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Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
AR 2.0 Overview
July 2013
Richard Ferraro – CMO [email protected] | +34 627 037 515
catchoom.com | Twitter@catchoomIBM SmartCamp Finalist 2012
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Contents
• What is Augmented Reality?• Trends in AR• Case Studies – AR in Print &
Advertising• AR versus QR Codes• Image Recognition and Catchoom
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is AR?
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is Augmented Reality?
“AR is something that maps to my intuition”
Will Wright, Creator of the SIMS, Augmented World Expo, June 2013
“AR is the next big thing in tech”CNET, June 2013
“AR is set to surpass 1bn users by 2020”
Tomi Ahonen
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is Augmented Reality?
“ A real view of the world seen by a user with additional digital information added in real time”
“AR ≠ VR”
AR can be location-based or image-based
We are now in AR 2.0
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
AR Markers
AR Markers are 2D printed (flat) objects over which typically a 3D model is super-imposed
It requires 2D tracking, content authoring and content rendering
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Marker-less AR
Any object can act as a marker –whether 2D (flat) or 3D (with depth)
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Mobile to Cloud Continuum
AR-enabled App
Content Rendering
Tracking Engine
Image Recognition(offline – limited)
Content Authoring
Tracking Data
Image Recognition(cloud – unlimited)
Cloud Platform
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Trends in AR
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Trends in AR
Wearable AR: enhances the user experience by adding an additional layer of information to the user’s environment
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Trends in AR
Cloud Based AppsAR apps now use the power of Cloud to make Image Recognition faster, and empower Mobile Devices
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Trends in AR
3D TrackingAllows applications to detect recognizable objects without the user having to click the capture button – “Clicks Kill” via 2D markers
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Case Studies
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Mini Cooper
This popular print campaign allowed users to see a 3D model of the Cabrio super-imposed over a print ad
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
IKEA
IKEA used AR to complement its catalogue with digital content, making the 210M+ circulation document more interactive
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Los Angeles Times
The use of AR allows LA Times to add interactive media to conventional news clips
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Virtual Butterflies
Location-based AR plots butterflies and allows users to “catch” specific promotions
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
QR Codes vs AR
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Bi-directional or two-dimensional barcodes
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
McDonald’ AR v/s QR code campaigns
Latest McDonalds QR campaign leads customers to a static website with nutritional information
• Aesthetically Jarring• Only works for flat surfaces• Typically serves as a pointer to a webpage, video or CTAs such as initiating a text message
• Country: USA
McDonalds used AR to develop a campaign that allows consumers to track source of ingredients
• Blends in with the campaign• Works for real-life 3D objects as well
• Offers an interactive and immersive experience – products springing to life
• Country: Australia
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Intro to Catchoom
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Available at: http://youtube.com/catchoom
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is Image Recognition?
Markerless AR
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Bridging PrintIncrease interaction and engagement by linking printed materials to social media.Increase conversion of product brochures and promotional banners.
Smarter CommerceGive end users access to services like try-before-buying, 3D brochures, mobile coupons, andadd-to-cart straight from their smartphones.
Catchoom gives offline content a digital life
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Licensees
SaaS clients
Our Line up
Top 100 Healthcare Multinational(Drug package recognition)
1000+ global customers since
Nov’12.
30M global app downloads US, EU and AsiaAustralia and Asia
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
And some more app campaigns powered by Catchoom:
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
41% of all “taps” on interactive media ads were on images*
+65% Nissan test drives with interactive print ads*
10-30%** conversion rates for digital ads with image recognition (0.2% is the average for web banners)
+500% web traffic boost for author David Baldacci in CBS Outdoor campaign by using interactive print*
* Layar 30M report, April 2013 http://static.layar.com/content_media/174/Layar30MReport.pdf ** Layar Whitepaper May 2012
Image Recognition Leads to Results
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Advantages of Catchoom´s Technology
false positives reduction
false positives for UGC
true positives increase
+15%
<1%
5x
low resolution
dark reflections
different instance
at an angle
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Top matching results and shortest response times in the market
Cloud-friendly and scalable modular design reduces deployment costs
Replaces ugly QR codes and works even in low light conditions and on uneven surfaces
Some benefits of our solution
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Web-based panel for easy upload and management
Stable and documented APIs
24/7 online support service and support community
Built-in analytics for account usage metrics
A) Cloud-based Image Recognition (Saas)
Create a free account, upload a collection in under one minute and scale as you grow from as little as $39/month .
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Store millions of reference images in custom databases
Perform sub-group search while supporting sharding,
load-balancing, failover and auto-scaling
Available on both Linux 32- and Linux 64-bit
B) Catchoom Image Recognition License (CRE)
Total control, scalability and advanced capabilities to run AR services and AR enterprises with a full service, image recognition platform. Prices upon request.
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Pre-installed and optimised image recognition SDK
AR apps links brands to 3D animations, video, digital
coupons and more…
Fast and effective image recognition guaranteed by
Catchoom
C) Catchoom App Development Service
Customized AR mobile apps for specific campaigns or AR browser apps linked to specific content powered by Catchoom´s image recognition.
Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
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