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www.zugara.com 1
Hello! We’re Zugara
Snapshot: Zugara develops Augmented Reality software and robust applications that advance the
way in which people are able to interact with real time digital data.
Founded: 2001
Location: Los Angeles
Member: AR Consortium
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We’ve Worked With a Number of Brands
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Current Brands Using Our AR Solutions
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Show of Hands…
How many of
you know what
Augmented
Reality
is?
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My Reaction to AR for the first time…
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Augmented Reality is…
…when the
real world is
“augmented”
by computer
data.
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Augmented Reality is…
VIEW INTERACT
ACCESS
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Augmented Reality is Not…
…Virtual
Reality or
Second Life…
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Usually shown as reality in popular
movies today…
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AR looks cool, but is anybody
actually using it?
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Emerging Hype Cycle- Explained
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2008- Emerging Technology Hype
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2009- Emerging Technology Hype
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2010- Emerging Technology Hype
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Emerging Technology Benefit
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Brands Using AR
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Where’s The ROI?
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AR + Integrated Channels
Onlin
Mobil
OH
TV
Print
POP
ee
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Online has exploded with branded
engagements.
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Online, all the consumer needs:
Modern Computer
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Online, all the consumer needs:
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Often times a marker (or glyph):
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And sometimes just an image:
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And now with just a face.
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Some AR executions require:
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This is a barrier for the consumer.
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So beyond all the hype, what’s
practical for AR in the here and now?
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Online AR- Currently Most Popular
• Largest Reach /
Average Spec
• Adoption of Video
Chat
& Webcam Fueling
Growth
• Flash-based AR
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Kiosk-Based AR- Growing
• Limited scale/reach
• Highest tech
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Interactive Installation / Event Marketing AR
• Least Amount of
Barriers
• Interactive Draw-In
• Varying Levels Of
Cost
Implementations
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Interactive Billboards- OOH AR
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Mobile AR
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Don’t Put Technology First
But, is AR
always the
best way to
connect with
your
consumer?
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Put On Your “Consumer Hat”
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Utility is key…
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Here’s a few video examples…
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Online- The USPS
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Online- The USPS
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POP- Lego’s Kiosks
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POP- Lego’s Kiosks
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POP- WWF’s Siberian Tiger Shirts
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POP- WWF’s Siberian Tiger Shirts
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Mobile- Addison Avenue FCU’s ATM Finder
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Mobile- iButterfly
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Mobile- iButterfly
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Mobile- BMW’s AR Service Glasses (Concept Video)
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Mobile- BMW’s AR Service Glasses (Concept Video)
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Tradeshow- GE- Visible You Body Scan
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Tradeshow- GE- Visible You Body Scan
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OOH- Netherlands PSA- AR Billboard
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OOH- Netherlands PSA- AR Billboard
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Now for the fun stuff…AR demos
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ZugMo
Motion Capture Gaming
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Evolution of the NUI
Microsoft “Kinect”
Sony “Move”
People’s awareness and comfort
level with this type of interface will
subsequently skyrocket as we can
expect robust advertising dollars
to be put behind all of the gaming
systems.
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Zimon Prototype
Demo
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Cannonballz!
Demo
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Cannonballz! Game Stats
% Of Unique Visitors
% Of Unique Visitors
That Logged Into
That Had Webcams*
Facebook
14% 78%
*Note: this number is in line with what Best Buy saw (78%) when they integrated an AR execution into a Sunday circular
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AT&T World Cup Banner Ad
Demo
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Nesquik- Factory Game
Video
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Nesquik- Factory Game
Video
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The Webcam Social Shopper
Augmented Reality Shopping
A Proprietary Application
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The Problem
THE RESULT: -- Conversion Rates Are Low -- Return Rates Are High
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Webcam Social Shopper
Demo
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Fashionista
Video
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Webcam Social Shopper- 2.0
Demo
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ZugSTAR
Augmented Reality Video Conferencing
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History of Communication
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Smoke Signals
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Carrier Pigeon
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Telegraph
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Telephone
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History of Communication
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The First Computer
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History of Communication
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Text Chat
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Mobile Phone
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Social Media /
Real Time Data
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History of Communication
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iPhone FaceTime
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Skype
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Video Chat Stats
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But What’s Missing?
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Video Conferencing & Chat Today
Limited to
conversation
Little to no real-
time interaction or
collaboration
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Video Conferencing + Augmented
Reality =
Ability to
share and interact with content
in real time
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ZugSTAR*
Demo
*Patent Pending
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ZugSTAR*
Video
*Patent Pending
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The Future of AR
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Advancements In Body Recognition
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Advancements in Facial Recognition
Fantasy:
Personalized
Ads For Tom
Cruise
Reality:
Personalized Ads
In Japan Based
On Gender / Age
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Mobile Will Overcome
Current Limitations:
• Hardware Issues
• GPS & Compass Accuracy
• Processing Power Issues
• Usability
To Become:
• Central touchpoint for AR
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Augmented Reality “Rights”
Virtual Ownership…
Who owns ‘virtual’ space in the real world?
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Connected TVs Will Be a Powerful Medium
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“The best way to predict the
future is to invent it.”
- Alan Kay
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Thank You!
Matthew Szymczyk
CEO, Zugara
matt@zugara.com
Twitter.com/kobrakai
Facebook.com/AugmentedReality
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Appendix
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Proprietary Technology #1
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Proprietary Technology #2
DID YOU KNOW? Gartner IT predicts that by 2015 over 200 million people will be paying for video conferencing.
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Proprietary Technology #3
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Augmented
Reality
Statistics
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Augmented Reality Revenue
Handheld platforms will transform the Augmented Reality ecosystem, with revenue
associated with Augmented Reality growing from about $6 million in 2008 to more than
$350 million in 2014.
(ABI Research study “Augmented Reality: Adding Information to Our View of the World”)
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Worldwide Webcam Growth Rate
Markets for webcams at $1.8 billion in 2008 are anticipated to reach $3.2 billion by 2015,
growing in response to decreases in unit costs and increases.
(Wintergreen Research - Worldwide WebCam Market Shares, Strategies, and Forecasts, 2009-2015)
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Webcam Video Uploads on Facebook
As of last March 2009, 40% of Facebook Video Uploads were via Webcam
(Businessweek – Facebook Grows As A Video Platform)
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AR Polls: Browser Plug-In
Would you view an online Augmented Reality experience if it required you to download and
install an Internet Browser plug-in other than Flash? (256 Votes)
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AR Polls: Do You Have a Webcam?
Do you have a webcam on any of your computers, or do you plan to have one within 6
months? (307 Votes)
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