Date post: | 13-Jul-2015 |
Category: |
Technology |
Upload: | jon-twigg |
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Lies, damned lies, and…
UK Mobile Penetration
130% (82mio)
68% (43mio)
UK Mobile Penetration
UK Smartphone Penetration
30.7
55.2
11.3
2.8
31
58.2
9.6
1.2
0
10
20
30
40
50
60
70
iOS Android Windows Other
Source: Kantar Worldpanel ComTech
Jan 2014 Sept 2014
Source: Kantar Worldpanel ComTech (Aug 2014)
UK Smartphone OS Market Share
Lies, damned lies, and…
Sources: Kantar Worldpanel ComTech; Deloitte Mobile Consumer survey; IMRG Cap Gemini; Tecmark
Average smartphone owner uses their device to perform
>200 tasks per day
Tesco sees average CTR on augmented reality content
of 15% (with max=60%)
Angry Birds passes 1.7 billion cumulative
downloads (and they’re still angry)
52% of traffic to UK retail websites now coming via
mobile devices *1
>40% of UK smartphone owners used their phone as
part of “bricks & mortar” shopping experience
Mobile commerce now accounts for 36% of e-retail
sales *1
*1: Where “mobile” means phones + tablets
Move from device-specific UX to context-
specific UX
Serving core needs for each user based on:
– Where they are
– What they are doing
– How they’re doing it (device AND method)
– (and what they’ve done)
Creating consistent experiences across desktop
& mobile web is no longer enough, consumers
are expecting:
– Personalisation
– Localisation
Key Themes
Adding context to user engagement
Increasing interest in how to bring location into
the mix:
– Traditional locative tech (GPS, Wi-Fi, cell)
– Geo-fences
– Beacons
– Tags (& image AR)
New user journeys that start in the wide area
(GPS) and end at a micro-location (e.g. product
on a retail shelf)
Renewed activity around indoor positioning
Caution: Users already showing signs of
“notification fatigue” – make it meaningful or it’s
just another form of spam
Key Themes
Location, Location, Location
Image: LocalSay (Westminster Council)
The age of sensors is definitely here, with 8B
consumer device sensors shipping in 2013
– On-device (& increasing per device) *1
– Wearable technology
– Internet of Things
These sensors provide a wealth of data that
let’s us deliver contextual experiences
And create some interesting (and weird!) new
solutions:
– GPS-enabled jackets & Bluetooth-enabled
insoles that vibrate to help you navigate
– A connected game console for your dog
Key Themes
Sensor(y) overload
Image: getcleverpet.com
*1 Example: Samsung Galaxy S (2010) offered 3 sensors, Galaxy S5 (2014) now
equipped with 10 sensors.
Moving from a “heads-down” to a “heads-up”
approach to discovery
– Localised visual searching enabled by
location-based augmented reality
– Amazon Firefly repositions Flow app as a
hardware feature
– Image recognition moves from on-device
to in-cloud
Emerging technology enhances the experience
– Depth-sensing cameras
– 3D object visual tracking & Simultaneous
Localisation And Mapping (SLAM)
Key Themes
Visual Search, Discover, Experience
Image: yeeyan.org
Delivering content linked to places
Mapping the indoor world
Off-device content management & delivery
remains the biggest challenge
Notable examples:
Niantic Labs follow up the success of Ingress
with a new location-based AR experience called
“Endgame”
Sunshine Aquarium, because who doesn’t love
cute penguin-powered navigation!
Microsoft & Dreamworks: Dragons Adventure
World Explorer
Augmented Reality
Geo-AR
Image: Niantic Labs
Delivering content based on recognising
images (…which could be a place ;-) )
From markers images environments
– 3D object & environment tracking
– 3D environment tracking
– Edge-based tracking
– SLAM
Content capture/creation costs
Crowded market; complex ecosystem; costs
Tracking: marker + environmental
13th Lab: Enterprise
Metaio: Combined edge & feature tracking
Augmented Reality
Image AR
Images: 13th Lab, Blippar
Google’s Project Tango, Intel’s RealSense,
Structure Sensor, HTC One (M8), Magic Leap…
Move from seeing the world to understanding
the world
– Dynamic environment mapping
– Adding depth & size context
Helping with content creation
Intel: RealSense
Occipital: Collision & occlusion
Walgreens: In-store navigation
Augmented Reality
The rise of 3D cameras
Image: Structure Sensor
Many new smart glasses vendors hit the market
Use of smart glasses explored in experiential
campaigns, but very early days
Issues:
– Hardware cost
– Reliability of early models
– Limited battery life (<1hr!) with high-end
compute tasks (and very warm!)
Notable examples:
BMW: i8 Campaign
Augmented Reality
AR meets wearable tech
Image: Vectorform
Custom builds (environment + content)
– High profile, creating highly-shareable
social content
– Typically built around a specific site
– High creation & production costs (example
below reportedly took 3 months to build all
content in various lighting conditions for a
single site + single view direction!)
Notable examples:
Pepsi Max: Unbelievable Bus Shelter
Walking Dead
Augmented Reality
Environment-specific AR
Image: Pepsi Max UK
Low power Bluetooth transmitters
– Periodically broadcast an “advertising packet”
(not content)
– In principal an ID + range
– And more (it gets complicated…)
Initial excitement focused on retail but potential
for any proximity context
Notable examples:
EasyJet: Hyperlocal navigation
Coca Cola & Gracelands: Visitor engagement
House of Fraser: Beacon mannequins
Marriott Rewards: On-site promotions
Beacons
Proximity marketing hits the mainstream
Image: Estimote.com
Hot news thanks to Apple (finally!) adding RFID
support to new iPhone range (but 500m other
devices already out there)
A channel for two systems to “talk”, or a simple
way to read data from anything
NFC Tag = chip + antenna in a handy sticky label
Notable examples:
Guinness: NFC founts (53k by end 2015!)
Carlsberg & Uber: NFC beer mats (and AR too)
Made.com, Woolworths: product info
Core jewels: NFC-enabled rings (?!)
NFC (again!)
Tap to <activity> finally reaches iOS (or
does it?…)
Images: Carlsberg “Crowdit”; Guinness
For those that haven’t managed to get their
hands on an Oculus Rift DK2 and were eyeing-
up Google’s cardboard alternative you’ll be
pleased to know that you can now pre-order a
luxury version from Zeiss.
In other news…
Just in time for Christmas: Zeiss brings a bit
of luxury to the “cardboard VR” market
Images: Zeiss VR ONE; Indiegogo
There’s always the $20 Faux Glass alternative.
Yes it’s just a magnifying prism and a handful of
cheap LEDs but it’ll let you fake it until the
wearables market really takes off
And for those that can’t stretch to the
$1500 price tag of real Google Glass
We make it easy for you to connect your content
with places & products and deliver it to mobile
users in a context-sensitive manner.
Device type: mobile, tablet, wearable
Channel: Geo-AR, Image AR, Beacon, NFC
Apps: Yours, ours, or anyone else’s
Interested to learn more? Why not check our blog
or get in touch.
www.scramboo.com
+44 1273 782098
About Scramboo
Connecting digital content with the
real world