Harvard Consulting Project

(The most robust Augmented Reality Platform company) Adstuck US Inc.

‘Making the visual experience magical’

Idea, Innovation, Transition & Evolution

• We are surrounded by millions of images/texts everywhere. An image literally says a thousand words, Adstuck helps you get more information from these images/text/Objects.

• We provide a platform which integrates rich multimedia with printed content, making the stale print come alive. Mobile devices with inbuilt camera or any other hardware with camera help us recognize the physical world.

• AR is nothing but integrating physical world with layers of rich information online • Augmented Reality- is a process by which digital images are overlaid upon real world spaces combines real and

virtual images into one 3D display and lets people interact and manipulate these digital images as if they were in real space

Newspapers/Catalogues Online news

This led to a decrease in

the circulation of newspapers

Thus came the concept of AR

Connecting physical

printing with online content

Making print media more informative

and attractive so that it can

sustain for the coming 2 decades.

Adstuck Platform

• Alive is a copyrighted software product of Adstuck Inc. It’s a robust augmented reality software which has multiple capabilities.

• Adstuck is an augmented reality company based out of Delhi. We have a team of 40 engineers.

• Adstuck has developed award winning platform as a JV with TOI (Bennet & Coleman group) called ‘Alive’.

• http://www.alivear.com/index.aspx • http://en.wikipedia.org/wiki/Alive_app • http://techcircle.vccircle.com/2012/12/20/times-internet-claims-25

0k-downloads-of-augmented-reality-app-alive-on-day-1/

• http://yourstory.in/2012/12/times-of-india-sees-250000-downloads-on-day-1-for-its-ar-app-alive/

Alive

Image Recognition Location integration

3D Object ARText AR

Alive Areal iReality

Golive

ADSTUCK US Inc.

ADSTUCK EUROPE

GOLIVE APP Middle East Bahrain

Size of the app 5MB-15MB

Platforms

Products Technology

Compressed Histogram of Gradients (CHOG)

Technology Specifications

http://www.fityour.com/example1/

Let’s see http://www.youtube.com/watch?feature=player_embedded&v=5zmzOsRbT3g

http://www.youtube.com/watch?feature=player_embedded&v=dkYC1kBPR6o

AURASMA MODEL

• Aurasma sells its SDK platform. • Licensing fees $6000+$250 for 1

augmentation. • Scanning charges extra.

VS We sell our Areal/Alive platform at a nominal $2000 for augmentation+scanning+liscensing (upto 35 augmentations per week)

Usually images are 100 KB. We have developed a software

code which converts this into 3KB.

Thus this 3KB image size is transferred to

our server and a particular video link

is entitled to the image.

This video link is streamed on the mobile of the

consumer.

Usually this process takes a lot of time for detection of the image;

because of CHOG we have decreased image recognition time

from 12s to 2s.

All are servers are cloud based (AMAZON) &

data center is in Singapore. Thus we can

operate beyond borders. Backup data

center is in Delhi Technology Process (Consumer-Server-Data bank-Server-

Consumer)

Image and Video sent to Adstuck by B/F/C/M on a

secure server platform provided by us.

The image and video are passed through series of refractions through our software code to reduce

the size.

Testing of the image and video by teasting

team on all the platforms and hardware

devices.

Content posted on server LIVE

Used by the consumers

Process takes less than 1 minute.

Value Chain

OUTSOURCED to India

Used by American consumer (As we use CLOUD

COMPUTING it doesn’t matter where the

augmentation is processed.

Director Business Development (Washington)

PM 1 (B2B) PM 2(B2M) PM 3 (B2F)

Technical coordinator

Social Media manager (Media Campaigns+B2C)

Marketing team in US

Get contracts and develop business

opportunities

Strong network with Indian technical team Testing team in US

Mega marketing campaigns for

educating the masses of America

VERTICAL INTEGRATION

Value Chain & Vertical Integration

Hitting the US market B2C

We have launched a platform where consumers can use our patented technology;

that means that they can integrate images and videos themselves. We plan to charge

1$ for 24 hours. This can be useful for authors etc

B2F (Govt. of America has grants for information

enrichment platforms. Getting contracts from different departments, specially PCORI,

DHS, FDA, Prevention of communicable diseases etc.)

B2M -newspapers

-magazines -journals

B2B -Retail stores

-Greeting Cards - Visting cards

-Billboards -Entertainment

-Libraries - Education

-Book retailers -Universities/schools

Marketing Strategy

What kind of Innovation are we looking at? (Architectural + Regular)

What kind of a diffusion process are we looking at? (Centralized Diffusion)

Analyzing Completion

AURASMA BLIPPAR

LAYAR JUNAIO

Qualcomm DAQRI

Competitive Advantage • Presence on any phone with a camera, whether or not

a smartphone. • iOS• Android • Blackberry • Windows • Symbian • There is no AR company which has such a platform

agnostic presence. • Performance time is at par with multinational AR

companies such as HP (Aurasma). 3G time 2s recognition

• Continuation of video after the camera is removed.(NOT AVAILABLE WITH AURASMA).

• Cost Advantage-As our technical team develops augmentations back in India, a significant cost advantage is our USP because of the lower labour costs.

• Network advantage-As AR is based on the network speed; so US is the ideal market for Adstuck as India has predominant 2G. So Adstuck US will be having an edge over Adstuck in developing countries like India.

• Integration of AR with location based analysis for marketers.

Cost Leadership

Porters 5 forces PORTERS 5

FORCES

Core competency (Prahlad)

Powerful Technology

Marketing/Business

development

Success in Augmented

Reality

Robust technology is

the CORE COMPETENCE of

Adstuck. If we focus on

marketing then the technology

side suffers.

For this reason we partner with marketing firms who know the pulse of a nation.

• Middle East-Media Mantra • Malaysia-Wayne&Wayne • India-Bennet&Coleman

• Srilanka-• Singapore-SPG

But as America is a huge market we wanted to enter this market on our own

and didn't want to share profits.

Even now we would focus on our skill set that is technology. So for the Business Development part we have appointed

a Director for the US market so that

marketing does not steal our focus.

SWOT Strengths-Platform agnostic -Robust Platform -Cost effective -Secure server (Patented secure server for sensitive information) -Cloud computing

Weaknesses-Weak link in Value Chain is the communication between marketing and technical teams -Design of the app is not at par with the competitors in America

Threats -Increase in number of competitors -Large players entering the market - Acceptability of AR by masses -Security issues -Server issues? -Server underestimation

SWOT Opportunities

Substitute (QRCODE) http://www.kooaba.com/en/how_it_works/imagerecognition_vs_qr

Diffusion & Adoption of AR (BASS) • Adstuck envisions that Augmented Reality should be embedded in the general routine of

Americans, so that they can have access to more and detailed information at all times. This will help them make better decisions.

• As it is fairly a new technology; rigorous marketing campaigns and mass educational campaigns should be promoted.

• Population-316386146 (USA) • Mobile phone users-327577529(Total/104%) • Aurasma(120m/Adstuck220m)

For AR 2013 it’s a SPECIFIC PHASE. Abernathy/Utterback Dynamics of Innovation. OLIGOPOLY > MONOPOLY

The innovation journey (Van De Venn)

What kind of innovation journey are we looking at?

SUSTAINING INNOVATION! The technology will mature more with time

and there will be a time that we can integrate physical space with AR in a fraction of a

millisecond.

Director Innovator Mentor HR Coordinator/Monitor

SYSTEMS DOCUMENTATION AND TRAINING SESSIONS!

Teese’s profiting from Technological innovations

1. Appropriate Regimen: Protecting the patent and innovating further on it. Copyrighting all the technologies. Back in India you cannot patent a software; in US we can.

2. Legal instruments-patents/copyrights/trade secrets. 3. Dominant design has emerged, we should focus on improving the infrastructure (Internet) 4. Process documentation (So that the company becomes Human independent and the

labor depends on the systems and integrates their thinking with the system). 5. Product documentation, and employee trainings. 6. Customer Relationships management. 7. Social media. 8. Contractual mode of working for the US Adstuck.

Marketing:

Competitive strategy & Value Chain

MIS management and documentation

(ATTACH AN MIS)

Strong media information channel

Testing of the augmentations on all

platforms and hardwares

Robust integration of the technology

Primary Activities

VALUE CHAIN

Marketing & Joint Ventures

Human Resouce management Vertical

Integration REDMINE PROJECT

MANAGEMENT

Operations streaming R&D

Support activities

Organization

• Productivity • Benchmarking • TQM protocols • R&D • Systems protocol and

integration of chain of systems into the organization for robust product and services.

Financials:Our target is to attain a mark of $100 million valuation in a span of 3 years by extensive marketing in all the areas(F/B/M/C).

Future • Augmented City-We have plans to partner with the Govt. of America

and augment a city fully; and include its data into adstucks data base; so that 3D augmentation can we achieved for the entire city.

• Google glass. • Enter the hardware industry. • WEARABLE.• 3D Holography • CMMI+ Level 5 • R&D/Acquisition of patents. • R&D in AR to disseminate the need of a data bank for augmentation;

direct scanning and image finger printing and connection via the data base of google images. But this requires really fast internet speeds.

A presentation for Management of Technology & Innovation

By Prof. Thachenkary

Ritesh Malik Akshara Ravilla Sonal Kotecha Eesha Palkar