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26 May 2010

Beyond The Hype

The Real Possibilities with Augmented Reality

Danny Housseas - @dhousseas

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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It’s all

HYPE!

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

The Hype

“The cutting edge Augmented Reality function and the easy-to-order functionality of the app have generated fantastic interest and great reviews –

it has tracked well above our expectations”- Valerie Kubizniak, Pizza Hut Australia Marketing Director

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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What is

AR?

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

Definition

Augmented Reality (AR) is a term for a live direct or indirect view of a physical world environment

whose elements are augmented by virtual computer-generated imagery.

- Wikipedia

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

The Figures

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Market Size

No of Mobile Apps available in 2009 150,000+

Smartphone mobile apps revenues US$4.2b by 2013

ABI Research mobile AR revenues US$340m by 2014

Mobile penetration with camera and compass 305m by 2014

Current ‘AR ready’ smart phones:1.iPhone 3GS (Apple)2.Android (Google)3.Nokia 97 series (Symbian) in 20104.Blackberry (RIM) in 2011

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Riding the

WAVE

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

Hype-based AR Applications

1. No functionality

2. AR as their primary marketing focus

3. Meaningless Social Interaction

4. No clear benefit over Maps

5. Don’t have long term aspirations

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Make it

FUNCTIONAL

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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How do I

CAPTIVATE?

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

Captivating AR Applications

1. Functional

2. Niche

3. Social Interaction

4. Provide Feedback

5. Update

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Know my

SITUATION

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

Situation Aware AR

1. Date

2. Time

3. Location

4. Surrounding Points of Interest

5. Direction

6. Data Connection

7. Vision

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Learn to

ADAPT

Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

Adaptable AR Applications

1. Use Situation Awareness

2. Evaluate Analytics often

3. Provide meaningful overlays

4. Update Points of Interest

5. Update functionality often

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

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Beyond The Hype - The Real Possibilities with Augmented Reality

Danny Housseas26 May 2010

AR Checklist

1. Is it functional?

2. Will it captivate my audience?

3. Do I understand the situation?

4. Am I able to adapt to the users needs?

5. Then use the hype to your advantage.

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26 May 2010

Beyond The Hype

The Real Possibilities with Augmented Reality

Danny Housseas

danny@insqribe.com - @dhousseas