Presentation for ProductCamp Austin #17 on August 6, 2016. Do you believe that 360-degree cameras, photos and video, Pokemon Go, Google Cardboard, Google Glass, Microsoft HoloLens, Samsung Gear VR, and Oculus Rift have nothing to do with *YOUR* product? Think again! I’ll cover the landscape of augmented reality (AR) and virtual reality (VR) technologies and products, opportunities within categories, and opportunities to use these new technologies in marketing and sales channels and campaigns. These new technologies and products will cut across strategy, development, supply, and go to market. #PCATX17

1. Augment Your Product Reality
Month 2016
Paul Teich
Paul@tiriasresearch.com
+1.512.333.4670
Jim McGregor
Jim@tiriasresearch.com
+1.602.999.9097
Kevin Krewell
Kevin@tiriasresearch.com
+1.408.204.6236

2. Augment Your Product Reality
#PCATX17 @PCAustin
#VirtualReality #VR
#AugmentedReality
#360photo #360video
@TiriasResearch @PaulRTeich
www.forbes.com/sites/tiriasresearch/
medium.com/@TIRIAS_Research/
www.facebook.com/TiriasResearch/

3. Sponsors
Advocates
In Kind
Supporters

4. Experiences Are Stories
Your life is a story.
Everything around you has a story.
Your product has a story.
How are you going to tell that story to your buying audience?

5. Virtual & Augmented Reality Tell Stories
There are many ways to tell
your product's story.
The newest way is through
VR and AR.
What are VR and AR?
Here’s how we define them…

6. Agency
Freedom of movement
Existential
CONTROL
Limited vs. Unlimited

7. Immersion
Attention
Possibilities
INTERACTION
Created World vs. Real World

8. A Simpler View of Reality
Virtual Reality Mixed Reality
360 Viewpoint 2D Overlay
Created World Real World
Agency:
Freedom of
Movement
within Story
or Task
Immersion:
Focus of Attention and Interaction
Augmented Reality

9. 360 Viewpoint (360V)
We all live in a bubble. This is a simple bubble,
with primitive control and interaction.
It is a precursor to VR.
Framing evolves to composing a scene or a walk-through.
Early stage of camera and authoring tools evolution.
Content can be viewed on any surface or device, but requires
player app.

10. 360V

11. 360V
https://youtu.be/KJoxfezd9i0

12. 2D Overlay (2DO)
Superimposes virtual information on top of reality,
but the information does not try to simulate reality.
A primitive form of AR.
Authoring tools are in an early state. Requires a camera and
positional/motion sensors on the viewing platform, but can be
viewed on any surface or device. Content is tied to a specific app.

13. 2DO

14. 2DO

15. Virtual Reality (VR)
Creates an immersive, interactive 3D stereoscopic
reality with freedom to move around,
within the bounds of the reality.
Authoring tools are borrowed from PC gaming market.
Requires dedicated headgear. Performance will vary
widely between tethered and fully mobile headgear.

16. VR

17. Mixed Reality (MR)
Superimposes virtual information on top of reality,
and the information becomes part of the
real experience.
Authoring tools are in an early state, 2DO will become the
proving ground.
Headgear is in an early state of research and development.
Commodity consumer gear is many years away.

18. MR

19. What’s Not Included In This Bundle?
Evolution of digital photography
Location based technologies – theaters, theme
parks, etc.
Tech that does not change how people interact
with the story
Hands-free mobile displays that are just mobile displays
“3D” video and movies

20. Just Another Smartphone Screen
Quick and dirty evolution of Google Glass. Puts a smartphone
display at eye-level, which occludes or overlays vision with a
dedicated display area.
Doesn’t change how we use smartphones, with the exception of
hands-free display tech. Short-term sports and fitness
opportunities, such as cycling.
Niche market until fully mobile MR destroys the niche.

21. JASS

22. Stereoscopic Photos & Video (“3D”)
Additional depth of viewing field is slightly more immediate than
monoscopic media.
Fundamentally doesn’t change or enhance the story.
Authoring requires special camera and video recording lenses.
Viewing requires VR or MR headset, often requiring a smartphone,
or a more expensive display surface for multi-person viewing.

23. “3D” Viewing

24. Conclusions
360V, 2DO, VR and MR are compelling new story telling media.
They are still rapidly evolving.
New media require new methods, tools and best practices,
but those won’t settle out for a few years.
Experiment. Explore. Do something unique. Learn.

25. Remember flaming web logos?
Yah, that’s where we are…
It’s a greenfield opportunity.

26. Sponsors
Advocates
In Kind
Supporters

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http://www.forbes.com/sites/tiriasresearch/2016/07/25/new-opportunities-ar-vr-360/
https://medium.com/@TIRIAS_Research/360-degree-photos-and-video-will-move-social-media-d684958b1018