This was a brief presentation I gave at the AdAge Creativity & Technology Conference (CAT) in New York on 6/10/10. Topic of the panel was "Agencies or Developers? Yes." and my intro presentation was on the commoditization of interactive marketing/web development services and why we started to develop our own proprietary augmented reality tech.

1. Commoditization to Automation WTF Do We Do?

4. Commoditization – Graphic (Definition)

6. Commoditization Commoditization is the dilution of a market sector's internal differentiation and competitive nuances in favor of a mass market where price alone determines consumer behavior. The industry's mode of competition thus moves away from innovation of the underlying, commoditized product and toward alternative methods of building value.

8. Now anybody could claim they were ‘digital’ or ‘interactive’…

9. Kinda like how Twitter’s made all these ‘social media experts’ today

10. Looking Back to The Year 2000…

11. The Web

12. That Changed In Only 10 Years Time…

14. We Saw AR For the 1 st time…

15. And knew this was the future of interaction with digital information VIEW INTERACT ACCESS

17. So We Set Out To Build Our Own AR Tech….So We Wouldn’t Have to Answer To “The Man”

18. We Targeted E-Commerce and Identified A Problem…

19. Shopping Offline Is An Emotional Experience

20. Online, Not So Much

22. Abandoned Carts 45% of U.S. online shoppers abandoned shopping carts multiple times over a span of three weeks. (Paypal & ComScore)

23. Low Conversions Conversion rates are low, with the “gold standard” being between 2% and 3%

24. High Return Rates The average return rate for online clothing retailers is about 20% but goes as high as 50% for some. (Forrester Research)

25. What If Consumers Could Have That “At The Rack” Experience, Online?

26. Enter Augmented Reality

27. Augmented Reality Shopping - Fashionista