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26 May 2010
Beyond The Hype
The Real Possibilities with Augmented Reality
Danny Housseas - @dhousseas
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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It’s all
HYPE!
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
The Hype
“The cutting edge Augmented Reality function and the easy-to-order functionality of the app have generated fantastic interest and great reviews –
it has tracked well above our expectations”- Valerie Kubizniak, Pizza Hut Australia Marketing Director
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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What is
AR?
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
Definition
Augmented Reality (AR) is a term for a live direct or indirect view of a physical world environment
whose elements are augmented by virtual computer-generated imagery.
- Wikipedia
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
The Figures
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Market Size
No of Mobile Apps available in 2009 150,000+
Smartphone mobile apps revenues US$4.2b by 2013
ABI Research mobile AR revenues US$340m by 2014
Mobile penetration with camera and compass 305m by 2014
Current ‘AR ready’ smart phones:1.iPhone 3GS (Apple)2.Android (Google)3.Nokia 97 series (Symbian) in 20104.Blackberry (RIM) in 2011
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Riding the
WAVE
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
Hype-based AR Applications
1. No functionality
2. AR as their primary marketing focus
3. Meaningless Social Interaction
4. No clear benefit over Maps
5. Don’t have long term aspirations
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Make it
FUNCTIONAL
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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How do I
CAPTIVATE?
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
Captivating AR Applications
1. Functional
2. Niche
3. Social Interaction
4. Provide Feedback
5. Update
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Know my
SITUATION
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
Situation Aware AR
1. Date
2. Time
3. Location
4. Surrounding Points of Interest
5. Direction
6. Data Connection
7. Vision
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Learn to
ADAPT
Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
Adaptable AR Applications
1. Use Situation Awareness
2. Evaluate Analytics often
3. Provide meaningful overlays
4. Update Points of Interest
5. Update functionality often
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
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Beyond The Hype - The Real Possibilities with Augmented Reality
Danny Housseas26 May 2010
AR Checklist
1. Is it functional?
2. Will it captivate my audience?
3. Do I understand the situation?
4. Am I able to adapt to the users needs?
5. Then use the hype to your advantage.
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26 May 2010
Beyond The Hype
The Real Possibilities with Augmented Reality
Danny Housseas
[email protected] - @dhousseas