mobile la: hypebusters: beware of mobile pixie dust
DESCRIPTION
Zugara CEO Matt Szymczyk had enough with agency work and transformed into a software development company. He shifted his entire Web design agency away from working on ad campaigns to a startup focused on augmented reality software with emphasis on e-commerce. Szymczyk explains why mobile AR is overhyped and why even for e-commerce, or m-commerce, mobile still has a ways to go.Speaker: Matt Szymczyk, CEO, ZugaraTRANSCRIPT
![Page 1: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/1.jpg)
Mobile AR, Look Out For The Snake Oil
![Page 2: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/2.jpg)
Hello, I’m Matt
Founder & CEO of Zugara• Founded 2001• Interactive marketing agency (2001 – 2009) • Over 200 interactive projects launched
• Augmented reality software developer (2009 – Today)
![Page 3: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/3.jpg)
We Develop AR Software For Web & OOH
Online RetailOnline Retail
![Page 4: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/4.jpg)
We Develop AR Software For Web & OOH
Brand EngagementBrand Engagement
www.BarbieTheDreamCloset.comwww.BarbieTheDreamCloset.com
![Page 5: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/5.jpg)
We Don’t Do Mobile AR Though…Yet
Apps like this are just not strategic.
![Page 6: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/6.jpg)
And The Data Supports Our Thinking
"We won't say it will never hit gold, but so far we have not seen big usage.”
- Claire Boonstra, Layar Co-Founder, 12/1/11
"We won't say it will never hit gold, but so far we have not seen big usage.”
- Claire Boonstra, Layar Co-Founder, 12/1/11
![Page 7: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/7.jpg)
The AR Hype Cycle...
![Page 8: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/8.jpg)
To Be Fair, There’s Some Near Term Potential
![Page 9: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/9.jpg)
Even for Advertising & Marketing…
![Page 10: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/10.jpg)
Remember When...
2001 was going to be “The Year Of Mobile”?
![Page 11: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/11.jpg)
Remember When...
![Page 12: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/12.jpg)
Remember When...
![Page 13: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/13.jpg)
Remember When...
![Page 14: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/14.jpg)
Remember When...
![Page 15: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/15.jpg)
Remember When...
![Page 16: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/16.jpg)
In 2007, We Finally Got The Device
![Page 17: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/17.jpg)
And In 2012, We Have The Consumer Base
Source: VisionMobile
US Market – 40% Smartphone Penetration Rate
![Page 18: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/18.jpg)
3 Lessons Learned With AR Hype...
1. The Hype Doesn’t Meet Initial Expectations
![Page 19: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/19.jpg)
3 Lessons Learned With AR Hype...
2. Content/Software Creation Takes Time
3. Consumer Adoption Takes Time
![Page 20: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/20.jpg)
So, Why Isn’t Mobile AR Ready Today?
Here Are 4 Reasons...
![Page 21: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/21.jpg)
4. Market Fragmentation
Source: VisionMobile
![Page 22: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/22.jpg)
3. It’s Not A Native Experience, It’s A Standalone “Techy” App
Data comes from 25 apps downloaded a cumulative 550 million times.
![Page 23: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/23.jpg)
2. Hardware Issues
GPS/Compass InaccuraciesProcessing PowerData Connectivity
Battery Life
![Page 24: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/24.jpg)
1. Solves A Brand/Agency “Problem”, Not A Consumer One
![Page 25: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/25.jpg)
Let’s Talk Creative Director Fantasy vs Reality...
“I want people to be able to point their phone at their car, and turn it into a X.”“I want people to be able to point their phone at their car, and turn it into a X.”
![Page 26: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/26.jpg)
“I want an iPhone App with your shopping software.”
“I want an iPhone App with your shopping software.”
Let’s Talk Creative Director Fantasy vs Reality...
![Page 27: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/27.jpg)
“I want to use AR to immerse someone in a virtual world with virtual sales people.”
“I want to use AR to immerse someone in a virtual world with virtual sales people.”
Let’s Talk Creative Director Fantasy vs Reality...
![Page 28: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/28.jpg)
So When Will Mobile AR Be Ready?
5 – 15 Years AwayVisual Devices, Not Handsets
The NUI: Gestures & Voice Recognition
![Page 29: Mobile LA: Hypebusters: Beware of Mobile Pixie Dust](https://reader033.vdocuments.site/reader033/viewer/2022042715/55840202d8b42a4b058b54b9/html5/thumbnails/29.jpg)
In Closing...
Think Like A ConsumerNot A Marketer... UX IS KEY