Presentation made for the 2nd edition of Paris2.0, on March 2010. Marketers currently address very little touchpoints along the consumer experience lifecycle. Mobile internet with location-based or augmented reality services relying on smartphone sensors open many opportunities.

1. MOBILE
INTERNET
:
THE
KEY
TO
ADRESS
THE
WHOLE
CONSUMER
EXPERIENCE
LIFECYCLE
Réalité augmentée - 1 1
Source
image
http://www.flickr.com/photos/hotcherry/3048692971/

2. Technology
push
:
the
pieces
are
in
place
User-­‐centric
Multi-­‐touch
Use Applications
interface
screen
Connect Mobile
Localization
Orientation
& sense internet
Deport in
Content
Image
Digital
the cloud APIs
recognition
rendering
Réalité augmentée - 2 2
UlyssCo
2010
BY-­‐NC-­‐SA

3. Customer
Experience
Lifecycle
Awareness
Display advertising Recommandation
Recommandation Interest
Behavior
Suggestion
Rating Comparison
Sharing Evaluate
Research
Localization
Itinerary
Troubleshooting POS Material
Tips Use
Purchase
Trial
Training
Réalité augmentée - 3 3
UlyssCo
2010
BY-­‐NC-­‐SA

4. 3
mobile
interfaces
to
toggle
with
List
Map
Augmented
Reality
• The
first
and
still
most
widely
used
• Developped
rapidly
w/
Google
Maps
API
• Popularized
with
mobile
browsers
and
cityguides
• Coming
trend
for
AR
games
• UX
choices
rapidly
being
set
Réalité augmentée - 4 4
UlyssCo
2010
BY-­‐NC-­‐SA

5. AR
:
opportuni8es
beyond
hype
• Number
of
AR
applications
/
uses
exploded
:
«
When
I
started
Augmented
Planet
(April
2009)
there
was
about
3
augmented
reality
applications
in
the
appstore,
this
morning
(Dec
11th
2009)
there
are
161,
by
the
New
Year
I’m
sure
we
will
have
busted
the
200
mark
»
(Lester
Madden,
blog
Augmented
Planet)
• Business
goes
beyong
app
development
:
«
Market
growing
from
6
million
dollars
in
2008
to
more
than
350
million
dollars
between
now
and
2014,
with
announcements
having
already
been
made
about
integrating
advertising
into
browsing
utilities
which
would
make
up
a
significant
part
of
the
revenue
from
2013-­‐2014
once
the
technology
has
been
mastered
»
(ABI
Research)
«
Mobile
AR
revenue
in
2009
to
hit
$10
Million
»
(Christine
Perey,
an
ISMAR
2009
organizer)
• Technology,
offer
and
network
are
catching
up
:
GPS
and
compass
enabled
mobile
phones
Large
touchable
screens
Open
data
APIs
Bandwidth
for
real-­‐time
video
over-­‐the-­‐air
feeds
Games
have
only
started
to
appear
5
UlyssCo
2010
BY-­‐NC-­‐SA

6. AR
in
search
for
more
intui8ve
UX
PC
Mobile
Wearable
• Webcam
• Markerless
• 3D
• Marker
• Geolocalization
• Immersive
Réalité augmentée - 6 6
UlyssCo
2010
BY-­‐NC-­‐SA