Catchoom Augmented Reality insights July 2013

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


Contents

• What is Augmented Reality?• Trends in AR• Case Studies – AR in Print &

Advertising• AR versus QR Codes• Image Recognition and Catchoom


What is AR?


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


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


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


Marker-less AR

Any object can act as a marker –whether 2D (flat) or 3D (with depth)


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


Trends in AR


Trends in AR

Wearable AR: enhances the user experience by adding an additional layer of information to the user’s environment


Trends in AR

Cloud Based AppsAR apps now use the power of Cloud to make Image Recognition faster, and empower Mobile Devices


Trends in AR

3D TrackingAllows applications to detect recognizable objects without the user having to click the capture button – “Clicks Kill” via 2D markers


Case Studies



Mini Cooper

This popular print campaign allowed users to see a 3D model of the Cabrio super-imposed over a print ad


IKEA

IKEA used AR to complement its catalogue with digital content, making the 210M+ circulation document more interactive


Los Angeles Times

The use of AR allows LA Times to add interactive media to conventional news clips


Virtual Butterflies

Location-based AR plots butterflies and allows users to “catch” specific promotions

http://youtu.be/vEE6M0iW-Nw


QR Codes vs AR


Bi-directional or two-dimensional barcodes


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


Intro to Catchoom


Available at: http://youtube.com/catchoom

http://www.youtube.com/watch?v=S2YhgpXNNFg


What is Image Recognition?

Markerless AR


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


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


And some more app campaigns powered by 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

http://static.layar.com/content_media/174/Layar30MReport.pdf

http://static.layar.com/content_media/174/Layar30MReport.pdf


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


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


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 .


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.


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.


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Proud providers of the official app for:

[email protected]

Thank you!

mailto:[email protected]

Catchoom Augmented Reality insights July 2013

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