ar vr webinar
TRANSCRIPT
AR / VR Webinar
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Somo accelerates mobile transformation through rapid innovation to create products and experiences your customers and employees will love.
Transforming Live Transforming Engagement Transforming Content
Amplify Execute & Iterate Innovate
Product & UX
workshops
Proof of concept
Strategic vision
& insight
Scaled global launch
Optimise & iterate
Minimum lovable product
Owned, earned, & paid media
Productise
Maintain, Scale & support
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2011
Five years of AR / VR at Somo
2016 2012
2013
2014
2015
Audi LeMans AR App Audi Goodwood AR App
Audi Vision – V1 AR Mixer BP- Work your way
McArthur Glenn – The Art of Denim
BP – Learning Lens Audi Goodwood Oculus Rift Experience Audi TT Launch – Samsung Gear VR in showrooms
Hive Future Home Hive 360 Future Home OneSubsea Interactive table Audi e-tron pop up with Oculus Rift
Audi Goodwood Oculus Rift Experience V2 HTC Vive Concepts Microsoft HoloLens Concepts
Defining the technology
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Mixed reality Virtual reality Augmented reality
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Augmented reality overlays the real world with digital information, using a phone or tablet, built in camera to trigger the content and its screen to display it. It can be built into apps using an SDK, the most common methods of triggering content to appear in AR apps are; - location based (Pokemon Go) - trigger based (Audi Vision/IKEA)
Augmented Reality
SDKs
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Virtual Reality
Virtual reality immerses the viewer, taking up their entire field of view and replacing it with a screen mounted directly in front of the eyes. The high end headsets require a powerful external processor (PlayStation or PC), lower end experiences use smartphones.
Hardware
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Mixed Reality
Hardware
Mixed reality overlays holograms onto the real world, projecting imagery on transparent screens in front of the eyes to give the appearance that it is part of the real world. This requires external depth sensing cameras so the headsets can understand the surrounding space and manipulate objects accordingly.
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The impact of AR and VR on the customer and user journey
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Distance creates attrition, experience creates attraction
Current user journeys start at arm’s length
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Awareness Consideration Action Loyalty Advocacy Experience
Marketing trigger
3rd party research and comparison
Store or online
visit
Return, replenish,
remain Share and evangelise
Product or service
experience
First product / service point of
contact
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AR and VR enables ownership experience
Source:, comScore April 2016 October 16 14 Confidential and copyright of Somo Global Ltd.
Awareness Consideration Action Loyalty Advocacy Experience
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Experience creates brand differentiation
Differentiated
Competitive position
Undifferentiated
Market Pricing Premium
New marketing channels supporting awareness
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• VirtualSky offer two specific forms of advertising for VR gamers
• Sponsor Ads appear at the introduction of a game and are similar to flat banner advertising on web – only fully immersive
• Experience Ads appear at natural breaks in gameplay and can be 360 video or fully interactive that offer compelling first-hand experiences to users.
New Marketing Channels: VirtualSky
Upper funnel experiences
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AR and VR unlock the user ability to experience products earlier – short-circuiting consideration
Source:, comScore April 2016 October 16 19 Confidential and copyright of Somo Global Ltd.
Awareness Consideration Action Loyalty Advocacy Experience
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The app is a virtual makeup tester. Users can try makeup looks and L’Oreal products and see them in AR move with their face in real time
Enhanced products: L’Oreal creates a virtual makeup studio with Makeup Genius app
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Upper funnel experiences: IKEA AR Catalogue
• IKEA launched its first Augmented Reality catalogue in 2013, with both on-catalogue and true-to-life size visualisation functions
• Firstly, the AR apps activates a variety of features just waving the smartphone over pages with digital content, including an “X-ray” feature to look inside the compartments of furniture
• Secondly, the app allows shoppers to visualise how each piece of furniture could look inside their home. The app measures the size of the products against the surrounding room and fixtures to offer a true-to-life size visualization
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Upper funnel experiences: Lego
• The AR Lego in-store unboxing experience allows customers to view the desired product just pulling the box off the shelf • Objects can be viewed from all
angles just by rotating the box
Experience enrichment
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Enhanced products and
events
Authenticity, empathy and understanding
Unique and exclusive (AAA)
Experience enrichment VR and AR create richer experiences of products or events driving deeper understanding and engagement
Education and training
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Enhanced events: Chanel inspires through mobile led exhibition
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Education and training: Case Western Reserve University with Microsoft Hololens
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Creating empathy and understanding: Excedrin and National Autistic Society
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Unique and Exclusive: Dior Eyes: VR creates access-all-areas experience
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Unique and exclusive: BBC Rio 2016 App
AR or The Pokémon GO Effect
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What makes a successful product
Strength of Brand
Ability to complete desired action
Sufficient motivation
Trigger to activate behaviour
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Ingredients to make products habit forming
Trigger
Variable Reward
Action
Ease of use Innovation
Collection Social
Nostalgia
Investment
Monetisation Strategy
Effect of this on UI/ UX
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Summary
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Summary
Understand your target audience
VR /AR experience sits within the overall product journey or experience
Understand your customer journey
Product and Marketing fundamentals still apply
Test and learn
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Confidential and copyright of Somo Custom Ltd. October 16 38
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