Recently arising Hot topic in Industry is
Virtual Reality & Augmented Reality
We are already exposed to the world of VR/AR cases
and using services in our daily life.
So how much do you know about it?
Now learn the difference between VR & AR with
movies that are familiar with us.
Here we go!
Virtual Reality
&
Augmented Reality

These movies are based on Virtual reality or Augmented reality stories.
Let’s pick 2 best movies to compare VR and AR!
Movies are based on VR or AR

Virtual Reality Augmented Reality
In 2199, World is ruled by computer and
humans are born to set to live in virtual
reality of 1999. Rebels fight against
computer in Virtual Reality to get their life
back..
MATRIX
Similar but different VR & AR
Neo in reality
Neo in VR
Whatever you need or want become visible,
Stark augments his powered-suit with
weapons, other technological devices and
protect the world as Ironman!
IRON MAN
Toni Stark in Reality using virtual infos

 Virtual reality offers a digital recreation of a real life setting that users can interact with. In virtual
world, users would find it difficult to tell the difference from what is real and what is not.
 For example, you are in a real life but you can experience this virtual world through VR devices just
like a movie Matrix or Avatar.
 With VR, the user is isolated from the real world while immersed in a world that is completely
fabricated.
Virtual Reality

 Augmented reality is a digital technology that overlays text, images or video over physical objects. At its
core, AR provide all types of information such as location, heading, visual, audio and acceleration data, and
opens an avenue for real-time feedback.
 In the movie Iron man or Minority Report, the characters are putting up information or images in the air
and zoom-in using fingers without touching a real monitor? Or remember the scouter for Dragon Ball Z?
 With AR, users continue to be in touch with the real world while interacting with virtual objects around
them
Augmented Reality

5월5일동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되나
봐...
Already 1year passed since my bf
joined the army. Tough day at
parachute simulation training! Go tiger!
5월5일♥동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되
나봐...
How do we use VR in real life?
Today, went on a date to play
some screengolf with bf! We are a
healthy couple!
Virtual Reality
(가상현실)
 Screengolf
 Wii
 parachute
simulation
Made some bet on playing wii with my
brother. He beat me again… I give up!

5월5일동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되나
봐...
First driving lesson on a road! This
new GPS will be my bodyguard today^^
5월5일♥동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되
나봐...
How do we use AR in real life?
Armed Forces Day, I heard that
HUDs are standard now on the
Boeing 787
Augmented
Reality (증강현실)
 Boeing 787
 ScanSearch
 GPS with AR
Installed new app called scansearch
and it is amazeballs! It shows all the
places and products.

How does work
Virtual Reality
&
Augmented Reality
in Marketing?

Virtual Reality, or VR, is emerging as a powerful marketing tool, and several innovative brands
have found the secrets to an effective Virtual Reality experience, creating campaigns that engage
and delight shoppers while increasing sales.
VR gives marketers the opportunity to give their audience the closest experience they can get
from a product, service or place without actually physically being there or buying.
Success point; engage customers to participate in the design and testing process; providing a
more realistic feedback on their opinion of the product. It connects with users on a deeper and
more realistic level – building trust and loyalty.
How does VR work in Marketing?
VIRTUAL REALITY

The Audi Virtual Reality Experience is a wearable device that allows shoppers to customize the
ideal configuration of the Audi model they want and view the car inside and out from the
first-person perspective.
Case 1. IKEA
VR Marketing Case 1. Audi
What’s the result?
In London, Audi replaced a traditional retail showroom with “completely digital showroom” where
customers can customize, shop for and select cars for purchase. Sales increased by 70 percent and
average transaction prices grew by 20 percent
RESULT

Odell Beckham Jr. and Verizon teamed up for a great video that allows fans the ability to
interact “virtually” with New York Giants wide receiver Odell Beckham Jr.
Case 1. IKEA
VR Marketing Case 2. Verizon
What’s the result?
As of today, Verizon did many VR projects like Google cardboard virtual reality viewers featuring Star
Wars characters and 360 degree contents with NFL. This video is a promotional ad Verizon claims during
super bowl season to show how little the average person knows about VR in a witty way.
RESULT

Augmented reality, or AR, has become one of the hottest new advertising trends. From Toyota to
Nivea to Disney, a diverse array of brands has hopped on the AR bandwagon in the hope of
creating hype and increasing consumer engagement.
AR provides a way to bridge the gap between the physical and digital experience, empowering
brands to better engage with their customers and drive real business results in the process.
Success points; Align your augmented reality goals to meet customer’s needs and optimize it for
a better user experience and interactive engagement strategy.
How does AR work in Makreting?
AUGMENTED REALITY

Ikea has created an augmented reality (AR) mobile app that allows customers to virtually
experiment with how its products will fit into their homes.
Case 1. IKEA
AR Marketing Case 1. IKEA
What’s the result?
Last year’s global launch of the IKEA Catalogue App has so far resulted in 8.5 million downloads, with
more than 42 million visits to the digital catalogue via the App or online
RESULT

The L’Oreal augmented reality Makeup Genius app uses advanced facial mapping technology
to make the smartphone camera into a virtual mirror that lets try on products in real time.
AR Marketing Case 2. Loreal
What’s the result?
The app has been downloaded 10 million times and claims almost 20 million users worldwide. In
2015, L’Oréal’s e-commerce sales were 5% of its total sales and reached nearly $ 1 billion.
RESULT

7 key success drivers in commonDifferent but
similar
VR & AR
1 Mobility
Anywhere, needs to become more mobile than mobile to compete
2 Vision
Users are used to high resolution images/views and expects better
3 Immersion
Hardware with hyperaccurate position tracking, 3D audio & more
4 Usability
Include user comfort from motion sickness for VR & weight for
AR!

VR&AR
7가지
Key Drivers
5 Flexibility
Cross-platform operating systems and SDKs for both AR and VR
6 Wearability
Mass consumer technology looks & feels cool without
compromise
7 Affordability
Price is always the main key to lead to a success
7 key success drivers in common

Recent trends in the industry?
In recent years, we are seeing a high level of deal flow in the VR/AR market
where investors see both short and long term opportunities and it is
expected that market scale could grow up to $120 billion by 2020. Do you get
the feeling of how this market is rapidly shifting?
Lets look at some charts for better understanding in next slides.
Virtual Reality
&
Augmented Reality

$26 $16 $23
$9
$55
$37
$24
$117
$76
$17
$55
$623
$121 $127
$171
$238
5
6 6
4
7
9 9
12
14
10
15
13
31
16
36
43
0
5
10
15
20
25
30
35
40
45
50
$0
$100
$200
$300
$400
$500
$600
$700
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
Q1
2014
Q2
2014
Q3
2014
Q4
2014
Q1
2015
Q2
2015
Q3
2015
Q4
2015
Dollars($M)
Deals
M
The chart shows the investment growth in VR/AR
from 2012 to 2015 quarterly basis. There have now
been 6 straight quarters of investment growth, with a
quarter of a billion dollars invested in Q4 2015 alone
at nearly 6x the rate of mid-2014. It is even more
impressive considering that Magic Leap’s monster
round and even larger round from late 2015 are not
fully included but to be added in 2016.
VR/AR Investment growth and scale

In next 4 years, total market growth to increase by 375%
$15bn
X 80 Times
X 60 TImes
2020년2016년
$1200bn
$5bn
$30bn
VR/AR Investment growth and scale

Platform
Contents
Device
Who are the VR/AR market leaders?
VR/AR Investment growth and scale

It clearly shows that most of biggest global companies are in the lead such as Facebook, Google, Microsoft
and etc. One interesting thing is Apple has not shown any moves which is visible in the market but yet! don’t
you worry about it. Apple had been hiring employees with expertise in AR/VR technology and made multiple
related acquisitions recently. So we shall look forward to it!
2014
2016
VR/AR 관련 진출기업현황 및 규모
14 Mar Facebook made a $2 billion acquisition of Oculus VR
14 Mar Google backed Magic Leap raising $827 Million dollars
14 Oct Samsung released Gear VR partnered by Oculus
15 Jan Microsoft launch HoloLens
15 Mar Youtube 360 degree video contents service open
15 May Google partnered with GoPro to service ‘JUMP’ a VR
contents producing platform
15 May Apple acquired augmented reality startup Metaio
16 Jan Apple acquired Emotient, a company that built tools for
facial expression analysis

A short history of VR/AR in timeline
1930’s
1940’s
1950’s
1960’s
1970’s
1980’s
1990’s
2000’s
Stanley G. Weinbaum wrote ‘Pygmalion's
Spectacles’, a science fiction story predicted VR
US military used virtual flight simulator
for training & improving their skills.
Morton Heilig invents the Sensorama-a
simulator with 3D images, wind and sound
NASA turns to AR with the Apollo
expedition for training method
The term ‘Augmented Reality’ was coined by
Boeing researcher Tom Caudell
Ivan Sutherland creates the first HMD
that could see a virtual world
Jaron Lanier is credited with coining the
term virtual reality
Mobile applications using smartphone and
smart devices (Layar, Ovjet, Sekai Kamera)

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