ar vr webinar

AR / VR Webinar

Confidential and copyright of Somo Custom Ltd. October 16 2

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


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

Confidential and copyright of Somo Custom Ltd. October 16 5 Confidential and copyright of Somo Global Ltd. August 16 5

Mixed reality Virtual reality Augmented reality


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


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


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.

The impact of AR and VR on the customer and user journey


Distance creates attrition, experience creates attraction

Current user journeys start at arm’s length

October 16 13 Confidential and copyright of Somo Global Ltd.

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


AR and VR enables ownership experience

Source:, comScore April 2016 October 16 14 Confidential and copyright of Somo Global Ltd.



Experience creates brand differentiation

Differentiated

Competitive position

Undifferentiated

Market Pricing Premium

New marketing channels supporting awareness


•  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


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.



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


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


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


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


Enhanced events: Chanel inspires through mobile led exhibition


Education and training: Case Western Reserve University with Microsoft Hololens


Creating empathy and understanding: Excedrin and National Autistic Society


Unique and Exclusive: Dior Eyes: VR creates access-all-areas experience


Unique and exclusive: BBC Rio 2016 App

AR or The Pokémon GO Effect


What makes a successful product

Strength of Brand

Ability to complete desired action

Sufficient motivation

Trigger to activate behaviour


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

Summary


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


Bristol 5th Floor, 1 Temple Way BS2 0BY

Somoglobal.com

@somoglobal

+44 (0)117 214 0910

[email protected]

London 18th floor, Portland House Bressenden Place, Victoria BS2 0BY

Somoglobal.com

@somoglobal

+44 (0)20 3397 3550

[email protected]

Somoglobal.com

@somoglobal

+1 (347) 709 7666

[email protected]

51 East 12th Street New York NY 10003

New York

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