Presentation I gave at Digiday Mobile detailing the current challenges Mobile AR faces. Presentation also goes over Hype Cycle specific to AR and how web, kiosk and digital living room are poised for accelerated adoption by consumers.

1. Mobile AR, Look Out For The Snake Oil

2. Hello, I’m Matt
Founder & CEO of Zugara
• Founded 2001
• Interactive marketing agency (2001 – 2009)
• Over 200 interactive projects launched
• Augmented reality software developer (2009 – Today)

3. We Develop AR Software For Web & OOH
Online Retail

4. We Develop AR Software For Web & OOH
Brand Engagement
www.BarbieTheDreamCloset.com

5. We Don’t Do Mobile AR Though…Yet
Apps like this are
just not strategic.

6. And The Data Supports Our Thinking
"We won't say it will never hit gold, but
so far we have not seen big usage.”
- Claire Boonstra, Layar Co-Founder, 12/1/11

7. The AR Hype Cycle...

8. To Be Fair, There’s Some Near Term Potential

9. Even for Advertising & Marketing…

10. Remember When...
2001 was going to be “The Year Of Mobile”?

11. Remember When...

12. Remember When...

13. Remember When...

14. Remember When...

15. Remember When...

16. In 2007, We Finally Got The Device

17. And In 2012, We Have The Consumer Base
US Market – 40% Smartphone Penetration Rate
Source: VisionMobile

18. 3 Lessons Learned With AR Hype...
1. The Hype Doesn’t Meet
Initial Expectations

19. 3 Lessons Learned With AR Hype...
2. Content/Software Creation Takes Time
3. Consumer Adoption Takes Time

20. So, Why Isn’t Mobile AR Ready Today?
Here Are 4 Reasons...

21. 4. Market Fragmentation
Source: VisionMobile

22. 3. It’s Not A Native Experience, It’s A Standalone “Techy” App
Data comes from 25 apps downloaded a cumulative 550 million times.

23. 2. Hardware Issues
GPS/Compass Inaccuracies
Processing Power
Data Connectivity
Battery Life

24. 1. Solves A Brand/Agency “Problem”, Not A Consumer One

25. Let’s Talk Creative Director Fantasy vs Reality...
“I want people to be able to point their
phone at their car, and turn it into a
X.”

26. Let’s Talk Creative Director Fantasy vs Reality...
“I want an iPhone App with your
shopping software.”

27. Let’s Talk Creative Director Fantasy vs Reality...
“I want to use AR to immerse someone in
a virtual world with virtual sales people.”

28. So When Will Mobile AR Be Ready?
5 – 15 Years Away
Visual Devices, Not Handsets
The NUI: Gestures & Voice Recognition

29. In Closing...
Think Like A Consumer
Not A Marketer... UX IS KEY

30. THANK YOU
matt@zugara.com
@kobrakai
www.weareorganziedchaos.com