20/20 Vision & Augmented Results

Smart Glasses Changing The Way You Look at the World April 2014 – Dublin Ireland AR Marketing Conference

Space Imaging, Keyhole .com Glassware Foundry.com GOAL:

Visual Magic To Generate Attention Attention to Create Understanding Understanding to Create Compassion Compassion to Move People to Action

Dave Lorenzini

By 20/20, the world will have perfect vision. With movie quality special effects and information so real, you have to lift your smart glasses to see what’s really there.

To Augment is Simply to:

“Add To” Adding Things to People’s View of the World. Information, 3D Animations, Special Effects

AR Supercharger

AR Today

Pull Out Phone Unlock Screen Find AR App Start AR App Point AR App

See Something Cool Massive Friction

POWERED BY

AR Soon:

Look At Something Wearing Fashionable Smart Glasses

See Something Cool

Later:

transformative technology often arrives masked by how it looks or works today.

Smart Glasses circa 2014

Google Glass Hardware

Camera, Display, Speaker, Sensors, No Phone 720p 5mp 640x360 Bone Conducting Nexus Tether to Droid/iPhone

A Nexus Device For Your Face

Mind Blowing Potential

2014 Smart Glasses Explosion

Google Glass Rapidly Improving

New Features: Custom Frames, GDK & Hardware Control. AR & webRTC via Chrome, Prescription Lenses, Sensor Access and New Card Types.

Glass Myths & Reality

1. Glass is a final product - Work in Progress

2. It costs $1500 - $300-600 this summer

3. It replaces your cell phone – tethers & wifi

4. Glassholes are always filming you – kills battery

5. The Battery Lasts All Day – 1-2hrs w/heavy use

6. It’s google’s “AR” play - Google Now Play

.com

.com

Best on Glass Today

Travel (translation, guides, pics)

Vertical Market Uses Medical, Commercial, Industrial, Real Estate, Marketing

Remote Assistance Anything with Head Tracking (Games, 360 Panos, Walking Directions)

Pictures & Video Effortless and Serendipitous Image Capture in the Blink of an Eye

Five + Ways to Take a Picture OK Glass, Take a Picture, Button, Wink, Remote Trigger, Application Control

Pictures - 360 Panos

Head Tracking & Impact is no Rift, but Powerful

Communications

Calls (Tethered) Fast Texts (voice) Hangouts (video) Coming: webRTC goodness – fluid communications

Travel & Translation +Google Now +Personalization

Navigation Great Walking Experience Better than Fumbling with Phone

• Effortless Capture of Pictures and Videos • Connects You to Others via Voice & Video Conference (hangouts) • Allows you to Broadcast Your Experience/s • Elegant Delivery of Location Alerts, Info & Messaging • Powerful Step by Step Visual Instructions to do Anything • Contextual Delivery of Info & Visual FX • Ultimate Travel Companion w/translation, conversions & maps • Glass Greatly Magnifies Google’s Other Services Google Now, Hangouts, Google+ all shine on glass • At-a-glance HUD for status of biometric & other sensors & data • Effortless Ability to Jump Views & See Any Feed • Answer Engine On your head & Expert on your shoulder via google now, hangouts, helpouts (paid hangouts)

.com

Glass Strengths

Smart Spaces

Smart Sensors Project Tango

Smart Spaces

Smart Combo

Real World Gaming moneymakAR

Movie Quality Special Effects and Information in the Real World Blended into View

video

Huge Leverage - Persistent sensing Audio Visual Location Biometrics Social Purchasing Attention Thoughts

2020 Visions

Elegant Information

20/20 – Movie Quality Real World Games

HMD + BCI – WYTIWYG Tools What You THINK is What You Get

Unstoppable AR Already in 3 Million Sony PS4’s

https://www.youtube.com/watch?v=9hUUsqhetX4

Get Ready To Change the Way

People See Your Brand

AR Strengths:

Attract

Engage

Inform

Entertain

Convert

Ready, Aim, Fire 1. Get Ready

Collect & Prepare Content Multi Media, Multi-Versions Spatial, 360 Panos, Models Language, Demographic, Psychographic, Location, Context, Relationship Industry & Media Specific

2. Aim Identify Specific Targets & Define Your Triggers ID Location, Precursors, Context Refine Your Calls to Action Test Incentivizes & Tune For Results

3. Fire 1:1 Communications

Clear, Consistent Calls to Action Track Everything Reward for Action Master the Art of the Elegant Fail

Characteristics of Effective Campaigns

1. Identify Added Content How will the fact that the page is AR activated be made clear to a potential User?

2. Strong Call to Action Is the Payoff Sufficient to Move Users to Engage (if not, up the reward)

3. Deliver Exclusive Content What aspect of the AR content is exclusive to the experience?

4. Leverage Spatial Elements How are you using spatially-connected mobile tech? Eg 360 panos or 3D or geospatial triggers.

5. Generate Purposeful AR Clear Target, Built in Tracking, Effortless Interactions for Maximum Results

6. Gain Additional Insights Does the User have options (such as product versions or colours etc) that could be tracked for useful consumer insights?

8. Stay On Brand Is the AR complementary to other campaigns and style?

9. 1 to1 Are you making the User feel special, using language that is personal, positive and meaningful?

10. Viral Component Why and how would a User share the content/experience with a peer? Is the content virus-worthy?

Explore New Business Models

Beyond Campaigns & Brand Building Where can you generate new revenue using Virtual Goods & Services “Next Net” Trends: • remote assistance • content creation, remixing & delivery • transactional info, big data insights

Bonus Round:

Bonus Round 2 Get Ready For Tomorrow, Today:

1. Persistent vision, listening, sensing 2. Fluid Communications & Vision via smart glasses, tpc’s and webRTC tech 3. Shared Local & Remote Interactions (games/help) 4. New Hardware kickstarter, portals, mfgs 5. New Software – Computer Vision, Analysis, ARweb 6. New Business Models remote assistance (helpouts) & answer engines transactional info, fx, content 99c at a time 7. Contextual Connections – People, Services, Devices go deeper on personalization

What Vision Will You Create?

When There Are No Limits.

Creating Killer Apps that Magnify Glass

• Glass & AR Applications • Glass Platform + Tools

Communications, Real Estate

• Strategy & IP Development

www.GlasswareFoundry.com www.DaveLorenzini.com Dave@Lorenzini.com +1.602.570.4040 USA skype/g+/li: davelorenzini