l watson innovations in o2 o applications - the amazing world of online to offline 27-mar-13

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Innovations in O2O Applications: The Amazing World of Offline to Online ... and Back 27 March 2013

Lisa Watson

Regional Segment Development Manager, HP PPS GSB APJ

Chairman, Direct Marketing Association of Singapore

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2

What is O2O?

Definition

Offline 2 Online or

Online 2 Offline

Why

$$$$$$$$$

Impact

Bridges the Great Digital Divide

Scope

QR Codes

Security measures

Augmented Reality

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3 3 27-Mar-13 HP Confidential

O2O Means Intelligent Print / Intelligent Communications

Empowering Data with Design/Empowering Design with Data

Bringing data & color together to deliver higher-value communications

• Marketers: Increase campaign profits by turning data & design into more relevant,

impactful & accountable communications that deliver higher ROI

• Consumers: Increase customer experience quality by using data & design to generate

more relevant communications that are proven to deliver customer delight!


Agenda

QR Codes

Security Applications

Augmented Reality (AR)

© Copyright 2013 Hewlett-Packard Development Company, L.P.

The information contained herein is subject to change without notice.

What is Aurasma & How Can Aurasma Supplement Print? Auras, Print and More!


HP Technologies that bring the physical and virtual worlds together!

Linking Print and Pixel!

Aurasma is a Visual Browser that enables the Augmented Reality experience Aurasma recognizes images, symbols and objects and links them to digital content Aurasma Uses state of the art image and pattern recognition technology combined with Autonomy’s core IDOL technology Launched in June 2011 Over 4 million downloads Over 6000 partners Over 250 apps 80+ countries


It’s in the cloud! Aurasma is the world’s leading augmented reality platform, developed by Autonomy, an HP company

Available as a free app for newer iPhones, iPads and high-powered Android devices

Uses state of the art image and pattern recognition technology combined with Autonomy’s core IDOL technology

Recognises images and objects in the real world and seamlessly blends them with interactive videos and animations and 3D models

– we call this an “AURA”


Aurasma & Personalized Print Working Together

• Personalized print provides targeted, relevant images and offerings to readers

• Personalized URLs and QR codes enable commerce and extended content from print

• pURLs and pQR codes enable web based user specific response measure driven by print

• Aurasma enables web-based response metrics, with user-specific data collection to be available in 4Q12

• Aurasma enables one-time downloading of a single application with later passive background loading of Aura content

• Once loaded, Auras can be viewed quickly with no web access required

Enabling multiple paths to commerce & extended content


• It’s fast - Aurasma does all the processing on the device itself, not in the cloud, so it runs extremely fast

• It’s proven – Launched in July ‘11, Aurasma is based on Autonomy’s world leading technology which has been proven in the market place since 1996

• It’s international - Aurasma has more than 3 million users around the world and over 4000 partners operating in 80+ countries

• It’s scalable – Aurasma allows your mobile device to recognise over 500,000 images and objects in the real world. No other provider can offer anything close to this scalability

• It doesn’t need internet access to work – Aurasma automatically caches the latest updates whenever you walk through 3G or WiFi so you always see the latest content – even when you’re on a plane

Why Aurasma?


• Providing compelling video and graphic content

• Web links to commerce and extended content sites

• Capability to preload “Aura” content for more immediate viewing

• Preloaded content doesn’t require web access to view

• Boost magazine subscriptions and increase advertising revenue

• Connect with smartphone owning demographic in an innovative way

• Publishers can skin or embed Aurasma into their own applications

• Aurasma apps only require the user to actively download app and content one time

• Publishers can download/refresh auras with each edition

Aurasma is Partnering with Many Magazines & Catalogs

Bringing value to advertisers & publishers


Aurasma’s Business Model

• Aurasma is currently free for partners • Aurasma will move to a Pay-per-Click

revenue model in 2013 • Watching the aura

is free for the user


How it works


4 ways to work with Aurasma

Aurasma embedded as a

kernel inside your apps

Aurasma skinned as your

app with your branding

Aurasma app lighting up your

content

Aurasma embedded into your hardware platform


Forming a Pilot


What does Crawl – Walk - Run Mean?

Crawl: Simple implementation. Consider Inward facing to practice

Walk: Roll out customer facing pilot

Run: Build a repeatable implementation!


Aurasma & Top Gear


Top Gear Magazine – Case Study

• The Top Gear magazine franchise is produced in 30 countries; UK edition has+1.8M readers

• The UK magazine approached Aurasma with the following challenges:

– Strengthening the links between the Top Gear television series and its growing magazine franchise

– Translating the high octane energy and dynamism of the television show into traditional print media

– Maximising the value and reach of video content from the television show

– Engaging a younger audience while continuing to appeal to the magazine’s traditional demographic

• Top Gear UK began using Aurasma’s free platform to deliver video through its print to editions in December 2011; now embeded in TG Extras App


December 2011 Top Gear becomes the world’s first fully augmented magazine Top Gear magazine partnered with Aurasma to create the world’s first fully augmented print magazine.

Readers who download the free Aurasma app TGMAG Extra can see content from Top Gear magazine come to life by pointing their smartphones and tablets at the pages, revealing highlights from the TV show.

As a result of Aurasma’s partnership with Top Gear magazine, readers can view high-octane videos of the show’s presenters Jeremy Clarkson, Richard Hammond and James May, simply by pointing the camera on their iPhone4, 4S, iPad 2 or Android device at editorial images throughout the magazine.

It is the first time that Aurasma has worked in partnership with a magazine to augment its editorial content and this innovation highlights Top Gear magazine’s dedication to creating cutting-edge content and finding new and exciting ways to engage with its readers. In addition to test-drive footage provided by Top Gear the front cover also receives the augmented reality treatment.

Simon Carrington, Publisher of Top Gear Magazine, said: “We’ve always wanted a way to unite our magazine with TV content and Aurasma has enabled us to do just that. We have incredible digital assets from the Top Gear programme, and now we can deliver that to readers of the magazine. It’s been a fantastic project to work on.”

http://itunes.apple.com/gb/app/aurasma-lite/id432526396?mt=8


Partnering with Aurasma enabled the magazine editors to :

• Make greater use of expensive video footage

• Support print sales, mobile use and web hits

• Boost magazine subscriptions and increase advertising revenue

• Connect with smartphone owning demographic in an innovative way

Top Gear Magazine – Goals


After two months of using Aurasma

Top Gear’s own market research showed that:

• 50% of the readership owned a smartphone

• 85% of the entire readership were aware of the Aurasma content in the magazine

• 27% of the entire readership had used Aurasma in the magazine

Top Gear Magazine – Results


• Top Gear has now embedded Aurasma in its own app – TG Mag Extra

• Rolling Aurasma out across the rest of their 30 country franchise

• In February, Top Gear won the prestigious FIPP Digital Choice award for their use of Aurasma

Top Gear Magazine – Digital Future


AR is Happening in Asia

Two great examples

• Ikea

• Mahindra XUV 500

Mahindra XUV500 Augmented Reality campaign.FLV


Mahindra XUV 500

Mahindra XUV500 Augmented Reality campaign.FLV


Mahindra XUV 500


A Few Things to Remember

O2O2O is here to stay –

the customer is already across the

digital divide!

It’s all about Intelligent Print/

Communications – bringing design &

data together

Watch this space – QR & AR are only

the beginning!


Thank you

Lisa Watson Regional Segment Development Manager, HP PPS GSB APJ Chairman, Direct Marketing Association of Singapore [email protected]

l watson innovations in o2 o applications - the amazing world of online to offline 27-mar-13

Documents