Post on 15-Aug-2015
Introduction to Qualcomm® Vuforia™ Toy Recognition
JJ Lechleiter Staff Product Manager, Qualcomm Connected Experiences
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Screen time Kids are spending less time with traditional media and more time on mobile devices.
Common Sense Media Fall 2013
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“We are waging war. Young children are aging out of toys faster than ever. We are fighting age compression. That's technology. There's no question it's impacting us.” Melissa Bernstein, co-founder of Melissa & Doug The Wall Street Journal, September 3rd 2014
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What are consumers looking for?
Source: Icon kids & Youth. Sample: 2.500 people from 8 to 30 years old.
69% “It could be used together with an electronic device, and I don’t mind paying a bit more for it”
78%
77%
79% “A traditional toy were COMBINED with an
electronic device.”..
“The real toy could be CONTROLLED by an electronic device” ..
“The traditional toy could be played together with the electronic device.”
“I’d like it if...”
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Hot Wheels Power Port Mattel Inc.
Source: Mattel Inc.
• Innovate existing product
• Add consumer value & extend play
• Drive sales/diversify revenues
• Create a digital component to the physical toy, enabling kids to unlock digital worlds
• Downloads exceeding Mattel’s early expectations
• Valuable usage metrics
• 70K+ downloads
Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc. 11
Solution Results Situation
12 Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc.
MagnaColor AD-Dispatch Inc.
Source: AD-Dispatch Inc.
• Improve 3D glasses experience
• Personalize play
• Multiple stencils to bring child’s creativity to life
• Social share
• Top 5 Toys in Toy Fair 2013 in New York
• In Wal-Mart, Toys “R” Us, Target, Kmart
Situation Solution Results
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“We don’t want to use codes.”
“Kids will lose the
packaging.”
“We can’t change the
toy. It should just work.”
“We want kids to
play with the toy.”
“It’s too expensive to put electronics
in the toy.”
What are customers saying?
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Vuforia Toy Recognition
Digital content can be applied directly to the physical toy
Toy Recognition enables the recognition and tracking of toys
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Vuforia Toy Recognition
Fast recognition
Registered Experiences
Real world environments
Robust to motion
Maintain tracking while device or toy moves Recognize toys in a
cluttered kid’s room
Scan a toy to unlock digital content
Toys come to life and can interact with one another
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Platform Anatomy
App Developer
Vuforia Assets, Logic, Rendering
Vuforia Engine
Target Manager
Download and bundle with app
Add Content
Reco
Images Reco
Text Images, Objects
Word List
Position Content Events
Calibration App
Vuforia Capture App
Object Data
Web Service APIs
Content
Content
Images jpeg/png
Vuforia Capture App
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©2013-2014 Qualcomm Technologies, Inc. and/or its affiliated companies. All Rights Reserved. Qualcomm and Vuforia are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Uplinq is a trademark of Qualcomm Incorporated. All Qualcomm Incorporated trademarks are used with permission. Other products and brand names may be trademarks or registered trademarks of their respective owners. References in this presentation to “Qualcomm” may mean Qualcomm Incorporated, Qualcomm Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate structure, as applicable. Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and development functions, and substantially all of its product and services businesses, including its semiconductor business, QCT.
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