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Augmented Reality: Convergencia de Medios

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Augmented Reality: Convergencia de Medios

  1. 1. Augmented Reality: Convergencia de Medios 29 Marzo 2012 @engelfonseca e@engelfonseca.com
  2. 2. Realmente es una idea antigua Think “Terminator vision”
  3. 3. Sus inicios: Cascos Call this “head’s up” augmented reality.
  4. 4. Por ahora esto es + que suficiente
  5. 5. = aprovechar el potencial de lnternet como recurso de Innovación Los celulares son como las estrellas del cielo que nos recuerdan de la nube Flickr: c@
  6. 6. Realidad Ordinaria Flickr: wvs
  7. 7. Con un + Flickr: wvs
  8. 8. ¿ AU importante ? ¿ Innovación, medición, UX ?
  9. 9. Augmented termina lo que Internet empezo
  10. 10. Internet 1.0 (1995-1999) was all about the great disruptive promise of the “cyberspace” and “online shopping” Internet 2.0 (2005-2009) was the 10 years it took to really figure out what to do with it: USG, rich web apps, social media Augmented Reality (2008…) is where mobile technology and wireless broadband make the internet finaly ubiquitous. And inescapable.
  11. 11. Hoy hay muchas apps que nos acercan al AG The other day, my dad googled a small duck. This augmented his reality. Call this “head’s down” AR
  12. 12. Mas allá de lo evidente… • Aumenta la transparencia • Incrementa, evoluciona a la privacidad • Acceso atemporal e ilimitado de Tech, Info. • Entretenimiento Omnipresente • Los de MKT no pueden pensar igual que antes… En Teoría, todos podemos aprender todo lo que hay disponible y potencialmente saber de conocer todo de todos, en cualquier lugar desde cualquier lugar.
  13. 13. Recuerdas a Terminator ? Flickr: Jamais Cascio
  14. 14. Tendencia # 1 1. Compras de Medios Off-line con “ Web Analytics” Se dejará de referir a los medios “ tradicionales” y los medios “ digitales” todo se convertirá en medios “ digitalizados” y destinar presupuesto a cada uno de ellos será cada vez más sujeto a experimentación en busca de resultados tangibles. El presupuesto publicitario será cada vez más inversión y no gasto a través de la investigación de micro y macro tendencias que proporciona Internet con herramientas como Google Analytics.
  15. 15. Medición y optimización de todos los medios Online
  16. 16. Human Analytics
  17. 17. Human Analytics
  18. 18. Human Analytics
  19. 19. Tendencia # 2 2 . La formula de ”SoLoMo” Todas las marcas tendrán que aprovechar el potencial de las plataformas Sociales, de forma Local y en plataformas Mobile de forma Integrada y coordinada con el plan de MKT general de la marca. El factor local en muchas casos se convertirá en sinónimo de relevancia.
  20. 20. Nonline Analytics ?
  21. 21. Ejemplo QR Evolution Send data to ADS Real-Time Geolocation Logo Recognition Launch Location & QRLogo Logo-based App ADS
  22. 22. Ejemplo QR Logo Real-Time Google User Data Analytics GPS Integration Real-Time Admin & User Data reports QRLogo App QRLogo Cloud Services
  23. 23. Nonline Analytics for Offline
  24. 24. Tendencia # 3 R.I.P. QRCode Items Línea URL / Clicks Bounce Time Site Visuales Editori UTM Rate Spent Destinat al ion Salud 3w.com 250 90% 0.:34 Secc 1 Logo de Mujer 3w.com 358 85% 1:03 Secc 2 Marca Imagen de Tech 3w.com 24 10% 4:08 Secc 3 Chica Image de Pro 3w.com 15 25% 2:43 Secc 4 Chico Item 4 Style 3w.com 7 30% 1:46 Secc 5
  25. 25. Terminator Vision +
  26. 26. + Ordinary Reality
  27. 27. = Augmented Reality
  28. 28. Shopsavvy
  29. 29. “Amazon VS Retail ” Shop savvy, Amazon mobile app etc: these are a Retailers worst nightmare
  30. 30. Idee Inc., image recognition search on an iPhone
  31. 31. Social Augmented reality
  32. 32. Social Augmented Reality The knowledge of joining a crowd and knowing: • Who do I know here? • Where do I know them from? • Who should I get to know? • Who here is single? • Are there any naked pictures of them on the internet?
  33. 33. Marketing gimmicks
  34. 34. Mobile phone Enhances: Voice, conversation Retrieves: Spoken word, direct conversation Reverses: Video, picture, text messaging, Augmented reality Obsolesces: Public payphones, wrist watches, land lines, leaving notes, advance planning
  35. 35. Mobile + Augmented Reality Enhances: Awareness, tacit knowledge, wisdom Retrieves: Written word, gestures, lore, gossip Reverses: “batman vision” Obsolesces: Desktop web, Newspapers, ipods, departments stores, guidebooks, paper maps, paperbacks, magazines, local storage, phone numbers, MSWindows
  36. 36. What is still holding us back? Mobile Processing power Some of these apps running <10fps Screen size Are small relative to the world Human limitations: Serious interaction problem for many eyesight, thumb width demographics GPS locating speed Waiting…. Waiting… ah fuck it Network bandwidth/latency 400ms pings are not so responsive Tools/APIs Just emerging Battery Power This stuff devours batteries Installed base Smartphones not ubiquitous yet Fragmented mobile platforms Going to be with us a while M-commerce & monetization Buying real stuff is hard
  37. 37. What is getting better? Mobile Processing power Moore’s inexorable law Screen size Tablets, new tech foldable/rollable? Human limitations: Better touch interfaces, natural eyesight, thumb width gestures GPS locating speed AGPS, other cues e.g. wifi Network bandwidth/latency 4G/LTE brings better speed/latency Tools/APIs Will come Battery Power Moore’s law brings efficiencies Installed base >50% by 2012 Ultimately the browser may displace Fragmented mobile platforms native apps M-commerce & monetization We’re working on it
  38. 38. Near Future Tipping points iPhone 5.0 expected capabilities: – Faster processor – Video capabilities / Siri – Where the iPhone goes the interactive design geeks follow Androids everywhere – More mobile brands launching android soon – Waiting for the deluge of Chinese off-brand Future blackberries (R.I.P) – May bring corporate/enterprise killer apps
  39. 39. Who really becomes empowered?
  40. 40. Who also becomes empowered?
  41. 41. Who benefits from augmented reality? Brands Consumers State Control Opposition Police Criminals Developed world Developing world The center The edges Extroverts Introverts The old The young E-government E-anarchy
  42. 42. As a designer, you can choose sides If you are a mobile designer, there’s no shortage of paying work ahead
  43. 43. When augmented reality fails (PROTIP #71: Don’t drop Augmented reality)
  44. 44. The more sophisticated a technology, the more fragile it can be 1. Don’t drop augmented reality 2. I ran out of batteries so I can’t buy a coffee 3. I ran out of batteries and I can’t find my way home 4. I am meeting my blind date but she went indoors where LBS doesn’t work 5. When a government rounds up opposition based on mobile records
  45. 45. Future: Lunes, 2022, 6:05 AM
  46. 46. Future: 2022, 6:08 AM
  47. 47. Future: 2022, 6:13 AM
  48. 48. Future: 2022, 6:22 AM
  49. 49. Future: 2022, 11:46 AM
  50. 50. Future: 2022, 12:26 PM
  51. 51. Future: 2022, 12:32 PM
  52. 52. Acortadores?
  53. 53. Augmented Reality: Convergencia de Medios 29 Marzo 2012 @engelfonseca e@engelfonseca.com