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#AWE2015 #IEEEAR CROSSING THE CHASM of the AR HYPE CYCLE Are we getting where we’re going?
| Date post: | 12-Aug-2015 |
| Category: |
Technology |
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#AWE2015 #IEEEAR
CROSSING THE CHASM of the AR HYPE CYCLE Are we getting where we’re going?
#AWE2015 #IEEEAR
WHO? Entertainment Attorney & Tech Entrepreneur (AR content + AR delivery)
HOLLYWOOD STARPOP MOBILE APP
IEEE, AR DIRECTIONS & STANDARDS
AR LOS ANGELES MEETUP GROUP
THE HEAVY PROJECTS
Founder
Chair
Past Organizer
BizDev
@adocracy
#AWE2015 #IEEEAR
AUDIENCE INPUT
@adocracy
What words do you use to pitch or describe AR projects to clients or friends/family?
Tweet @adocracy with #ARWords + your words or phrases
#AWE2015 #IEEEAR @adocracy
GARTNER’S HYPE CYCLE
#AWE2015 #IEEEAR
AR HYPE CYCLE
2009
2010 2011
2012
2013 2014
2008
2014 2013
Virtual Reality
@adocracy
2015 ?
2nd generation products, some
services
< 5% of audience has
adopted
Methodologies & Best Practices
Developing
High Growth Adoption; 20-30% market penetration
3rd generation products, out-of-the-box, product
suites
#AWE2015 #IEEEAR
NEXT STEPS: FLATTENING THE TROUGH
COLLABORATE TO IDENTIFY CASE STUDIES WITH ROI, MARKETING COLLATERAL, TERMINOLOGY
2014
@adocracy
http://bit.ly/hypecycleflattening
#AWE2015 #IEEEAR
Geoffrey Moore
@adocracy
#AWE2015 #IEEEAR
90% OF HYPE CYCLE IS BEFORE THE CHASM
2.5% Techies
(Innovators)
13.5% Visionaries
(Early Adopters)
34% Pragmatists
(Early Majority)
2014
2015 is somewhere here
@adocracy
#AWE2015 #IEEEAR
HOW GEOFF MOORE PERCEIVES AR o Pre-Chasm, applied by visionaries
o Requires (more?) complete ecosystem – hardware, software, content, & services
o Needs to achieve a handful of flagship account wins ! Spectacular one-off outcomes that the press will write about
o “AR needs a beachhead segment among pragmatists in pain, saddled with a mission-critical business process that is breaking down under the pressure of new forces”
! Where AR is the only logical solution, even on paper
@adocracy
#AWE2015 #IEEEAR
WHY WE MIGHT BE READY TO CROSS THE CHASM…
2014
o VR bypassed 60% of the Hype Cycle entirely when the Oculus emerged in 2012
o Emergence of game changing platforms can dramatically shift the Hype Cycle ! Magic Leap? ! HoloLens?
o Vuforia’s pricing change reflective of a maturing customer base
o Apple’s acquisition of Metaio
o Emergence of Best Practices & Methodologies ! IEEE: ARDS & Tomorrow’s Roadmap ! AR Community
@adocracy
#AWE2015 #IEEEAR
TECH COMPANY ANECDOTE… o Came to us with an AR project request – they wanted Innovation
o CMO “knew” of AR as an emerging standard, but didn’t really “know it”
o Not convinced until he heard that every major advertiser has conducted some kind of AR campaign
! Wants to be able to put an AR project in his CV ! Advertiser list provided trusted verification
o Provided a solution he had been unable to achieve to date
@adocracy
#AWE2015 #IEEEAR
IEEE-ARDS INITIATIVES 1. Case Studies, Use Cases, ROI Reports 2. Terminology
- Words matter - Standardized usage leads to better public understanding - Bridge [Technical] with [Marketing] Language
3. Guidelines & Best Practices - UX - Development Methodologies
@adocracy
CHRIS NUNES @adocracy [email protected] in/chrisnunes
