Zugara CEO Matt Szymczyk had enough with agency work and transformed into a software development company. He shifted his entire Web design agency away from working on ad campaigns to a startup focused on augmented reality software with emphasis on e-commerce. Szymczyk explains why mobile AR is overhyped and why even for e-commerce, or m-commerce, mobile still has a ways to go. Speaker: Matt Szymczyk, CEO, Zugara

1. Mobile AR, Look Out For The Snake Oil

3. We Develop AR Software For Web & OOH Online Retail

4. We Develop AR Software For Web & OOH Brand Engagement www.BarbieTheDreamCloset.com

7. The AR Hype Cycle...

8. To Be Fair, There’s Some Near Term Potential

9. Even for Advertising & Marketing…

11. Remember When...

12. Remember When...

13. Remember When...

14. Remember When...

15. Remember When...

16. In 2007, We Finally Got The Device

21. 4. Market Fragmentation Source: VisionMobile

22. 3. It’s Not A Native Experience, It’s A Standalone “Techy” App Data comes from 25 apps downloaded a cumulative 550 million times.

24. 1. Solves A Brand/Agency “Problem”, Not A Consumer One

26. Let’s Talk Creative Director Fantasy vs Reality... “ I want an iPhone App with your shopping software.”

27. Let’s Talk Creative Director Fantasy vs Reality... “ I want to use AR to immerse someone in a virtual world with virtual sales people.”