augmented reality: from marketing buzzword to better consumer experience

Augmented Reality: From Marketing Buzzword

To A Better Consumer Experience

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Snapshot: We’re an emerging technology company focused on Augmented Reality

Associations: Member of the AR Consortium

Products: Webcam Social Shopper, ZugMO, ZugSTAR, ZugMUG

Expertise: Augmented Reality; iTV Development; Gen X & Y Demographics

Founded: 2001

Location: Los Angeles Based Office and Video Production Studio

Web: www.zugara.com

Blog: www.weareorganizedchaos.com

Facebook: www.facebook.com/zugara

YouTube: www.youtube.com/zugara

HELLO… WE’RE ZUGARA

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SOME BRANDS WE’VE WORKED WITH…

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CURRENT BRANDS USING OUR AR SOLUTIONS…

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SHOW OF HANDS:

How many of you know what

Augmented Reality is?

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My reaction to AR for the 1st time…

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It’s when the real world is

“augmented” by computer

data.

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AR is not Virtual Reality

or Second Life…

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AR is the future of how we will interact with digital information

VIEW INTERACT

ACCESS

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Usually shown as reality in popular movies today…

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AR looks cool, but is anybody actually using it?

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Emerging Technology Hype Cycle - Explained

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2008 – Emerging Technology Hype

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2009 – Emerging Technology Hype

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2010 – Emerging Technology Hype

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Emerging Technology Benefit

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Major advertising and marketing channels have started using AR

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Online has exploded with branded engagements

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Muscle Milk AR packaging

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Online, all the consumer needs:

Decent Computer

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Online, all the consumer needs:

Decent Computer Regular Web Cam

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Often times a marker (or glyph):

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And sometimes just an image:

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And now with just a face:

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Some AR executions require:

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This is a barrier for the consumer

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Online AR currently most popular • Largest Reach / Average Spec

• Adoption of Video Chat& Webcam Fueling Growth

• Flash-based AR

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Kiosk-based AR growing

• Least amount of barriers

• Limited scale/reach

• Highest tech

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Interactive Billboards AR

• Highest tech possibilities (i.e. Kiosk)

• High cost of implementation

• Public / group reach

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Mobile AR

• Not yet ready for primetime • Limited processing power

• Will be focal point of AR inthe future

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So beyond all the hype, what’s practical for AR in the here and

now?

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But, just because you can do AR, does that mean you should?

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What makes a good

execution?

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Put on your “Consumer Hat”

Would you hold a print magazine up

to a webcam to watch a 5 minute

video?

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Utility is key…

Are you trying to add value for the consumer or for you?

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Here’s a few examples that work…

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Online - THE USPS

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Online - THE USPS

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OOH - PSA IN AMSTERDAM

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OOH - PSA IN AMSTERDAM

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POP - LEGOS’ KIOSKS

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POP - LEGOS’ KIOSKS

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MOBILE - iButterfly

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MOBILE - iButterfly

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Now For The Fun Stuff…

Some Actual AR Demos…

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ZugMOMotion Capture Technology

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Zimon

Demo

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Cannonballz

Demo

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AT&T World Cup Banner

Demo

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Webcam Social ShopperAugmented Reality Shopping

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Shopping Offline Is An Emotional Experience

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Online, Not So Much

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The “consumer experience” has made very little progress in the last 15 years

Amazon1990’s

Amazon2010

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Catalyst To Drive Purchase

45% of U.S. online shoppers abandoned shopping carts multiple times over a span of three weeks. (Paypal & ComScore)

And Continues To Face Obstacles Online

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Conversion rates are low, with the “gold standard” being between 2% and 3%

We Can’t All Have Apple’s Loyalty

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The average return rate for online clothing retailers is about 20% but goes as high as 50% for some. (Forrester Research)

Return to Sender

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But What If Consumers Could Have That “At The Rack” Experience, Online?

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Webcam Social Shopper

Demo

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Fashionista

Video

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Fashionista

Video

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ZugMUG Prototype

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ZugSTARAugmented Reality Video

Conferencing

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Video Conferencing & Chat Today

Limited to conversation

Little to no real-time interaction or

collaboration

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Video Conferencing + Augmented Reality =

Ability to share and interact with content

in real time

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ZugSTAR

Video

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ZugSTAR

Video

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The Future Of AR

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True Markerless Via An Average Webcam

More Immersive Experience Online / Kiosk

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Mobile Will Overcome:•Hardware Issues

• GPS Accuracy• Compass Accuracy

•Processing Power Issues•Issues Accessing API’s

To Become:•Central touchpoint for AR

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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)

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“The best way to predict the future is to invent it.”

- Alan Kay

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Thank You!Matthew Szymczyk

CEO, Zugaramatt@zugara.com

Twitter.com/kobrakaiFacebook.com/augmentedreality

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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.

ZugMO (Zugara Motion Capture)Proprietary Technology #1

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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.

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. DID YOU KNOW? Gartner IT predicts that by 2015 over 200 million people will be paying for video conferencing.

ZugSTAR (Zugara STreaming AR)Proprietary Technology #2

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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.

ZugMUG (Zugara Facial Tracking)Proprietary Technology #3

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Augmented Reality

Statistics

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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”)

AUGMENTED REALITY STATISTICS

AUGMENTED REALITY REVENUE

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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)

AUGMENTED REALITY STATISTICS

WORLDWIDE WEBCAM GROWTH RATE…

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As of last March 2009, 40% of Facebook Video Uploads were via Webcam (Businessweek – Facebook Grows As A Video Platform)

AUGMENTED REALITY STATISTICS

WEBCAM VIDEO UPLOADS ON FACEBOOK

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Case Study (over a one month period)

AUGMENTED REALITY STATISTICS

CANNONBALLZ AR GAME STATS

Unique Visitors11,672

% Of Unique Visitors That Logged Into

Facebook11%

Average Time Spent On Site4 min 36 sec

% Of Unique Visitors That Had Webcams*

80%

% Of Unique Repeat Visitors25%

*Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular

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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)

AUGMENTED REALITY STATISTICS

AR POLLS – BROWSER PLUG-IN

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Do you have a webcam on any of your computers, or do you plan to have one within 6 months? (307 Votes)

AUGMENTED REALITY STATISTICS

AR POLLS – DO YOU HAVE A WEBCAM