UplinQ - introduction to qualcomm® vuforia™ toy recognition
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UplinQ - introduction to qualcomm® vuforia™ toy recognition
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- 2. Introduction to Qualcomm® Vuforia™ Toy Recognition JJ Lechleiter Staff Product Manager, Qualcomm Connected Experiences
- 5. 5 Screen time Kids are spending less time with traditional media and more time on mobile devices. Common Sense Media Fall 2013
- 6. 6 Access to devices Common Sense Media Fall 2013
- 7. 7 “We are waging war. Young children are aging out of toys faster than ever. We are fighting age compression. That's technology. There's no question it's impacting us.” Melissa Bernstein, co-founder of Melissa & Doug The Wall Street Journal, September 3rd 2014
- 8. 8 Toys have gone digital
- 9. 9 What are consumers looking for? Source: Icon kids & Youth. Sample: 2.500 people from 8 to 30 years old. 69% “It could be used together with an electronic device, and I don’t mind paying a bit more for it” 78% 77% 79% “A traditional toy were COMBINED with an electronic device.”.. “The real toy could be CONTROLLED by an electronic device” .. “The traditional toy could be played together with the electronic device.” “I’d like it if...”
- 10. 10 Vuforia powered toys today
- 11. 11 Hot Wheels Power Port Mattel Inc. Source: Mattel Inc. • Innovate existing product • Add consumer value & extend play • Drive sales/diversify revenues • Create a digital component to the physical toy, enabling kids to unlock digital worlds • Downloads exceeding Mattel’s early expectations • Valuable usage metrics • 70K+ downloads Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc. 11 Solution ResultsSituation
- 12. 12Qualcomm Vuforia is a product of Qualcomm Connected Experiences, Inc. MagnaColor AD-Dispatch Inc. Source: AD-Dispatch Inc. • Improve 3D glasses experience • Personalize play • Multiple stencils to bring child’s creativity to life • Social share • Top 5 Toys in Toy Fair 2013 in New York • In Wal-Mart, Toys “R” Us, Target, Kmart Situation Solution Results 12
- 13. 13
- 14. 14 LEGO Fusion
- 15. 15 Different kinds of digital play Unlocks Virtual Toys Immersive Play Record and Share
- 16. 16 “We don’t want to use codes.” “Kids will lose the packaging.” “We can’t change the toy. It should just work.” “We want kids to play with the toy.” “It’s too expensive to put electronics in the toy.” What are customers saying?
- 17. 17 Vuforia Toy Recognition Digital content can be applied directly to the physical toy Toy Recognition enables the recognition and tracking of toys
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- 19. 19 Vuforia Toy Recognition Fast recognition Registered Experiences Real world environments Robust to motion Maintain tracking while device or toy movesRecognize toys in a cluttered kid’s room Scan a toy to unlock digital content Toys come to life and can interact with one another
- 20. 20 Examples of supported toys Action figures Vehicles Buildings
- 21. 21 How does it work?
- 22. 22 Platform Anatomy App Developer Vuforia Assets, Logic, Rendering Vuforia Engine Target Manager Download and bundle with app Add Content Reco Images Reco Text Images, Objects Word List Position Content Events Calibration App Vuforia Capture App Object Data Web Service APIs Content Content Images jpeg/png Vuforia Capture App
- 27. 27 Creating an app with Toy Recognition 1. Scan your toy 2.Create a database 3.Build your app
- 28. 28 Toy Recognition December 2014 Apply for early access at vuforia.com/beta
- 29. 29 Toys Talk
- 30. 30 For more information on Qualcomm, visit us at: www.qualcomm.com & www.qualcomm.com/blog ©2013-2014 Qualcomm Technologies, Inc. and/or its affiliated companies. All Rights Reserved. Qualcomm and Vuforia are trademarks of Qualcomm Incorporated, registered in the United States and other countries. Uplinq is a trademark of Qualcomm Incorporated. All Qualcomm Incorporated trademarks are used with permission. Other products and brand names may be trademarks or registered trademarks of their respective owners. References in this presentation to “Qualcomm” may mean Qualcomm Incorporated, Qualcomm Technologies, Inc., and/or other subsidiaries or business units within the Qualcomm corporate structure, as applicable. Qualcomm Incorporated includes Qualcomm’s licensing business, QTL, and the vast majority of its patent portfolio. Qualcomm Technologies, Inc., a wholly-owned subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of Qualcomm’s engineering, research and development functions, and substantially all of its product and services businesses, including its semiconductor business, QCT. Thank you FOLLOW US ON: