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Virtual Reality &
The Future of Marketing
Organizations
Learning from the Future
Alissia Iljaitsch, Digital Innovation Strategist
Marketing Club Munich
February 4th, 2016
@ailljaitsch
@ailjaitsch #VR #AR
WHY SHOULD WE CARE?
By 2020 Virtual- and Augmented
Reality is expected to reach
$150 B
*Digi-Capital Augmented Virtual Reality Report Q2 2015
@ailjaitsch #VR #AR
VIRTUAL vs. AUGMENTED REALITY
Oculus:
Most notable
Exit: $2B
*Digi-Capital Augmented Virtual Reality Report Q2 2015
@ailjaitsch #VR #AR
VIRTUAL vs. AUGMENTED REALITY
*”Her”
@ailjaitsch #VR #AR
VIRTUAL vs. AUGMENTED REALITY
Raised another $793.5 million at a $4.5 billion valuation
*www.forbes.com, February 3rd, 2016
@ailjaitsch #VR #AR
WHO IS LEADING THE PACK?
@ailjaitsch #VR #AR
BRANDS & Start-ups / Volvo VR
•  Volvo,	
  Audi,	
  Castrol	
  (CGI	
  capabili6es)	
  
•  VR	
  Cinema	
  
•  3D	
  Graphics	
  &	
  Anima6on	
  
@ailjaitsch #VR #AR
BRANDS & Start-ups / Audi VR	
  
@ailjaitsch #VR #AR
BRANDS & Start-ups / VR Cinema	
  
*www.verbia.de
@ailjaitsch #VR #AR
AGAIN...WHY SHOULD WE CARE?
VR BIGGEST
DISRUPTION FOR
FILM, TV, ENTERTAINMENT,
MEDIA, SOCIAL MEDIA,
CONTENT, COLLABORATION
& EDUCATION
@ailjaitsch #VR #AR
INDUSTRY DISRUPTION
	
  
@ailjaitsch #VR #AR
„EMPATHY MACHINE“
	
  
@ailjaitsch #VR #AR
BBC VR INNOVATION LAB
	
  
@ailjaitsch #VR #AR
OPPORTUNITY NOW
	
  
	
  
ENGAGE	
  NEW	
  DEMOGRAPHIC	
  
WITH	
  A	
  SIGNIFICANT	
  EMOTIONAL	
  
BRAND	
  EXPERIENCE	
  
@ailjaitsch #VR #AR
BACK TO REALITY...
	
  
+ VISION	
  &	
  UNDERSTANDING	
  OF	
  VR	
  
+ CAMPAIGN	
  &	
  LAUNCH	
  PLANNING	
  
+ BUDGET	
  PLANNING	
  
+ RESOURCE	
  PLANNING	
  
+ RETURN	
  ON	
  INVESTMENT	
  
+ GUARANTEE	
  FOR	
  AN	
  A+	
  RESULT	
  
+ KNOW-­‐HOW	
  &	
  PARTNER	
  NETWORK	
  
+ RESPOSIBILITY	
  OF	
  YOUR	
  ROLE	
  
	
  
...OOOPS	
  THERE	
  GOES	
  GRAVITY.	
  
@ailjaitsch #VR #AR
LOSS OF GRAVITY
@ailjaitsch #VR #AR
CORPORATE IMMUNE SYSTEM
The Innovator
@ailjaitsch #VR #AR
THE CHALLENGE
WHAT DO WE DO IF THERE IS NO BEST
PRACTISE AND RISK?
	
  
HOW CAN ORGANIZATIONS LEARN
FROM THE FUTURE?
	
  
@ailjaitsch #VR #AR
GOOGLE GLASS
*Vectorform
@ailjaitsch #VR #AR
HUMAN MACHINE INTERACTION
*Mediaplus
@ailjaitsch #VR #AR
THE TEAMS & GOALS
TEAMS 	
   	
   	
   	
   	
  GOALS	
  
MARKETING 	
   	
   	
   	
  BRAND	
  VALUES	
  &	
  AWARENESS 	
  	
  
PRODUCT	
  MARKETING 	
   	
   	
  PRODUCT	
  COMMUNICATION	
  
LAUNCH	
  MANAGEMENT 	
   	
   	
  TIMING	
  &	
  PROCESS 	
  	
  
EVENT	
  MARKETING 	
   	
   	
  REACH	
  AND	
  PROCESS 	
   	
  
	
  	
  
HARDWARE	
  OEM	
   	
   	
   	
  DISTRIBUTION	
  &	
  AWARENESS 	
  
	
   	
  	
  
CREATIVE	
  AGENCY 	
   	
   	
  CREATIVE	
  VISION	
   	
   	
  	
  
MEDIA	
  AGENCY 	
   	
   	
   	
  REACH 	
   	
   	
   	
  	
  
EVENT	
  AGENCY 	
   	
   	
   	
  PROCESS 	
   	
   	
  
	
  	
  
USER	
  EXPERIENCE	
  &	
  TECH	
  PARTNER 	
  INNOVATION	
  &	
  TIME	
  
CGI	
  &	
  CONTENT	
  PARTNERS 	
   	
  PRODUCTION	
  TIME	
  
	
  
	
  
@ailjaitsch #VR #AR
THE CHALLENGE
COMPLEXITY REQUIRES TO
MOVE THE TEAM FROM
„EGOCENTRICITY TO ECOCENTRICITY“
	
  
	
  
	
  
	
  *Scharmer, MIT Organizational Learning
@ailjaitsch #VR #AR
LEARNING FROM THE FUTURE
	
  
TEAM	
  CONFIGURATION	
  
TECHNICAL	
  EXPLORATION	
  
PROTYPING	
  &	
  TESTING	
  
ASSET	
  PRODUCTION	
  
EXECUTION	
  
	
  
	
  
	
  
@ailjaitsch #VR #AR
THE ESSENCE OF EXPLORATION
@ailjaitsch #VR #AR
ONE SHOW AWARD NEW YORK,
VOLKSWAGEN
@ailjaitsch #VR #AR
HELLO WORLD
@ailjaitsch #VR #AR
HELLO WORLD
@ailjaitsch #VR #AR
GET IN THE DRIVER´S SEAT &
BE READY TO LEARN.
OWN YOUR VISION.
TRANSFORMATION IN A NUTSHELL
@ailjaitsch #VR #AR
THANK YOU
Dr. Kimo Quaintance
Creative Director
kquaintance@gmail.com
Alissia Iljaitsch
Digital Innovation Strategist
alissia.iljaitsch@gmail.com
@ailjaitsch #VR #AR
FOUR LEVELS OF LEARNING & CHANGE
	
  
1.  REACTING:	
   	
   	
  Manifest	
  Ac6on	
  	
  
2.  REDESIGNING:	
   	
  Process	
  &	
  Structure	
  
3.  REFRAMING:	
   	
  Thinking	
  
4.  PRESENCING:	
   	
  Source	
  of	
  Inten6on	
   	
  
	
   	
   	
   	
  &	
  Crea6vity	
  
	
  
	
  
	
  
@ailjaitsch #VR #AR
YOUR CHALLENGE
MOVING	
  FROM	
  EGOSYSTEM	
  TO	
  ECOSYSTEM	
  
	
  
	
  

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