IHAF- Blurring the Lines with Augmented Reality
description
Transcript of IHAF- Blurring the Lines with Augmented Reality
1www.zugara.com
Blurring The Lines With Augmented Reality
2www.zugara.com
Snapshot: Zugara develops Augmented Reality software and robust applications that advance the way in which people are able to interact with real time digital data.
Founded: 2001
Location: Los Angeles
Member: AR Consortium
Products: ZugMO – Motion CaptureWebcam Social Shopper – Augmented Reality E-CommerceZugSTAR – Streaming Augmented RealityZugMUG – Facial Tracking
Web: www.zugara.com
Blog: www.weareorganizedchaos.com
Facebook: www.facebook.com/augmentedreality
YouTube: www.youtube.com/zugara
Twitter: www.twitter.com/zugara
Hello! We’re Zugara
3www.zugara.com
Retail / Fashion
ReebokNikePINGChili’sKFCJohn Deere
Automotive
ToyotaLexusAmerican RacingVolkswagenFletcher Jones Mercedes BenzFletcher Jones Porsche
Travel
Norwegian Cruise LineSouthwest Airlines
Entertainment
Sony Pictures TelevisionPlayboyComcast
GamingActivision BlizzardSony PlayStation (SCEA)Square Enix989 SportsGlu MobileTecmo GamesXseed GamesTHQDisney Interactive Games
ToysHasbro
CPG
Red BullSlim JimPeanut Chews
Consumer Electronics
Sony ConnectActive Media (ITV)
Non-Profit / Government
U.S. Air ForceLegacy FoundationHopeLab
Strategy
Domino’s PizzaBest BuyWalmart
Healthcare
Blue Cross
B2B
SchlumbergerTV GuideESPNAT&TMohawk Flooring
Agencies
GSD&MCrispin Porter & BoguskyAd*itiveThe Martin AgencyRodgers/TownsendWeiden KennedyVitro-RobertsonHal Riney
We’ve Worked With a Number of Brands
4www.zugara.com
Current Brands Using Our AR Solutions
5www.zugara.com
How many of you know what
Augmented Reality
is?
Show of Hands…
6www.zugara.com
My Reaction to AR for the first time…
7www.zugara.com
…when the real world is
“augmented” by computer
data.
Augmented Reality is…
8www.zugara.com
…the future of how we will interact with digital information.
VIEW INTERACT
ACCESS
Augmented Reality is…
9www.zugara.com
…Virtual Reality or
Second Life…
Augmented Reality is Not…
10www.zugara.com
Usually shown as reality in popular movies today…
11www.zugara.com
12www.zugara.com
13www.zugara.com
AR looks cool, but is anybody actually using it?
14www.zugara.com
Emerging Hype Cycle- Explained
15www.zugara.com
2008- Emerging Technology Hype
16www.zugara.com
2009- Emerging Technology Hype
17www.zugara.com
2010- Emerging Technology Hype
18www.zugara.com
Emerging Technology Benefit
19www.zugara.com
Brands Using AR
20www.zugara.com
70% of Dabs.com visitors engaged with their AR experience. Of that group 13% then purchased
(utalkmarketing.com, 2010)
Since the launch of Hotels.com Virtual Vacation micro-site using AR, bookings soared by 36% (Hotels.com, 2010)
Swiss watchmaker Tissot saw in-store sales of its watches rise by 85% (utalkmarketing.com, 2010)
Where’s The ROI?
21www.zugara.com
Major advertising and marketing channels have started using AR.
Mobile
OnlinePOPPrintTVOOH
AR + Integrated Channels
22www.zugara.com
Online has exploded with branded engagements.
23www.zugara.com
24www.zugara.com
Online, all the consumer needs:
Modern Computer
25www.zugara.com
Online, all the consumer needs:
Modern Computer Regular Web Cam
26www.zugara.com
Often times a marker (or glyph):
27www.zugara.com
And sometimes just an image:
28www.zugara.com
And now with just a face.
29www.zugara.com
Some AR executions require:
30www.zugara.com
This is a barrier for the consumer.
31www.zugara.com
So beyond all the hype, what’s practical for AR in the here and now?
32www.zugara.com
• Largest Reach /
Average Spec
• Adoption of Video Chat& Webcam Fueling Growth
• Flash-based AR
Online AR- Currently Most Popular
33www.zugara.com
• Least amount of barriers
• Limited scale/reach
• Highest tech
Kiosk-Based AR- Growing
34www.zugara.com
Interactive Installation / Event Marketing AR
• Least Amount of Barriers
• Interactive Draw-In
• Varying Levels Of Cost Implementations
35www.zugara.com
• Highest tech possibilities (i.e. Kiosk)
• High cost of implementation
• Public / group reach
Interactive Billboards- OOH AR
36www.zugara.com
• Not yet ready for primetime • Limited processing power
• Will be focal point of AR inthe future
Mobile AR
37www.zugara.com
But, is AR always the best way to
connect with your
consumer?
Don’t Put Technology First
38www.zugara.com
Would you hold a print magazine up
to a webcam to watch a 5 minute
video?
Put On Your “Consumer Hat”
39www.zugara.com
Are you trying to add value for the consumer or for you?
Utility is key…
40www.zugara.com
Here’s a few video examples…
41www.zugara.com
Online- The USPS
42www.zugara.com
Online- The USPS
43www.zugara.com
POP- Lego’s Kiosks
44www.zugara.com
POP- Lego’s Kiosks
45www.zugara.com
POP- WWF’s Siberian Tiger Shirts
46www.zugara.com
POP- WWF’s Siberian Tiger Shirts
47www.zugara.com
Mobile- Addison Avenue FCU’s ATM Finder
48www.zugara.com
Mobile- iButterfly
49www.zugara.com
Mobile- iButterfly
50www.zugara.com
Mobile- BMW’s AR Service Glasses (Concept Video)
51www.zugara.com
Mobile- BMW’s AR Service Glasses (Concept Video)
52www.zugara.com
Tradeshow- GE- Visible You Body Scan
53www.zugara.com
Tradeshow- GE- Visible You Body Scan
54www.zugara.com
OOH- Netherlands PSA- AR Billboard
55www.zugara.com
OOH- Netherlands PSA- AR Billboard
56www.zugara.com
Now for the fun stuff…AR demos
57www.zugara.com
ZugMoMotion Capture Gaming
58www.zugara.com
Both Sony and Microsoft will be launching motion based gaming systems this year, entering a marketplace that is currently dominated by the Ninendo Wii.
People’s awareness and comfort level with this type of interface will subsequently skyrocket as we can expect robust advertising dollars to be put behind all of the gaming systems.
Evolution of the NUI
Microsoft “Kinect”
Sony “Move”
59www.zugara.com
Demo
Zimon Prototype
60www.zugara.com
Demo
Cannonballz!
61www.zugara.com
Case Study (over a one year period)
Unique Visitors22,926
% Of Unique Visitors That Logged Into
Facebook14%
Average Time Spent On Site4 min 44 sec
% Of Unique Visitors That Had Webcams*
78%
% Of Unique Repeat Visitors27%
*Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular
Cannonballz! Game Stats
62www.zugara.com
Demo
AT&T World Cup Banner Ad
63www.zugara.com
Video
Nesquik- Factory Game
64www.zugara.com
Video
Nesquik- Factory Game
65www.zugara.com
The Webcam Social ShopperAugmented Reality Shopping
A Proprietary Application
66www.zugara.com
Shopping offline is a social and emotionally rewarding experience for Madison.
THE RESULT: -- Conversion Rates Are Low -- Return Rates Are High
The Problem
Online is a different story. Her experience is utilitarian. It’s solitary, and has remained largely unchanged since the mid 90s.
67www.zugara.com
Demo
Webcam Social Shopper
68www.zugara.com
Video
Fashionista
69www.zugara.com
70www.zugara.com
Demo
Webcam Social Shopper- 2.0
71www.zugara.com
72www.zugara.com
ZugSTARAugmented Reality Video Conferencing
73www.zugara.com
Communication Technology Has Been Rapidly Evolving Over The Years…
History of Communication
74www.zugara.com
Smoke Signals
75www.zugara.com
Carrier Pigeon
76www.zugara.com
Telegraph
77www.zugara.com
Telephone
78www.zugara.com
But Then Something Happened Which Changed Everything…
History of Communication
79www.zugara.com
The First Computer
80www.zugara.com
Which Helped Lead The Way To Increasingly Faster Communication Advancements…
History of Communication
81www.zugara.com
Text Chat
82www.zugara.com
Mobile Phone
83www.zugara.com
Social Media / Real Time Data
84www.zugara.com
Proliferation Of Real-Time Data Has Led Us To The Beginning Of The Video Chat Revolution…
History of Communication
85www.zugara.com
iPhone FaceTime
86www.zugara.com
Skype
87www.zugara.com
• Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015.
• As of March 2009, 40% of video uploads on Facebook were via webcam.
• Gartner predicts that 200 million people will
pay for desktop videoconferencing by 2015.
Video Chat Stats
88www.zugara.com
But What’s Missing?
89www.zugara.com
Limited to conversation
Little to no real-time interaction or
collaboration
Video Conferencing & Chat Today
90www.zugara.com
Video Conferencing + Augmented Reality =
Ability to share and interact with content
in real time
91www.zugara.com
*Patent Pending
ZugSTAR*
Demo
92www.zugara.com
*Patent Pending
ZugSTAR*
Video
93www.zugara.com
The Future of AR
94www.zugara.com
True Markerless Via An Average Webcam
More Immersive Experience Online / Kiosk
Advancements In Body Recognition
95www.zugara.com
Advancements in Facial Recognition
Fantasy: Personalized Ads For Tom Cruise
Reality: Personalized Ads In Japan Based On Gender / Age
96www.zugara.com
Current Limitations:• Hardware Issues
• GPS & Compass Accuracy
• Processing Power Issues• Usability
To Become:• Central touchpoint for AR
Mobile Will Overcome
97www.zugara.com
Virtual Ownership…
Who owns ‘virtual’ space in the real world?
Augmented Reality “Rights”
98www.zugara.com
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)
Connected TVs Will Be a Powerful Medium
99www.zugara.com
“The best way to predict the future is to invent it.”
- Alan Kay
www.zugara.com
Thank You!Matthew Szymczyk
CEO, [email protected]
Twitter.com/kobrakaiFacebook.com/AugmentedReality
101www.zugara.com
Appendix
102www.zugara.com
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
103www.zugara.com
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.
ZugSTAR (Zugara STreaming AR)
Proprietary Technology #2
104www.zugara.com
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
105www.zugara.com
Augmented Reality
Statistics
106www.zugara.com
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 Revenue
107www.zugara.com
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)
Worldwide Webcam Growth Rate
108www.zugara.com
As of last March 2009, 40% of Facebook Video Uploads were via Webcam (Businessweek – Facebook Grows As A Video Platform)
Webcam Video Uploads on Facebook
109www.zugara.com
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)
AR Polls: Browser Plug-In
110www.zugara.com
Do you have a webcam on any of your computers, or do you plan to have one within 6 months? (307 Votes)
AR Polls: Do You Have a Webcam?