Dave Lorenzini provided the audience at AR Marketing Conference with an opportunity to experience Google Glass on the very day it was launching. He proposes that by 2020 there will be perfect vision, AR vision without the need for clunky devices.

1. 20/20 Vision &
Augmented Results
Smart Glasses Changing The Way You Look at the World
April 2014 – Dublin Ireland AR Marketing Conference

2. Space Imaging, Keyhole .com
Glassware Foundry.com
GOAL:
Visual Magic To Generate Attention
Attention to Create Understanding
Understanding to Create Compassion
Compassion to Move People to Action
Dave Lorenzini

3. By 20/20, the world will have
perfect vision.
With movie quality special effects and
information so real, you have to lift your
smart glasses to see what’s really there.

4. To Augment is Simply to:
“Add To”
Adding Things
to People’s View
of the World.
Information,
3D Animations,
Special Effects

5. AR Supercharger

7. AR Today
Pull Out Phone
Unlock Screen
Find AR App
Start AR App
Point AR App
See Something Cool
Massive Friction

8. POWERED BY
AR Soon:
Look At Something
Wearing Fashionable Smart Glasses
See Something Cool
Later:

9. transformative technology
often arrives masked by
how it looks or works today.

10. Smart Glasses
circa 2014

11. Google Glass Hardware
Camera, Display, Speaker, Sensors, No Phone
720p 5mp 640x360 Bone Conducting Nexus Tether to Droid/iPhone
A Nexus Device For Your Face

12. Mind Blowing Potential

13. 2014 Smart Glasses Explosion

14. Google
Glass
Rapidly
Improving
New Features:
Custom Frames,
GDK & Hardware Control.
AR & webRTC via Chrome,
Prescription Lenses, Sensor
Access and New Card Types.

15. Glass Myths & Reality
1. Glass is a final product - Work in Progress
2. It costs $1500 - $300-600 this summer
3. It replaces your cell phone – tethers & wifi
4. Glassholes are always filming you – kills battery
5. The Battery Lasts All Day – 1-2hrs w/heavy use
6. It’s google’s “AR” play - Google Now Play
.com

16. .com
Best on Glass Today
Travel (translation, guides, pics)
Vertical Market Uses
Medical, Commercial, Industrial, Real Estate, Marketing
Remote Assistance
Anything with Head Tracking
(Games, 360 Panos, Walking Directions)

17. Pictures & Video
Effortless and Serendipitous
Image Capture in the Blink of an Eye
Five + Ways to Take a Picture
OK Glass, Take a Picture, Button, Wink, Remote Trigger, Application Control

18. Pictures - 360 Panos
Head Tracking & Impact is no Rift, but Powerful

19. Communications
Calls (Tethered)
Fast Texts (voice)
Hangouts (video)
Coming:
webRTC goodness – fluid communications

20. Travel & Translation
+Google Now
+Personalization

21. Navigation
Great Walking Experience
Better than Fumbling with Phone

22. • Effortless Capture of Pictures and Videos
• Connects You to Others via Voice & Video Conference (hangouts)
• Allows you to Broadcast Your Experience/s
• Elegant Delivery of Location Alerts, Info & Messaging
• Powerful Step by Step Visual Instructions to do Anything
• Contextual Delivery of Info & Visual FX
• Ultimate Travel Companion w/translation, conversions & maps
• Glass Greatly Magnifies Google’s Other Services
Google Now, Hangouts, Google+ all shine on glass
• At-a-glance HUD for status of biometric & other sensors & data
• Effortless Ability to Jump Views & See Any Feed
• Answer Engine On your head & Expert on your shoulder
via google now, hangouts, helpouts (paid hangouts)
.com
Glass Strengths

23. Smart Spaces

24. Smart Sensors Project Tango

25. Smart Spaces

26. Smart Combo

27. Real World Gaming moneymakAR

28. Movie Quality Special Effects and Information
in the Real World Blended into View

29. Huge Leverage - Persistent sensing
Audio
Visual
Location
Biometrics
Social
Purchasing
Attention
Thoughts

30. 2020 Visions
Elegant Information

31. 20/20 – Movie Quality Real World Games

32. HMD + BCI – WYTIWYG Tools
What You THINK is What You Get

33. Unstoppable AR Already in 3 Million Sony PS4’s
https://www.youtube.com/watch?v=9hUUsqhetX4

34. Get Ready
To Change the Way
People See Your Brand

35. AR Strengths:
Attract
Engage
Inform
Entertain
Convert

36. Ready, Aim, Fire
1. Get Ready
Collect & Prepare Content
Multi Media, Multi-Versions
Spatial, 360 Panos, Models
Language, Demographic, Psychographic,
Location, Context, Relationship
Industry & Media Specific
2. Aim
Identify Specific Targets &
Define Your Triggers
ID Location, Precursors, Context
Refine Your Calls to Action
Test Incentivizes & Tune For Results
3. Fire
1:1 Communications
Clear, Consistent Calls to Action
Track Everything
Reward for Action
Master the Art of the Elegant Fail

37. Characteristics of Effective Campaigns
1. Identify Added Content
How will the fact that the page is AR activated be made clear to a potential User?
2. Strong Call to Action
Is the Payoff Sufficient to Move Users to Engage (if not, up the reward)
3. Deliver Exclusive Content
What aspect of the AR content is exclusive to the experience?
4. Leverage Spatial Elements
How are you using spatially-connected mobile tech? Eg 360 panos or 3D or geospatial triggers.
5. Generate Purposeful AR
Clear Target, Built in Tracking, Effortless Interactions for Maximum Results
6. Gain Additional Insights
Does the User have options (such as product versions or colours etc)
that could be tracked for useful consumer insights?
8. Stay On Brand
Is the AR complementary to other campaigns and style?
9. 1 to1
Are you making the User feel special, using language that is personal, positive and meaningful?
10. Viral Component
Why and how would a User share the content/experience with a peer? Is the content virus-worthy?

38. Explore New Business Models
Beyond Campaigns & Brand Building
Where can you generate new revenue
using Virtual Goods & Services
“Next Net” Trends:
• remote assistance
• content creation, remixing & delivery
• transactional info, big data insights
Bonus Round:

39. Bonus Round 2
Get Ready For Tomorrow, Today:
1. Persistent vision, listening, sensing
2. Fluid Communications & Vision
via smart glasses, tpc’s and webRTC tech
3. Shared Local & Remote Interactions (games/help)
4. New Hardware kickstarter, portals, mfgs
5. New Software – Computer Vision, Analysis, ARweb
6. New Business Models
remote assistance (helpouts) & answer engines
transactional info, fx, content 99c at a time
7. Contextual Connections – People, Services, Devices
go deeper on personalization

40. What Vision Will You Create?
When There Are No Limits.

41. Creating Killer Apps that Magnify Glass
• Glass & AR Applications
• Glass Platform + Tools
Communications, Real Estate
• Strategy & IP Development
www.GlasswareFoundry.com
www.DaveLorenzini.com
Dave@Lorenzini.com
+1.602.570.4040 USA
skype/g+/li: davelorenzini