augmented reality brand strategy: #mobilear #arkit @ vrs 2017

AUGMENTED

REALITY

BRAND

STRATEGY

@ Rori DuBoff

#MobileAR #ARKit #ARCore

CREATING USER VALUE

Convenience & Access

Anytime, Anywhere Visualize & Augment

Anything, Any Format

2@RoriDuBoff | Accenture | October 2017

VISUALIZE AUGMENT

@RoriDuBoff | Accenture | October 2017 3

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

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


DESIGNING USE CASES

6

USER

WHERELOCATION

SPACE

PEOPLE

HOWINTERACT/

AUGMENT/

ALTER

WHATBRAND

PRODUCT

SERVICE

WHYUTILITY

CREATIVITY

ENTERTAIN

VALUE

IMPACT DATA

ACTIONS

EMOTIONS

WHENTIME

DAY

OCCASSION


TEN USE CASES


1.Visualize / preview products and places in real-world environments


2.

Customize and decorate

surroundings


3.

Stylize and transform self and

others


@RoriDuBoff | Accenture | October 2017

4.

Navigate places and spaces

faster and easier


5.

Play and connect with virtual

characters that come to life in

the real world(environment-based gaming, activity and storytelling)


6.

Enhance learning

and communications


Fishing GO

https://www.youtube.com/watch?v=HmZrep-VzK8

7.

Dimensionalize data insights


8.

Guide workflow and training

with information overlays


9.

Create 3D content and

experiences(creative tools for expression and sharing)


10.

Humanize objects with 3D

movement and personality


DESIGNING USE CASES:

PURPOSE-DRIVEN IDEAS


- 1 -Visualize products

& places in real-world

environments

- 2 -Customize& decorate

surroundings

- 3 -Stylize

& transformself and others

- 4 -Navigate places &

spaces faster and easier

- 5 -Play &

connectwith 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

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

THE WORLD IS

YOUR INTERFACE

Beyond the device screen, think about real world interactions all around you

AR EXPERIENCES

@RoriDuBoff Accenture | October 2017 24

AR EXPERIENCES

Beyond a mobile app,

think about creating ongoing meaningful connections with users in their daily lives

LIVING STORIES


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


THANK YOU

Rori DuBoff

Managing Director, Content Innovation – Extended Reality

[email protected]

augmented reality brand strategy: #mobilear #arkit @ vrs 2017

Marketing