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  • How to Make Money with AR: Introducing “SpectatAR”

    How to Make Money with AR: Introducing “SpectatAR”

    Over the past two years, we have seen numerous examples of how AR is becoming a game-changer for many industries. Among those examples/pilots some have actually made a lot of money, others a little bit, and most have served just as  examples of things to come.

    This year we have focused on working with companies that are ready to integrate AR as part of their business model. The first adopters for business uses have come from retail, advertisement, entertainment, and hospitality vertical markets, and on a smaller scale, from training and education.

    Today I want to introduce you to “SpectatAR” a new application we built for Carpe Diem International, Inc. / BizNevada, a premier publication in Nevada,  “SpectatAR” is the first app they are rolling out, It is focused on promoting events before they take place, enhancing live events, and retaining users and brand building after events are concluded.

     

    “SpectatAR” Use Case 

    This is an interesting case.“BizNevada” was looking to add value to the print side of their business. After spending time analyzing their marketing strategies and goals and creating personas to better understand their end-users, AR was chosen as the best way to add value. The pluses include creating an immersive experience for the readers, access to special offers and services, and more importantly an expansion opportunity. With this new AR app they are now able to support and promote live events, opening new sponsorship, sales, and branding opportunities. Of equal importance is that by using the Hoodoo AR platform, all the services provided by “SpectatAR” will include strong analytics, which gives sponsors, content creators and publishers the ability to measure success and reach.

    A great deal of thinking, exploring and researching went into the final product. The insight and leadership provided by Chris O’Sullivan, and Richard Moore were key to arriving at the right solution. As Chris explained their go-to- market strategy, “We want to encourage sponsor and event organizers to use AR through SpectatAR to add excitement and boost the ‘cool factor’ for their events”.

    While coming up with a strategy took several months of hard work, creating the new app was fast and simple thanks to our cloud-based integrated AR Platform, “SpectatAR” was built, submitted for approval and launched in less than two weeks!

    “SpectatAR” is powered by our Hoodoo platform www.gethoodoo.com and can be downloaded via the Apple and Google app stores or through these links https://play.google.com/store/apps/details?id=com.nss.spectatar&hl=en_US and https://apps.apple.com/us/app/spectatar/id1473297416

    If you want to learn more about our “Hoodoo platform”, or about “SpectatAR” please follow the links above, join my blog, or just reach out to us.

    I will be blogging again with more use cases and practical ways to add AR to your marketing strategy to create added value and extend your brands.

    I will be speaking at the Mobile World Congress conference in October, and Digital Hollywood in November.  More on this in my next blog post.

     

  • Augmented Reality Highlights from Digital Hollywood—What We Learned!

    Augmented Reality Highlights from Digital Hollywood—What We Learned!

    I just finished day one at Digital Hollywood. What an exciting day! I had the honor of kicking off the day moderating an amazing panel with Raffaella Camera (Accenture), Tony Parisi (Unity), Olivier Koelemij (Media Monks), Nigel Tierney (Ryot), Silke Meixner (IBM), and Michael Leventhal (Holmes Weinberg). Our conversation focused on real use cases, opportunities and challenges, and what we can expect in the near future. We ended the session distributing a PowerPoint loaded with information about the industry, success stories and more. You can download a copy free (no tracking, no login, no sale J) by clicking here: https://news.sparxworks.com/2019/05/21/dh_may2019/ and you can see the webcast of the session at http://www.videodigitalhollywood.com/SessionListTuesday.html Special thanks to Victor Harwood and his team for giving us a platform to inform people about this powerful technology.

    Of course mine was not the only session and there was much more to see and learn at Digital Hollywood. I was able to attend several sessions focused on the delivery of holographic images, virtual reality, investors’ perspective on XR, and more. Nancy King’s session was very interesting. It focused on how AR and MR are transforming digital interaction. One of her panelists was Ariella Lehrer, the creator of the AR app for “Game of Games” for the Ellen Degeneres show. This use of AR was “smashing success” to quote Austin Powers. You can see the webcast of the session at the Digital Hollywood website.

    For day two I am looking forward to Ted Cohen’s session on AR/VR/MR as new branding strategies, or as additions to your current strategy,. Among other panelists, Natasha French from VNTANA will participate.   Natasha’s company is one of the early pioneers delivering holographic images to consumers. If you attending DH, you should check it out!

    My next stop is  Augmented World Expo in Santa Clara. I will be there for the entire event. If you are interested in learning about how AR can be an asset to your advertising or branding efforts, or if you need help formulating your strategy to use AR for your brand, products, or services please come to my session “How to Make Money with XR” https://www.awexr.com/usa-2019/agenda/538-how-to-make-money-with-xr. I’ll be addressing how to make money with AR citing real experiences, oriented to the addressable market, with the most innovative approach and flexibility to create instant AR experiences, together with a marketing-friendly financial model.

    I will also be available for meetings from 5/29 through 5/31 along with our company chairman, Paran Johar.  We look forward to seeing you and learning about how we can help you incorporate AR into your brand and offerings.

  • Augmented Reality Advertising Strategy—a Must!

    Augmented Reality Advertising Strategy—a Must!

    If you are working in marketing, advertising, PR, or retail, now is the time to develop an AR strategy for your brands and clients.  Everyone knew that AR was a powerful tool for gaming when Pokemon became an amazing success and created a billion dollar company in just 60 days.  And today, the success stories in retail and advertising are so numerous it’s hard to keep track all of them all.  L’Oreal, Ikea, 19 Crimes, Ellen’s Game of Games, and so many others have already proven the impact AR can have on a brand or campaign.  If these stories aren’t convincing enough, just look at where the smart money is going—Apple, Google, Amazon, Facebook, and Microsoft are all investing heavily in AR.  The question now is can you as a marketer, advertiser or brand afford to be left behind when we hit the big tipping point?

    If you’re not aware of its many use cases  you may wonder what makes AR such a powerful advertising tool.  Put simply, AR can take consumers directly to a website, or specific content; advertisers can engage users much more creatively bringing them directly to a video, commerce opportunity, or to an immersive experience.

    AR can also dramatically increase engagement with products as well.   Along these lines, I am proud to share that our company will soon be launching  two new AR enhanced toys with our superpartners at What Kids Want https://www.whatkidswant.com/.  These toys use AR to provide children with exciting immersive experiences while at the same time employing time-honored  play patterns. Jordan Kort, CEO of What Kids Want, reached out to us to create a joint venture and together we created the beginning of what we all hope will be an extensive line of products. Jordan’s experience with toys is amazing and the collaboration was a great blend of his toy knowledge and our tech skills. We are looking forward to creating more amazing products in the coming months. Extra thanks to Caroline Kim for all her marketing help!

    If you are planning to attend Augment World Expo this year in Santa Clara, clearly the premier event for AR, please do attend  my session “How to Make Money with XR”  https://www.awexr.com/usa-2019/agenda/538-how-to-make-money-with-xr. We’ll be addressing how to make money with AR. Well discuss real experiences, oriented to the addressable market, with the most innovative approach and flexibility to create instant AR experiences, together with a marketing-friendly financial model.

    I will be available for meetings from 5/29 through 5/31 together with our Chairman Paran Johar.  We look forward to seeing you and learning about how we can help you incorporate AR into your brand and offerings.

  • How XR is Changing Retail, Fashion, and Entertainment

    How XR is Changing Retail, Fashion, and Entertainment

    2019 is turning out to be a really interesting year for those of us working in the XR field (XR meaning AR, MR, and VR). The past couple of years we have seen an uptake on the enterprise side, with companies like Boeing, Coca Cola, Caterpillar, and many others adding AR and/or VR to the tools they use for manufacturing and design.

    But this year I am particularly excited about consumer facing applications. Recently Mercedes Benz and BMW have started to replace owner manuals with AR applications on select models. Vuforia launched Chalk, a type of “you see what I see application” that allows people in different locations to share a live view of the same environment, and draw simple annotations called Chalk Marks. L’Oréal used AR effectively to offer virtual makeup try-ons on its website.  And Accenture, bridging the gap between merchandising and consumer behavior, created a virtual store to learn about user behavior and reaction to placement, assortment, and signage, and other factors that affect the buying experience.

    The list of successful uses of AR and VR are growing on a weekly basis. I think what makes me particular excited about this news is that most of them address real everyday needs, and provide a direct benefit to the end users. While games and spectacular projection-based demos get a lot of publicity, real use case scenarios are far more effective.  They create a deep impact as consumers start to learn about the benefits of incorporating XR technologies for daily use at work and life in general.

    Next week we have a great opportunity to analyze current opportunities—what is  working and what is not. I will be joined at Digital Hollywood in Los Angeles this coming May 21st, at 10AM at the Skirball Center by an amazing team of experts with real hands on experience. Raffaella Camera (Accenture), Tony Parisi (Unity), Olivier Koelemij (Media Monks), Nigel Tierney (Ryot), Silke Meixner (IBM), and Michael Leventhal (Holmes Weinberg) will be participating in a round table conversation covering current impact, use cases, challenges, and what to expect in the next 6 to 12 months in the world of XR. I will of course be presenting some of the latest advances of our “Hoodoo” platform and ecosystem for AR, and how you can leverage this cost-effective and ready for market solution for your business, no matter what size.

    We’ll be sharing valuable information and as it has become a tradition we’ll also distribute free of charge a PPT with analytics and additional information to all session attendees. If you can’t join us in L.A. you can still join us via Webcast. Videos will be posted by the conference organizers every day.

    Come join and talk to the experts directly and see how we can help you design a solid and productive XR strategy, and start taking advantage of these amazing technologies. Hope to see you there!

  • Publishing AR Content? It’s as Easy as 1, 2, 3 Introducing Hoodoo SDK!

    Publishing AR Content? It’s as Easy as 1, 2, 3 Introducing Hoodoo SDK!

    I usually don’t post about my own technology but I think I have to make an exception this time. We just added an SDK (software development kit) to our AR platform and publishing system.  This is a major addition to our AR offering. It will allow developers to add all the power of our AR platform into existing and new apps.

    Our main goal is to make AR accessible to all companies big and small. To achieve this, we have created the most flexible and innovative publishing system coupled with a business model that can match almost all needs and circumstances. Check out some of the pluses of working with Hoodoo:

    1. Easily add AR to your existing or new apps, iOS and Android!

    2. Use the tools you already like and know. With Hoodoo you can always leverage your in-house team or current contractors.  No new authoring tools to learn!

    3. We also support apps that have been built with Xamarin, React, and Unity.

    4. Most flexible and cost-effective solution. You only pay for what you use!

    5. Flexible licensing plan. We have a solution for even the smallest start up.

    6. Online / Offline / Synching: we have the right functionality for your business.

    7. Need to start small? No problem we ‘ve got you covered with our Universal “GetHoodoo” app.

    8. State of the art CDN with our partner Verizon Digital Media, and world-wide reach and performance with the support of Amazon AWS

    9. We support and build apps that use Vuforia PTC, ARKit, and ARCore

    10. Image recognition, QR Codes, and barcodes can all be scanned at once!

    We are focused in the addressable market which is mobile device based. This give us the opportunity to tap into 2 billion operational devices around the world and growing. We plan to support some HMDs and HUDs as they become commercially viable.

    I am really proud of our team! It has been a long journey to get to this point, and still much more to come. I invite you to learn about our AR solutions and how we they can add value to your business.

    This year we’ll have an extensive marketing and outreach program. You can connect with us at Digital Hollywood this coming May 21 – 23 at the Skirball Center in Los Angeles, or at Augmented World Expo May 29 – 31 in Santa Clara. Our you can contact us to schedule a free consultation and / or demo of our platform. No hard sale, no strings attached!

  • Is 2019 The Year for Augmented Reality to take off?

    Is 2019 The Year for Augmented Reality to take off?

    As the holiday season ends a new year full of opportunities stands before us! On the augmented reality front, I expect AR to continue to grow in the enterprise market at a steady pace. I think we are going to see the biggest changes on the consumer side. New products and services are already rolling out with regularity and I expect that the pace will increase significantly in the second half of 2019.

    But, as with any other technology, before you jump on the proverbial bandwagon it is important to think about how you’d like to use the technology. What aspect of your business will it highlight? Or how will it impact your brand, and what new avenues can it open for marketing and sales? And, if you are a product maker, you’ll want to find the right technology and production partner to bring AR magic to your products and services.

    With all that in mind, let’s take a look at some of the news and bright signs for AR in 2019:

    1. Both Apple and Google have committed significant resources to lead the market in both augmented and virtual reality

    2. 5G is finally here

    3. Magic Leap finally launched its first developer’s units.

    4. Amazon has created a new publishing platform for AR

    5. My company, NorthSouth Studios has now launched our publishing platform, universal app and games. You can now publish AR experiences and pay as you go, and it is amazingly economical! gethoodoo.com

    6. Boeing is committed to the use of AR for training,

    7. Mercedes Benz, BMW, and other car manufacturers are replacing user manuals with AR apps.

    8. Museums are now taking advantage of AR for their exhibits.

    9. Snapchat, Pokémon, L’Oréal, and other brands continue to grow and impact their revenue streams with the use of AR and MR.

    10. VR is on a convergence course with AR.

    I am going to kick off my AR activities for 2019 by moderating a panel at CES “The Augmented Reality Experience” on January 7.  I love moderating this panel because it brings together experts from different areas of AR, and provides the audience with a real 360 degree view of the AR ecosystem. Mark Francis from Amazon, Elizabeth Kiehner from IBMiX, Olivier Koelemij, Michael Leventhal from Holmes Weinberg, Catelyn Orsini from Plantronics, and Nigel Tierney from RYOT will be participating.

    Unfortunately, there is no video streaming available for these sessions, so you won’t be able to see them online.  However, I do promise to follow up with a post with the key takeaways from the session and the conference in general.

    I will be posting regularly this year with new exciting advances and information about augmented and virtual reality.

  • 9 Key Benefits of AR

    9 Key Benefits of AR

    For the past three years I have been focused on augmented and mixed realities and to a lesser degree on virtual reality. I have conducted scores of demos, spoken at various conferences and immersed myself in these technologies. These experiences have led me to the following observations about the benefits of AR.

    1. Customized Choices: personalization is essential for marketing and media now and AR provides it.

    2. Engagement: AR offers a deep level of engagement visually and interactively. It is a must for retailers since it can provide just in time information at the point of sales.

    3. Real Time: this is not new, but it is different in that we can combine digital and real-world content in real time.

    4. Ability to Visualize Products: for retail and marketing this is essential for the future and growth of electronic content. You can see items you wish to buy in advance and even place them in your home or at the location where they would be used. This opens multiple possibilities for interior design, landscaping, renovation projects, and so much more.

    5. Interactivity: AR offers new choices, users can interact with digital content and the real world at the same time.

    6. Tracking: AR makes it possible for objects and print media to deliver the same or even better analytics than regular apps.

    7. Recognition: the use of visual recognition technologies helps businesses connect in a more personal way with their customers, while reinforcing their brand marks and presence.

    8. Education and Training: learning in general will never be the same. AR provides a high level of engagement; it is also social which is conducive to collaboration and team work or play.

    9. Call for Action: AR is immersive and makes it easy to guide / take a user to a call for action, like making a purchase, learning more about something, etc.

     

    AR and XR will continue to evolve at a fast pace. This means more choices, more features, and amazing possibilities for brands and companies, while delivering a superior engaging experience to end users.

    If you want to learn more about how AR, MR, and VR are impacting the way companies do business please join me at Digital Hollywood this October 16 at 10AM for a fantastic session www.digitalhollywood.com/DHFall2018.html. I will be joined by leading experts from Accenture, MediaMonks, Epson, Ryot, and Holmes Weinberg. We will distribute free to all session attendees a special PowerPoint containing forecasts, data, and information about AR. You can also check my blog for other XR articles and information.

  • Don’t Be Left Behind! 7 Tips to Develop an Extended Reality Strategy

    Don’t Be Left Behind! 7 Tips to Develop an Extended Reality Strategy

    I remember that in the late 90’s everyone realized they needed to have a website. Unfortunately for some of the largest businesses it was too late. Many big retail stores failed to recognize the impact of the web for business. As a result of this lack of vision, chains like Bullocks, The Broadway, Robinsons, etc. closed down while newcomers like Amazon gained momentum every month. We all know the rest of the story.

    We are now once again at one of those key moments in history where a significant leap in technology is happening.  If you don’t believe it just read the news. Apple, Google, Amazon, Facebook, and Microsoft are all investing heavily in augmented and virtual reality. Remaining retail giants like Walmart are also investing in these new technologies. Big brands, like Coca Cola, Pepsi, BMW, Audi, Ikea, Game of Thrones, L’Oréal, The Walking Dead, and many more are already developing AR and VR strategies. It is not a coincidence or a fad.

    So the big question is what are you doing for your brand, products, or services? You don’t want to be the next Bullocks or the IBM that let an unknown Microsoft become one of the most powerful companies in the world, right? Of course not!  But before you enthusiastically dive into XR, you must first determine which option, (AR) augmented reality, (VR) virtual reality, or (MR) mixed reality is the right fit for your business.  It depends on your products and services, and what is most effective with your audience. The answer could even be all three.

    Here are some simple tips you should consider as a starting point:

    1. Review your business goals for the next 3 to 5 years.

    2. Get information on all aspects of XR. If you don’t have someone on staff that can provide this knowledge, partner with a company or consultant that can help guide you. Consider what is possible now and in the future.

    3. Assemble a multi-disciplinary team that includes expertise in your business, competition, marketing, “XR”, creative, and financial business modeling.

    4. Create a plan that addresses current opportunities but allows for growth since  these technologies are going to be evolving over the next few years.

    5. Don’t stop doing what you are doing; just add ‘XR” as part of your comprehensive sales and marketing plan.

    6. Balance current market needs with paving the road for the future.

    7. Execute, measure, analyze, and adapt your strategy to the changing nature of technology.

     

    Take these steps and make sure you not only ensure the longevity of your business, but stake out a future for growth.  Don’t get left behind. Explore what extended reality can do for you!

     

    If you want to learn more about this topic, and get a jump into XR, you can meet me and many other XR experts at Digital Hollywood this coming May 22 through May 24 here is a link to the event http://www.digitalhollywood.com/DHSpring2018.html

    I will be moderating a panel on this very subject May 22, at 10AM. Here is a link to my session http://www.seminar.dhsessions.com/dh18springtuesone.html (Full disclosure, I do have an Augmented Reality company, but I am not at the conference to sell, but to share information and facilitate partnerships. I am always happy to answer questions and to share what I know.)

    It is really important that you develop a sound strategy in order to take full advantage of this amazing leap in technology. I’ll be posting other information about XR on my blog every other week. Hope to see you at the conference!

  • Augmented Reality: Don’t Forget Audio!

    Augmented Reality: Don’t Forget Audio!

    When you attend a conference, a launch, or perhaps just a private demonstration of augmented reality (AR), a new mobile app, or the latest game, you are often wowed by the amazing graphics, and how realistically sports, battle scenes, or information is presented. You leave the presentation jazzed, thinking about what you may be able to accomplish with the service or product you just saw. But remember not to overlook the importance of audio. Even the flashiest visuals would not have the same dramatic impact they have on us without quality audio. Whether it is music, effects, dialogue, or a combination of all three, audio is a key ingredient to build emotional responses. Would Star Wars be the same without the masterful scoring provided by John Williams? Of course not. Audio creates mood, anticipation, joy, sadness, etc.

    So for AR, audio is just as important as it has been in the past for movies, theater, and games. To learn more about how audio is being used for augmented reality I spoke with Tom Wesselman Sr. Director of the software group at Plantronics. Plantronics is one the leaders in audio products.  You probably know them from their earbuds or other listening devices. But Tom and Plantronics are engaged in much more than that. Tom shared with me some of the ways Plantronics is looking to innovate in digital media and how they are positioned to be a great partner for AR hardware manufacturers, as well as those of us who are involved in the process of creating AR experiences.

    For example Plantronics is able to collect and analyze data just by listening. Imagine you are in a distance collaboration meeting, like a GoToMeeting, or WebEx session, or a 3D meeting room, or maybe you manage a support center. With Plantronics’ technology you can measure decibel levels in a sound wave, and analyze inflection, tone, and more. Let’s suppose you need to solve a problem with a support situation. With this type of data you could quickly know how communication was handled.  Was the customer upset? Was the support team frustrated? This is important to know since the idea behind a support center is to solve problems. But solving problems can bring a great deal of frustration, so keeping a team fresh, knowing when to give someone a break, is key to optimal performance.

    For AR, audio is not only necessary to bring an experience alive, it is also essential to provide immersion. Imagine if you will that we launch an event at a public park. We are going to set you up with an HMD, and you are going to walk around and see dinosaurs around you. Without hearing the roar of T-Rex, the experience would not be the same. In addition, audio plays an even bigger role. Audio frequencies can be captured by outward facing microphones, analyzed and if needed, canceled by other frequencies so that you don’t hear them. In this example we would probably aim at canceling traffic noise.

    If you want to learn more about this topic, and get a jump into AR and what audio can do for your projects, you can meet Tom in person. Just join us at my panel at Digital Hollywood this coming October 10, at 12 Noon http://www.dhsessions4.com/Tuesday17Fl6.html . Other panelists include Leon Laroue (Epson Moverio), Eric Trabold (Avegant), Michael Leventhal (Holmes Weinberg, PC), Soulaiman Itani (Atheer), and Mike Hildebrandt (DAQRI). Come and learn how your company can be part of this technological revolution and tremendous business opportunity.

  • Augmented Reality: AR Anywhere!

    Augmented Reality: AR Anywhere!

    One of the very first augmented reality (AR) companies I learned about was DAQRI, which is located here in Los Angeles. Years ago I met with them because I wanted to use the ARToolkit, an open source platform they had acquired. I was immediately impressed with their vision for AR and what they had already accomplished with their human body and chemistry applications, which were featured just a few years ago at Apple’s main event. Over the years I have worked with Roy Ashok Chief Product Officer at DAQRI, and more recently, with Mike Hildebrandt, VP of Corporate Development, and Strategic Partnerships at DAQRI. They are both top leaders in the growing AR market place.

    One of the company’s key products is and has been DAQRI Smart Helmet. Designed to bring digital technology and interaction right into the workplace, it delivers real-time data based on the environment, direct to users, enabling them to visualize and understand the workplace in ways never before imagined.  In short, it makes workers more productive, safer and more proficient.

    Augmented Reality: AR Anywhere!

    Today Smart Helmet is just one of DAQRI’s impressive product line up.  They are now launching DAQRI Smart Glasses, which will be on the market this quarter. Smart Glasses are a significantly smaller form factor than Smart Helmet, and should have a big impact on vertical markets like architecture, 3D printing, blueprint models, and more.

    DAQRI Qube, a new development platform that enables robust integration and custom development with the flexibility to leverage existing Integrated Development Environments (IDEs) and applications. The Qube, coupled with DAQRI developer tools, allows for easy prototyping, testing, and measurement by providing more direct access to sensors.

    DAQRI provides DAQRI HUD as a solution for automotive manufacturers looking to incorporate HUDs in their automobiles.

    DAQRI’s advances for AR promise to reshape the way we work, communicate and learn.  You can learn more about DAQRI’s amazing products and AR solutions at their website https://daqri.com/

    If you want to learn more about this topic, you can meet Mike Hildebrandt in person, just join us at my panel at Digital Hollywood this coming October 10, at 12 Noon http://www.dhsessions4.com/Tuesday17Fl6.html . We’ll also be joined there by Leon Laroue (Epson Moverio), Eric Trabold (Avegant), Michael Leventhal (Holmes Weinberg, PC), Soulaiman Itani (Atheer), and Tom Wesselman (Plantronics). Come and learn about how your company can be part of this technological revolution and tremendous business opportunity.