out of the box talk - packaged. the global summit · gartner hype cycle for emerging technologies...

SANDER VEENHOF

AUGMENTED REALITY AND PACKAGING

VIRTUAL AND AUGMENTED REALITY RESEARCHER

@SNDRV

OUT OF THE BOX TALK

INTRODUCTIONAUGMENTED & VIRTUAL REALITYCHANGING WORLD - OPPORTUNITIES & ISSUESFUTURE DEVELOPMENTSCONCLUSION

(UNOFFICIAL) AUGMENTED REALITY ART EXHIBITION MOMA NY

GOOGLE PATENT: AUGMENTED ADVERTISING

BILLBOARD “HACKING”

AUGMENTED REALITY AD-BLOCKERS

BUT ISN’T IT TIME FOR..

THE INVERSE ?

WILL AUGMENTED REALITY SHOPPING EVER WORK AS SMOOTH AS IN THE CONCEPT VIDEOS?

AUGMENTED REALITY USE-CASES

engaging customers

provide information

visualisation of products

products with AR functionality

VISUALISING THE CONTENTS OF A LEGO BOX

VISUALISATION OF STORE EQUIPMENT

DEMONSTRATING PRODUCT VARIATIONS

ATTENTION AUGMENTED REALITY ON PUBLIC SCREENS

INSTANT AUDIENCE ATTENTION: PUBLIC SCREENS WITH AR

VISUALISING OF PRODUCTS IN YOUR LIVING ROOM

AUGMENTED REALITY FOR YOUR PRINTER - WHERE & HOW TO REPLACE CARTRIDGES?

RE-PURPOSING PRODUCT PACKAGE AS AUGMENTED REALITY COLORING SHEET

PRODUCT ENRICHED WITH RELEVANT CONTENT

FOLLOW THE PENGUINS: FUN WAY TO INTERACT WITH CLIENTS & AUDIENCES

BUT HOW TO INFORM CUSTOMERS ABOUT THE REQUIRED APP? QR-CODES?

THE ONLY QR-CODE IN THE WORLD THAT TEMPTS PEOPLE TO SCAN IT: “THE FRUSTRATOR”

MOTION SENSOR

2010, 2011, 2012, 2013, 2014, 2015 ...AUGMENTED REALITY: A THING OF THE PAST OR A TREND WITH FUTURE POTENTIAL?

AR

GARTNER HYPE CYCLE FOR EMERGING TECHNOLOGIES

- too many apps - too little functionality per app

- when will there be one unifying platform? (Google? Microsoft? Apple?)

- expectations are too high caused by many fake concept videos

- VR (virtual reality) is much more immersive than smartphone AR

- are immersive AR wearables the next step, giving AR a new boost?

- not one winner, but there will be an optimal usage/device combi for each occasion/location

PROBLEMS / WHAT’S NEXT?

MICROSOFT HOLOLENS

GOOGLE GLASS WHILE DRIVING: SPEAK OUT FAMOUS MOVIE DIALOGUES SITUATED IN A CAR

GOOGLE GLASS USE-CASE: HANDS-FREE ACCESS TO SHOPPING LIST

GOOGLE GLASS USE-CASE: PRECISE CUSTOMER BEHAVIOR MONITORING

WILL “POKEMON GO” BE AS EXCITING AS WE’RE MADE TO BELIEVE?

AR VR?vs

AR VR&

BESIDES THE VIRTUAL EXPERIENCE, IT’S IMPORTANT TO THINK ABOUT WHAT BYSTANDERS SEE

SECOND LIFE: VIRTUAL REALITY HYPE AROUND 2003

IMITATING EXISTING SHOPPING EXPERIENCES?

OR REIMAGINING SHOPPING IN A VIRTUAL ENVIRONMENT?

NEW MEDIUM, NEW PROBLEMS

THE WORLD TODAY: HARDWARE OBSESSED

MY FASCINATION: LOW-TECH SOLUTIONS (FOR NOT YET EXISTING PROBLEMS)

FOR EXAMPLE: HOW TO WALK THROUGH VIRTUAL REALITY? (POSITIONAL TRACKING)

OutdoorVR

GOOGLE CARDBOARD: SMARTPHONE POWERED VR

BEST KNOWN VR CONTENT: ROLLERCOASTERS

TIP: ENCHANCE THE ROLLERCOASTER EXPERIENCE BY TAKING A TRAM OR METRO RIDE

ROLLERCOASTER SPEED CONTROL

360° CAMERAS FOR EVERYONE

VIRTUAL REALITY EVERYWHERE (TRIGGERED BY GPS-LOCATIONS)

SEE-THROUGH VR VIEWER: EXPERIENCE STEREOSCOPIC HOLOGRAPHIC AUGMENTED REALITY

$99 DO-IT-YOURSELF (PREVIEW) VERSION OF SOON TO BE RELEASED MICROSOFT HOLOLENS

NEXT STEP: AUGMENTED REALITY AS PRODUCT INTERFACE (MIT RESEARCH)

OUR FUTURE? AUGMENTED REALITY VIEW OF OUR “INTERNET OF THINGS” KITCHEN

NOT JUST THE FUTURE: WE’LL BE ORDERING PRODUCTS WHILE STANDING IN OUR KITCHEN

THIS WILL BE THE ‘SHOP SHELF‘ OF THE FUTURE - ATTRACTIVE PACKAGING IS CRUCIAL!

@SNDRV

HAPPY END