AUGMENTED
REALITY
BRAND
STRATEGY
@ Rori DuBoff
#MobileAR #ARKit #ARCore
CREATING USER VALUE
Convenience & Access
Anytime, Anywhere Visualize & Augment
Anything, Any Format
2@RoriDuBoff | Accenture | October 2017
VISUALIZE AUGMENT
@RoriDuBoff | Accenture | October 2017 3
REACHING
MOBILE MASS
Apple ARKit Google ARCore
• 600 million iOS devices with iOS11/ARKit by end of 2018,
reaching 900 million with ARCore & Facebook Camera Effects
• 3 billion AR mobile installed base by end of 2021
Source: Digi-Capital, October 2017 4@RoriDuBoff | Accenture | October 2017
GOOD TERMS TO KNOW
• MARKERLESS AR
Augmented reality apps (e.g. ARKit, ARCore, Tango) that can be initialized
anywhere. They do not require any pre-knowledge of a user's environment to
overlay 3D content into a scene and hold it to a fixed point in space.
• VIO
Visual Inertial Odometry. Fusing camera sensor data with core motion data to
sense how the device moves within the real world (world tracking)
• SLAM
Simultaneous Localization and Mapping. Horizontal plane detection to place AR
objects accurately within real world environments
5@RoriDuBoff | Accenture | October 2017
DESIGNING USE CASES
6
USER
WHERELOCATION
SPACE
PEOPLE
HOWINTERACT/
AUGMENT/
ALTER
WHATBRAND
PRODUCT
SERVICE
WHYUTILITY
CREATIVITY
ENTERTAIN
VALUE
IMPACT DATA
ACTIONS
EMOTIONS
WHENTIME
DAY
OCCASSION
6@RoriDuBoff | Accenture | October 2017
TEN USE CASES
7@RoriDuBoff | Accenture | October 2017
1.Visualize / preview products and places in real-world environments
8@RoriDuBoff | Accenture | October 2017
2.
Customize and decorate
surroundings
9@RoriDuBoff | Accenture | October 2017
3.
Stylize and transform self and
others
10@RoriDuBoff | Accenture | October 2017
@RoriDuBoff | Accenture | October 2017
4.
Navigate places and spaces
faster and easier
12@RoriDuBoff | Accenture | October 2017
13@RoriDuBoff | Accenture | October 2017
5.
Play and connect with virtual
characters that come to life in
the real world(environment-based gaming, activity and storytelling)
14@RoriDuBoff | Accenture | October 2017
6.
Enhance learning
and communications
15@RoriDuBoff | Accenture | October 2017
Fishing GO
https://www.youtube.com/watch?v=HmZrep-VzK8
7.
Dimensionalize data insights
17@RoriDuBoff | Accenture | October 2017
8.
Guide workflow and training
with information overlays
18@RoriDuBoff | Accenture | October 2017
19@RoriDuBoff | Accenture | October 2017
9.
Create 3D content and
experiences(creative tools for expression and sharing)
20@RoriDuBoff | Accenture | October 2017
10.
Humanize objects with 3D
movement and personality
21@RoriDuBoff | Accenture | October 2017
DESIGNING USE CASES:
PURPOSE-DRIVEN IDEAS
22@RoriDuBoff | Accenture | October 2017
- 1 -Visualize products
& places in real-world
environments
- 2 -Customize& decorate
surroundings
- 3 -Stylize
& transformself and others
- 4 -Navigate places &
spaces faster and easier
- 5 -Play &
connectwith virtual
characters that come to life in the
real world
- 6 -Enhance learning &
communications
- 7 -Dimensionalize
data insights
- 8 -Guide
workflow with information
overlays
- 9 -Create
3D content & experiences
- 10 -Humanize
objects with 3D movement & personality
3 MILLION +ARKIT APPS INSTALLED IN ONE MONTH
Apps that use Apple’s
ARKit have been installed
more than 3 million
times since iOS 11 was
released in September
2017.
Source:
Sensor Tower, Oct 19, 2017
THE WORLD IS
YOUR INTERFACE
Beyond the device screen, think about real world interactions all around you
AR EXPERIENCES
@RoriDuBoff Accenture | October 2017 24
AR EXPERIENCES
Beyond a mobile app,
think about creating ongoing meaningful connections with users in their daily lives
LIVING STORIES
@RoriDuBoff Accenture | October 2017 25
CLOSING THOUGHTS
Design use
cases with
purpose driven
ideas
The world is
your interface;
look beyond the
mobile screen
Think beyond a
mobile app;
create
living stories
Amplification
drives user
activation
@RoriDuBoff Accenture | October 2017 26
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