Augmented Reality Reality or Novelty?

Transcription

1 Augmented Reality Reality or Novelty? The global leader in AUGMENTED REALITY.

2 Agenda Introduction What is Augmented Reality AR on Mobile Use-Cases & Examples Q & A Mobile Show April

3 What is Wikitude? The World s first Augmented Reality Browser in 2008 Voted Best Augmented Reality Browser for 2009, 2010, 2011 Truly global reach: 10 million users on all major Operating Systems 32 languages supported The company behind the international AR standard ARML Mobile Show April

4 2 ways to use Wikitude s AR technology Publish in Wikitude Create your own AR App or Mobile Show April

5 Reach your audience! 10 million users worldwide Mobile Show April

6 What is Augmented Reality? It s really an old Mobile Show April

7 What is Augmented Reality? It s really an old concept Think of 7

8 AR A Natural Evolution Internet 1.0 ( ) was all about the great disruptive promise of the cyberspace and online shopping Internet 2.0 ( ) was the 10 years it took to really figure out what to do with it: USG, rich web apps, social media Augmented Reality (2008 ) is where mobile technology and wireless broadband make the internet finally ubiquitous. And inescapable. Mobile Show April

9 Analyst Usage Projections The number of AR capable Smartphones in the global market will more than double, from 91 million in 2010 to over 197 million in Source: Juniper Research By 2012 there will be about 150 million to 200 million mobile augmented reality users, up from 600,000 in Source: Perey Research and Consulting By % of mobile subscribers with a data plan in mature markets will use AR at least once a week. Source: Gartner Total installed based of over 1.6 billion ARenabled phones will be present in the market by Source: ARCchart Ltd. AR Enabled Devices (in 000,000s) Mobile Show April

10 Analyst Revenue Projections Augmented reality applications market is expected to be exponential with the revenue growth from $ million in 2011 to $5.1 billion by 2016, at a CAGR of 95.35% from 2011 to Source: Juniper Research Revenues generated from mobile phone augmented reality applications will reach $2.2 billion by Source: ARCchart Ltd The market for AR barely exists today: 2010 revenue amounted to only $21 million. But if the market develops as we expect, it will generate more than $3 billion in Source: ABI Research AR Revenues (in 000,000s) Mobile Show April

11 Augmented Reality on a Mobile 2008: First Smartphones allow Cam-Access for 3 rd Parties Sensor Data (GPS, Accelerometer, Compass, Gyroscope) enable Mobile Augmented Reality for the first time Geo-tagged Points-of interest (POI) complete an Augmented Reality Experience Mobile Show April

12 Key Limitations on a Mobile (2012) Mobile Processing power Screen size Human limitations: eyesight, thumb width GPS locating speed, compass calibration Network bandwidth/latency Tools/APIs Battery Power Installed base Fragmented mobile platforms M-commerce & monetization Some of these apps running <10fps Are small relative to the world Serious interaction problem for many demographics Waiting. Waiting ah damn it 400ms pings are not so responsive Just emerging This stuff devours batteries Smartphones base growing Going to be with us a while Buying real stuff is hard Mobile Show April

13 The Next Evolution: AR Glasses? Matt Kwan, PhD Candidate, Feb 2012 Google Concept Project Glass, April 2012 Mobile Show April

14 Multiple Applications for a Visual Interface Retail/ Commerce Social Travel E-learning Gaming Easy to use look & learn interface has horizontal application. Intuitive, informative and engaging. Advertising Location Based Services Mobile Show April

15 Business Model Overview The knowledge of usage patterns and personal preferences provides a very strong asset for highly efficient monetization. AR Revenue Streams A typical AR business model consists of the following 4 main streams: 1.Advertising 2.Lead Generation Advertising Lead Generation Premium Content Tech-Licenses 3.Premium Content 4.SDK Licenses 15

16 Lead Gen & CPA Hyper Local, Contextual characteristics of Wikitude enable multiple high-value CPA/ Lead-Gen monetization use-cases: 1. Sponsored POIs: Suggest or feature businesses around you based on selected content preferences (ex: Yellow Pages Canada) 2. Sponsored Search Results: Suggest or feature businesses around you based on search request (ex: Google) 3. Deals and Coupons: Promote hyper local deals and coupons and generate local business revenue (ex: Yelp) 4. Lead Generation: Generate high-value leads for industries like hotels, real estate, event bookings etc. (ex: Hotels.com) 16

17 In-AR Advertising External Advertisement in the Camera View Innovative and playful way of monetizing the AR-inventory Ad-object can be tailored based on content and campaign characteristics Special advertisement format allows high CPM and CPC values 17

18 Pricing Advertising PRICING OVERVIEW Advertising Format Specification Pricing model Display Banner Ad 300x50 px (MMA standard sizes) CPM or CPC Flying Balloon 360x430 px CPM or CPC Flying Zeppelin 300x50 px (MMA standard sizes) CPM or CPC Flying Plane 300x50 px (MMA standard sizes) CPM or CPC Content World 1024x500 px CPM or CPC Featuring LBS AR Ad custom Custom pricing Mini Launcher App custom Custom pricing AR Link web link free

19 AR s Role in Mobile Advertising Worldwide mobile advertising revenue will reach $20.6 billion by Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will spearhead mobile ad spending. Source: Gartner July Forecast: Mobile Advertising, Worldwide,

20 Wikitude SDK benefits Lightweight The Wikitude SDK is small in file size Fully customizable The AR View is fully yours. No need to proxy your content through our CMS Based on the leading AR engine ARchitect Content creation is easy using HTML5, JavaScript and CSS Stand-alone operation The SDK works independent of Wikitude World Browser. Both games and location aware apps producers can greatly benefit from this industry proven technology.

21 Attractive pricing for your apps WIKITUDE SDK BASE PRODUCTS Wikitude SDK Pro License included Wikitude Lite AR Features Complete feature set Complete feature set Maintenance 12 month included 12 months included Updates Upgrades 6 months included n.a. Support 6 months included Developer Forum Limitations None None ADD. LICENSE PACKS License Pack Price Upon request Upon request individual Base Price

22 Some Examples LBS Retail Travel & Architecture Print Advertisement Social

23 Case-Study LBS: Hotels.com hotels.com operates a hotel-search using Augmented Reality Users can look for hotel rooms nearby and filter based on price, availability, rating etc. Why? 40% of all hotel rooms go unsold each night/ 60% of all Mobile Bookings are same-day reservations (Orbitz) 23

24 Augmented Reality in Online Shopping Mobile Show April

25 Augmented Reality in Travel Carnuntum 3D Mobile Show April

26 Augmented Reality in Print Mobile Show April

27 Augmented Reality in Retail Mobile Show April

28 Augmented Reality Goes Social Mobile Show April

29 Summary

30 Summary Augmented Reality is a new, but revolutionary technology

31 Summary Augmented Reality is a new, but revolutionary technology Hardware is there now to enable AR for a broad user-base

32 Summary Augmented Reality is a new, but revolutionary technology Hardware is there now to enable AR for a broad user-base AR is no use-case per se, but enables a magnitude of use-cases in various fields

33 Summary Augmented Reality is a new, but revolutionary technology Hardware is there now to enable AR for a broad user-base AR is no use-case per se, but enables a magnitude of use-cases in various fields AR is on its way to become a mass market topic and change our way of experiencing the reality and consuming content

34 The Future of Screens Mobile Show April

35 Thank you! Martin Herdina, CEO