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The global leader in AUGMENTED REALITY. Augmented Reality – Reality or Novelty? Monday, September 3, 12

Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

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Page 1: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

The global leader in AUGMENTED REALITY.

Augmented Reality – Reality or Novelty?

Monday, September 3, 12

Page 2: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Agenda

• Introduction• What is Augmented Reality• AR on Mobile• Use-Cases & Examples• Q & A

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Page 3: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

What is Wikitude? The World’s first Augmented Reality Browser in 2008

Voted “Best Augmented Reality Browser” for 2009, 2010, 2011

The company behind the international AR standard “ARML”

Truly global reach: 10 million users on all major Operating Systems 32 languages supported

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Page 4: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

2 ways to use Wikitude’s AR technology

Publish in Wikitude

Create your own AR App

or

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Page 5: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Reach your audience!

10 million users worldwideMobile Show | April 2012 5

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Page 6: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

It’s really an old

What is Augmented Reality?

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Page 7: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

It’s really an old conceptThink of

What is Augmented Reality?

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Page 8: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Internet 1.0 (1995-1999) was all about the great disruptive promise of the “cyberspace” and “online shopping”

Internet 2.0 (2005-2009) was the 10 years it took to really figure out what to do with it: USG, rich web apps, social media

Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable.

AR – A Natural Evolution

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Page 9: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Analyst Usage Projections

• The number of AR capable Smartphones in the global market will more than double, from 91 million in 2010 to over 197 million in 2012. Source: Juniper Research

• By 2012 there will be about 150 million to 200 million mobile augmented reality users, up from 600,000 in 2009. Source: Perey Research and Consulting

• By 2014 30% of mobile subscribers with a data plan in mature markets will use AR at least once a week. Source: Gartner

• Total installed based of over 1.6 billion AR-enabled phones will be present in the market by 2015. Source: ARCchart Ltd.

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2010 2012 2015

AR Enabled Devices (in ‘000,000s)

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Page 10: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Analyst Revenue Projections

• Augmented reality applications market is expected to be exponential with the revenue growth from $181.25 million in 2011 to $5.1 billion by 2016, at a CAGR of 95.35% from 2011 to 2016. Source: Juniper Research

• Revenues generated from mobile phone augmented reality applications will reach $2.2 billion by 2015. Source: ARCchart Ltd

• The market for AR barely exists today: 2010 revenue amounted to only $21 million. But if the market develops as we expect, it will generate more than $3 billion in 2016. Source: ABI Research

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2010 2015 2016

AR Revenues (in ‘000,000s)

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Page 11: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Augmented Reality on a Mobile

Mobile Show | April 2012

• 2008: First Smartphones allow Cam-Access for 3rd Parties

• Sensor Data (GPS, Accelerometer, Compass, Gyroscope) enable Mobile Augmented Reality for the first time

• Geo-tagged Points-of interest (POI) complete an Augmented Reality Experience

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Page 12: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Key Limitations on a Mobile (2012)

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Mobile Processing power Some of these apps running <10fps Screen size Are small relative to the worldHuman limitations: eyesight, thumb width

Serious interaction problem for many demographics

GPS locating speed, compass calibration

Waiting…. Waiting… ah damn itNetwork bandwidth/latency 400ms pings are not so responsiveTools/APIs Just emergingBattery Power This stuff devours batteriesInstalled base Smartphones base growingFragmented mobile platforms Going to be with us a whileM-commerce & monetization Buying real stuff is hard

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Page 13: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

The Next Evolution: AR Glasses?

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Matt Kwan, PhD Candidate, Feb 2012

Google Concept ‘Project Glass’, April 2012

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Page 14: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Multiple Applications for a Visual Interface

Retail/Commerce

E-learning

Advertising Location Based Services

GamingTravelSocial

Easy to use – “look & learn” interface has horizontal application.

Intuitive, informative and engaging.

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Page 15: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Business Model OverviewThe knowledge of usage patterns and personal preferences provides a very strong asset for highly efficient monetization.

A typical AR business model consists of the following 4 main streams:

1.Advertising

2.Lead Generation

3.Premium Content

4.SDK Licenses

AR Revenue Streams

Advertising Lead Generation

Premium Content Tech-Licenses

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Page 16: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Lead Gen & CPAHyper Local, Contextual characteristics of Wikitude enable multiple high-value CPA/Lead-Gen monetization use-cases:

1. Sponsored POIs: Suggest or feature businesses around you based on selected content preferences (ex: Yellow Pages Canada)

2. Sponsored Search Results: Suggest or feature businesses around you based on search request (ex: Google)

3. Deals and Coupons: Promote hyper local deals and coupons and generate local business revenue (ex: Yelp)

4. Lead Generation: Generate high-value leads for industries like hotels, real estate, event bookings etc. (ex: Hotels.com)

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Page 17: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

In-AR Advertising

• External Advertisement in the Camera View

• Innovative and playful way of monetizing the AR-inventory

• Ad-object can be tailored based on content and campaign characteristics

• Special advertisement format allows high CPM and CPC values

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Page 18: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Pricing Advertising

Advertising Format Specification Pricing modelDisplay Banner Ad 300x50 px (MMA standard sizes) CPM or CPCFlying Balloon 360x430 px CPM or CPCFlying Zeppelin 300x50 px (MMA standard sizes) CPM or CPCFlying Plane 300x50 px (MMA standard sizes) CPM or CPCContent World Featuring

1024x500 px CPM or CPCLBS AR Ad custom Custom pricingMini Launcher App custom Custom pricingAR Link web link free

PRICING OVERVIEW

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Page 19: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

AR’s Role in Mobile Advertising

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Worldwide mobile advertising revenue will reach $20.6 billion by 2015.

Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will spearhead mobile ad spending. Source: Gartner July 2011. Forecast: Mobile

Advertising, Worldwide, 2008-2015.

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Page 20: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Wikitude SDK benefits

LightweightThe Wikitude SDK is small in file size

Fully customizableThe AR View is fully yours. No need to proxy your content through our CMS

Based on the leading AR engine “ARchitect”Content creation is easy using HTML5, JavaScript and CSSStand-alone operationThe SDK works independent of Wikitude World Browser. Both games and location aware apps producers can greatly benefit from this industry proven technology.

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Page 21: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Attractive pricing for your apps

Wikitude SDK Pro Wikitude LiteLicense included 10.000 10.000AR Features Complete feature set Complete feature set

Maintenance Updates

12 month included 12 months included

Upgrades 6 months included n.a.

Support 6 months included Developer Forum

Limitations None None

Base Price 599€ 299€

WIKITUDE SDK BASE PRODUCTS

ADD. LICENSE PACKS

License Pack Price10.000 € 27950.000 € 1299

250.00 Upon request

500.000 Upon request

500.000+ individual

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Page 22: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Some Examples LBS Retail Travel & Architecture Print Advertisement Social

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Page 23: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Case-Study LBS: Hotels.com

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• hotels.com operates a hotel-Search using Augmented Reality

• Users can look for hotel rooms nearby and filter based on price, availability, rating etc.

• Why? 40% of all hotel rooms go unsold each night/ 60% of all Mobile Bookings are same-day reservations (Orbitz)

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Page 24: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Augmented Reality in Online Shopping

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Page 25: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Augmented Reality in Travel – Carnuntum 3D

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Page 26: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Mobile Show | April 2012

Augmented Reality in Print

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Page 27: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Augmented Reality in Retail

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Page 28: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Augmented Reality Goes Social

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Page 29: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Summary

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Page 30: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Summary• Augmented Reality is a new, but revolutionary technology

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Page 31: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Summary• Augmented Reality is a new, but revolutionary technology

• Hardware is there now to enable AR for a broad user-base

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Page 32: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Summary• Augmented Reality is a new, but revolutionary technology

• Hardware is there now to enable AR for a broad user-base

• AR is no use-case per se, but enables a magnitude of use-cases in various fields

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Page 33: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Summary• Augmented Reality is a new, but revolutionary technology

• Hardware is there now to enable AR for a broad user-base

• AR is no use-case per se, but enables a magnitude of use-cases in various fields

• AR is on its way to become a mass market topic and change our way of experiencing the reality and consuming content

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Page 34: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

The Future of Screens

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Page 35: Augmented Reality - QMM · Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. AR – A Natural Evolution

Thank you!

Martin Herdina, [email protected]

Monday, September 3, 12