Introduction Theory Case Context Analysis Development Conclusion

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Introduction Theory Case Context Analysis Development Conclusion

Augmented Reality

aug· ment (ôg ment′)to make greater, as in size, quantity,or strength; enlarge

re· al· i· ty (rē-ăl’ĭ-tē)quality or state of being actual or true.

Introduction

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Augmented RealityIntroduction

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Virtual RealityIntroduction

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Virtual RealityIntroduction

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Possibilities for usageTheory

Advertising

Apps

Games

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Market Segmentation

unconventional

creativeopen-mindedindividualistic

d i g i t a l n a t i v e sgeographically mobilem e n ta l l y & early adopter

Theory

Introduction Theory Case Context Analysis Development Conclusion

Adobe Mobile Experience Survey

60%

65%

70%

75%

80%

85%

accessing maps and directions

social networking

accessing local

information

reading news

used by

Theory

Introduction Theory Case Context Analysis Development Conclusion

Case description

Start-Up from Austria (2008)Sub-firm of mobilizy„World Browser“„Augmented Reality“-Tool Adds information to the „reality“ you see Geolocalization

Case Context

Introduction Theory Case Context Analysis Development Conclusion

How it worksCase Context

Introduction Theory Case Context Analysis Development Conclusion

Relevant markets

App MarketAdvertising MarketMobile Marketing MarketDepending on the feature– Value-Added Services (twick.it)– Navigation Systems (Wikitude Drive)

Case Context

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Examples:

Advertising toolCase Context

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Model of mass communicationCase Context

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Wikitude World

Showcase: Wikitude World

Schladming - Dachstein

Case Context

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Creation process

„Geo-tag your word“

Create your own world

POIs via Crowdsourcing

Add & see your friends

Case Context

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Wikitude Drive

New Navigation Device„Video“ in phone display

Case Context

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PEST-Analysis

Political– Companies, that are no longer state-owned

Economical– Diminishing efficiency of classical marketing

Social– Web 2.0 mindset

Technological– Smartphone development supports AR

Analysis

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Market potential

0%5%

10%15%20%25%30%35%40%45%50%

today or soon (2010/2011)

never don't know don't even know about it

Planning to use apps as a marketing tool (Germany)

Source: rio mobile; March 2010; „Entscheider mit Budgetverantwortung: 252 Befragte“

Analysis

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Market potential

0

200

400

600

800

1000

1200

1400

2008 2009 2010 2011 2012 2013 2014

Mobile marketing budget in mio (USA)

Source: Statista 2010

Analysis

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Marketing Tool

DifferentSublimeNetwork effect

Analysis

Source: The Information Economy; 2004

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CompetitorsAnalysis

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Potential

Environment becomes more...– Interlinked– Augmented– Interaktive

Higher marketing efficiency– Higher involvement– Added-value instead of ads

Can become THE most important marketing tool

Development

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Future developmentDevelopment

„new reality“

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MetaioDevelopment

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SWOT-Analysis

Strengths– First Movers– Simple interface– High involvement

Weaknesses– Web 2.0 dependent– Smartphone

dependency

Conclusion

Opportunities– Network effect– Technological development

Threats– Me-too products– Competitors– European company

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Methological approachConclusion

There was no public data availableWikitude did not give out any dataAnalysis of relevant:– Statistics– Studies– Markets

Test of apps and competitorsApplication of relevant theories

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DiscussionConclusion

„Just a hype or the future?“ .

„Is there a willingness to pay?“

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Q&AConclusion

Any .

Questions?

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SourcesConclusion

Euroforum Switzerland, 2010Schröder, .: Online- und Crossmedia, Skript 2009Seitz, N.: Kommunikations- und Medienforschung, Skript 2008http://blog.trendone.de/tag/wikitude/http://de.statista.com/statistik/daten/studie/153892/umfrage/einsatz-von-apps-fuers-mobile-marketing/http://de.statista.com/statistik/daten/studie/77600/umfrage/prognose-zu-den-ausgaben-fuer-mobile-marketing-in-den-usa-bis-2014/http://de.statista.com/statistik/daten/studie/73457/umfrage/faktoren-fuer-den-erfolg-im-mobilen-internet-in-2009/http://www.wikitude.org

Introduction Theory Case Context Analysis Development Conclusion

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