Post on 13-Feb-2017
THE “REALITY” OPPORTUNITY FOR BRANDS & MARKETERS
VIRTUAL, AUGMENTED & MIXED:
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JONATHAN FAUNCE Creative Director, HTC Vive
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DAVE CURRY VP Emerging Trends & Technology, POP
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DAVE CURRY VP Emerging Trends & Technology, POP
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XRVR/AR/MR
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Vir·tu·al Re·al·i·ty noun
The computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equipment, such as a helmet with a screen inside or gloves fitted with sensors
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Aug·men·ted Re·al·i·ty noun
A technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view
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Mixed Re·al·i·ty noun
The merging of real and virtual worlds to produce new environments and visualizations where physical and digital objects co-exist and interact in real time
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XR LANDSCAPE
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2014 HARDWARE: SIMPLER TIMES
OCULUS DK2 GOOGLE CARDBOARD V1 GOOGLE GLASS SAMSUNG
GEAR VR V1
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XR LANDSCAPE
SAMSUNG GEAR VR V4
GOOGLE DAYDREAM VIEW (Q4)
HTC VIVE OCULUS RIFT CV1SONY
PLAYSTATION VR
GOOGLE CARDBOARD V2
MICROSOFT HOLOLENS
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LENOVO TANGO PHONE (Q4)
SNAP SPECTACLES (Q4)*
*NOT AN XR DEVICE, BUT… 1ST STEP TOWARDS ONE
2016 HARDWARE: THAT WAS FASTXR LANDSCAPE
MAGIC LEAP (Q???)
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VR hardware revenue (headsets, peripherals, 360 cameras, etc) will hit
$50 billion by 2021
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JUPITER RESEARCH
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PLATFORMS: MAJOR PLAYERSXR LANDSCAPE
Oculus Rift & App Store
Samsung Gear VR & App Store
Samsung Gear 360 Consumer Camera
Facebook Feed for 360º Videos and Photos
Facebook Surround 360 Camera System
Cardboard & Daydream View
Google Play & iOS App Stores
YouTube (across devices) for 360º Video
Google Jump 360º Camera System
Google Daydream Next-Gen Devices
HTC Vive
Valve Steam Store
HTC Viveport App Store
Microsoft HoloLens
Microsoft App Store
PlayStation VR
PlayStation AppStore
AR/VR investments hit $1.1B in first two months of 2016, already beating
last year’s total
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VENTURE BEAT
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CONTENT SPACES: DISRUPTIONXR LANDSCAPE
Games
Advertising
Education Health/Wellness
Film/News
Social
EnterpriseRetail
VR and AR are expected to become a $120 billion business by 2020
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DIGI-CAPITAL
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WHAT’S NEXT?
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THINGS ARE GOING TO GET WEIRD
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BETTER. CHEAPER.
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NEW FORMS OF CONTENT WILL BE INVENTED
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XR WILL COLLIDE WITH THE WEB
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VR/AR WILL BE SYMBIOTIC PLATFORMS, NOT COMPETING ONES
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COMPUTER VISION WILL BE XR’S TECHNOLOGY MULTIPLIER
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HMD’S? WHERE WE’RE GOING, WE DON’T NEED HMD’S
XR ACTIVATIONS
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INDUSTRY MOVERS: ON THE SCENEXR LANDSCAPE
VR Star Wars in Production
Disney Movies VR for Vive
60+M Investment in a VR Studio
Producing VR Scripted Series
“Clearly, VR is going to be a big part of our studio going forward.” –Dawn Ostroff
Volvo Reality for Cardboard
Volvo HoloLens Explores the Future of Car Buying
Olympics Broadcast in 360º Video
NBC News VR Democracy Plaza
SNL’s 40th in VR
Lowe’s HoloLens Kitchen Builder
Facebook 360º ‘Made in a Minute’ Project Videos
IKEA VR Experience
Augmented Reality Catalogs
VR Showrooms
Building Your Next Car in VR with Vive
Eyes on Gigi Hadid - 360° YouTube Video
Mini VR Film Series
VR Roller Coaster IRL
Repurposes Existing Content, Makes Every Ride a Completely New Experience
Shipped Nearly 1.5M Cardboards
NYTimes App for iOS and Android
Continuing to Produce VR Content
Happy Meal as foldable Cardboard
V-Artist Vive Activation at SXSW
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DON’T WAIT TO GET STARTED
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Now is the time to prepare for the inevitable future of XR
01
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You have to experience XR to understand XR
02
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Think like an explorer
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Get help if you have to
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What can be made new again using XR?
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Use XR to make your customer’s dreams come true
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Q&A 🙌@THEFAUNCES @DAVECURRY