The Value of Experiential - New Augmented Reality Business Models

The Value of Experiential - New Augmented Reality Business Models ©© GaryPHayes

© Gary Hayes CCO MUVEDesign & Founder StoryLabs
@garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
Tuesday, 17 May 2011


NEW AUGMENTED REALITY BUSINESS MODELS

INTRO

Gary Hayes
AR Event 2011 Santa Clara


16 AR Value Propositions & Usage Scenarios - 2009
probably why I was invited to speak :)



16 AR Value Propositions & Usage Scenarios - 2009
1. IN SITU: Aiding sale by seeing projects & products placed in the environment before completion.
2. UTILITY: Selling life enhancing AR applications perceived as useful.
3. TRAINING: Hands-on with complex equipment and work scenarios.
4. SOCIAL GAMING: Both connotations of the word, pay-per-play mixed reality games in physical
space.
5. LOCATION LAYERS: Blended guides to new places, tourism, enhanced travelling or themed
space.
6. VIRTUAL DEMO: Display to promote sale, of product in pre-release or remotely via catalogue etc:
7. EXPERIENTIAL EDUCATION: Pay-per-visit educational services to museums, ancient sites etc:
8. ENHANCED CLASSIFIEDS: An AR directory that promotes local 3rd parties product & services
overlaid at the location.
9. 3D VIRALS: Branded company or personal promotion & ads using ʻcoolʼ 3D toys.
10.PERSONALIZED SHOPPING: Walking around stores made relevant, opt in personalization and
targeting.
11.COOPERATION: Service industry for augmented virtual meetings.
12.BLENDED BRANDING: The equivalent of hoardings, virtual poster ads.
13.AUGMENTED EVENTS: Pay-per-use of enhanced sport or pop concerts.
14.INTERTAINMENT: New form experiential TV and ﬁlms. Blu-Ray seem so 18th century.
15.UNDERSTANDING SYSTEMS: Creating AR for internal or exploded views of complex objects.
16.RECOGNITION & TARGETING: Pushing ʻrelevanceʼ to outdoor consumers – facial recognition
linked to online data.



Since then there has been lots of talk about a $$ bill industry -
#3 billion within 4 years? But what industry, what is it?



AR (technical & marketing) services already reach 100 000 s
Can we define future markets if we don’t know what it is?



But still for most users - what the hell is AR?

ʻthat webcam thingʼ - ʻdots ﬂoating in the skyʼ?
Whats the value again?

We, as a ﬂedgling industry need to better educate
and agree about the ʻvast potentialʼ and scope of
AR beyond just 3 simple areas?

•Intelligent surfaces - projection mapping,
tables, kiosks etc:
•Locative - device aware, overlayed content
•Recognition - marker and image aware content
All of the above can link to or pull in content from the cloud



My Deﬁnition of Augmented Reality
(from a value proposition perspective)

1 AR is an INTERFACE that better enables
2 Insight & CONNECTION into Products, Places & People
3 then a ʻsense-of-place EXPERIENCE & STORYʼ

There are 3 eraʼs - 1) INTERFACE
2) CONNECTION and 3) EXPERIENTIAL


The Augmented Reality Business Stakeholders
Content creators
EXPERIENTIAL ERA Content owners
Content distributors
Software developers
INTERFACE ERA Advertisers, promoters & ad distributors
Service providers
Portal owners
CONNECTION ERA Network operators
Equipment manufacturers
Equipment retailers
Consumers
:) ERA = Every Reality Augmented


So the rest of the talk I want to approach key questions
1 - How to make AR valuable to users, glue & connection
2 - The Value of Experiential

but ﬁrst what is it and who am I?



about me
- context for this talk



Content developer, consultant, service director
•95-04 UK, BBC Senior Development Producer - Interactive & Broadband TV
•95 - Standards body eg: Chair of Business Models TV-Anytime, MPEG, DVD
•03-05 US, Interactive & Social TV Producer
•05-10 Director - LAMP Advanced Media Production @ AFTRS
•05- PersonalizeMedia Power 150 Media/Marketing Blog
•06- MUVEDesign (Transmedia, Alternate & Augmented Reality, Virtual Worlds)
•10- StoryLabs (Oz, US, UK, Canada)



The old un-welcome brand parallels with Second Life?!
Will we see the equivalent of empty stores in #AR?



MUVEDesign - the most traffick’d, brand, sims in Second Life
This one Telstra from 2006-2009



Worldwide Brand Statistics Second Life
Figures based on more than 5min dwell and proportion of time inworld
BigPond
Pontiac
ABC TV Australia
Microsoft
Nissan
Mercedes-Benz
IBM
NetG Training
MTVN 13819 BigPond - MUVEDesign
PA Consulting Group
Starwood Hotels 11447 Pontiac
Showtime (L Word) 10807 ABC Australia - MUVEDesign
The Weather Channel
NBC Universal 7115 Microsoft
Adidas Reebok 6314 Nissan
Samsung
Mazda 6056 Mercedes-Benz
Sony Ericsson 4165 IBM
Sony BMG
Toyota
Dell
ABN AMRO
BMW
AOL
Reuters http://nwn.blogs.com/nwn/2007/08/taterus-mixed-1.html
0 3,750 7,500 11,250 15,000



Why were these two sims (ABC, Telstra) so popular even
though this had branding & advertising?

1 building community components
2 creating immersion
3 a place felt like home
4 events
5 variation/depth
6 authenticity



Making AR Value-able

The Connection Era


The Connection Era 2010-2015

Insight &
CONNECTION into
Products, Places &
People

The shift to truly
valuable services that
engage and enrich and
glue the cloud to the
world around us



More ‘engaging’ AR concepts already in regular use?



What the heck will happen when the cloud really descends?!

Will it be seen as gimmick vs the real potential

The AR industry is not an industry until it provides value

AR is cheapened if it is perceived just as a:

1) A ʻﬁddlyʼ link to other media (marker to video, image to
iTunes store or a building (image) to a website)

2) Tiltʼilation models on their webcam



Value found in consumer need? Maslow’s Hierarchy

EXPERIENTIAL ERA

CONNECTION ERA

INTERFACE ERA



Mapping 16 AUGMENTED REALITY BUSINESS MODELS to Eras
INTERFACE ERA CONNECTION ERA EXPERIENTIAL
Popular

3D VIRALS UTILITY
Selling life enhancing AR
Branded company or personal promotion
applications perceived as useful.
& ads using 'cool' 3D toys

LOCATION LAYERS VIRTUAL DEMO
Display to promote sale, of product in pre-
Blended guides to new places, tourism,
release or remotely via catalogue etc
enhanced travelling or themed space
AUGMENTED EVENTS
Pay-per-use of enhanced sport or pop concerts

BLENDED BRANDING ENHANCED CLASSIFIEDS
An AR directory that promotes local 3rd parties
The equivalent of hoardings, virtual poster ads
product & services overlaid at the location
ADOPTION

SOCIAL
GAMING INTERTAINMENT PERSONALIZED SHOPPING
EXPERIENTIAL Pay-per-play mixed New form experiential TV and ﬁlms Walking around stores made relevant, opt in
EDUCATION reality games in personalization and targeting
Pay-per-visit educational services physical space
to museums, ancient sites etc

IN SITU RECOGNITION & TARGETING
Aiding sale by seeing projects placed in the
Pushing 'relevance' to outdoor consumers - facial
environment before completion
recognition linked to online data

UNDERSTANDING SYSTEMS
Niche

Creating AR for internal or exploded COOPERATION
views of complex objects Service industry for augmented TRAINING
virtual meetings Hands-on with complex equipment and work scenarios

Low LIKELY COMMERCIAL VALUE High



Valuable examples? Trying on glasses, tilting cameras etc:

Myles Peyton of Total Immersion



EXAMPLES OF REALLY
BASIC VALUE - NOT YET
REALISED?!

PHYSICAL SEARCH



Useful examples? Locative AR Search. Finding product based on criteria

Johnny Depp Articles
Lifestyle Interview

Johnny Depp Articles
Latest Film DVD Clips



Useful examples? Locative AR Search. Finding product period

Bickford’s Lime Juice
$1.69 bottle



Useful examples? Locative AR Search. Finding product based on type

45G Protein Bars
PowerLift $2.49



Physical Search - finding specific criteria product

Low Fat, Low Sodium
BRW Peanuts $0.89



Physical Search - Healthy Options & Recipe

Sugar Free Popcorn
$1.30 for 500g

Lasagne Recipe
Ingredient 4/15
Pasta $3.28



Physical Search - intelligent, overlay GPS?

5 car pile-up
To avoid take - estimated 45
this exit to I15 mins hold up
junction 221



The Value of AR Experience Design

The Experiential Era 2014-the end of time


Draft - WIP the value of experience from AR perspective



Emotional story experiences – drama played out in the
real world. A new form? - Locat-inima (Locative Cinema)



Emotional story experiences – drama played out in the
real world. A new form? - Locat-inima (Locative Cinema)

© ʻWitnessʼ 13th Street Universal



Pervasive entertainment – games played in true MMO style in real world
this is one of MUVEDesignʼs Projects in progress



Lifestyle and aspirational - seeing experiences of others at location



Note: All Experiential Usage Scenarios can develop revenue through
promotional/advertorial, sponsorship, subscription, peer-to-peer, pay-
per-play, expansion packs and most other key digital models



Other Examples of Experiential Usage Scenarios - Draft WIP again...

Hybrid experiences –
Social Community – social/emotional, meet-ups
leaving rich media in location ﬂash groups
but also competitive (how I did
now you come here and try or
do better, gamify rich media
sharing in location
Aspirational experiences
already seen lots of discounts and
guides in location but here we
Spiritual Experiences buying ʻvirtualʼ goods to enhance
elements of personal dev. Tracing See through the eyes and improve our augmented real
your future or speciﬁc astrology of others... life
based on your current location

Gifting Experiences Mental Experiences
what things will people buy Learning by doing, accredited courses
virtually. Would they place gifts where the context makes sense –
for others in virtual space – literature/art/history – but again also
requiring them to go there? gamify to make the experience real



four ﬁnal thoughts



Next Steps if any to move into the CONNECTION & EXPERIENTIAL era?

• there needs to be a jump in the ease of use of
current AR for USERS not just the developers.
Away from clunky browsers, poor locative tech
etc: Smoother animation and video

• Standards are required for mass use and
interoperability - we canʼt expect each new
service to require users to download a new client

• The education of the consumer & content
creator base is critical to be clear on what AR
really is and the different types

• The brave new world we are evangelising
requires sustainability as a foundation and critical
to that is ﬁnding real value that consumers will
happily pay for



THANKS QUESTIONS?

These slides will soon be on
slideshare.net/hayesg31

The Value of Experiential - New Augmented Reality Business Models

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (15)

Mais de Gary Hayes

Mais de Gary Hayes (9)

Último

Último (20)

The Value of Experiential - New Augmented Reality Business Models