Future conference talk for UCC about Augmented Reality

Mobile Visual Discovery
The power to unlock the physical world around us for
interactivity and engagement

Updated January 2012

What is blippar?
A technology
• Mobile visual discovery: uses the
smart phone camera like an ‘eye’ to
recognise and instantly unlock
physical images for spontaneously
pulled, interactive content
experiences
• Fastest tech in world today with
broadest range of applications
• Measurable to the very last blipp

What is blippar?
A game-changing new content medium
• One platform. One app
• One cumulative audience of
‘blippees’ – not an app-by-app
approach
• Content is king – reward and delight
the customer with the right content

• A behaviour
• To blipp: a fun new verb, rapidly
being adopted by consumers, brands
and media-owner

What is blippar?
A strategic partner

•Global leader in this space.
• With 100s of paying clients.
• Working with some of the most
creative agencies in the world.
• With international expansion, offices
in America – a global vision.
• Big name investors Qualcomm
•Unlike an app developer/ SDK
provider – our learnings are reinvested
for continued conversion improvement

Blippar is quite new…

About a year or two…..


“I sell here, Sir,
what all the
world desires…
to have POWER.”

(Matthew Boulton 1776)


“The Power to Revitalize Print
and Supercharge Advertising”

(Dan Sodergren 2012)


We are living in such times…

So hurrah for the printing press.

This for Print is long overdue.

But it is NOT… a QR code…
• 3 reasons why this is NOT QR.
• QR codes are to static experiences.
• Blipp’s stream anything you want.
• QR codes are not geo location tags.
• Blipp’s are “culturally” tagged.
• QR codes are ugly.
• Blipp’s are not. They are beautiful..

But it is NOT… a QR code…

You can Blipp off Anything…

We might just change the world…

“Know thyself?”

Who said this.

First one to answer at end
with the right date wins a
prize…. ;)


“Know myself?”

Who said this.

Me. Just now.
So who do I work for?


Legend has it…

In a pub… where the best ideas are made ;)

In a year… Blippar has grown…from 3
to 30 people…
How do I know?

I am the 30th.
Full Disclosure Time.

So that’s me…
Why did I come to work with Blippar?
As they are the Best.
Best tech – won awards.
Best ideas – won awards.
Best company – not yet but will do.

Future conference talk for UCC about Augmented Reality

Why?
• Why did I tell you all that?
• Because I want you to know you can ask me any
questions.
• But I gotta go – so grab a card from me – or email
me at dan@ blippar.com
• And....
• These slides show some of the traits that I believe
we need in modern marketing…
• It’s all about being specialists in what we
know.
• It’s all about being “social as standard”
• It’s all about understanding the “importance
of mobile.”

Social stats attack…
• 1. Nielsen estimates that social media and
blogs reach 80% of all active US Internet
users (There are 245 million).
• 2. One in every seven minutes spent
online is spent on Facebook.
• 3. 94% of students are on social media
platforms, I wonder who the other lot are?
• Blippar is the bridge from print to
social.

“The importance of mobile…”
• 1. 4.8 billion people now own mobile
phones. Just 4.2 billion own a toothbrush.
• 2. British schoolchildren are reported to be
more confident using an iPhone than tying
their shoelaces.
• 3. In January 2012 - there were are more
iPhones sold per day than people born in
the World.
• Blippar is the bridge from print to
mobile.

But is mobile more than that?
• 97% of us sleep with our smartphones
within 3m’s or less of us.
• Cindy Gallop said “Mobiles are an
extension of ourselves”
• She believes “We all love notifications
because they make us feel loved and
special.”
• 30% of women would rather give us sex
than their mobile phone – 13% of men…

But remember blippar is the
bridge.

Important things to remember
Blippar is the bridge point…

Between print and the mobile experience.

Blippar is the platform…

Which links experiences into social activation.

Blippar is not augmenting all reality…

We work with visual discovery - making print come alive.

We are not AR.

Why we don’t like the term
AR… reality is clumsy and old fashioned.
Augmented

Most people on the streets don’t understand it.

Even when they do AR has many applications.

We do mobile visual discovery… think…

Print Magic. Print coming alive.

The Harry Potterifaction of Print.

Supercharging Print with Mobile.

With Our Successes to date….
US Audience Size

385,000

OCTOBER 2012

1,300,000 93% 65% AVERAGE BLIPPS User Growth

Direct downloads
The largest single
platform, image-recognition/
AR audience globally 7% 35% 7.5x
per first time user
(OS breakdown) (85% active users)

AVERAGE DWELL MANY CAMPAIGNS DATA TRACKING TOOL
Unique / total blipps by date/ time, geo-
2.5 mins 250,000+ mapping, % response by marker activity in
blipp e.g. click through, downloads, photo-
per blipp INTERACTIONS
shares etc.

What can blippar do?
Any real-world image (no codes
or watermarks)

•Press page or image
•Printed advertisement or flyer
•Logo
•Billboard
•Product packaging in gaming.
•Merchandise (CD, DVD)
•Business card
•Bank & travel cards
•Web page image - on your
game
•& more…

•Blipp to view: Exclusive video/
music/ sport/ fashion content

•Blipp to play: 3D gaming,
photo game e.g. virtual ‘try on’/
celeb photo. 3D gaming

•Blipp to discover: story telling
(image turns into something
e.g. before & after)
•
•Blipp to cheat: reveals
answers (e.g. crossword, or
competition answers)

Blipp to buy - instant m-
commerce linking on any
image – buying your game?

•Blipp for directions- Nearest
store GPS – part of a game?

•Blipp to download:
Downloads content to phone
e.g. recipe file, lyric files, user-
guides / games … ;) etc.

•Blipp to win: Competition
opportunities….data collection.

It’s all about effective story telling.

“The medium is Who said
the message” it?

It’s Just like ordinary
reality

Flickr: wvs

Only more so

Flickr: wvs

What about the FUTURE?

The future is everywhere.
Just unevenly distributed.
Make sure you are ahead of the
curve.
62

It’s not been perfect – but it will be:
Mobile Processing power Moore’s inexorable law
Screen size Tablets, new tech foldable/rollable?
Human limitations: Better touch interfaces, natural
eyesight, thumb width gestures
GPS locating speed AGPS, other cues e.g. wifi
Network bandwidth/latency 4G/LTE brings better speed/latency
Tools/APIs Will come
Battery Power Moore’s law brings efficiencies
Installed base >60% by 2013
Ultimately the browser may displace
Fragmented mobile platforms
native apps
M-commerce & monetization We’re working on it

Biggest reason to do this new
type of mobile marketing?
Based on guerrilla marketing
principles and the ideas of NLP

68

Making a highly personal positive
impact

Social Augmented Reality

Hold up your phone – or blink your eye and get
The knowledge of joining a crowd and knowing:
• Who do I know here?
• Where do I know them from?
• Who should I get to know?
• Who here is single?
• Are there any naked pictures of them on the
internet?

Who really becomes
empowered?

As designers / creatives / developers
you can choose sides

Or will we?

http://www.youtube.com/watch?v=9c6W4CCU9M4

Google Project Glass

Google Glasses – anyone?
• Google’s Project Glass promises to be the biggest
innovation within this sector in 2012, so we also
wanted to gauge general consumer interest in
Google’s glasses.

• The results reveal that almost a third of consumers
are still undecided on the merits of the technology
and only one in six would be ready to buy a pair of
glasses from Google if they were available today.

• Interestingly, around a quarter of men are ready to
don a pair Google Glasses versus just one in ten
women, with many claiming they would feel self-
conscious wearing them.

The RIGHT NOW future
The Behavior
• User habitually ‘blipps’ the flat, static world around them
• Content is developed with this medium specifically in
mind
• Media is bought according to how it converts
• One app. One call-to-action. One cumulative audience
acquired to the app

The Business
• Series A investment this winter
• International expansion - US Q3-4, 2012, ROW, Q1 2013
• ‘blipps’ built directly by brands & media owners around
the world on an open self-service platform

How? blipp

This is just the beginning.
“The Best is Yet to Come.”
Rather a cool speech wasn’t it.

One more thing… starting
Blipping TONIGHT’s Shortlist.
• 20 greatest retro games feature, which readers can scan
for free gaming apps allowing them to play the likes of
Space Invaders and Outrun on their mobile devices.

• 2013 new games preview, which readers can scan for
exclusive trailers for GTA V, Tomb Raider and more.

• Assassins Creed 3 feature, in which people can
photograph themselves in the assassin’s hood.

• So much cool stuff in there….

Go on Blipp some more 


The “Harry Pottification” of Print.

An example of a Location Blipp

A really cool interactive Blipp

This could be
especially powerful in gaming.

Contact me when you can.

Dan.sodergren@blippar.com

Future conference talk for UCC about Augmented Reality

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