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Augmented reality mehrwert für marken

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Präsentation zum Thema AR auf der Voice+IP Germany im Mess

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Augmented reality mehrwert für marken

  1. 1. Augmented Reality. Mehrwert für Marken? VOICE+IP Germany 3. November 2010, Frankfurt am Main
  2. 2. Achtung: Hype!
  3. 3. Oooops!
  4. 4. Wissen Interaktion „Friends“ natürliche Umwelt körperliches Erleben Geborgenheit
  5. 5. Konflikt!
  6. 6. Der Mensch sehnt sich naturgemäß nach der realen, physikalischen Welt. Aber er will auch nicht auf den Informationsreichtum und die interaktiven Möglichkeiten der digitalen Welt verzichten.
  7. 7. Augmented Reality...
  8. 8. Behauptung: AR macht unseren Umgang mit der digitalen Welt wieder menschlich und ist damit die zukünftige Art und Weise, wie wir die Welt sehen und mit ihr interagieren wollen.
  9. 9. Einsteigen oder abwarten?
  10. 10. „Augmented Reality ist ganz schön kompliziert und setzt ein hohes Involvement der Konsumenten voraus.“
  11. 11. „Die User sind doch eher von der Technik fasziniert als von den Marken dahinter.“
  12. 12. „Das funktioniert doch noch gar nicht richtig.“
  13. 13. „Die rechtlichen Hindernisse, zum Beispiel bei Gesichtserkennung in Zusammenhang mit Social Media sind noch unabsehbar.“
  14. 14. „Die Reichweite mobiler Augmented Reality Apps oder Kampagnen wird noch lange unbefriedigend sein.“
  15. 15. hohe Faszination
  16. 16. hohe Faszination geringer Nutzwert
  17. 17. hohe Faszination geringer Nutzwert hoher Mehrwert für User!
  18. 18. Der Mehrwert für den User muss größer sein als der Aufwand. „Die Marke lässt mich was erleben.“ „Ich werde ernst genommen und gefragt.“ „Ich hab was zu erzählen.“
  19. 19. Der Mehrwert für den User muss größer sein als der Aufwand. Markenerlebnis + Interaktion = Bindung (Fans) = Talk (Botschafter)
  20. 20. Der Mehrwert für den User muss größer sein als der Aufwand. AR User AR Publikum
  21. 21. Beispiel Adidas:
  22. 22. hohe Faszination hoher Nutzwert Gaming Browsing eCommerce/POS
  23. 23. 2014?
  24. 24. hohe Verbreitung (geschätzt 350 Mio. ARfähige Smartphones bis 2014*) einfacher Zugang (Objekt-/ Gesichtserkennung, Geschwindigkeit, Genauigkeit, Kosten, ...) * Quelle: Juniper Research, Nov. 2009
  25. 25. geringe Faszination hohe Verbreitung (geschätzt 350 Mio. ARfähige Smartphones bis 2014*) einfacher Zugang (Objekt-/ Gesichtserkennung, Geschwindigkeit, Genauigkeit, Kosten, ...) * Quelle: Juniper Research, Nov. 2009
  26. 26. geringe Faszination hohe Verbreitung (geschätzt 380 Mio. ARfähige Smartphones bis 2014*) einfacher Zugang (Objekt-/ Gesichtserkennung, Geschwindigkeit, Genauigkeit, Kosten, ...) Die Faszination muss aus der Idee kommen. * Quelle: Juniper Research, Nov. 2009
  27. 27. Beispiel Couponing: iButterfly
  28. 28. geringe Faszination hohe Verbreitung (geschätzt 380 Mio. ARfähige Smartphones bis 2014*) einfacher Zugang (Objekt-/ Gesichtserkennung, Geschwindigkeit, Genauigkeit, Kosten, ...) Mehrwert bzw. Nutzwert für den User entscheidet! * Quelle: Juniper Research, Nov. 2009
  29. 29. Behauptung: AR ist nur eine Technologie. Fragen Sie nicht welchen Mehrwert Sie Ihnen bietet. Fragen Sie, welchen Mehrwert Sie Ihren Konsumenten mit AR bieten können.
  30. 30. Es gibt viele Gelegenheiten dazu.
  31. 31. Produkt-in-Use. Mehrwert: Kunden können sich vorstellen, wie ein Produkt optisch wirkt, bevor sie es kaufen. Opportunity: „Anprobe“ im Online-Shop (weniger Retouren?) oder am POS nach Ladenschluss. Praktiker Architektur-Modelle eCommerce/POS
  32. 32. AR Browser. Mehrwert: Schnelle Orientierung, unmittelbarer Zugriff auf relevante Informationen. Opportunity: Layer oder Channel als erweiterter Customer Service, Couponing, Sales-Angebote (Vorsicht...) Layar Junaio
  33. 33. AR Browser. Layar Junaio 1.100 Layer aktiv Mehrwert: Schnelle Orientierung, unmittelbarer Zugriff auf relevante Informationen. Opportunity: Layer oder Channel als erweiterter Customer Service, Couponing, Sales-Angebote (Vorsicht...)
  34. 34. Augmented Events. Mehrwert: „Ich erlebe was, was Du nicht erlebst.“ Opportunity: Exclusive Markenerlebnisse (virtuelle V.I.P. Bereiche), Membership, Pay per Use... Junaio Worldcup Events: „Wo guckst du? Vodafone“
  35. 35. Gaming. Mehrwert: Spielerlebnis in 3. Dimension, Integration der realen Umgebung ins Spielerlebis, Social Gaming Opportunity: Pay per Play, Sponsoring, Product Placement Virtuelle Monsterjagd (PSP)
  36. 36. Travel Guides. Mehrwert: Orientierung, schneller Zugriff, Aktualität Opportunity: Pay for Service, Sales-Promotions, Couponing... Wikitude Tuscany +
  37. 37. Virtual Ads. Mehrwert: Exklusives Markenerlebnis, Interaktive Beteiligung Opportunity: Vernetzung von Print mit Online, Lead Generation, Virtuelle Ads auf Landmarks und klassischen Werbeflächen... AXA
  38. 38. Demos. Mehrwert: Anschauliche Produktinformation, Produkterlebnis Opportunity: Sneak Previews/Pre Releases: Co-Creation von Produkten durch Consumer (AR Mock-ups) Revell
  39. 39. Education. Mehrwert: Anschauliches Lernen, lebendige Präsentation. Business-Opportunity: Pay per visit (Museum, Zoo, Themenparks...) Allerd Pierson Museum Amsterdam Virtual Museum (Louvre / Metaio)
  40. 40. Trainings-Tools. Mehrwert: Effektives Lernen, Anschaulichkeit, risikofreies Training komplexer, kritischer Prozesse (Chirurgie, Luftfahrt, Friseur :) Opportunity: Service-Optimierung, Senkung von Fehlerquoten. BMW (Vision...) Haircut-Training
  41. 41. Recognition, Targeting. Mehrwert/Oppurtunity: Personifizierte, relevante Informationen und Angebote (z.B.: „POS-Kundenscanner“) tat Augmented ID Augmented Targeting
  42. 42. Behauptung: Ausprobieren und im Dialog mit den Enwicklern und Usern lernen sollte Teil der Kultur jedes Unternehmens sein, das von neuen Technologien profitieren will.
  43. 43. Ausblick.
  44. 44. Pranav Mistry (MIT), Sixth Sense Technology
  45. 45. Vielen Dank für Ihre Aufmerksamkeit. Stephan Ganser, CCO Publicis Modem Germany http://twitter.com/#!/StephanGanser

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