Recently arising Hot topic in Industry isVirtual Reality & Augmented Reality

We are already exposed to the world of VR/AR cases and using services in our daily life.

So how much do you know about it?

Now learn the difference between VR & AR with movies that are familiar with us.

Here we go!

Virtual Reality &

Augmented Reality

These movies are based on Virtual reality or Augmented reality stories. Let’s pick 2 best movies to compare VR and AR!

Movies are based on VR or AR

Virtual Reality Augmented Reality

In 2199, World is ruled by computer and humans are born to set to live in virtual

reality of 1999. Rebels fight against computer in Virtual Reality to get their life

back..

MATRIX

Similar but different VR & AR

Neo in reality

Neo in VR

Whatever you need or want become visible, Stark augments his powered-suit with

weapons, other technological devices and protect the world as Ironman!

IRON MAN

Toni Stark in Reality using virtual infos

Virtual reality offers a digital recreation of a real life setting that users can interact with. In virtual

world, users would find it difficult to tell the difference from what is real and what is not.

For example, you are in a real life but you can experience this virtual world through VR devices just

like a movie Matrix or Avatar.

With VR, the user is isolated from the real world while immersed in a world that is completely

fabricated.

Virtual Reality

Augmented reality is a digital technology that overlays text, images or video over physical objects. At its

core, AR provide all types of information such as location, heading, visual, audio and acceleration data, and

opens an avenue for real-time feedback.

In the movie Iron man or Minority Report, the characters are putting up information or images in the air

and zoom-in using fingers without touching a real monitor? Or remember the scouter for Dragon Ball Z?

With AR, users continue to be in touch with the real world while interacting with virtual objects around

them

Augmented Reality

5월5일동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되나봐...

Already 1year passed since my bf joined the army. Tough day at parachute simulation training! Go tiger!

5월5일♥동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되나봐...

How do we use VR in real life?

Today, went on a date to play some screengolf with bf! We are a healthy couple!

Virtual Reality(가상현실)

Screengolf

Wii

parachute

simulation

Made some bet on playing wii with my brother. He beat me again… I give up!

5월5일동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되나봐...

First driving lesson on a road! This new GPS will be my bodyguard today^^

5월5일♥동생이랑 닌텐도 한판뜬날 또 졌다.. 난 아무래도 안되나봐...

How do we use AR in real life?

Armed Forces Day, I heard that HUDs are standard now on the Boeing 787

Augmented Reality (증강현실)

Boeing 787

ScanSearch

GPS with AR

Installed new app called scansearch and it is amazeballs! It shows all the places and products.

How does work

Virtual Reality &

Augmented Reality

in Marketing?

Virtual Reality, or VR, is emerging as a powerful marketing tool, and several innovative brands

have found the secrets to an effective Virtual Reality experience, creating campaigns that engage

and delight shoppers while increasing sales.

VR gives marketers the opportunity to give their audience the closest experience they can get

from a product, service or place without actually physically being there or buying.

Success point; engage customers to participate in the design and testing process; providing a

more realistic feedback on their opinion of the product. It connects with users on a deeper and

more realistic level – building trust and loyalty.

How does VR work in Marketing?

VIRTUAL REALITY

The Audi Virtual Reality Experience is a wearable device that allows shoppers to customize the

ideal configuration of the Audi model they want and view the car inside and out from the

first-person perspective.

Case 1. IKEA VR Marketing Case 1. Audi

What’s the result? In London, Audi replaced a traditional retail showroom with “completely digital showroom” where customers can customize, shop for and select cars for purchase. Sales increased by 70 percent and average transaction prices grew by 20 percent

RESULT

Odell Beckham Jr. and Verizon teamed up for a great video that allows fans the ability to

interact “virtually” with New York Giants wide receiver Odell Beckham Jr.

Case 1. IKEA VR Marketing Case 2. Verizon

What’s the result? As of today, Verizon did many VR projects like Google cardboard virtual reality viewers featuring Star Wars characters and 360 degree contents with NFL. This video is a promotional ad Verizon claims during super bowl season to show how little the average person knows about VR in a witty way.

RESULT

Augmented reality, or AR, has become one of the hottest new advertising trends. From Toyota to

Nivea to Disney, a diverse array of brands has hopped on the AR bandwagon in the hope of

creating hype and increasing consumer engagement.

AR provides a way to bridge the gap between the physical and digital experience, empowering

brands to better engage with their customers and drive real business results in the process.

Success points; Align your augmented reality goals to meet customer’s needs and optimize it for

a better user experience and interactive engagement strategy.

How does AR work in Makreting?

AUGMENTED REALITY

Ikea has created an augmented reality (AR) mobile app that allows customers to virtually

experiment with how its products will fit into their homes.

Case 1. IKEA AR Marketing Case 1. IKEA

What’s the result?

Last year’s global launch of the IKEA Catalogue App has so far resulted in 8.5 million downloads, with more than 42 million visits to the digital catalogue via the App or online

RESULT

The L’Oreal augmented reality Makeup Genius app uses advanced facial mapping technology

to make the smartphone camera into a virtual mirror that lets try on products in real time.

AR Marketing Case 2. Loreal

What’s the result?

The app has been downloaded 10 million times and claims almost 20 million users worldwide. In 2015, L’Oréal’s e-commerce sales were 5% of its total sales and reached nearly $ 1 billion.

RESULT

7 key success drivers in commonDifferent but similar VR & AR

1 Mobility Anywhere, needs to become more mobile than mobile to compete

2 VisionUsers are used to high resolution images/views and expects better

3 ImmersionHardware with hyperaccurate position tracking, 3D audio & more

4 UsabilityInclude user comfort from motion sickness for VR & weight for AR!

VR&AR7가지Key Drivers

5 FlexibilityCross-platform operating systems and SDKs for both AR and VR

6 Wearability Mass consumer technology looks & feels cool without compromise

7 AffordabilityPrice is always the main key to lead to a success

7 key success drivers in common

Recent trends in the industry?

In recent years, we are seeing a high level of deal flow in the VR/AR market

where investors see both short and long term opportunities and it is

expected that market scale could grow up to $120 billion by 2020. Do you get

the feeling of how this market is rapidly shifting?

Lets look at some charts for better understanding in next slides.

Virtual Reality&

Augmented Reality

$26 $16 $23 $9

$55 $37

$24

$117

$76

$17

$55

$623

$121 $127

$171

$238

56 6

4

7

9 9

12

14

10

1513

31

16

36

43

0

5

10

15

20

25

30

35

40

45

50

$0

$100

$200

$300

$400

$500

$600

$700

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

Q12014

Q22014

Q32014

Q42014

Q12015

Q22015

Q32015

Q42015

Dollars($M)

Deals

MThe chart shows the investment growth in VR/AR

from 2012 to 2015 quarterly basis. There have now

been 6 straight quarters of investment growth, with a

quarter of a billion dollars invested in Q4 2015 alone

at nearly 6x the rate of mid-2014. It is even more

impressive considering that Magic Leap’s monster

round and even larger round from late 2015 are not

fully included but to be added in 2016.

VR/AR Investment growth and scale

In next 4 years, total market growth to increase by 375%

$15bn

X 80 Times

X 60 TImes

2020년2016년

$1200bn

$5bn

$30bn

VR/AR Investment growth and scale

Platform

Contents

Device

Who are the VR/AR market leaders?

VR/AR Investment growth and scale

It clearly shows that most of biggest global companies are in the lead such as Facebook, Google, Microsoft

and etc. One interesting thing is Apple has not shown any moves which is visible in the market but yet! don’t

you worry about it. Apple had been hiring employees with expertise in AR/VR technology and made multiple

related acquisitions recently. So we shall look forward to it!

2014

2016

VR/AR 관련 진출기업현황 및 규모

14 Mar Facebook made a $2 billion acquisition of Oculus VR

14 Mar Google backed Magic Leap raising $827 Million dollars

14 Oct Samsung released Gear VR partnered by Oculus

15 Jan Microsoft launch HoloLens

15 Mar Youtube 360 degree video contents service open

15 May Google partnered with GoPro to service ‘JUMP’ a VR

contents producing platform

15 May Apple acquired augmented reality startup Metaio

16 Jan Apple acquired Emotient, a company that built tools for

facial expression analysis

A short history of VR/AR in timeline

1930’s

1940’s

1950’s

1960’s

1970’s

1980’s

1990’s

2000’s

Stanley G. Weinbaum wrote ‘Pygmalion's Spectacles’, a science fiction story predicted VR

US military used virtual flight simulator for training & improving their skills.

Morton Heilig invents the Sensorama-a simulator with 3D images, wind and sound

NASA turns to AR with the Apollo expedition for training method

The term ‘Augmented Reality’ was coined by Boeing researcher Tom Caudell

Ivan Sutherland creates the first HMD that could see a virtual world

Jaron Lanier is credited with coining the term virtual reality

Mobile applications using smartphone and smart devices (Layar, Ovjet, Sekai Kamera)

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