armc dublin 2015 von bismark
TRANSCRIPT
Eoghan O Sullivan
CEO Von Bismark
10 years working in 3D Visualisation
Static AR to visualise buildings, medical
devices and marketing campaigns
Worked with a lot of blue chips
Didn't learn what product market fit was
Did a lot of 'cool' work with no success barometers
On third company - Von Bismark
Trying to find product market fit with an AR product
Augmented Reality is becoming a dirty word
AR is starting to be seen as a gimmick
‘Cheap parlor tricks’ for one off engagements
Expensive campaigns with low returns
Where is AR going?
There has to be a use case other than ‘cool’
Cool ends up with a lot of effort with very little reward
Searching for a Use Case
Google Glass - great example of PR buzz destroying an experiment
The experience didn't match the hype
A Solution Looking for a Problem?
A solution looking for a problem?
Managing the Hype Cycle
Avoiding Vanity Metrics
Avoiding Vanity Metrics
To get past the “Through of Disillusionment” we need to be
defining success and measuring the outcome
Fran & Jane
We measured engagements, age, gender
But not any impact on sales. Pointless
Finding Scale
Successful metrics will allow us to search for scale
Will a person use it once?
Will they come back - why would the use it again
Finding Scale
Is your product easy to access from an existing daily user journey
Are you building it because it’s cool or useful?
Cool - Extremely! / Useful - Absolutely not!!
Speaking from Experience
Von Bismark's DOOH adventures
Ran a number of campaigns to test the market - results were
positive
• 1 in 5 passers by engaging for 38 seconds
• 1 in 4 users sharing their pictures
10x the engagement of a touch screen advert campaign
Product Market Fit?
On the surface this works!
Yes it works for one off campaigns but it is very labour intensive.
However - engagement rates off the charts compared to a
normal digital billboard campaign of 3 seconds per impression
Digging Deeper – Before we run out of money
What are the technical barriers and commercial barriers?
High cap ex
We would need content management software to deploy on a
network
The Fragmented Landscape
Commercially for each campaign you would need buy in from;
The client, the creative agency, the media buying agency, the
outdoor agency, the physical location & the end user
Hmmmmm – maybe high user metrics don't look like enough to
build a scalable business
Barriers to Entry
The Point!
The point is - all of the market factors had
nothing to do with augmented reality
Just because you build it they will not come!!
Kevin Costner would be a terrible
businessman!
Mass Market Adoption – Key ingredients
• Is it easy and cost effective to reach millions of users? • Is the marketplace full of barriers to entry -e.g. gatekeepers • Is it easier to use than the solution it replaces? • Is it better than the solution it replaces? • Why would the audience alter their habits to seek our your
product?
• Whatsapp – great example of something slightly easier and
slightly better taking over the market
In Practice
Got a deal with Microsoft to deploy on Xbox One - i.e. one
gatekeeper + millions of customers
Hardware is already in place - 10 year life cycle
Demographic spends $2 billion a year already on Xbox Live
Our experience has to be easier and better than your tablet,
laptop.
Thank You
Eoghan O Sullivan
@thevonbismark
www.vonbismark.com