlock the user ability to experience
products earlier – short-circuiting consideration
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Awareness Consideration Action Loyalty AdvocacyExperience

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The app is a virtual makeup
tester. Users can try makeup
looks and L’Oreal products and
see them in AR move with their
face in real time
Enhanced products: L’Oreal creates a virtual makeup studio with
Makeup Genius app

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Upper funnel experiences: IKEA AR Catalogue
• IKEA launched its first Augmented Reality catalogue
in 2013, with both on-catalogue and true-to-life size
visualisation functions
• Firstly, the AR apps activates a variety of features just
waving the smartphone over pages with digital
content, including an “X-ray” feature to look inside
the compartments of furniture
• Secondly, the app allows shoppers to visualise how
each piece of furniture could look inside their home.
The app measures the size of the products against
the surrounding room and fixtures to offer a true-to-
life size visualization

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Upper funnel experiences: Lego
• The AR Lego in-store unboxing
experience allows customers to
view the desired product just
pulling the box off the shelf
• Objects can be viewed from all
angles just by rotating the box

23. Experience enrichment

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Enhanced
products and
events
Authenticity,
empathy and
understanding
Unique and
exclusive (AAA)
Experience enrichment
VR and AR create richer experiences of products or events driving deeper understanding and engagement
Education and
training

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Enhanced events: Chanel inspires through mobile led exhibition

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Education and training: Case Western Reserve
University with Microsoft Hololens

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Creating empathy and understanding: Excedrin
and National Autistic Society

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Unique and Exclusive: Dior Eyes: VR creates access-all-
areas experience

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Unique and exclusive: BBC Rio 2016 App

30. AR or The Pokémon GO Effect

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What makes a successful product
Strength of
Brand
Ability to complete
desired action
Sufficient motivation
Trigger to activate
behaviour

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Ingredients to make products habit forming
Trigger
Variable
Reward
Action
Ease of use
Innovation
CollectionSocial
Nostalgia
Investment
Monetisation Strategy

33. Effect of this on UI/ UX

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35. Summary

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Summary
Understand your target audience
VR /AR experience sits within the overall product journey or experience
Understand your customer journey
Product and Marketing fundamentals still apply
Test and learn

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