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Magic Leap

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These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Magic Leap, a provider of smart glass-based Augmented Reality. Unlike other forms of AR that rely on cameras and either smart phones or tablet computers, Magic Leap provides AR in smart glasses. These glasses look like Google Glass, but users see a realistic 3D view that is superimposed on the real world, as seen through the glasses. Magic Leap expects its AR glasses to be used for gaming, education, commerce, and other applications. These slides describe the value proposition, customers, method of value capture, scope of activities and the method of strategic control for Magic Leap.

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Magic Leap

  1. 1. First Person Augmented Reality ARt of Magic Lim Kang Hong Gyula Kimpan Jane Wang Chia Lye Peng
  2. 2. Scope of Presentation • Types of Virtual Technology • Why Magic Leap • Various Applications and Market Segments • Value Network • Scope of Activities • Methods of Strategic Control • Conclusion Gaming Entertainment Education Commerce
  3. 3. Types of Virtual Technology Image from www.magicleap.com
  4. 4. Technology Definition • Virtual Reality (VR) : Replaces the real world with a simulated/digital world experience • Augmented Reality (AR): Real world experience enhanced with digital overlays (text, audio, graphics, 3D objects etc)
  5. 5. Evolution of AR Technology And soon…first person experience Data 3D objects Games
  6. 6. Who is in the game? http://www.fastcompany.com/3052209/tech-forecast/vr-and-augmented-reality-will-soon-be-worth-150-billion-here-are-the-major-pla#6
  7. 7. By 2020, AR hardware is biggest revenue generator http://www.fastcompany.com/3052209/tech-forecast/vr-and-augmented-reality-will-soon-be-worth-150-billion-here-are-the-major-pla#6
  8. 8. AR Hardware - Wearable Smart Glass A wearable computer • adds visual information to wearer • overlays augmented reality with digital images • allows wearer to see through it
  9. 9. Wearable Smart Glass • Not natural to eyes – L & R eye see different superimposed images – Near 3D effect – Causes headache/nausea • Limited field of view – In front of eyes only • Not interactive Issues • Natural to eyes – Correct focus within virtual scene – ‘Reality’ resolution – No headache/nausea • Wider field of view • Richer interactive experiences What’s needed http://www.zappar.com/blog/google-glass-magic-leap-and-the-ideal-ar-wearable-display/
  10. 10. Who is Magic Leap? www.magicleap.com
  11. 11. https://engtechmag.wordpress.com/2014/11/27/magic-leaps-tech-vision-explained-as-google-invests-542-million-an-annotated-infographic/ How Technology Works “Reverse engineer" what we see in real life and make it virtual
  12. 12. Why Magic Leap? Magic Leap elephant video
  13. 13. http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap Patents filed by Magic Leap Cloud is KEY - System detects user’s location - It constantly adjusts - Virtual content fits and interacts with user’s environment
  14. 14. http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap A haptic glove • Provides vibration feedback • Gives touch sensation to physical objects in mid-air A screen is always at your fingertips Patents filed by Magic Leap
  15. 15. Patents filed by Magic Leap Hand gestures • Pull up menus • Issue commands Magic Leap can remap a keyboard on the fly http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap
  16. 16. http://www.cnet.com/news/magic-leap-what-we-know-so-far/ Magic Leap’s Value Proposition • Neurological effects as real-life objects • Different depths of focus Provides Cinematic Reality • 3D objects interact with real world • Eye tracking capabilities • Natural hand gestures input Enables Real-time Interaction • Device worn all day (non nausea) • Interactive augmented experiences Promotes Social Interaction
  17. 17. Main Competitors in AR Market • Smart Phones and Tablets – Basic AR game experience • Microsoft Hololens – Key differences : Focuses on hologram features – Limitations: narrow FOV in front of your eyes • Technology Illusion CastAR – Key differences : Able to project both in Augmented Reality form and Virtual Reality form. – Limitations: User input is via a wand instead of hand gestures
  18. 18. Comparison against Competitors Magic Leap Glasses Microsoft Hololens Technology Illusion CastAR 3D images Interaction – real world and eye contact Tracks head and body motion only Tracks head and body motion only Effects as real life objects Focus on hologram images with high resolution Focus on hologram images with high resolution Eye tracking Capability Tracks head and body motion only Tracks head and body motion only Virtual objects have different levels of focus Limited FOV and focus Limited FOV and focus Natural hand gestures input Only accepts input via a tethered wand Natural virtual experience Not stated http://www.tomshardware.com/reviews/ar-vr-technology-discussion,3811-9.html
  19. 19. Magic Leap’s Value Proposition 14 Oct 2015 video from Magic Leap with no special effects – robot under table and solar system
  20. 20. Various Applications and Market Segments Image from www.magicleap.com
  21. 21. Technology Adoption – Key Application Segments Including Gaming Augmented Reality--Technology Penetration and Road-mapping (Technical Insights) – Frost & Sullivan
  22. 22. Gaming Image from www.magicleap.com
  23. 23. Types of platforms in Gaming 1980s 2007 Fall of 2015 onwards
  24. 24. Current state of AR Gaming • Mainly uses smart phone/tablet camera to capture real world scenes but just as a form of backdrop • Lack of realistic integration between the game graphics and the real world • Lack of interaction between the player, game and real world surroundings http://www.makeuseof.com/tag/ar-games-is-this-the-future-of-gaming/
  25. 25. Value Proposition for Magic Leap in AR Gaming • Creates a new dimension to games A truly immersive first person action game Image from www.magicleap.com
  26. 26. Value Proposition for Magic Leap in AR Gaming • Allows gamers to interact with their physical surroundings in real time Play it anywhere anytime http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap
  27. 27. Value Proposition for Magic Leap in AR Gaming • Promotes physical social interaction and networking through multiplayer network games at a coordinated environment. Let’s celebrate with a drink after the game http://www.macrumors.com/2015/09/10/pokemon-go-app-real-world/
  28. 28. Value Proposition for Magic Leap in AR Gaming Magic Leap video – A Day in the office
  29. 29. Target Market for AR Gaming Hard Core Power Gamers (11%) Age: 15 – 40, Gender: 95% M, 5% F Platforms: PC, Xbox, PS, Wii, Smart phone, Tablet Demographics: Teenage kid, Young Professionals, dads Plays everything, all the time Social, Leisure Gamers (27%) Age: 8 - 50, Gender: 50% M, 50% F Platform: PC, Xbox, PS, Wii, Smart phone, Tablet Demographics: All walks of life Will try anything but sticks to what is easy to learn or has large community & support Dormant, Incidental, Occasional Gamers (62%) Age: All ages, Gender: 30% M, 70% F Dormant, Incidental, Occasional Gamers Platform: Smart Phone, Tablet Mainly social network gaming Target Market http://www.consulgamer.com/features/video-game-market-segmentation-data/2142/
  30. 30. Entertainment Image from www.magicleap.com
  31. 31. Current state •Simple apps for smartphones using picture from camera to overlay simple content. https://informationstrategyrsm.files.wordpress.com/2015/10/snapchat.png http://www.circuitstoday.com/wp-content/uploads/2011/01/Augmented-Reality.jpg http://1.bp.blogspot.com/-LZdS0mfoKo0/T4b-sh8zsrI/AAAAAAAAAV4/pnijo6UI9eM/s1600/augmented-reality-4.jpg http://www.tccommunications.co.uk/wp-content/uploads/2015/09/Snapchat.png
  32. 32. Customer Value Proposition - Entertainment Customer Value Proposition - General Customer Value Proposition- Consumers 3D images Interaction – real world and eye contact Virtual objects have different levels of focus Natural virtual experience Immersive cinema experience Effects as real life objects Theatre performance on a coffee table Eye tracking capability Turn room into interactive museum/gallery Natural hand gestures input Interactive content to magazines, TV shows and ads.
  33. 33. Customer selection for entertainment Target first customers 18 – 30 aged male technology enthusiasts Families with children under 18 years Mainstream customers http://www.census.gov/popest/data/national/asrh/2014/index.html
  34. 34. Magic Leap and Entertainment http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap
  35. 35. Education Image from www.magicleap.com
  36. 36. Digital Whiteboard AR Book Magic Leap Value Proposition • Creates learning experience with students’ imagination • Creates 3D learning experience with augments specific to each book • Creates new 3D learning experiences that are too complex, costly or dangerous in real life Classroom experience • One dimensional • Mix usage of videos, images, graphs, texts • Fixed to wall • View augments relevant to books • Videos, images & graphs • In or out of classroom • Tracks presence • Interactivity • Provides additional context • Anywhere Comparison - Other Digital Tools
  37. 37. Bacca, J., Baldiris, S., Fabregat, R., Graf, S., & Kinshuk. (2014). Augmented Reality Trends in Education: A Systematic Review of Research and Applications. Educational Technology & Society, 17 (4), 133–149. Customer Selection Science, Humanities & Arts Early Childhood Vocational Training Special Needs
  38. 38. Commerce Image from www.magicleap.com
  39. 39. Current Players in This Market Goldrun Augmented Reality--Technology Penetration and Road-mapping (Technical Insights) – Frost & Sullivan
  40. 40. Magic Leap and Commerce Place your goods any where, with customization! http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap
  41. 41. Magic Leap and Commerce Description Menu Avertisement Reviews Etc. http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap
  42. 42. Customer Value Proposition - Commerce Customer Value Proposition - General Customer Value Proposition- Retailers Customer Value Proposition- Consumers 3D images Interaction – real world and eye contact Virtual objects have different levels of focus Natural virtual experience Better Consumer experience Better Shopping experience Effects as real life objects Better Sales & Promotion, Branding Better Decision Making Eye tracking Capability Identify Consumers’ choices - Data Easy goods identification Natural hand gestures input Easy Consumer adaption Easy control Augmented Reality--Technology Penetration and Road-mapping (Technical Insights) – Frost & Sullivan
  43. 43. Customer Selection Companies • Advertising • Branding • Selling Consumers ▪ Tech Savvy ▪ Curious ▪ Want exciting shopping experience Market Research Companies • Consumer Data Advertising Firms • Partnership for Commercial Design
  44. 44. Scope of Presentation • Types of Virtual Technology • Why Magic Leap • Various Applications and Market Segments • Value Network • Scope of Activities • Methods of Strategic Control • Conclusion Gaming Entertainment Education Commerce
  45. 45. Third Party App Developers and Content Providers Content Providers E.g. Marvel, Disney, Movie Company Tools and Middleware Providers Value Network for Magic Leap Consumers Hardware Manufacturing Distribution Channels i.e. Retailers, Dealers Assembly Firm Mobile Internet Service Provider
  46. 46. Scope of Activities for Magic Leap Internal R&D Hardware and Architectural Design OS and Software Development Marketing, Publishing and Sales
  47. 47. Method of Value Capture Main Source of Revenue • Hardware sales • Software content & application through app store • Software Development Kits • Licensing • Non Recurring Engineering services, e.g. app integration • Pay to upgrade For Commerce Sector • Commission from retailers • Advertising for retailers • Subscription from users • Fee for service (effects for advertising firm and retailers)s Other Possibilities • Data • Key components sales
  48. 48. Methods of Strategic Control Intellectual Property Network Effects Economies of Scale Establish Standards
  49. 49. Strategic Control - IP Protection • Overlapping patents and combination of patents and trademark • Protects the key enabling technology from copying. 120 patents filed Protection on Operating System and in house developed software apps Slogans, Logo and branding Industrial Design
  50. 50. Strategic Control - Network Effect • Provide games with good contents/story line, good graphics and with key differentiation to other games in the market. • Network Effect through networking and social games • Make use of the existing user base of investor Google’s platforms. Number of Users Drive Depend Quality of the Game Application Quantity of the Game Application
  51. 51. Strategic Control - Economies of Scale Higher Market Share Economies of Scale Network Effects Economies of Scale Lower Cost Higher Profit Margin Continuous R&D Improved Products Higher Market Share
  52. 52. * http://bgr.com/2015/10/21/magic-leap-demo-video-augmented-reality/ • Manufacturing millions of devicesControl Install Base • 120 patents filed • Hiring top talents in diverse fields Ability To Innovate • Buzz around first person AR First Mover Advantage IP Rights Strategic Control – Establishing Standard
  53. 53. * http://bgr.com/2015/10/21/magic-leap-demo-video-augmented-reality/ • Old Motorola factory to develop manufacturing processes Manufacturing Ability • Create content, develop hardware, platform & delivery services Complementary products • Google investments provide credibility • Highly regarded talents recruited Brand Name & Reputation Strategic Control – Establishing Standard
  54. 54. Conclusion Image from www.magicleap.com
  55. 55. Vertical Integration of Value Chain Methods of Strategic Control Establishing a Standard Game-changing Innovation Magic Leap - Potential to Dominate AR
  56. 56. Whale video from www.magicleap.com
  57. 57. Image from www.magicleap.com