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1. Augmented Reality: Convergencia de Medios
29 Marzo 2012
@engelfonseca
e@engelfonseca.com

2. Realmente es una idea antigua
Think “Terminator vision”

3. Sus inicios: Cascos
Call this “head’s up” augmented reality.

4. Por ahora esto es + que
suficiente

5. = aprovechar el potencial
de lnternet como recurso
de Innovación
Los celulares son como las estrellas del cielo que nos recuerdan de la nube
Flickr: c@

6. Realidad Ordinaria
Flickr: wvs

7. Con un +
Flickr: wvs

8. ¿ AU importante ?
¿ Innovación, medición, UX ?

9. Augmented termina lo que
Internet empezo

10. Internet 1.0 (1995-1999) was all about the
great disruptive promise of the
“cyberspace” and “online shopping”
Internet 2.0 (2005-2009) was the 10 years it
took to really figure out what to do with it:
USG, rich web apps, social media
Augmented Reality (2008…) is where mobile
technology and wireless broadband make
the internet finaly ubiquitous. And
inescapable.

11. Hoy hay muchas apps que nos acercan al AG
The other day, my dad
googled a small duck.
This augmented his
reality.
Call this “head’s down” AR

12. Mas allá de lo evidente…
• Aumenta la transparencia
• Incrementa, evoluciona a la privacidad
• Acceso atemporal e ilimitado de Tech, Info.
• Entretenimiento Omnipresente
• Los de MKT no pueden pensar igual que antes…
En Teoría, todos podemos aprender todo lo que
hay disponible y potencialmente saber de
conocer todo de todos, en cualquier lugar desde
cualquier lugar.

13. Recuerdas a Terminator ?
Flickr: Jamais Cascio

14. Tendencia # 1
1. Compras de Medios Off-line con “ Web Analytics”
Se dejará de referir a los medios “ tradicionales” y los medios “
digitales” todo se convertirá en medios “ digitalizados” y destinar
presupuesto a cada uno de ellos será cada vez más sujeto a
experimentación en busca de resultados tangibles. El presupuesto
publicitario será cada vez más inversión y no gasto a través de la
investigación de micro y macro tendencias que proporciona Internet con
herramientas como Google Analytics.

15. Medición y optimización de todos los medios Online

16. Human Analytics

17. Human Analytics

18. Human Analytics

19. Tendencia # 2
2 . La formula de ”SoLoMo”
Todas las marcas tendrán que aprovechar el potencial de
las plataformas Sociales, de forma Local y en plataformas
Mobile de forma Integrada y coordinada con el plan de MKT
general de la marca. El factor local en muchas casos se
convertirá en sinónimo de relevancia.

20. Nonline Analytics ?

21. Ejemplo QR Evolution
Send data
to
ADS
Real-Time
Geolocation
Logo
Recognition
Launch Location &
QRLogo Logo-based
App ADS

22. Ejemplo QR Logo
Real-Time Google
User Data Analytics
GPS
Integration
Real-Time Admin &
User Data reports
QRLogo App QRLogo Cloud
Services

23. Nonline Analytics for Offline

24. Tendencia # 3 R.I.P. QRCode
Items Línea URL / Clicks Bounce Time Site
Visuales Editori UTM Rate Spent Destinat
al ion
Salud 3w.com 250 90% 0.:34 Secc 1
Logo de Mujer 3w.com 358 85% 1:03 Secc 2
Marca
Imagen de Tech 3w.com 24 10% 4:08 Secc 3
Chica
Image de Pro 3w.com 15 25% 2:43 Secc 4
Chico
Item 4 Style 3w.com 7 30% 1:46 Secc 5

25. Terminator
Vision +

26. +
Ordinary
Reality

27. =
Augmented
Reality

29. Shopsavvy

30. “Amazon VS Retail ”
Shop savvy, Amazon mobile app etc: these are a Retailers worst nightmare

31. Idee Inc., image recognition search on an iPhone

33. Social Augmented reality

34. Social Augmented Reality
The knowledge of joining a crowd and knowing:
• Who do I know here?
• Where do I know them from?
• Who should I get to know?
• Who here is single?
• Are there any naked pictures of them on the
internet?

35. Marketing gimmicks

36. Mobile phone
Enhances: Voice, conversation
Retrieves: Spoken word, direct conversation
Reverses: Video, picture, text
messaging, Augmented reality
Obsolesces: Public payphones, wrist
watches, land lines, leaving notes, advance
planning

37. Mobile + Augmented Reality
Enhances: Awareness, tacit knowledge, wisdom
Retrieves: Written word, gestures, lore, gossip
Reverses: “batman vision”
Obsolesces: Desktop
web, Newspapers, ipods, departments
stores, guidebooks, paper
maps, paperbacks, magazines, local storage, phone
numbers, MSWindows

38. What is still holding us back?
Mobile Processing power Some of these apps running <10fps
Screen size Are small relative to the world
Human limitations: Serious interaction problem for many
eyesight, thumb width demographics
GPS locating speed Waiting…. Waiting… ah fuck it
Network bandwidth/latency 400ms pings are not so responsive
Tools/APIs Just emerging
Battery Power This stuff devours batteries
Installed base Smartphones not ubiquitous yet
Fragmented mobile platforms Going to be with us a while
M-commerce & monetization Buying real stuff is hard

39. What is getting better?
Mobile Processing power Moore’s inexorable law
Screen size Tablets, new tech foldable/rollable?
Human limitations: Better touch interfaces, natural
eyesight, thumb width gestures
GPS locating speed AGPS, other cues e.g. wifi
Network bandwidth/latency 4G/LTE brings better speed/latency
Tools/APIs Will come
Battery Power Moore’s law brings efficiencies
Installed base >50% by 2012
Ultimately the browser may displace
Fragmented mobile platforms
native apps
M-commerce & monetization We’re working on it

40. Near Future Tipping points
iPhone 5.0 expected capabilities:
– Faster processor
– Video capabilities / Siri
– Where the iPhone goes the interactive design geeks follow
Androids everywhere
– More mobile brands launching android soon
– Waiting for the deluge of Chinese off-brand
Future blackberries (R.I.P)
– May bring corporate/enterprise killer apps

41. Who really becomes empowered?

42. Who also becomes empowered?

43. Who benefits from augmented reality?
Brands Consumers
State Control Opposition
Police Criminals
Developed world Developing world
The center The edges
Extroverts Introverts
The old The young
E-government E-anarchy

44. As a designer, you can choose sides
If you are a mobile designer, there’s no shortage of paying work ahead

45. When augmented reality fails
(PROTIP #71: Don’t drop Augmented reality)

46. The more sophisticated a
technology, the more fragile it
can be
1. Don’t drop augmented reality
2. I ran out of batteries so I can’t buy a coffee
3. I ran out of batteries and I can’t find my
way home
4. I am meeting my blind date but she went
indoors where LBS doesn’t work
5. When a government rounds up opposition
based on mobile records

48. Future: Lunes, 2022, 6:05 AM

49. Future: 2022, 6:08 AM

50. Future: 2022, 6:13 AM

51. Future: 2022, 6:22 AM

52. Future: 2022, 11:46 AM

53. Future: 2022, 12:26 PM

54. Future: 2022, 12:32 PM

55. Acortadores?

56. Augmented Reality: Convergencia de Medios
29 Marzo 2012
@engelfonseca
e@engelfonseca.com