Presentation of the Meetup 'Augmented Reality Barcelona' celebrated on January 23, at Mobile World Centre. Isidro Navarro – CEO at INAR, organizer of the meeting -Introduction to AR & Marketing List of speakers: Raul Gasa – ENGIDIA, Toni Biada, CEO at EINNOVA - Marketing with Augmented Reality, David Marimon - CEO at CATCHOOM - Presentation of application CraftAR and summary of actuality in AR, David Montero - LAYAR - Introducing AR campaigns with LAYAR, Roger Pastor - Co-founder at PANGEA REALITY -Presentation of projects for Marketing using AR, Raman Sidhu - BLIPPAR - New trade techniques with AR World Mobile Center Presentations, demos and projects at the World Mobile Center, it is an open space for citizens. It houses a permanent exhibition and offers an agenda of activities related to current, trending and future issues and projects based on the social, cultural, technological and economic transformation brought by mobile technology. Therefore, it is a place to visit and experience, to share new approaches and opportunities, to enjoy and learn.

1. AUGMENTED REALITY
& MARKETING
AUGMENTED REALITY BARCELONA - MEETUP-04
2014-january-23
MOBILE WORLD CENTRE
04
RAUL GASA
Brand & Social Strategy
ISIDRO NAVARRO
AR & VR - Architect

2. By ISIDRO NAVARRO & RAUL GASA
INTRODUCTION
#ARBCN_mkt
Augmented Reality & MARKETING
• Introduction
– ‘Augmented Reality Barcelona’ new branding
– Top trends for 2014
• Development
• Applications
• Related Themes
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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3. Augmented Reality & MARKETING
By ISIDRO NAVARRO & RAUL GASA
INTRODUCTION
#ARBCN_mkt
Augmented Reality Barcelona
New brand
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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4. Augmented Reality & MARKETING
INTRODUCTION
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
Augmented Reality Barcelona
Why a brand?
• A brand is stronger than just a
Meetup group
• Get together companies and
professionals of AR
development
• Networking and projects
• Be a reference in Barcelona for
AR technology.
• Think global – act local: From
Barcelona to the world
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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5. Augmented Reality & MARKETING
By ISIDRO NAVARRO & RAUL GASA
INTRODUCTION
#ARBCN_mkt
Augmented Reality Barcelona
Online Identity
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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6. Augmented Reality & MARKETING
INTRODUCTION
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
Augmented Reality Barcelona
Web site: Act as community and a magazine
• Main challenge: Be a reference in
AR in Barcelona (…to the world,
remember…)
• How? With your help
• Why? It’s helpfull for all of us (not
only developers but also agencies)
• What? Your news, your expertise,
your point of view. It is the best
content
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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7. Augmented Reality & MARKETING
By ISIDRO NAVARRO & RAUL GASA
INTRODUCTION
#ARBCN_mkt
Augmented Reality Barcelona
Social Networks
Are what we are as a community
Are what we do (Events, Networking)
Is what we share
Is who we are as individual professionals
(Networking)
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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8. Augmented Reality & MARKETING
By ISIDRO NAVARRO & RAUL GASA
INTRODUCTION
#ARBCN_mkt
Augmented Reality Barcelona
Today on Twitter
#ARBCN_mkt
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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9. Augmented Reality & MARKETING
INTRODUCTION
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
Top 10 Internet and tech trends for 2014
IoT – Internet of Things
Wearable devices
Augmented Reality
Big Data and machine learning algorithms
mHealth technology
3D printing
Intraday delivery
Mobile payment and virtual currencies
Electric cars
E-learning
Link to Post by Michael Altendorf
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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10. Augmented Reality & MARKETING
CRAFTAR - CATCHOOM
CraftAR can be used in two ways:
Full-fledged Augmented Reality - Use all features to show content overlaid on top of
the real world. Examples are 3D objects, animations and interactive buttons.
Image Recognition only - Skip the pop-up effect and lead directly to content in fullscreen. Examples are coupons, websites or additional information.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
10
#ARBCN_mkt
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA

11. Augmented Reality & MARKETING
By ISIDRO NAVARRO & RAUL GASA
DEVELOPMENT
#ARBCN_mkt
CRAFTAR - CATCHOOM
CRAFTAR CONTENT CREATOR
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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12. Augmented Reality & MARKETING
AURASMA
AURASMA was originally created in 1996 as a British software company called
Autonomy. The image recognition solutions were adopted by governments, businesses
and organizations all around the world and in 2011, the Company was acquired by HP.
Now is a service of HP Autonomy.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
12
#ARBCN_mkt
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA

13. Augmented Reality & MARKETING
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
AURASMA STUDIO
AURASMA STUDIO – CONTENT CREATOR FOR AURASMA
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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14. Augmented Reality & MARKETING
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
JUNAIO - METAIO
METAIO Founded in 2003 in Munich, Germany by current CEO, Thomas Alt and
current CTO, Peter Meier. Metaio, as a company, was created from an initial project
with Volkswagen.
JUNAIO app was created in 2010
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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15. Augmented Reality & MARKETING
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
METAIO CREATOR
METAIO CREATOR – AR CONTENT CREATOR FOR JUNAIO
WEB
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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16. Augmented Reality & MARKETING
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
LAYAR
LAYAR Founded in 2009 provides tools and services for augmented reality and
interactive print.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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17. Augmented Reality & MARKETING
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
LAYAR CREATOR
LAYAR CREATOR – CONTENT CREATOR FOR AR CAMPAIGNS
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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18. Augmented Reality & MARKETING
DEVELOPMENT
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
BLIPPAR
BLIPPBUILDER – AR CONTENT CREATOR
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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19. Augmented Reality & MARKETING
McDonald's McMission
JUNAIO With the “McMission” application McDonald’s gives customers the chances to
get an inside view into the company’s commitment to sustainability. The application is
playful and includes a lot of information: From learning about renewable energy to
proper waste disposal. “McMission” gives McDonald’s customers an engaging
overview about the corporate responsibility report.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
19
#ARBCN_mkt
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA

20. Augmented Reality & MARKETING
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
INITION
AR for Property Marketing and Real State
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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21. Augmented Reality & MARKETING
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
EXPLORE ENGAGE
Interaction projects for Marketing and Industry
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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22. Augmented Reality & MARKETING
RETAIL - SLYCE & HOVR.IT
Slyce & Hovr.it are currently developing a mobile app based on this concept that can
be used to take pictures of a product in-store, enabling a user to purchase the item
from the retailer immediately with smartphone.
WEB
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
22
#ARBCN_mkt
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA

23. Augmented Reality & MARKETING
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
MOOSEJAW – MARXENT LABS
MOOSEJAW X-RAY AR APP allows to see underwear products using x-ray illusion.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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24. Augmented Reality & MARKETING
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
IBM - SHOPPING
IBM allows to know more about products and select with custom filters.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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25. Augmented Reality & MARKETING
APPLICATIONS
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
CATALOGUE IKEA
IKEA launched the Catalogue IKEA App including AR to see contents of 3D models,
videos and photo galleries.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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26. Augmented Reality & MARKETING
‘SECOND SCREEN’ - GALILEO
JUNAIO CHANNEL ‘GALILEO’ incorporates the ‘Second screen’ concept. It describes
the parallel use of a smart device and a TV in order to interact with additional digital
content available for the TV Shows, Movies or commercials the audience is currently
watching.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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#ARBCN_mkt
RELATED THEMES
By ISIDRO NAVARRO & RAUL GASA

27. Augmented Reality & MARKETING
aiMIRROR
aiMIRROR enables shoppers to quickly create outfits by mixing and matching a wide
range of garments from the retailer's in-store and online inventory and allowing them
to receive feedback about their choices through social media and messaging.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
27
#ARBCN_mkt
RELATED THEMES
By ISIDRO NAVARRO & RAUL GASA

28. Augmented Reality & MARKETING
RELATED THEMES
By ISIDRO NAVARRO & RAUL GASA
#ARBCN_mkt
GIMBAL - GEOFENCING
QUALCOMM - Gimbal Proximity Beacons
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
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29. Augmented Reality & MARKETING
Estimote beacons
Estimote beacon has a built-in Bluetooth® 4.0 chip, also called a BLE (Bluetooth® low
energy). The beacon can run for up to 2 years on a single included battery. The
hardware is cover with the soft silicone case housing which also has sticky back side,
allowing it to be easily attached to any flat surface like wood, concrete, or glass. When
installed, the Beacons begin transmit 2.4 GHz Bluetooth®signals. The signals
communicate with smartphones that are as close as four inches away, or as far as 200
feet away
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
29
#ARBCN_mkt
RELATED THEMES
By ISIDRO NAVARRO & RAUL GASA

30. Augmented Reality & MARKETING
Mobile to Mortar - inMARKET
Mobile to Mortar™ iBeacon Platform from inMarket is enabled by a virtually invisible
beacon the size of a quarter that uses bluetooth to enable location based experiences.
WEB
VIDEO
AUGMENTEDREALITYBARCELONA.COM
@AR_BCN
30
#ARBCN_mkt
RELATED THEMES
By ISIDRO NAVARRO & RAUL GASA

31. Augmented Reality & MARKETING
#ARBCN_mkt
By ISIDRO NAVARRO & RAUL GASA
ISIDRO NAVARRO
LinkedIn
Youtube
Slideshare
Google+
Twitter
Facebook
Scholar
Meetup
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@AR_BCN
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