wikitude & augmented reality
DESCRIPTION
Case study on WIKITUDE as well as on the development and future of augmented realityTRANSCRIPT
Introduction Theory Case Context Analysis Development Conclusion
WIKITUDEWORLD BROWSER
Introduction Theory Case Context Analysis Development Conclusion
Augmented Reality
aug· ment (ôg ment′)to make greater, as in size, quantity,or strength; enlarge
re· al· i· ty (rē-ăl’ĭ-tē)quality or state of being actual or true.
Introduction
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Augmented RealityIntroduction
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Virtual RealityIntroduction
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Virtual RealityIntroduction
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Possibilities for usageTheory
Advertising
Apps
Games
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Market Segmentation
unconventional
creativeopen-mindedindividualistic
d i g i t a l n a t i v e sgeographically mobilem e n ta l l y & early adopter
Theory
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Adobe Mobile Experience Survey
60%
65%
70%
75%
80%
85%
accessing maps and directions
social networking
accessing local
information
reading news
used by
Theory
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Case description
Start-Up from Austria (2008)Sub-firm of mobilizy„World Browser“„Augmented Reality“-Tool Adds information to the „reality“ you see Geolocalization
Case Context
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How it worksCase Context
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Relevant markets
App MarketAdvertising MarketMobile Marketing MarketDepending on the feature– Value-Added Services (twick.it)– Navigation Systems (Wikitude Drive)
Case Context
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Examples:
Advertising toolCase Context
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Model of mass communicationCase Context
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Wikitude World
Showcase: Wikitude World
Schladming - Dachstein
Case Context
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Creation process
„Geo-tag your word“
Create your own world
POIs via Crowdsourcing
Add & see your friends
Case Context
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Wikitude Drive
New Navigation Device„Video“ in phone display
Case Context
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PEST-Analysis
Political– Companies, that are no longer state-owned
Economical– Diminishing efficiency of classical marketing
Social– Web 2.0 mindset
Technological– Smartphone development supports AR
Analysis
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Market potential
0%5%
10%15%20%25%30%35%40%45%50%
today or soon (2010/2011)
never don't know don't even know about it
Planning to use apps as a marketing tool (Germany)
Source: rio mobile; March 2010; „Entscheider mit Budgetverantwortung: 252 Befragte“
Analysis
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Market potential
0
200
400
600
800
1000
1200
1400
2008 2009 2010 2011 2012 2013 2014
Mobile marketing budget in mio (USA)
Source: Statista 2010
Analysis
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Marketing Tool
DifferentSublimeNetwork effect
Analysis
Source: The Information Economy; 2004
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CompetitorsAnalysis
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Potential
Environment becomes more...– Interlinked– Augmented– Interaktive
Higher marketing efficiency– Higher involvement– Added-value instead of ads
Can become THE most important marketing tool
Development
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Future developmentDevelopment
„new reality“
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MetaioDevelopment
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SWOT-Analysis
Strengths– First Movers– Simple interface– High involvement
Weaknesses– Web 2.0 dependent– Smartphone
dependency
Conclusion
Opportunities– Network effect– Technological development
Threats– Me-too products– Competitors– European company
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Methological approachConclusion
There was no public data availableWikitude did not give out any dataAnalysis of relevant:– Statistics– Studies– Markets
Test of apps and competitorsApplication of relevant theories
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DiscussionConclusion
„Just a hype or the future?“ .
„Is there a willingness to pay?“
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Q&AConclusion
Any .
Questions?
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SourcesConclusion
Euroforum Switzerland, 2010Schröder, .: Online- und Crossmedia, Skript 2009Seitz, N.: Kommunikations- und Medienforschung, Skript 2008http://blog.trendone.de/tag/wikitude/http://de.statista.com/statistik/daten/studie/153892/umfrage/einsatz-von-apps-fuers-mobile-marketing/http://de.statista.com/statistik/daten/studie/77600/umfrage/prognose-zu-den-ausgaben-fuer-mobile-marketing-in-den-usa-bis-2014/http://de.statista.com/statistik/daten/studie/73457/umfrage/faktoren-fuer-den-erfolg-im-mobilen-internet-in-2009/http://www.wikitude.org
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WIKITUDEWORLD BROWSER
Thank you for yourattention
Introduction Theory Case Context Analysis Development Conclusion
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