Covering next level AR & VR solutions all the way from prototype to final product. RE’FLEKT CEO Wolfgang Stelzle will explain influences the big five (Apple, Google, Facebook, Microsoft and Samsung) have on making money with AR as well as how enterprises can easily create their own content for an in-house scalable production of AR, VR and 360° Apps. To conclude, he will look at current smart assistant solutions incorporating Augmented and Virtual Reality as a digital assistant for everyday use.

1. TIME TO EARN MONEY WITH
AUGMENTED AND VIRTUAL REALITY
WOLFGANG STELZLE
OCT 2016

2. 2
RE’FLEKT IS ONE OF THE
LEADING COMPANIES IN THE
FIELD OF USER-ORIENTED
AUGMENTED & VIRTUAL
REALITY SOLUTIONS.
WOLFGANG STELZLE
CEO RE’FLEKT GMBH

3. BREAKING NEWS
THE AUGMENTED & VIRTUAL REALITY BOOM
3TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

4. AR & VR MARKET
4TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

5. AR & VR MARKET
5TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

6. AR & VR MARKET
6TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

7. WHY ALL THE INVESTMENTS?
… MAYBE CAUSE PEOPLE ARE HAVING FUN?
7TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

8. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
8TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors

9. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
9TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors

10. CAUSE….
...IT’S THE RIGHT TIME
10TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
New technologies are generally being adopted faster.
Years from consumer availability to 10% penetration in US.
0 5 10 15 20 25
Virtual Reality
Tablet
Smartphone
Internet
PC
Television
Telephone
?
(1876)
(1938)
(1990)
(2005)
(2010)
(1975)
(2015)
Years
Sources: Technology
Review (US Technology
Adoption Rates), The
World Bank (Internet
Users), Asympco
(Smartphone Penetration)

11. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
11TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors

12. TIME TO EARN MONEY…
...WITH HARDWARE
12TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

13. TIME TO EARN MONEY…
...WITH HARDWARE
13TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
Released in
H2 2015
Released in
H1 2016
Released in
H1 2016
Release in
H2 2016
Release in
H1 2017
100 € 699 € 899 € approx. 400 € n.a.
+ mobile with S7
+ fairly cheap
- display quality
- Performance
o B2B & B2C focus
+ display quality
- cables
- workstation required
o B2C focus
+ lighthouse tracking
+ display quality
- cables
- workstation required
o B2B & B2C focus
+ bundle with
PlayStation
+ fairly cheap
o B2C focus
+ Mixed Reality apps
possible
+ lightweight

14. TIME TO EARN MONEY…
...WITH HARDWARE
14TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

15. TIME TO EARN MONEY…
...WITH HARDWARE
15TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
Source: http://www.icaros.net

16. TIME TO EARN MONEY…
...WITH HARDWARE
16TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
Source https://www.neowin.net/news
24.000 x 1.000 =
24.000.000

17. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
17TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors

18. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
18TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
$6B

19. TIME TO EARN MONEY…
AUTOMOTIVE AFTERSALES MARKET
19SMART ASSISTANCE WITH AUGMENTED REALITY
Source: http://www.adlittle.com/downloads/tx_adlreports/AMG_Automotive_after_sales_2015_01.pdf

20. 20TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
DECREASE COSTS INCREASE REVENUE

21. TIME TO EARN MONEY…
REFLEKT 360
21TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

22. SMART ASSISTANCE
FOR NUMEROUS USE-CASES
Everyday Assistant
Teleservices,
Remote-Support
Customer Support
Setup, Installation,
How to use
Collaborative work Emergency Assistant
Repair, Maintenance,
Inspection
SMART ASSISTANCE WITH AUGMENTED REALITY

23. TIME TO EARN MONEY…
REPAIR & MAINTENANCE
23SMART ASSISTANCE WITH AUGMENTED REALITY
Source: re-flekt.com

24. TIME TO EARN MONEY…
Results from technician surveys
24SMART ASSISTANCE WITH AUGMENTED REALITY
Source: Bosch AA-AS
§ Assessment of an AR system for training
§ 50+ participant of all ages and experience
§ Participants indicated that AR would boost
quality and time by 52% compared to
traditionally existing information systems.

25. TIME TO EARN MONEY…
TABLET MACHINE MANUAL
25SMART ASSISTANCE WITH AUGMENTED REALITY
Source: re-flekt.com

26. TIME TO EARN MONEY…
SMARTPHONE USERS MANUAL
26SMART ASSISTANCE WITH AUGMENTED REALITY
Source: www.en.zte.com.cn

27. TIME TO EARN MONEY…
TELESERVICES
27SMART ASSISTANCE WITH AUGMENTED REALITY
Source: re-flekt.com

28. TIME TO EARN MONEY…
SALES SUPPORT WITH AR
28SMART ASSISTANCE WITH AUGMENTED REALITY

29. TIME TO EARN MONEY…
SALES SUPPORT WITH VR
29SMART ASSISTANCE WITH AUGMENTED REALITY

30. CONTENT 30

31. SCALABLE CONTENT
PRODUCTION FOR
AUGMENTED REALITY
AS SUCCESS FACTOR

32. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
32TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors

33. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
33TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors

34. • TIME TO EARN MONEY WITH AR & VR
A BET ON THE FUTURE
34ECO-SYSTEMS

35. TIME TO EARN MONEY…
...WITH ECO-SYSTEMS
35TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY

36. MAYBE BUT THERE ARE...
...MANY AREAS TO EARN MONEY IN
36TIME TO EARN MONEY WITH AUGMENTED AND VIRTUAL REALITY
The studio model includes companies
that create AR & VR content. Some
produce their own IP, while others
work primarily as contractors.
Pros:
• many want to create AR/VR
experiences
Cons:
• not very scalable
• relatively low barrier to entry
Studio
The hardware model includes
companies that produce physical
consumer goods for AR/VR. They can
make cameras, headsets, and input /
output devices.
Pros:
• potential for defensible technology
• large potential market
Cons:
• capital intensive
• many competitors
• manufacturing risk
• research & development risk
Hardware
The middleware model includes
companies that develop software and
technology for the creation and
distribution of AR/VR.
Pros:
• very scalable
• potential for defensible,
differentiated offering
Cons:
• research & development risk
• difficult to predict the needs of
content creators
Middleware
The aggregate model includes
companies that distribute AR/VR
content. They can take the form of
apps, app stores, and web destinations.
Pros:
• large potential market
• very scalable
• control relationship with
end-consumer
Cons:
• difficult to differentiate
• dependent on content creators
• threat of winner-take-all market
Aggregate
The modern era of AR/VR is still in its infancy. A majority of companies in the space are pre-product / pre-revenue, and are frequently pivoting and repositioning.
This state of flux guarantees that new business models will continue to emerge in the future.
Integrated
The integrated model includes companies that operate
two or more of the business models shown above.
Pros:
• control more of the user
experience and ecosystem
• diversified business
Cons:
• extremely capital intensive
• potentially unfocused
• many competitors
AR/VR IS STILL IN ITS
INFANCY. MAJORITY OF
COMPANIES ARE PRE-
PRODUCT / PRE-REVENUE.
FREQUENT PIVOTING AND
REPOSITIONING.

38. THANK YOU!
38
Wolfgang Stelzle (CEO)
+49 89 122 045-10
ws@re-flekt.com
www.re-flekt.com