Augmented Reality Brand Strategy: #MobileAR #ARKit @ VRS 2017
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presentation at Greenlight Insights Virtual Reality Strategy conference 2017. 10 purpose-driven use case examples included for #ARKit
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Augmented Reality Brand Strategy: #MobileAR #ARKit @ VRS 2017
- 1. AUGMENTED REALITY BRAND STRATEGY @ Rori DuBoff #MobileAR #ARKit #ARCore
- 2. CREATING USER VALUE Convenience & Access Anytime, Anywhere Visualize & Augment Anything, Any Format 2@RoriDuBoff | Accenture | October 2017
- 3. VISUALIZE AUGMENT @RoriDuBoff | Accenture | October 2017 3
- 4. REACHING MOBILE MASS Apple ARKit Google ARCore • 600 million iOS devices with iOS11/ARKit by end of 2018, reaching 900 million with ARCore & Facebook Camera Effects • 3 billion AR mobile installed base by end of 2021 Source: Digi-Capital, October 2017 4@RoriDuBoff | Accenture | October 2017
- 5. GOOD TERMS TO KNOW • MARKERLESS AR Augmented reality apps (e.g. ARKit, ARCore, Tango) that can be initialized anywhere. They do not require any pre-knowledge of a user's environment to overlay 3D content into a scene and hold it to a fixed point in space. • VIO Visual Inertial Odometry. Fusing camera sensor data with core motion data to sense how the device moves within the real world (world tracking) • SLAM Simultaneous Localization and Mapping. Horizontal plane detection to place AR objects accurately within real world environments 5@RoriDuBoff | Accenture | October 2017
- 6. DESIGNING USE CASES 6 USER WHERE LOCATION SPACE PEOPLE HOW INTERACT/ AUGMENT/ ALTER WHAT BRAND PRODUCT SERVICE WHY UTILITY CREATIVITY ENTERTAIN VALUE IMPACT DATA ACTIONS EMOTIONS WHEN TIME DAY OCCASSION 6@RoriDuBoff | Accenture | October 2017
- 7. TEN USE CASES 7@RoriDuBoff | Accenture | October 2017
- 8. 1. Visualize / preview products and places in real-world environments 8@RoriDuBoff | Accenture | October 2017
- 9. 2. Customize and decorate surroundings 9@RoriDuBoff | Accenture | October 2017
- 10. 3. Stylize and transform self and others 10@RoriDuBoff | Accenture | October 2017
- 11. @RoriDuBoff | Accenture | October 2017
- 12. 4. Navigate places and spaces faster and easier 12@RoriDuBoff | Accenture | October 2017
- 13. 13@RoriDuBoff | Accenture | October 2017
- 14. 5. Play and connect with virtual characters that come to life in the real world (environment-based gaming, activity and storytelling) 14@RoriDuBoff | Accenture | October 2017
- 15. 6. Enhance learning and communications 15@RoriDuBoff | Accenture | October 2017
- 17. 7. Dimensionalize data insights 17@RoriDuBoff | Accenture | October 2017
- 18. 8. Guide workflow and training with information overlays 18@RoriDuBoff | Accenture | October 2017
- 19. 19@RoriDuBoff | Accenture | October 2017
- 20. 9. Create 3D content and experiences (creative tools for expression and sharing) 20@RoriDuBoff | Accenture | October 2017
- 21. 10. Humanize objects with 3D movement and personality 21@RoriDuBoff | Accenture | October 2017
- 22. DESIGNING USE CASES: PURPOSE-DRIVEN IDEAS 22@RoriDuBoff | Accenture | October 2017 - 1 - Visualize products & places in real-world environments - 2 - Customize & decorate surroundings - 3 - Stylize & transform self and others - 4 - Navigate places & spaces faster and easier - 5 - Play & connect with virtual characters that come to life in the real world - 6 - Enhance learning & communications - 7 - Dimensionalize data insights - 8 - Guide workflow with information overlays - 9 - Create 3D content & experiences - 10 - Humanize objects with 3D movement & personality
- 23. 3 MILLION + ARKIT APPS INSTALLED IN ONE MONTH Apps that use Apple’s ARKit have been installed more than 3 million times since iOS 11 was released in September 2017. Source: Sensor Tower, Oct 19, 2017
- 24. THE WORLD IS YOUR INTERFACE Beyond the device screen, think about real world interactions all around you AR EXPERIENCES @RoriDuBoff Accenture | October 2017 24
- 25. AR EXPERIENCES Beyond a mobile app, think about creating ongoing meaningful connections with users in their daily lives LIVING STORIES @RoriDuBoff Accenture | October 2017 25
- 26. CLOSING THOUGHTS Design use cases with purpose driven ideas The world is your interface; look beyond the mobile screen Think beyond a mobile app; create living stories Amplification drives user activation @RoriDuBoff Accenture | October 2017 26
- 27. THANK YOU Rori DuBoff Managing Director, Content Innovation – Extended Reality Rori.DuBoff@Accenture.com
Notas do Editor
- October 2017
- 3 MILLION APPS INSTALLED SO FAR ACCORDING TO APPLE
- ight now most AR SLAM technologies like ARKit only use floor recognition and position tracking to place AR objects around you, so they don’t actually know what’s going on in your environment to correctly react to it. More advanced SLAM technologies like Google Tango, can create a mesh of our environment so not only the machine can tell you where the floor is, but it can also identify walls and objects in your environment allowing everything around you to be an element to interact with
- - 1 - Visualize products & places in real-world environments - 2 - Customize & decorate surroundings - 3 - Stylize & transform self and appearance - 4 - Navigate places & spaces faster and easier - 5 - Play & connect with virtual characters that come to life in the real world - 6 - Enhance learning & communications - 7 - Dimensionalize data insights - 8 - Guide workflow with information overlays - 9 - Create 3D content and experiences - 10 - Humanize objects with 3D movement and personality