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Tag: TECHNOLOGY INVESTMENTS

  • 5 key tips to make sure your augmented reality initiative is a success

    5 key tips to make sure your augmented reality initiative is a success

    Let me start by saying that as a gamer at heart I love VR. However from a creative standpoint, real world application, and overall potential I am convinced that augmented reality (AR) provides a much bigger and interesting opportunity.

    Both AR and VR concepts have been around far longer than most people imagine. VR has been viewed for decades as the future, particularly for games, simulations, and at one point, to drive the creation of virtual worlds. For gaming and simulations VR can deliver a rich experience. But some of the old challenges still remain—limited social interaction, expensive to produce cool applications, risky ROI (the end user installed base is not as big as one would imagine and it is fragmented—accessed by multiple hardware systems).

    AR on the other hand is more social by nature because you don’t leave the real world. You can spend more screen time with it because you are not isolated. And in many cases you can use already existing devices to use the technology (2 billion mobile devices world wide). Don’t get me wrong. There are still many challenges to conquer, but there are also many more potential immediate applications for the technology.

    If you are interested in using AR for your business, products, promotions, etc. AR can definitely be a game changer for you. But there are some practical things you should keep in mind before you decide how to use this new technology.

    1. Like any media it all starts with a solid idea, objective—a clear vision of what you want to call attention to, or the point you want to make. Yes, writing is a big part of it, just like with movies, games, and any story.

    2. Consider that AR and mixed reality (MR) combine the real world with virtual elements. Planning, staging and particular attention to the user experience and user interface are super important. Simple is better.

    3. Think about it in three parts. First, setting. Next, context of the experience you are going to offer. And last, action or interaction you want the user to take during or towards the end of your AR experience.

    4. There are over 300 companies (and growing) dedicated to AR, but they are not all the same. Some companies provide core technologies and are essentially B2B businesses—oriented towards developers or publishers. Other companies specialize in vertical markets using other company’s technologies to deliver AR, and some companies are development teams, very similar to game or mobile applications development studios.

    5. Don’t forget, analytics are essential. The web, and mobile industry have shown the value and power of analytics. Analytics make it possible to improve user experience, fix defects, and add new features based on evidence and real-time feedback.

     

    There are of course other factors to consider, but you don’t have five hours to read now, right? To learn more about how North South Studios can help you use AR to extend your brand, you can contact me at 310-318-6156. Or join me and other AR experts at my upcoming panel at the Media Summit http://www.digitalhollywood.com/MediaSummit2017.html in New York this coming March 7 at 3.30PM

  • AR: New Frontiers, New Deals

    AR: New Frontiers, New Deals

    In my past few posts I have repeatedly expressed my enthusiasm for AR. There’s no question that as a geek at heart, looking at new technologies, tools, platforms, form factors, UI and other innovations is tremendously exciting. But I am also a businessman and I know that new technologies and new distribution channels also bring new challenges that can’t be ignored. The art of making deals, licensing content, knowing with whom, and how to partner, or set up a joint venture is as essential as knowing the technology options intimately. Just think about the opportunity that IBM left on the table when it let a little company named Microsoft lead the personal computer revolution! Or when Philips chose OS9 for its CD appliance instead of choosing MS DOS. Ancient history, I know, but so telling, and there are plenty more stories like this one in the annals of computing.

    As you know by my prior posts, I am moderating a panel on AR Next Generation Apps from Education to Gaming at Digital Hollywood http://www.dhsessions3.com/Tuesday16Fl5.html this coming October 18th. I wanted this session to be the most informative session of its kind and towards that end I have put together a group of the most talented tech innovators in the industry. And, given the lessons of the past and our shared interest in prospering, I made sure to have a person with great insight into the business aspects of AR as well.

    His name is Michael Leventhal. He is a partner at Holmes Weinberg, PC. and was formerly VP of Legal Affairs for Magic Leap Inc. Michael has been helping creative, technology, and investment teams put together successful partnerships, licensing, and distribution agreements for many years. And he is one of the very few professionals in his field that has significant real experience putting together content, and partnership deals with AR as the key technology.

    Michael will help us address aspects of AR that are related to business—things like how we are going to look at distribution rights and licensing in this new field. Michael is one of those rare birds who, in addition to his business experience, has a lot of experience on the creative side. He has worked with start-ups and large corporations, which gives him a broad perspective that addresses many different constituencies.

    If you are a film or television content creator, distributor, or perhaps involved in the creation of content, or materials for training, or information in other fields, you will want to join us at our session. We’ll address technology, UI, best practices, and of course, deal making.