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Blurring The Lines  With Augmented Reality
Hello!  We’re Zugara Snapshot: 	Zugara develops Augmented Reality software and robust applications that advance the way in which people are able to interact with real time digital data.  Founded: 	2001 Location: 	Los Angeles Member:	AR Consortium Products:	ZugMO – Motion Capture 	Webcam Social Shopper – Augmented Reality E-Commerce ZugSTAR – Streaming Augmented Reality ZugMUG – Facial Tracking Web: 	www.zugara.com Blog: 	www.weareorganizedchaos.com Facebook: 	www.facebook.com/augmentedreality YouTube: 	www.youtube.com/zugara Twitter: 	www.twitter.com/zugara
We’ve Worked With a Number of Brands Retail / Fashion Reebok Nike PING Chili’s KFC John Deere Automotive Toyota Lexus American Racing Volkswagen Fletcher Jones Mercedes Benz Fletcher Jones Porsche Travel Norwegian Cruise Line Southwest Airlines Entertainment Sony Pictures Television Playboy Comcast Gaming Activision Blizzard Sony PlayStation (SCEA) Square Enix 989 Sports Glu Mobile Tecmo Games Xseed Games THQ Disney Interactive Games Toys Hasbro CPG Red Bull Slim Jim Peanut Chews Consumer Electronics Sony Connect Active Media (ITV) Non-Profit / Government U.S. Air Force Legacy Foundation HopeLab Strategy Domino’s Pizza Best Buy Walmart Healthcare Blue Cross B2B Schlumberger TV Guide ESPN AT&T Mohawk Flooring Agencies GSD&M Crispin Porter & Bogusky Ad*itive The Martin Agency Rodgers/Townsend Weiden Kennedy Vitro-Robertson Hal Riney
Current Brands Using Our AR Solutions
Show of Hands… How many of you know what Augmented Reality  is?
My Reaction to AR for the first time…
Augmented Reality is… …when the real world is “augmented” by computer data.
Augmented Reality is… …the future of how we will interact with digital information. INTERACT VIEW ACCESS
Augmented Reality is Not… …Virtual Reality or  Second Life…
Usually shown as reality in popular movies today…
AR looks cool, but is anybody actually using it?
Emerging Hype Cycle- Explained
2008- Emerging Technology Hype
2009- Emerging Technology Hype
2010- Emerging Technology Hype
Emerging Technology Benefit
Brands Using AR
Where’s The ROI? Since the launch of Hotels.com Virtual Vacation micro-site using AR, bookings soared by 36%  (Hotels.com, 2010) 70% of Dabs.com visitors engaged with their AR experience. Of that group 13% then purchased (utalkmarketing.com, 2010) Swiss watchmaker Tissot saw in-store sales of its watches rise by 85%  (utalkmarketing.com, 2010)
AR + Integrated Channels Major advertising and marketing channels have started using AR.
Online has exploded with branded engagements.
Online, all the consumer needs: Modern Computer
Online, all the consumer needs: Modern Computer Regular Web Cam
Often times a marker (or glyph):
And sometimes just an image:
And now with just a face.
Some AR executions require:
This is a barrier for the consumer.
So beyond all the hype, what’s practical for AR in the here and now?
Online AR- Currently Most Popular ,[object Object]
Adoption of Video Chat& Webcam Fueling Growth
Flash-based AR,[object Object]
Limited scale/reach
Highest tech,[object Object]
  Interactive Draw-In
  Varying Levels Of Cost Implementations,[object Object]
High cost of implementation
Public / group reach,[object Object]
Limited processing power
Will be focal point of AR inthe future,[object Object]
Put On Your “Consumer Hat” Would you hold a print magazine up to a webcam to watch a 5 minute video?
Utility is key… Are you trying to add value for the consumer or for you?
Here’s a few video examples…
Online- The USPS
Online- The USPS
POP- Lego’s Kiosks
POP- Lego’s Kiosks
POP- WWF’s Siberian Tiger Shirts
POP- WWF’s Siberian Tiger Shirts
Mobile- Addison Avenue FCU’s ATM Finder
Mobile- iButterfly
Mobile- iButterfly
Mobile- BMW’s AR Service Glasses (Concept Video)
Mobile- BMW’s AR Service Glasses (Concept Video)
Tradeshow- GE- Visible You Body Scan
Tradeshow- GE- Visible You Body Scan
OOH- Netherlands PSA- AR Billboard
OOH- Netherlands PSA- AR Billboard
Now for the fun stuff…AR demos
ZugMoMotion Capture Gaming
Evolution of the NUI Microsoft “Kinect” Both Sony and Microsoft will be launching motion based gaming systems this year, entering a marketplace that is currently dominated by the NinendoWii. People’s awareness and comfort level with this type of interface will subsequently skyrocket as we can expect robust advertising dollars to be put behind all of the gaming systems. Sony “Move”
Zimon Prototype Demo
Cannonballz! Demo
Cannonballz! Game Stats Case Study (over a one year period) 	      Unique Visitors 22,926 Average Time Spent On Site 4 min 44 sec % Of Unique Repeat Visitors 27% % Of Unique Visitors That Logged Into Facebook 14% % Of Unique Visitors That Had Webcams* 78%  *Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular
AT&T World Cup Banner Ad Demo
Nesquik- Factory Game Video
Nesquik- Factory Game Video
The Webcam Social ShopperAugmented Reality ShoppingA Proprietary Application
The Problem Shopping offline is a social and emotionally rewarding experience for Madison. Online is a different story.  Her experience is utilitarian.  It’s solitary, and has remained largely unchanged since the mid 90s. THE RESULT: -- Conversion Rates Are Low 	-- Return Rates Are High
Webcam Social Shopper Demo
Fashionista Video
Webcam Social Shopper- 2.0 Demo
ZugSTARAugmented Reality Video Conferencing
History of Communication Communication Technology Has Been Rapidly Evolving Over The Years…
Smoke Signals
Carrier Pigeon
     Telegraph
     Telephone
History of Communication But Then Something Happened Which Changed Everything…
    The First Computer
History of Communication Which Helped Lead The Way To Increasingly Faster Communication Advancements…
     Text Chat
 Mobile Phone
  Social Media / Real Time Data
History of Communication Proliferation Of Real-Time Data Has Led Us To The Beginning Of The Video Chat Revolution…
iPhoneFaceTime
          Skype
Video Chat Stats ,[object Object]
 As of March 2009, 40% of video uploads on Facebook were via webcam.
 Gartner predicts that 200 million people will pay for desktop videoconferencing by 2015.,[object Object]
Video Conferencing & Chat Today Limited to conversation  Little to no real-time interaction or collaboration
Video Conferencing + Augmented Reality =  Ability to     share and interact with content in real time
ZugSTAR* *Patent Pending Demo
ZugSTAR* *Patent Pending Video
The Future of AR
Advancements In Body Recognition True Markerless Via An Average Webcam More Immersive Experience Online / Kiosk
Advancements in Facial Recognition Fantasy: Personalized Ads For Tom Cruise Reality: Personalized Ads In Japan Based On Gender / Age
Mobile Will Overcome Current Limitations: ,[object Object]
GPS & Compass Accuracy
 Processing Power Issues
 UsabilityTo Become: ,[object Object],[object Object]
Connected TVs Will Be a Powerful Medium U.S. shipments of web-enabled consumer electronic (CE) devices that support TV applications will grow from 14.6 million in 2010 to 83.4 million by 2014. By 2014, over 59 million U.S. broadband households willown at least one CE device that supports TV applications. By 2014, the U.S. installed base of CE devices that support TV applications will be 136 million units. (IN-STAT)
“The best way to predict the future is to invent it.” - Alan Kay
Thank You! Matthew Szymczyk CEO, Zugara matt@zugara.com Twitter.com/kobrakai Facebook.com/AugmentedReality
Appendix
Proprietary Technology #1 ZugMO (Zugara Motion Capture)         ZugMO is a computer interface that allows people to interact with their computer via their web cam rather than their keyboard or mouse.   With ZugMO a person’s movements, or motions, are captured by their web cam.  This allows the person to interact with their system while several feet away.

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IHAF- Blurring the Lines with Augmented Reality

  • 1. Blurring The Lines With Augmented Reality
  • 2. Hello! We’re Zugara Snapshot: Zugara develops Augmented Reality software and robust applications that advance the way in which people are able to interact with real time digital data. Founded: 2001 Location: Los Angeles Member: AR Consortium Products: ZugMO – Motion Capture Webcam Social Shopper – Augmented Reality E-Commerce ZugSTAR – Streaming Augmented Reality ZugMUG – Facial Tracking Web: www.zugara.com Blog: www.weareorganizedchaos.com Facebook: www.facebook.com/augmentedreality YouTube: www.youtube.com/zugara Twitter: www.twitter.com/zugara
  • 3. We’ve Worked With a Number of Brands Retail / Fashion Reebok Nike PING Chili’s KFC John Deere Automotive Toyota Lexus American Racing Volkswagen Fletcher Jones Mercedes Benz Fletcher Jones Porsche Travel Norwegian Cruise Line Southwest Airlines Entertainment Sony Pictures Television Playboy Comcast Gaming Activision Blizzard Sony PlayStation (SCEA) Square Enix 989 Sports Glu Mobile Tecmo Games Xseed Games THQ Disney Interactive Games Toys Hasbro CPG Red Bull Slim Jim Peanut Chews Consumer Electronics Sony Connect Active Media (ITV) Non-Profit / Government U.S. Air Force Legacy Foundation HopeLab Strategy Domino’s Pizza Best Buy Walmart Healthcare Blue Cross B2B Schlumberger TV Guide ESPN AT&T Mohawk Flooring Agencies GSD&M Crispin Porter & Bogusky Ad*itive The Martin Agency Rodgers/Townsend Weiden Kennedy Vitro-Robertson Hal Riney
  • 4. Current Brands Using Our AR Solutions
  • 5. Show of Hands… How many of you know what Augmented Reality is?
  • 6. My Reaction to AR for the first time…
  • 7. Augmented Reality is… …when the real world is “augmented” by computer data.
  • 8. Augmented Reality is… …the future of how we will interact with digital information. INTERACT VIEW ACCESS
  • 9. Augmented Reality is Not… …Virtual Reality or Second Life…
  • 10. Usually shown as reality in popular movies today…
  • 11.
  • 12.
  • 13. AR looks cool, but is anybody actually using it?
  • 14. Emerging Hype Cycle- Explained
  • 20. Where’s The ROI? Since the launch of Hotels.com Virtual Vacation micro-site using AR, bookings soared by 36% (Hotels.com, 2010) 70% of Dabs.com visitors engaged with their AR experience. Of that group 13% then purchased (utalkmarketing.com, 2010) Swiss watchmaker Tissot saw in-store sales of its watches rise by 85% (utalkmarketing.com, 2010)
  • 21. AR + Integrated Channels Major advertising and marketing channels have started using AR.
  • 22. Online has exploded with branded engagements.
  • 23.
  • 24. Online, all the consumer needs: Modern Computer
  • 25. Online, all the consumer needs: Modern Computer Regular Web Cam
  • 26. Often times a marker (or glyph):
  • 27. And sometimes just an image:
  • 28. And now with just a face.
  • 29. Some AR executions require:
  • 30. This is a barrier for the consumer.
  • 31. So beyond all the hype, what’s practical for AR in the here and now?
  • 32.
  • 33. Adoption of Video Chat& Webcam Fueling Growth
  • 34.
  • 36.
  • 37. Interactive Draw-In
  • 38.
  • 39. High cost of implementation
  • 40.
  • 42.
  • 43. Put On Your “Consumer Hat” Would you hold a print magazine up to a webcam to watch a 5 minute video?
  • 44. Utility is key… Are you trying to add value for the consumer or for you?
  • 45. Here’s a few video examples…
  • 50. POP- WWF’s Siberian Tiger Shirts
  • 51. POP- WWF’s Siberian Tiger Shirts
  • 52. Mobile- Addison Avenue FCU’s ATM Finder
  • 55. Mobile- BMW’s AR Service Glasses (Concept Video)
  • 56. Mobile- BMW’s AR Service Glasses (Concept Video)
  • 57. Tradeshow- GE- Visible You Body Scan
  • 58. Tradeshow- GE- Visible You Body Scan
  • 59. OOH- Netherlands PSA- AR Billboard
  • 60. OOH- Netherlands PSA- AR Billboard
  • 61. Now for the fun stuff…AR demos
  • 63. Evolution of the NUI Microsoft “Kinect” Both Sony and Microsoft will be launching motion based gaming systems this year, entering a marketplace that is currently dominated by the NinendoWii. People’s awareness and comfort level with this type of interface will subsequently skyrocket as we can expect robust advertising dollars to be put behind all of the gaming systems. Sony “Move”
  • 66. Cannonballz! Game Stats Case Study (over a one year period)       Unique Visitors 22,926 Average Time Spent On Site 4 min 44 sec % Of Unique Repeat Visitors 27% % Of Unique Visitors That Logged Into Facebook 14% % Of Unique Visitors That Had Webcams* 78% *Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular
  • 67. AT&T World Cup Banner Ad Demo
  • 70. The Webcam Social ShopperAugmented Reality ShoppingA Proprietary Application
  • 71. The Problem Shopping offline is a social and emotionally rewarding experience for Madison. Online is a different story. Her experience is utilitarian. It’s solitary, and has remained largely unchanged since the mid 90s. THE RESULT: -- Conversion Rates Are Low -- Return Rates Are High
  • 74.
  • 76.
  • 78. History of Communication Communication Technology Has Been Rapidly Evolving Over The Years…
  • 81. Telegraph
  • 82. Telephone
  • 83. History of Communication But Then Something Happened Which Changed Everything…
  • 84. The First Computer
  • 85. History of Communication Which Helped Lead The Way To Increasingly Faster Communication Advancements…
  • 86. Text Chat
  • 88. Social Media / Real Time Data
  • 89. History of Communication Proliferation Of Real-Time Data Has Led Us To The Beginning Of The Video Chat Revolution…
  • 91. Skype
  • 92.
  • 93. As of March 2009, 40% of video uploads on Facebook were via webcam.
  • 94.
  • 95. Video Conferencing & Chat Today Limited to conversation Little to no real-time interaction or collaboration
  • 96. Video Conferencing + Augmented Reality = Ability to share and interact with content in real time
  • 100. Advancements In Body Recognition True Markerless Via An Average Webcam More Immersive Experience Online / Kiosk
  • 101. Advancements in Facial Recognition Fantasy: Personalized Ads For Tom Cruise Reality: Personalized Ads In Japan Based On Gender / Age
  • 102.
  • 103. GPS & Compass Accuracy
  • 105.
  • 106. Connected TVs Will Be a Powerful Medium U.S. shipments of web-enabled consumer electronic (CE) devices that support TV applications will grow from 14.6 million in 2010 to 83.4 million by 2014. By 2014, over 59 million U.S. broadband households willown at least one CE device that supports TV applications. By 2014, the U.S. installed base of CE devices that support TV applications will be 136 million units. (IN-STAT)
  • 107. “The best way to predict the future is to invent it.” - Alan Kay
  • 108. Thank You! Matthew Szymczyk CEO, Zugara matt@zugara.com Twitter.com/kobrakai Facebook.com/AugmentedReality
  • 110. Proprietary Technology #1 ZugMO (Zugara Motion Capture)         ZugMO is a computer interface that allows people to interact with their computer via their web cam rather than their keyboard or mouse. With ZugMO a person’s movements, or motions, are captured by their web cam. This allows the person to interact with their system while several feet away.
  • 111. Proprietary Technology #2 ZugSTAR (Zugara STreaming AR) ZugSTAR is a web based video conferencing technology that allows people in different locations to have shared AR experiences. Like other video conferencing systems ZugSTAR allows for two-way video transmissions, but with the added functionality of allowing people to interact with one another's “augmented” experience in real time. DID YOU KNOW? Gartner IT predicts that by 2015 over 200 million people will be paying for video conferencing. With ZugSTAR, Augmented Reality becomes a technology that facilitates collaboration. People no longer need to be in the same room to manipulate and discuss 3D models, as physical distance becomes less of a barrier.
  • 112. Proprietary Technology #3 ZugMUG (Zugara Facial Tracking)         ZugMUG is a piece of facial tracking software that allows the webcam to determine where a person’s face is within the video stream. With ZugMUG a person’s face can become the “marker”, subsequently allowing for Augmented Reality executions where people no longer need to hold a piece of paper up to the webcam.
  • 114. Augmented Reality Revenue Handheld platforms will transform the Augmented Reality ecosystem, with revenue associated with Augmented Reality growing from about $6 million in 2008 to more than $350 million in 2014. (ABI Research study “Augmented Reality: Adding Information to Our View of the World”)
  • 115. Worldwide Webcam Growth Rate Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015, growing in response to decreases in unit costs and increases. (Wintergreen Research - Worldwide WebCam Market Shares, Strategies, and Forecasts, 2009-2015)
  • 116. Webcam Video Uploads on Facebook As of last March 2009, 40% of Facebook Video Uploads were via Webcam (Businessweek – Facebook Grows As A Video Platform)
  • 117. AR Polls: Browser Plug-In Would you view an online Augmented Reality experience if it required you to download and install an Internet Browser plug-in other than Flash? (256 Votes)
  • 118. AR Polls: Do You Have a Webcam? Do you have a webcam on any of your computers, or do you plan to have one within 6 months? (307 Votes)

Editor's Notes

  1. Video for Forever 21: http://www.youtube.com/watch?v=iBtPnUKn1fU&feature=related
  2. REVIEW
  3. Video: http://www.youtube.com/watch?v=jCcZX8qGAX0
  4. Video: http://www.youtube.com/watch?v=8UxWkZtUKaI
  5. Video: http://www.youtube.com/watch?v=0ZO4mkTbaj0&feature=player_embedded#!
  6. Video: http://www.youtube.com/watch?v=mS6au2SJtEc
  7. Video: http://www.youtube.com/watch?v=mS6au2SJtEc
  8. Video: http://www.youtube.com/watch?v=P9KPJlA5yds
  9. Video: http://creativity-online.com/work/ge-visible-you-installation/20889
  10. Video: http://www.youtube.com/watch?v=uDTdHG_FytM
  11. Stats from 8/11/2009 – 8/11/2010
  12. Talking the fundamental, physical process of validating a purchase. Look at a thumbnail add to cart, purchase. Not talking about groupon, gilt or the like.