digiday mobile - mobile ar, look out for the snake oil
TRANSCRIPT
Mobile AR, Look Out For The Snake Oil
Hello, I’m Matt
Founder & CEO of Zugara• Founded 2001• Interactive marketing agency (2001 – 2009) • Over 200 interactive projects launched
• Augmented reality software developer (2009 – Today)
We Develop AR Software For Web & OOH
Online RetailOnline Retail
We Develop AR Software For Web & OOH
Brand EngagementBrand Engagement
www.BarbieTheDreamCloset.comwww.BarbieTheDreamCloset.com
We Don’t Do Mobile AR Though…Yet
Apps like this are just not strategic.
And The Data Supports Our Thinking
"We won't say it will never hit gold, but so far we have not seen big usage.”
- Claire Boonstra, Layar Co-Founder, 12/1/11
"We won't say it will never hit gold, but so far we have not seen big usage.”
- Claire Boonstra, Layar Co-Founder, 12/1/11
The AR Hype Cycle...
To Be Fair, There’s Some Near Term Potential
Even for Advertising & Marketing…
Remember When...
2001 was going to be “The Year Of Mobile”?
Remember When...
Remember When...
Remember When...
Remember When...
Remember When...
In 2007, We Finally Got The Device
And In 2012, We Have The Consumer Base
Source: VisionMobile
US Market – 40% Smartphone Penetration Rate
3 Lessons Learned With AR Hype...
1. The Hype Doesn’t Meet Initial Expectations
3 Lessons Learned With AR Hype...
2. Content/Software Creation Takes Time
3. Consumer Adoption Takes Time
So, Why Isn’t Mobile AR Ready Today?
Here Are 4 Reasons...
4. Market Fragmentation
Source: VisionMobile
3. It’s Not A Native Experience, It’s A Standalone “Techy” App
Data comes from 25 apps downloaded a cumulative 550 million times.
2. Hardware Issues
GPS/Compass InaccuraciesProcessing PowerData Connectivity
Battery Life
1. Solves A Brand/Agency “Problem”, Not A Consumer One
Let’s Talk Creative Director Fantasy vs Reality...
“I want people to be able to point their phone at their car, and turn it into a X.”“I want people to be able to point their phone at their car, and turn it into a X.”
“I want an iPhone App with your shopping software.”
“I want an iPhone App with your shopping software.”
Let’s Talk Creative Director Fantasy vs Reality...
“I want to use AR to immerse someone in a virtual world with virtual sales people.”
“I want to use AR to immerse someone in a virtual world with virtual sales people.”
Let’s Talk Creative Director Fantasy vs Reality...
So When Will Mobile AR Be Ready?
5 – 15 Years AwayVisual Devices, Not Handsets
The NUI: Gestures & Voice Recognition
In Closing...
Think Like A ConsumerNot A Marketer... UX IS KEY
