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