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THE VIRTUAL
EXPERIENCE ECONOMY
WHAT DO
WE MEAN
BY EXPERIENCE
ECONOMY?
A NEW ECONOMIC ERA IN WHICH
ALL BUSINESSES MUST ORCHESTRATE
MEMORABLE EVENTS FOR TH...
THE ERA OF EXPERIENCE IS HERE. IT’S A REALITY.
EVERY DAY WE WORK WITH COMPANIES THAT
ARE TRANSFORMING THEMSELVES AROUND TH...
WHAT DOES
THIS MEAN
FOR THE
CUSTOMER?
PREVIOUSLY BRANDS HAVE
RELIED UPON TELLING STORIES
IN THE ‘THIRD’ PERSON USING
TRADI...
ENTERTAIN
ME HELP
ME
INFORM
ME
LISTEN TO
ME
VALUE
ME
RECOGNISE
ME
LEAVE ME
ALONE
SHARE
WITH ME
REWARD
ME
INSPIRE
ME
MOTIVA...
A SHORT HISTORY
OF VIRTUAL REALITY
TIMELINE
VICTORIAN
ILLUSIONISTS
INVENTED
TECHNIQUES SUCH
AS PEPPER’S GHOST
1860’S 1900’S 1950’S 1960’S 1980’S 1990’S 2007 ...
VR
 AR
 MIXED REALITY
THE FUTURE OF VR, AR AND MIXED
REALITY IS DEPENDENT UPON THE
AMOUNT OF PROCESSING POWER YOU
CAN GET ...
SHOULD WE
BELIEVE THE HYPE?
EXPECTATIONS FOR
VR HAVE SO FAR
PROVED UNREALISTIC
THE ABSOLUTE PERFORMANCE
OF VR AND AR IN 20...
GOOGLE LAUNCHED GLASS IN 2013…
IT WAS DOOMED BY A COMBINATION OF HIGH
PRICE, $1,500 USD, AVAILABILITY, PRIVACY
ISSUES AND ...
HELPED AR TO AN
UNEXPECTED $1.6
BILLION REVENUE
POKÉMON GO WAS A CULTURAL PHENOMENON
WHEN IT LAUNCHED OVER THE SUMMER OF 2...
MICROSOFT
HOLOLENS
THE WORLD’S
FIRST FULLY
UNTETHERED
MIXED REALITY
HEADSET
MICROSOFT HOLOLENS
IS CURRENTLY THE
WORLDS MOS...
FACEBOOK
IS AIMING
TO BUILD
THE VIRTUAL
SPACE WHERE
ALL ASPECTS
OF LIFE CAN
UNFOLD FACEBOOK SPACES IS THE
COMPANY’S FIRST ...
ALIBABA LAUNCHES BUY+
A VIRTUAL REALITY
SHOPPING EXPERIENCE
ALIBABA HAS SUCCEEDED IN BRINGING BOTH AR AND
VR TO SINGLES’ D...
MAGIC LEAP
IT IS LIKE
DREAMING
WITH YOUR
EYES OPEN
THIS TECHNOLOGY COULD AFFECT EVERY BUSINESS THAT USES SCREENS
OR COMPUT...
HOW DO WE MAKE
SENSE OF ALL THIS?
NIELSON’S RESEARCH USED NEUROSCIENCE TECHNOLOGY TO COMPARE
USER RESPONSE TO THE SAME CONTENT PRESENTED IN THREE DISTINCT
M...
THE STUDY
FOUND VIRTUAL
REALITY TO BE
A POWERFUL
TOOL FOR
CREATING
EMOTIONALLY
ENGAGING
BRAND
EXPERIENCES
VIRTUAL REALITY
...
IN 1999,
3 ISRAELI
SCIENTISTS
IDENTIFIED
SIX SEPARATE
AND DISTINCT
“CREATIVITY
TEMPLATES”
THEY USED ADVERTISING AS THEIR
‘...
3b
INVERTED CONSEQUENCES TEMPLATE
THE INVERTED CONSEQUENCES TEMPLATE SHOWS
THE NEGATIVE IMPLICATIONS OF NOT EXECUTING
THE ...
WHAT COULD BE THE TEMPLATES
THAT ARE EMERGING FOR
AR, VR  MIXED REALITIES?
IMMERSIVE
STORY TELLING -
NEW YORK TIMES
‘THE DISPLACED’
REDEFINES THE
ROLE OF THE
‘NEWSPAPER’
THE NEW YORK TIMES USES GOO...
GUINNESS USES VR TO TRANSPORT EACH DRINKER
INTO A WORLD OF COLOURS, SHAPES AND SOUNDS
AS THEY TRY THE WEST INDIES PORTER, ...
TOPSHOP USED VR TO CREATE AN EXPERIENCE THAT WOULD OPEN UP
TOPSHOP’S LONDON FASHION WEEK SHOW TO A WIDER HIGH STREET AUDIE...
TO BRING TO LIFE THE AMERICAN EXPRESS PARTNERSHIP WITH
THE USTA GUESTS COULD USE VIRTUAL REALITY TO PLAY AGAINST
MARIA SHA...
AUDI SANDBOX IS AN IN-STORE INSTALLATION THAT LETS YOU TEST-DRIVE
THE NEW AUDI Q5 IN VR ON A SELF-MADE TRACK MADE OUT OF S...
THIRTY-FIVE PROXIMITY BEACONS HAVE BEEN STRATEGICALLY PLACED WITHIN THE
MUSEUM TO PUSH AR CONTENT AND EXPERIENCES TO VISIT...
1.
IMMERSIVE
STORY
TEMPLATE
4.
CELEBRITY
INTERACTION
TEMPLATE
2.
SENSORY
AMPLIFICATION
TEMPLATE
5.
PRODUCT
TESTDRIVE
TEMPL...
KEY OUT-TAKES
•	 AR is already getting big, VR will be big, Mixed Reality will be much bigger but will take longer
•	 Tech...
Want to know more?
Email: info@momentumww.com
Copyright © Momentum Worldwide 2017. All rights reserved. This document, and...
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The Virtual Experience Economy

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A new economic era in which all businesses must orchestrate memorable events for their customers, and that memory itself becomes the product.

Publié dans : Technologie
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The Virtual Experience Economy

  1. 1. THE VIRTUAL EXPERIENCE ECONOMY
  2. 2. WHAT DO WE MEAN BY EXPERIENCE ECONOMY? A NEW ECONOMIC ERA IN WHICH ALL BUSINESSES MUST ORCHESTRATE MEMORABLE EVENTS FOR THEIR CUSTOMERS, AND THAT MEMORY ITSELF BECOMES THE PRODUCT. - THE “EXPERIENCE” THE SWEET SPOT EDUCATIONALENTERTAINMENT ESTHETIC ESCAPIST ABSORPTION E.G. ATTENDING A CONFERENCE E.G. WATCHING A MOVIE E.G. CLIMBING A MOUNTAIN E.G. GOING TO A WATERPARK PASSIVE ACTIVE IMMERSION
  3. 3. THE ERA OF EXPERIENCE IS HERE. IT’S A REALITY. EVERY DAY WE WORK WITH COMPANIES THAT ARE TRANSFORMING THEMSELVES AROUND THE IDEA THAT THEIR VALUE GOES WAY BEYOND THEIR PRODUCTS AND INTO THE TOTAL EXPERIENCE THEIR CUSTOMERS HAVE WITH THEIR BRAND. KEY INSIGHT: CUSTOMER EXPERIENCE IS REGARDED AS THE PRIMARY WAY FOR ORGANISATIONS TO DIFFERENTIATE THEMSELVES FROM COMPETITORS IN 2017, BUT DATA CAPABILITIES AREN’T DEVELOPING FAST ENOUGH. - ECONSULTANCY’S 2017 DIGITAL TRENDS REPORT
  4. 4. WHAT DOES THIS MEAN FOR THE CUSTOMER? PREVIOUSLY BRANDS HAVE RELIED UPON TELLING STORIES IN THE ‘THIRD’ PERSON USING TRADITIONAL ADVERTISING FORMATS SUCH AS PRESS AND TV ADS, WITH DIGITAL AND EXPERIENTIAL MARKETING AMPLIFYING THESE MESSAGES. WASH WHITER STAY YOUNGER LAST LONGER RUN FASTER GET RICHER EAT HEALTHIER SMELL FRESHER BE FITTER FEEL SEXIER SLEEP BETTER CLEAN EASIER DRIVE FASTER
  5. 5. ENTERTAIN ME HELP ME INFORM ME LISTEN TO ME VALUE ME RECOGNISE ME LEAVE ME ALONE SHARE WITH ME REWARD ME INSPIRE ME MOTIVATE ME CHANGE ME WHAT DOES THIS MEAN FOR THE CUSTOMER? THROUGH THE PROLIFERATION OF SMARTPHONES AND SOCIAL MEDIA WE ARE IN A WORLD WHERE EVERYONE IS CONNECTED TO EVERYONE ELSE THROUGH TECHNOLOGY AND THIS REQUIRES STORYTELLING IN THE ‘FIRST’ PERSON WHERE BRANDS CAN NOW LEAD WITH EXPERIENCE.
  6. 6. A SHORT HISTORY OF VIRTUAL REALITY
  7. 7. TIMELINE VICTORIAN ILLUSIONISTS INVENTED TECHNIQUES SUCH AS PEPPER’S GHOST 1860’S 1900’S 1950’S 1960’S 1980’S 1990’S 2007 2011 2014 20182016 THE ‘FATHER OF VR’ MORTON HEILIG BUILDS THE SENSORAMA FACEBOOK BUYS OCULUS RIFT IPHONE 8 PROMISES NEW AR FEATURES THE FIRST 3D IMAGES USING STEREOSCOPES BECAME POPULAR 1800’S 2018 THE 90S REPRESENTED A SLUMP FOR VR DEVELOPMENT MIT EXPERIMENT WITH THE FIRST HEAD-MOUNTED DISPLAYS MICROSOFT LAUNCH HOLOLENS MAGIC LEAP FOUNDED – BUT YET TO RELEASE THEIR PLATFORM NASA PIONEER VR FOR ASTRONAUTS THE LAUNCH OF THE IPHONE CHANGES EVERYTHING
  8. 8. VR AR MIXED REALITY THE FUTURE OF VR, AR AND MIXED REALITY IS DEPENDENT UPON THE AMOUNT OF PROCESSING POWER YOU CAN GET INTO A SMALL FORM FACTOR AND FORTUNATELY MOORE’S LAW IS ALIVE AND WELL TO PROVIDE THE PROCESSING POWER.
  9. 9. SHOULD WE BELIEVE THE HYPE? EXPECTATIONS FOR VR HAVE SO FAR PROVED UNREALISTIC THE ABSOLUTE PERFORMANCE OF VR AND AR IN 2016 WAS NOT AS IMPORTANT AS HOW IT IS CHANGING THE TRAJECTORY OF THE MARKET. GENERAL POPULATION SAMSUNG GEAR VR 7% 10% 7% 9% 5% 8% 4% 6% 4% 5% SONY PLAYSTATION VR OCULUS RIFT GOOGLE CARDBOARD HTC VIVE GAMERS AGED 13+ VR/ AR PURCHASE INTEREST HOW LIKELY ARE YOU TO BUY EACH OF THE FOLLOWING VR/AR DEVICES?
  10. 10. GOOGLE LAUNCHED GLASS IN 2013… IT WAS DOOMED BY A COMBINATION OF HIGH PRICE, $1,500 USD, AVAILABILITY, PRIVACY ISSUES AND POOR PUBLIC PERCEPTION THE ISSUE OF THE DEVICE’S GROWING NEGATIVE IMAGE, FOLLOWED CLOSELY HAND IN HAND WITH CONCERNS OF PRIVACY. IT’S CURIOUS IN SOME WAYS THAT GLASSES WOULD BE PICKED ON, GIVEN THE LOW RESOLUTION. PEOPLE ARE WEARING GOPROCAMERAS OUT AND ABOUT, BUT GOPRO HASN’T SEEMED TO GENERATE THE SAME BACKLASH, DESPITE REPRESENTING ARGUABLY MORE OF A PRIVACY THREAT.
  11. 11. HELPED AR TO AN UNEXPECTED $1.6 BILLION REVENUE POKÉMON GO WAS A CULTURAL PHENOMENON WHEN IT LAUNCHED OVER THE SUMMER OF 2016
  12. 12. MICROSOFT HOLOLENS THE WORLD’S FIRST FULLY UNTETHERED MIXED REALITY HEADSET MICROSOFT HOLOLENS IS CURRENTLY THE WORLDS MOST ADVANCED HOLOGRAPHIC COMPUTER
  13. 13. FACEBOOK IS AIMING TO BUILD THE VIRTUAL SPACE WHERE ALL ASPECTS OF LIFE CAN UNFOLD FACEBOOK SPACES IS THE COMPANY’S FIRST ATTEMPT TO INTEGRATE YOUR SOCIAL NETWORK WITH VIRTUAL REALITY
  14. 14. ALIBABA LAUNCHES BUY+ A VIRTUAL REALITY SHOPPING EXPERIENCE ALIBABA HAS SUCCEEDED IN BRINGING BOTH AR AND VR TO SINGLES’ DAY (11.11) THE WORLD’S BIGGEST SHOPPING DAY WITH $17.8 BILLION IN TRANSACTIONS
  15. 15. MAGIC LEAP IT IS LIKE DREAMING WITH YOUR EYES OPEN THIS TECHNOLOGY COULD AFFECT EVERY BUSINESS THAT USES SCREENS OR COMPUTERS AND MANY THAT DON’T. IT COULD KILL THE $120 BILLION MARKET FOR FLAT-PANEL DISPLAYS AND SHAKE THE $1 TRILLION GLOBAL CONSUMER-ELECTRONICS BUSINESS TO ITS CORE
  16. 16. HOW DO WE MAKE SENSE OF ALL THIS?
  17. 17. NIELSON’S RESEARCH USED NEUROSCIENCE TECHNOLOGY TO COMPARE USER RESPONSE TO THE SAME CONTENT PRESENTED IN THREE DISTINCT MEDIUMS: VR, 360-DEGREE VIDEO ON A FLAT SURFACE AND 2D. NIELSON RECENTLY CONDUCTED A STUDY TO UNDERSTAND HOW AR VR AFFECTS PERCEPTIONS IT’S IMPORTANT FOR BRANDS TO UNDERSTAND HOW CONSUMERS PLAN TO ENGAGE WITH THIS. VR RECEIVED A 17% HIGHER EMOTIONAL REACTIONTHAN FLAT 360-DEGREE VIDEO AND A 27% HIGHER REACTION THAN 2D VR CONTENT WAS ALSO ENGAGED FOR 34% LONGER THAN 2DAND 16% LONGER THAN 360-DEGREE VIDEO
  18. 18. THE STUDY FOUND VIRTUAL REALITY TO BE A POWERFUL TOOL FOR CREATING EMOTIONALLY ENGAGING BRAND EXPERIENCES VIRTUAL REALITY LOOKS TO BE POISED TO BECOME A STRONG DRIVER OF EMOTIONAL ENGAGEMENT FOR MANY BRANDS
  19. 19. IN 1999, 3 ISRAELI SCIENTISTS IDENTIFIED SIX SEPARATE AND DISTINCT “CREATIVITY TEMPLATES” THEY USED ADVERTISING AS THEIR ‘LABORATORY’ BECAUSE IT PRODUCES THOUSANDS OF PIECES OF AWARD WINNING CREATIVE EXPRESSION. PICTURE REPLACEMENT TEMPLATE THE PICTURE REPLACEMENT TEMPLATE PORTRAYS SITUATIONS IN WHICH A SYMBOL OR IMAGE IS INTRODUCED INTO THE PRODUCT SPACE AND IS BY FAR THE MOST COMMON TEMPLATE. 1 EXTREME SITUATION TEMPLATE THE EXTREME SITUATION TEMPLATE REPRESENTS SITUATIONS THAT ARE UNREALISTIC. IT CAN PORTRAY THE ABSURD LENGTHS PEOPLE GO TO IN THE ABSENCE OF A PRODUCT OR THE EXAGGERATED VALUE OF A PRODUCT. 2 CONSEQUENCES TEMPLATE THE CONSEQUENCES TEMPLATE SHOWS THE POSITIVE IMPLICATIONS OF EXECUTING THE RECOMMENDATION ADVOCATED IN THE ADVERTISMENT 3a
  20. 20. 3b INVERTED CONSEQUENCES TEMPLATE THE INVERTED CONSEQUENCES TEMPLATE SHOWS THE NEGATIVE IMPLICATIONS OF NOT EXECUTING THE RECOMMENDATION ADVOCATED IN THE ADVERTISEMENTS AND WARNS AGAINST NOT FOLLOWING THE RECOMMENDATION THE COMPETITION TEMPLATE THE COMPETITION TEMPLATE PORTRAYS SITUATIONS IN WHICH THE PRODUCT IS SUBJECTED TO COMPETITION WITH ANOTHER PRODUCT. THE SELECTION OF THE OTHER PRODUCT OR EVENT IS GENERALLY GUIDED BY ITS PERCEIVED SUPERIORITY. 4 INTERACTIVE EXPERIMENT TEMPLATE THE INTERACTIVE EXPERIMENT TEMPLATE INDUCES REALISATION OF THE BENEFITS OF THE PRODUCT BY REQUIRING THE VIEWER TO ENGAGE IN AN INTERACTIVE EXPERIENCE WITH THE MEDIUM IN WHICH THE AD APPEARS. 5 DIMENSIONALITY ALTERATION TEMPLATE THE DIMENSIONALITY ALTERATION TEMPLATE MANIPULATES THE DIMENSION OF THE PRODUCT IN RELATION TO ITS ENVIRONMENT USING DEVICES SUCH AS TIMES LEAP, MULTIPLICATION AND DIVISION OF PRODUCTS 6
  21. 21. WHAT COULD BE THE TEMPLATES THAT ARE EMERGING FOR AR, VR MIXED REALITIES?
  22. 22. IMMERSIVE STORY TELLING - NEW YORK TIMES ‘THE DISPLACED’ REDEFINES THE ROLE OF THE ‘NEWSPAPER’ THE NEW YORK TIMES USES GOOGLE CARDBOARD TO PUT READERS AT THE CENTER OF THEIR STORIES IN AN IMMERSIVE VIRTUAL-REALITY EXPERIENCE.
  23. 23. GUINNESS USES VR TO TRANSPORT EACH DRINKER INTO A WORLD OF COLOURS, SHAPES AND SOUNDS AS THEY TRY THE WEST INDIES PORTER, HOP HOUSE 13 LAGER AND GUINNESS DRAFT. SENSORY AMPLIFICATION – GUINNESS LAUNCH NEW FLAVOURS WITH THE HELP OF VR
  24. 24. TOPSHOP USED VR TO CREATE AN EXPERIENCE THAT WOULD OPEN UP TOPSHOP’S LONDON FASHION WEEK SHOW TO A WIDER HIGH STREET AUDIENCE. TAKE ME SOMEWHERE ELSE – TOPSHOP’S VIRTUAL CATWALK TAKES THEIR CUSTOMERS TO THE CATWALK
  25. 25. TO BRING TO LIFE THE AMERICAN EXPRESS PARTNERSHIP WITH THE USTA GUESTS COULD USE VIRTUAL REALITY TO PLAY AGAINST MARIA SHARAPOVA AT RALLY ON THE RIVER IN NEW YORK. CELEBRITY INTERACTION TEMPLATE - AMERICAN EXPRESS ENABLE CARD HOLDERS TO RALLY A TENNIS ICON
  26. 26. AUDI SANDBOX IS AN IN-STORE INSTALLATION THAT LETS YOU TEST-DRIVE THE NEW AUDI Q5 IN VR ON A SELF-MADE TRACK MADE OUT OF SAND. PRODUCT TEST DRIVE TEMPLATE – AUDI USES VR TO ENABLE A NEW TYPE OF TEST DRIVE
  27. 27. THIRTY-FIVE PROXIMITY BEACONS HAVE BEEN STRATEGICALLY PLACED WITHIN THE MUSEUM TO PUSH AR CONTENT AND EXPERIENCES TO VISITORS TO MAKE SURE THEY MAKE THE MOST OF THEIR VISIT. AUGMENTED ENVIRONMENT TEMPLATE – FIFA’S WORLD FOOTBALL MUSEUM VISITOR APP AUGMENTS THE JOY AND FUN OF FOOTBALL
  28. 28. 1. IMMERSIVE STORY TEMPLATE 4. CELEBRITY INTERACTION TEMPLATE 2. SENSORY AMPLIFICATION TEMPLATE 5. PRODUCT TESTDRIVE TEMPLATE 3. TAKE ME SOMEWHERE ELSE TEMPLATE 6. AUGMENTED ENVIRONMENT TEMPLATE
  29. 29. KEY OUT-TAKES • AR is already getting big, VR will be big, Mixed Reality will be much bigger but will take longer • Technology creates opportunity, but it remains creativity driven by strategic insights that creates true value • In a world where the average attention span is only 8 seconds, experience led technologies offer new ways for our clients to earn and hold the attention of their customers • VR and AR are opening up a whole new canvas for brand storytelling • It will be critical for marketers to begin thinking about quality-of-experience from the onset • We are moving into an internet of experiences • We're already able to start augmenting our realities, bringing our digital content into our real world environment • Ultimately personal computers will live in the spaces around us
  30. 30. Want to know more? Email: info@momentumww.com Copyright © Momentum Worldwide 2017. All rights reserved. This document, and its contents, are confidential and may not be reproduced or transmitted without the written permission of the publisher. @MomentumWW @momentumww Momentumworldwide

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