Case study on WIKITUDE as well as on the development and future of augmented reality

1. WIKITUDE
WORLD BROWSER
Introduction
Theory
Case Context
Analysis
Development
Conclusion

2. Augmented Reality
Introduction
Introduction
Theory
Case Context
Analysis
Development
Conclusion
aug· ment (ôg ment′)
to make greater, as in size, quantity,
or strength; enlarge
re· al· i· ty (rē-ăl’ĭ-tē)
quality or state of being actual or true.

3. Augmented Reality
Introduction
Introduction
Theory
Case Context
Analysis
Development
Conclusion

4. Virtual Reality
Introduction
Introduction
Theory
Case Context
Analysis
Development
Conclusion

5. Virtual Reality
Introduction
Introduction
Theory
Case Context
Analysis
Development
Conclusion

6. Possibilities for usage
Introduction
Theory
Theory
Case Context
Analysis
Development
Apps
Advertising
Games
Conclusion

7. Market Segmentation
Introduction
Theory
Theory
Case Context
Analysis
Development
Conclusion
unconventional
mentally &
early adopter
creative
geographically mobile
digital natives
individualistic
open-minded

8. Adobe Mobile Experience Survey
Introduction
Theory
Theory
Case Context
Analysis
Development
Conclusion
85%
80%
75%
70%
used by
65%
60%
accessing
maps and
directions
social
networking
accessing reading news
local
information

9. Case description
Introduction
Theory
Case Context
Case Context
Analysis
Development
Conclusion
Start-Up from Austria (2008)
Sub-firm of mobilizy
„World Browser“
„Augmented Reality“-Tool
 Adds information to the „reality“ you see
 Geolocalization

10. How it works
Introduction
Theory
Case Context
Case Context
Analysis
Development
Conclusion

11. Relevant markets
Introduction
Theory
Case Context
Case Context
Analysis
Development
App Market
Advertising Market
Mobile Marketing Market
Depending on the feature
– Value-Added Services (twick.it)
– Navigation Systems (Wikitude Drive)
Conclusion

12. Advertising tool
Introduction
Examples:
Theory
Case Context
Case Context
Analysis
Development
Conclusion

13. Model of mass communication
Introduction
Theory
Case Context
Case Context
Analysis
Development
Conclusion

14. Wikitude World
Introduction
Theory
Case Context
Case Context
Analysis
Development
Conclusion
Showcase: Wikitude World
Schladming - Dachstein

15. Creation process
Introduction
Theory
Case Context
Case Context
Analysis
Development
„Geo-tag your word“
Create your own world
POIs via Crowdsourcing
Add & see your friends
Conclusion

16. Wikitude Drive
Introduction
Theory
Case Context
Case Context
Analysis
New Navigation Device
„Video“ in phone display
Development
Conclusion

17. PEST-Analysis
Introduction
Theory
Case Context
Analysis
Analysis
Development
Political
– Companies, that are no longer state-owned
Economical
– Diminishing efficiency of classical marketing
Social
– Web 2.0 mindset
Technological
– Smartphone development supports AR
Conclusion

18. Market potential
Introduction
Theory
Case Context
Analysis
Analysis
Development
Conclusion
Planning to use apps as a marketing tool (Germany)
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
today or soon
(2010/2011)
never
don't know
don't even
know about it
Source: rio mobile; March 2010; „Entscheider mit Budgetverantwortung: 252 Befragte“

19. Market potential
Introduction
Theory
Case Context
Analysis
Analysis
Development
Conclusion
Mobile marketing budget in mio (USA)
1400
1200
1000
800
600
400
200
0
2008
2009
2010
2011
2012
2013
2014
Source: Statista 2010

20. Marketing Tool
Introduction
Theory
Case Context
Analysis
Analysis
Development
Conclusion
Different
Sublime
Network effect
Source: The Information Economy; 2004

21. Competitors
Introduction
Theory
Case Context
Analysis
Analysis
Development
Conclusion

22. Potential
Introduction
Theory
Case Context
Analysis
Development
Development
Conclusion
Environment becomes more...
– Interlinked
– Augmented
– Interaktive
Higher marketing efficiency
– Higher involvement
– Added-value instead of ads
Can become THE most important marketing tool

23. Future development
Introduction
Theory
Case Context
Analysis
„new reality“
Development
Development
Conclusion

24. Metaio
Introduction
Theory
Case Context
Analysis
Development
Development
Conclusion

25. SWOT-Analysis
Introduction
Theory
Case Context
Strengths
– First Movers
– Simple interface
– High involvement
Weaknesses
– Web 2.0 dependent
– Smartphone
dependency
Analysis
Development
Conclusion
Conclusion
Opportunities
– Network effect
– Technological development
Threats
– Me-too products
– Competitors
– European company

26. Methological approach
Introduction
Theory
Case Context
Analysis
Development
There was no public data available
Wikitude did not give out any data
Analysis of relevant:
– Statistics
– Studies
– Markets
Test of apps and competitors
Application of relevant theories
Conclusion
Conclusion

27. Discussion
Introduction
Theory
Case Context
Analysis
Development
„Just a hype or the future?“
Conclusion
Conclusion
.
„Is there a willingness to pay?“

28. Q&A
Introduction
Theory
Case Context
Analysis
Development
Any
Questions?
Conclusion
Conclusion
.

29. Sources
Introduction
Theory
Case Context
Analysis
Development
Conclusion
Conclusion
Euroforum Switzerland, 2010
Schröder, .: Online- und Crossmedia, Skript 2009
Seitz, N.: Kommunikations- und Medienforschung, Skript 2008
http://blog.trendone.de/tag/wikitude/
http://de.statista.com/statistik/daten/studie/153892/umfrage/eins
atz-von-apps-fuers-mobile-marketing/
http://de.statista.com/statistik/daten/studie/77600/umfrage/progn
ose-zu-den-ausgaben-fuer-mobile-marketing-in-den-usa-bis-2014/
http://de.statista.com/statistik/daten/studie/73457/umfrage/faktor
en-fuer-den-erfolg-im-mobilen-internet-in-2009/
http://www.wikitude.org

30. WIKITUDE
WORLD BROWSER
Introduction
Theory
Case Context
Analysis
Development
Conclusion
Thank you for your
attention

31. Backup WOLRD
Introduction
Theory
Case Context
Analysis
Development
Conclusion