A description of Augmented Reality and how it can be used in mobile marketing.

1. Augment My
Reality….Please!
Cindy Krum
CEO, Rank-Mobile
InfoPress Montreal, 2010

2. The
First
Mobile
Phone

3. Overview

4. What is Augmented Reality:
Wikipedia
Augmented Reality (AR): Live direct or indirect view of a
physical real-world environment whose elements are
merged with (or augmented by) virtual computer-generated
imagery - creating a mixed reality.
The augmentation is conventionally in real-time and in
semantic context with environmental elements, such as
sports scores on TV during a match. With the help of
advanced AR technology (e.g. adding computer vision and
object recognition) the information about the surrounding
real world of the user becomes interactive and digitally
usable.
Artificial information about the environment and the objects
in it can be stored and retrieved as an information layer on
top of the real world view.

5. What is Augmented Reality:
According to Others

6. What is Augmented Reality:
According to Others

7. What is Augmented Reality:
According to Me

8. Interesting Facts About Mobile Applications:
Understanding Augmented Reality
• Augmented Reality is Usually Based on Some Kind
of Tagging or Meta Data
– Location Tagging –GPS or Otherwise
– Keyword Tagging
– Information & Search Tagging
– Markers
• Augmented Reality Frequently Facilitates a Search
for Information
• Elements Must Be Tagged Appropriately for it to
Be Effective

9. Interesting Facts About Mobile Applications:
Understanding Augmented Reality
Marker Based AR GPS Based AR
• Image Recognition on • Location Determines and
‘Markers’ Trigger an Triggers the Experience
Experience • Must have Clear GPS Signal
• Markers Must be Captured • Can use Markers as a Fall-
by the Camera in the Phone back if GPS Signal is Bad
• Experience Progresses as • Generally Pulls Info from
You Capture New Markers Web, so Need Clear Wifi or
• Does not Require GPS Signal Phone Signal
& in Some Cases, Can Work
without WiFi or Data.

12. Interesting Facts About Mobile Applications:
Understanding Augmented Reality
• Augmented Reality Requires an App Download
– Sometimes Apps are Just One Experience
– Sometimes You Download AR Browsers
• Layar
• Mobilizy
• Junaio
• AcrossAir
• Metaio
• Augmented Reality Requires a Camera
– Most Smart Phones
– Not iPad

13. Examples

14. What is Augmented Reality:
Examples-Google Maps

15. What is Augmented Reality:
Examples-WikiTude

16. What is Augmented Reality:
Examples-Layar

17. What is Augmented Reality:
Examples-Layar for Funda

18. What is Augmented Reality:
Examples-Real Estate with Social

19. What is Augmented Reality:
Examples-SpotCrime

20. What is Augmented Reality:
Examples-Layar Building Preview

21. What is Augmented Reality:
Examples-Layar Beatles Tour

22. What is Augmented Reality:
Examples-Gunman

23. Augmented Reality
for Marketing

24. Augmented Reality for Marketing:
Understanding the Possibilities
• More Interactive Experience
• Closed the Loop Between On & Off-Line
• Biggest Potential Winners:
– Local Shops
– Social Networks
– Travel
– Real Estate
– Restaurants
– Malls

25. Augmented Reality for Marketing:
Making an AR App
• Top AR Search Apps
– Layar (Any Local, Restaurant, Travel, Landmark)
– WikiTude (Any Local, Restaurant, Travel, Landmark)
– Google Maps (Any Local, Restaurant, Travel, Landmark Subway & Public
Transportation)
– AcrossAir (Any Local, Restaurant, Travel, Landmark Subway & Public
Transportation)
– WhereMark (Any Local, Restaurant, Travel, Landmark)
– Yell (UK Only)
– Zagat to Go (Restaurants)
– Argo (Restaurants)
– Monacle (Local businesses, by Yelp)

27. Augmented Reality for Marketing:
Marketing an App
• SEO in the App Store
– Keyword Rich Names and Descriptions
– Keyword Research for the App Store
• Free
• Cheap
– Good Reviews
– Apps Can Rank in Google Results
• High Downloads & App Rankings
• Links to App Store from Review Sites
• Links to App Store from Industry Sites

28. Augmented Reality for Marketing:
Marketing an App
wwww.Rank-Mobile.com 28

29. Augmented Reality for Marketing:
Marketing an App
• Apps Are Ranking in Search Results

30. Augmented Reality for Marketing:
Marketing an App

31. Augmented Reality for Marketing:
Marketing an App
• Market your AR App Offline
– Traditional Media
– In Situ
• Use Mobile Strategy to Drive Downloads
– SMS for a Link to the Download
– QR Code for a Link to the Download
• Give Good Instructions

32. Augmented Reality for Marketing:
Marketing an App
• Give Good Instructions
– What Phones will it Work On
– How Long will the Download Take
– What will the App Icon Look Like
– How Much Will it Cost
– When & How Can it Be Used

34. Augmented Reality for Marketing:
Marketing an Existing an App
http://www.mobclix.com/appstore/1

35. Augmented Reality for Marketing:
Marketing an Existing an App

36. Companies that Can Help
Augmented Reality DEV App Design
• MobiliStar (UK) • DoubleEncore
• AugmentReality.co.uk • XcellentCreations
• Zealion (US)
• Winvolve (CA)

38. Augmented Reality
in the Future

39. Augmented Reality in the Future:
Have Data Included in an AR App
• Optimize all feeds • Keyword Rich Meta Data
• Make them as easily – Title
Parsable as possible – Descriptions
• Video - mRSS & Video – Comments
Sitemap – Other
• News-News Site Map
• MicroFormats
• Local – KML - GeoSitemap
– H Card & v. Card for
• Submit your feeds to the Location
Apps • Include Latitude and
Longitude
– vCal for Events

40. Augmented Reality in the Future:
AR Glasses

41. Augmented Reality in the Future:
AR Contact Lenses

43. Text CINDY to
70259
for an SMS
Business Card
Cindy Krum
CEO & Founder
Cindy.Krum@Rank-Mobile
IM/Skype/Twitter: Suzzicks
720-231-7277