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Augmented Reality and Business
Ashish Badyal
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Agenda
 Augmented Reality •Target
Customers
 Augmented Reality Applications •Positioning
of
• Location Based Services Bombardier
• Gaming Q400
NextGen
• Education
• Health Sector •Summary
• Marketing
 Competitive Analysis
 Future of AR
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Augmented Reality
Augmented reality (AR) technology offers a real-time view of one's
immediate surroundings altered or enhanced by computer generated
information.
 Combines live video with computer-generated data & visualization.
 Technology adds extra layer of digital information.
 Information and entertainment with real world context.
 Follows virtual reality.
 Playground for virtual sights and sounds.
 Real time phenomenon.
The growth of augmented reality (AR) will almost certainly change the way we visually
experience the everyday world.
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Augmented Reality- Applications
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LBS(Local Based Services)
Navigate around places with
instant information available.
Gather information around you
on places, monuments etc.
Notify people and objects with
Social media Integration.
LBS Technology using AR is already considered as a mainstream Technology
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Local Based Services- ‘Layar’ Augmented
Reality Browser
Enhance Real World with digital
Information(3D Objects &
animation).
Location-based layers help
users to find nearby locations,
cafés, shops and businesses.
Over 10 Million Installs of ‘Layar’ Augmented Reality Browser
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* Source :- www.layar.eu

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Augmented Reality- Gaming Industry
Microsoft, Sony & Nintendo
are major players in AR enabled
games.
Play games in real world with
real items using AR.
Create an interactive, virtual
playground with AR technology
AR is considered as future of Motion Control Gaming
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AR Gaming- Sony PlayStation Vita
Add a new dimension to your
gaming environment- Create a
character based on your
personality.
Play Vita augmented reality
games wherever you want to
(Project your game on Coffee
table, Kitchen etc).
Popular AR Games :- Reality Fighters, Droid Shooting, Parallel Kingdom, Cliff Driver etc
*Source :- http://ae.playstation.com/psvita/ 8

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Augmented Reality- Healthcare Industry
Live interactive imaging for
assisting physicians & medical
Students.
Minimally invasive surgery
(MIS).
Leveraging and managing the
massive mine of patient data.
AR is actively applied to medical communications and education
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AR Health - Hallux Angles Application
Hallux App measures
Hallux valgus angles.
It assists surgeons in pre-
operation process for
forefoot surgery.
Whilst limited in its function, it opens the door for many more useful applications to take advantage of augmented reality.
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* Source :- http://www.ockendon.net/

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Augmented Reality- Education
Dynamic processes,
extensive datasets, & objects
can be brought into a student’s
personal space at a scale.
Visit virtual representations of
real world using Interactive AR.
AR Learning is with no “real
errors”.
Could augmented reality be the one missing piece of the learning puzzle?
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AR Education - Learn AR
Learn AR combines real
world with online-multimedia
content, using a web cam and
AR technology
AR applications can provide each student with his/her own unique discovery path.
* Source :- http://www.learnar.org/ 12

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Augmented Reality- Marketing &
Advertising
Non- traditional( 3D Visualization,
Animation) ways to enable
consumers to interact with
Brands.
AR technology now resides on
mobile phones and this
platform can open exciting
marketing opportunities.
Augmented Reality is poised to change the dynamics of Advertising and Marketing.
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AR Marketing- Lynx Campaign( AR-
VERTISING)
Lynx and Ad agency BBH
launched a AR campaign-
“To drop angels on to earth to
interact with commuters”.
Lynx AR Campaign created a
lot of buzz, stillness & smiles
in the Victoria station.
The possibilities of augmented reality in the field of marketing are endless!
Source :- http://www.bartleboglehegarty.com/ 14

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Augmented Reality- Business Cards
AR Business Card features
can provide a wealth of
information- additional text,
images, video etc.
Make your business card a much more intense way to present yourself!
Source:- http://www.augmentedbusinesscard.net/ 15

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Augmented Reality-Competitive Analysis
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Market Potential & Analysis
• Annual Mobile AR Market is expected to approach $1.5 billion of 2015, up from less than
Market size by
AR Market $2 million in 2010. turboprops
aircrafts in next
5 years
• The most attractive of all the segments is the Smart phones segment; followed by the
Segments tablets, and so on. Passengers and
Fleet data
analysis
• Smart phones had increased from 8 million in 2009 to more than 100 million in 2010.
Smart
phones
Project
ions for year
2017
AR
• In 2010, there were 380 Mobile applications based on Augmented Reality.
Applications
Drivers for
growth
• Location Based Services and Games are the most lucrative segments in AR market
Potential
* Juniper Research 2010- Focus on Mobile AR Market
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Market Analysis(Mobile AR Market 2010)
Market size of •Target
turboprops
Market Share Customers
15% aircrafts in next •Positioning
5 years of
25%
Passengers and
LBS Bombardier
6% Fleet data
Games Q400
analysis NextGen
7% Project Multimedia
ions for year
Lifestyle & Healthcare
•Summary
8% 2017 Enterprise
26% Social Networking
Drivers for
13% growth Others
North America and Europe are the major contributors in the augmented reality application market; but, in the
coming five years, Japan, China, and South Korea will have a major chunk in the market share of augmented reality.
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Competitive Landscape- AR Market
Major Players in the AR Market:- Total Immersion, Metaio, Wikitude, Zugara, and Layar.
Analysis of major players on four different parameters:-
•Target
• The product market is segmented into five broad categories;
Customers
Products namely Smart phones, tablet PC’s, eye wear, head mounted
displays, and head up displays •Positioning
of
Bombardier
Q400
• Industrial Applications:- Military, Medical, Manufacturing etc
Applications • Consumer Applications:- Gaming applications, E-learning, GPS
NextGen
navigation, and online advertisement applications
•Summary
• Monitor Based Technology
Technology • Near to Eye Based Technology
Geography • North America, Europe, Asia Pacific .
Today only 0.1% of the users are using augmented reality (AR). It is estimated that in the coming five years, 1% of
the population will be using this application; which is an exponential rise in the overall market.
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Comparative Analysis
Company Products Applications Technology Geography
1. Total Eyewear, Head Industrial & Monitor Based & Asia EMEA, North
Immersion mounted Displays, Consumer- Retail, Near to Eye Based •Target Europe
America,
(France) Smart phones, Auto, Telecom, Technology Customers
Tablets &PC LBS •Positioning
2. Metaio Smart phones, Industrial & Monitor Based & of and Europe
US
(Germany) Tablets & PC Consumer- Retail, Near to Eye Based Bombardier
Gaming, Telecom Technology Q400
NextGen
3.Wikitude Smart phones & Consumer – AR Monitor Based & US and Europe
(Austria) Tablets Browser Near to Eye Based •Summary
Technology
4. Zugara Smart phones & Industrial & Monitor Based & US
(US) Tablets Consumer – Near to Eye Based
Engineering, Technology
ecommerce, VC
5. Layar Smart phones & Consumer- AR Monitor Based & Netherlands
(Holland) Tablets Browser Near to Eye Based
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Technology

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Future - Augmented Reality
Personal and Targeted Information-
1.5 billion($)
(AR enabled Eyes)
CAGR
Marketing Tool
295%
Health Care
1.5 Million($)
Military Use
2010 2015
Market growth (2010)
AR Technology is at a threshold of a tipping point*
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Thank you
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