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Digiday Mobile - Mobile AR, Look Out For the Snake Oil
Matt, the founder of Zugara, discusses the limitations and current state of mobile augmented reality (AR), citing the gap between hype and actual consumer adoption. He identifies several challenges including market fragmentation, hardware issues, and the fact that current AR applications primarily solve agency problems rather than consumer needs. He concludes that mobile AR is likely 5 to 15 years away from being truly ready, emphasizing the importance of user experience.
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Digiday Mobile - Mobile AR, Look Out For the Snake Oil
- 1. Mobile AR, LookOut For The Snake Oil
- 2. Hello, I’m Matt Founder& CEO of Zugara • Founded 2001 • Interactive marketing agency (2001 – 2009) • Over 200 interactive projects launched • Augmented reality software developer (2009 – Today)
- 3. We Develop ARSoftware For Web & OOH Online Retail
- 4. We Develop ARSoftware For Web & OOH Brand Engagement www.BarbieTheDreamCloset.com
- 5. We Don’t DoMobile AR Though…Yet Apps like this are just not strategic.
- 6. And The DataSupports Our Thinking "We won't say it will never hit gold, but so far we have not seen big usage.” - Claire Boonstra, Layar Co-Founder, 12/1/11
- 7. The AR HypeCycle...
- 8. To Be Fair,There’s Some Near Term Potential
- 9. Even for Advertising& Marketing…
- 10. Remember When... 2001 wasgoing to be “The Year Of Mobile”?
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- 16. In 2007, WeFinally Got The Device
- 17. And In 2012,We Have The Consumer Base US Market – 40% Smartphone Penetration Rate Source: VisionMobile
- 18. 3 Lessons LearnedWith AR Hype... 1. The Hype Doesn’t Meet Initial Expectations
- 19. 3 Lessons LearnedWith AR Hype... 2. Content/Software Creation Takes Time 3. Consumer Adoption Takes Time
- 20. So, Why Isn’tMobile AR Ready Today? Here Are 4 Reasons...
- 21. 4. Market Fragmentation Source: VisionMobile
- 22. 3. It’s NotA Native Experience, It’s A Standalone “Techy” App Data comes from 25 apps downloaded a cumulative 550 million times.
- 23. 2. Hardware Issues GPS/CompassInaccuracies Processing Power Data Connectivity Battery Life
- 24. 1. Solves ABrand/Agency “Problem”, Not A Consumer One
- 25. Let’s Talk CreativeDirector Fantasy vs Reality... “I want people to be able to point their phone at their car, and turn it into a X.”
- 26. Let’s Talk CreativeDirector Fantasy vs Reality... “I want an iPhone App with your shopping software.”
- 27. Let’s Talk CreativeDirector Fantasy vs Reality... “I want to use AR to immerse someone in a virtual world with virtual sales people.”
- 28. So When WillMobile AR Be Ready? 5 – 15 Years Away Visual Devices, Not Handsets The NUI: Gestures & Voice Recognition
- 29. In Closing... Think Like A Consumer Not A Marketer... UX IS KEY
- 30. THANK YOU matt@zugara.com @kobrakai www.weareorganziedchaos.com