Bridging the gap!Wie Augmented Reality online und offline zusammenführen kannPhilipp Nagele, Mobilizy GmbHTDS – May 10th

Agenda

•Was ist Augmented Reality•Welches Problem kann Augmented Reality lösen•SoLoMo•Der Markt•Ausblick in die Zukunft

3

Wikitude at a glance

We are:

a global leader in Mobile Augmented Reality and Location Based Services

the Makers of the ‘World’s Best Augmented Reality Browser’ (1)

serving 10+ million (2) customers on five platforms by end of Q3/2011

15 passionate individuals based in Salzburg, Vienna (Austria/EU), Santa Cruz (US)

seed-funded by institutional VCs

(1) Voted by Augmented Planet’s Readers in Dec ‘10

Discover Your World• One Window to 150 Million Points of Interest• Personalized Dashboard• facebook™ Connect (optional) • Bookmarked Searches• In-App Premium Content• Global Advertising Support

• Empowering White Label Platforms for IBM, Lonely Planet, RedBull etc.

Available for:

Pre-installed on:Major

Carrier GroupTba 06/11

CNN:

No.1 Travel App

Wikitude – Latest News

What is Augmented

Augmented Reality (AR) is when the physical real-world environment is merged with virtual

computer-generated imagery - creating a mixed reality.

Augmented Reality in the

AR in terms of Hollywood

AR now – on a

computer generated imagery and information

physical real world

Augmented Reality - The magic window

12

Agenda

•Was ist Augmented Reality•Welches Problem kann Augmented Reality lösen•SoLoMo•Der Markt•Ausblick in die Zukunft

13

Location Based Search Abstract result in list form Result shown added to the real world

Never take your eyes off the road – SatNav on a Smartphone

Abstract map

Guidance through the real world

Augmented Reality• eliminates the hurdle of abstraction

• bridges the gap between digital online and physical world

Visualizing architecture

Visualizing architecture in the future

18

New trend

So Lo MoSocial Local Mobile

© by Mary Meeker 2011, KPCB

Facts about Social

20Source: http://www.businessinsider.com/chart-of-the-day-time-facebook-google-yahoo-2010-9

Facts about Mobile

21Source: RTR Monitor 1/2011 http://www.rtr.at/uploads/media/TM1-2011.pdf

22Source:comScore The 2010 Mobile Year in Review

23Source:comScore The 2010 Mobile Year in Review

How People Use Their Smartphones...

”81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone” ”72% use their smartphones while consuming other media” ”93% of smartphone owners use their smartphones while at home ” ”95% of smartphone users have looked for local information” ”88% of these users take action within a day, indicating these are immediate information needs” ”71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)” ”82% notice mobile ads, especially mobile display ads and a third notice mobile search ads” Google, 2011

New trend

So Lo MoSocial Local Mobile

© by Mary Meeker 2011, KPCB

Agenda

•Was ist Augmented Reality•Welches Problem kann Augmented Reality lösen•SoLoMo•Der Markt•Ausblick in die Zukunft

26

The market for AR providerKey Goals:• Creating a real, daily value for the smartphone user on a daily basis• Inspiring the user about the potential of Augmented Reality• Keeping on the technology edge for the ‘WOW’-Effect• Building and operating a World-Class LBS Content Ecosystem

Wikitude Direct: Enabled by Wikitude:

Make Augmented Reality…

Innovators, Technology Enthusiasts

Early Adopters, Visionaries

Early Majority, Pragmatists

Late Majority, Conservatives

Laggards, Skeptics

Customers want technology and performance Customers want solutions and convenience

Meaningful to the Masses.

For more information on customer segmentation please visit: go/segmentation

Top 5 Mobile Phone Markets:• 51% use Location-based Services regularly • 10% use LBS on a daily basis• 94% think LBS are ‘valuable’

JuniperResearch:…..ARappdownloadstopass1.4billionannuallyby2014.(generating1.5bnUSDinrevenues.

29

AR view List view Map view

Creating Value for the End-User

Augmented Reality <> Mobile Marketing

Location-based Advertising:• Local Business Listings (e.g. Yellow Pages, Yelp, Tupalo….)• Location-based Vouchers (e.g. Coupies, Groupon etc.)• Sponsored Content (e.g. Travel Guide sponsored by XYZ)Location-based Retail:• AR-based Real-Estate Information (Available objects in my proximity)• AR-based shopping-windows (See Video)• Real-time price and availability information (e.g. Gas-Stations)Interactive Marketing:• Interactive Billboards, Magazine-Ads (see Video)• Interactive TV Programs• Interactive Shopping Guides

Enabling AR for Partners

A small Outlook…..

Thank you!