Sorry about the recent influx of ”Zugara News” blog posts, but we keep having exciting stuff to share with you. Today’s news is that we were on the News! KTLA’s Rich Demuro profiled our Ecommerce Augmented Reality Software, “The Webcam Social Shopper” on the morning news today. As you’ll see in the piece, shop owners are definitely excited about the product. Admittedly, it feels great to have a testimonial like that on tape .
The video is below, and as always, we’d love to know your thoughts.
Long time readers of this blog may remember the Augmented Reality Soccer Banner we (Zugara) created for last year’s World Cup. Working as a team with BBDO and Zoic Studios we concepted and created a game for AT&T that used our proprietary motion capture technology (ZugMO) to allow people with a webcam to “head in” corner kicks (video below).
Well that banner ad is up for a Webby Award in the “Rich Media: B to C” category, and if you’re so inclined, we’d truly appreciate your support. The submission can be found here: http://webby.aol.com/entries/57212
Zugara is proud to announce the launch of “Plug & Play”, the newest version of our Augmented Reality Ecommerce Software, “The Webcam Social Shopper” (WSS). WSS Plug & Play is a product that integrates right into retailer’s ecommerce product pages (seamlessly, just like a “zooming” feature does) and provides shoppers with a more engaging, personal and emotionally satisfying way to determine whether an apparel item’s style and color are truly right for them.
Today’s launch of WSS Plug & Play ushers in several key advances to our existing product, including:
ONE DAY CONFIGURATION – Configuration can be done in as little as a few hours and without any backend integration.
MARKERLESS TECHNOLOGY – The first truly markerless product of its kind, the apparel item actually tracks to the shopper (a video demonstrating our award winning markerless technology is embedded below).
A NEW SHOPPER EXPERIENCE – Four screenshots detailing the experience are included below.
As “augmented reality” continues to be the hot new buzzword, we’ve seen several companies attempt to compete with our patent pending ecommerce product. The fact is we have several key differentiators that retailers and potential partners should be aware of when doing their due diligence:
Differentiators For Shoppers:
It just works with a regular computer and webcam. No need for fancy 3-D cameras or souped up systems that shoppers don’t have.
No annoying downloads.
No paper markers to print and hassle with.
Simply put, for shoppers, WSS Plug & Play is a barrier-free experience.
Differentiators For Retailers:
As noted above, configuration can now be done in under one day, and without any backend integration.
Because we eliminated all shopper barriers, retailers who integrate WSS can reach a higher percentage of their shoppers.
Technology moves fast, and our constant development cycles ensure retailers will always have access to the most thoroughly tested, and innovative solution on the market.
For more information, please feel free to contact us at info (at) Zugara (dot) com.
Yesterday I participated in an eMarketer webinar on “The Future of US Retail Ecommerce” and I wanted to draw your attention to one of their predictions: Ecommerce will outperform in-store sales over the next few years. And according to eMarketer, one of the factors driving that growth is Augmented Reality, which they label as a “sophisticated merchandising technique”. Of course as some of you may know, here at Zugara we’re just “a touch bullish” on Augmented Reality’s role in e-commerce’s future. But it’s always great to see that sort of 3rd party validation.
As usual, eMarketer provided a ton of great data, here are a few more points that I found interesting (I’ve embedded their entire presentation below though, should you wish to spend some time with it):
• Women account for 71% of the total dollar amount spent on online Apparel, Jewelry and Accessories.
• 87.5% of internet users shop online.
• 83% of online shoppers, are buyers. The #1 item holding people back from buying is the desire to see and touch.
This is an op-ed written by Matthew Szymczyk, CEO of Zugara, that was originally published in AdAge on February 28, 2011. The entire article can be found here. You can also read the full article below:
Augmented reality — that’s just one of the latest marketing catchphrases, right?
The traditional definition of augmented reality, or AR, refers to the overlay of digital information on a live video feed. If you’ve watched an NFL game on TV and have seen the superimposed 10 yard, first-down line, that’s AR. AR has also started to encompass other areas such as gestural control and motion capture. Microsoft’s Kinect is one example of gestural control where you see yourself in the actual game on TV and interact with it by movement and gestures.
What isn’t augmented reality?
AR is not virtual reality or Second Life 2.0. AR at its most basic form is using digital to enhance your real-world user interfaces and experiences. All you’re doing is “augmenting” your viewable surroundings with digital information.
What brands are using AR?
While many brands such as GE, Nestle, Lego and others have been using AR, there are certain brands and products for which AR might not be a good fit. Don’t force AR onto your product if it doesn’t seem like a natural fit, and think through the consumer experience.
What’s the ROI of AR?
Don’t count on measuring its “click-through rate.” As with any emerging technology, there’s the question of ROI and how to measure it, and you’re likely to have different measures depending on the program and the goals of the program. For example, AR can be used to enhance product training, and you might measure its success by whether it increases user satisfaction with the product. For marketing, there are already signs that AR has increased awareness and engagement for certain product campaigns. In addition, AR can be used to increase purchase conversions in e-commerce and drive purchase intent at retail.
How does AR fit into my digital planning?
When using any digital technology or media, it’s important to develop your digital strategy first. Why do you want to use AR? What are your objectives? Are you planning for engagement, awareness, etc.? If you’re unclear on how AR can be used effectively, contact an AR company or specialist that can help you develop a proper strategy. Using AR solely for a PR play won’t work anymore.
So is it just a fad or here to stay?
Like every emerging medium, there is hype around a new technology that often outpaces the current technology’s limitations. Mobile AR is one area right now where the limitations of mobile technology don’t match brand or consumer expectations for mobile AR. Forrester recently released a report on the mobile-AR ecosystem and uncovered similar findings — that mobile AR isn’t ready yet. It also found that web- and kiosk-based AR are much more mature and more practical right now for a brand’s AR initiatives. Naturally, as a company that specializes in AR, we believe AR is here to stay.
Wait, what’s with the different kinds of AR — web, kiosk and mobile?
Yes, there are three types:
WEB-BASED AR
uses a consumer’s PC and webcam to offer an enhanced experience often via a marker, image or through motion capture.
Examples:GE’s Plug Into the Smart Grid is a great example of web-based augmented reality. This online execution allowed users to hold up a piece of paper — called a “marker” — to their computer’s webcam and see themselves holding an animated model of a smart grid on the screen. There’s also the Fashionista dressing-room app we created for online fashion boutique Tobi, which lets you “virtually” try on clothing items using your webcam and a marker on a printed piece of paper. Once you’ve “tried on” the outfit you want to see yourself in, you can send the image to friends via social media and ask them for tier opinion.
Pros: It delivers the greatest global reach for AR, especially when using Flash, as it doesn’t use a plug-in or download, it’s generally lower cost, and social media can easily be integrated.
Cons: You have to develop for minimum PC requirements, and it requires the user to have a webcam.
KIOSK-BASED AR
is similar to web-based AR, but often runs more powerful AR applications using 3D or facial tracking.
Example: At a store in downtown Orlando, shoppers can hold up a boxed Lego set to an in-store kiosk, and the kiosk will show an image of them holding the kit as it looks when put together.
Pros: Kiosk AR can leverage multiple processors –more powerful than the typical at-home PC — for multiple uses, such as out-of-home or point-of-purchase marketing. It also doesn’t require a user to create a marker or have a webcam.
Cons: Higher cost, fixed location, usually no internet access.
MOBILE AR
uses the viewfinder on a mobile phone to show enhanced digital information in your surroundings.
Examples: The iButterfly app, created in Japan by Dentsu, lets you track and find digital butterflies using your iPhone GPS and camera. Hold your iPhone camera up at appointed spots and when you look at your surroundings through the camera, you’ll see animated butterflies flapping by. Each iButterfly contains coupons for nearby businesses. In another example, World Lens lets you use your smartphone to translate printed words. Hold the camera phone up to a sign in Spanish and it’ll translate it to English.
Pros: Mobile AR can leverage location, and smartphone adoption is rising, increasing its potential reach.
Cons: You’re dealing with a fragmented development environment, as some smartphones run on the iOS platform, others on Android and still others on Windows or Blackberry; and limited processing power and battery life can be restrictive. Additionally, there can be user-interface/user-experience issues and the hype around this type of AR is out of control.
Where can I find AR companies?
Though AR is a relatively new technology, some companies have been building software and innovating in the space for awhile. There’s even an AR Consortium that lists many of the players in the industry.
In addition, there’s an annual AR event called ARE that’s held in Santa Clara, Calif., and features many, if not all, of the major AR companies. It specifically focuses on business, marketing and technology tracks and issues at hand for the AR industry. There is also an exhibit hall where AR companies show off their latest technology.
What are some AR words and phrases I need to know?
Facial tracking: Webcam can track the face for object placement and orientation. Facial Recognition: Webcam can detect the face and in some cases, recognize the user (Gender, age, etc.) Marker: Black-and-white image that resembles a QR code. This is used so the webcam can recognize size and positioning of the asset in relation to the webcam. Image recognition: Using an image (i.e., packaging or logo) that the webcam and software can recognize and identify in lieu of the marker. Example: Google Goggles. Motion capture: The webcam can detect areas where movement occurs. Gestural control: More advanced than motion capture where the system can identify the body and gestures. Example: Microsoft Kinect. Natural user interface (NUI): Term used to identify the evolution of the mouse/keyboard input to natural gestures and interaction with a computer. Think “Minority Report” and “Iron Man 2.” And with 8 million Kinects sold in two months, Generation Y and Z are now starting to interact with computers through the NUI. As some of us old geezers (Gen X and baby boomers) are just getting accustomed to touchpad interfaces, the younger generations are already getting primed on the next human-to-computer interaction evolution.
Hey folks, today is a gigantic day for us at Zugara, and we just wanted to share the news with you. We’re currently privileged to be presenting the latest advancement to our Augmented Reality E-Commerce Software, “The Webcam Social Shopper”, at the DEMO conference in Palm Springs. The latest advancement? The technology is now markerless. Truly markerless. We’ve developed a way to get rid of the paper marker and allow an apparel item to track to the shopper’s body. So as the shopper moves around within the webcam’s video feed the apparel item automatically moves with them, creating a “hands free” experience that’s more natural than anything else on the market.
This is a huge advancement in online apparel visualization and validation. As always, our product is built in Flash, so for over 99% of the population there’s no download required. By creating a markerless experience we’ve eliminated the last major consumer barrier: the need to print and hold a marker. So now, a shopper surfing on a retailer’s site (that has integrated our product) only needs to stand in front of their webcam to visualize and validate whether or not that piece of apparel’s style and color are truly right for them.
“This is really not about buzzwords like Augmented Reality, or Social Media,” said Matt Szymczyk, CEO and Co-Founder of Zugara. “This is about using technology to create a better online shopping experience for people, and an easy to integrate solution for our clients and partners. Plain and simple. And there’s real ROI here. Results from a recent survey by Limelight Networks show us that for people who shop online more than once a month, 76% of them say advanced product viewing features make them more likely to purchase, and more brand loyal. With there being more Millennials than Baby Boomers, we think it’s time to create meaningful and engaging online shopping experiences for this digital generation.”
We hope to have a live demo of the technology on our corporate site soon. And when the video of our presentation at DEMO becomes available tomorrow, we’ll certainly post it, as we’d love your feedback. Until then though, we’ll be tweeting from the event (hashtag: #democon) so feel free to give @KobraKai (Matt Szymczyk) and @Jack_Benoff a follow.
We recently launched our second and third Augmented Reality projects for Nestle and thought you might be interested in some of the details. This time we were tasked with concepting and developing two unique advergames for Juicy Juice. Like our first project (for Nesquik), Juicy Juice was interested in creating unique advergames that people can play within their webcams by utilizing their motion to play the game rather than traditional controllers (i.e. the mouse and/or keyboard).
Below are some details on the project, but to give some context around motion-based casual gaming we think it’s helpful to keep the following data points in mind:
1.3 billion people are on the Internet, and 510 million of them play casual games online. (link)
The Wii was the fastest selling console ever. (link)
Microsoft is selling Kinects faster than Apple sold iPads. (link)
PROJECT DETAILS
GOAL/OBJECTIVE: To create two fun and non competitive advergames that will engage fans of Juicy Juice with the brand while educating them on the health benefits.
KEY PROJECT DIFFERENTIATOR: No barriers to entry for the gamer:
Markerless – The gamer does not need to print or find a marker to engage with the Augmented Reality experience.
No Downloads – It’s built in Flash, so the gamer is not forced to download anything prior to playing, they can start interacting immediately.
SOCIAL MEDIA INTEGRATION: Both games allow players to share their experiences (and photos) seamlessly on Facebook.
GAME SYNOPSIS #1: “Fruit Ensemble” is a rhythm based game where the player must use their hands to tap fruit (that appears randomly around them) in time with the music. Think “Whack-A-Mole”, only the “moles” appear in random places all around the player.
GAME SYNOPSIS #2: “Fruit Mixer Studio” let’s people tap fruit to mix and record unique beats that can be saved to the desktop or downloaded as a mobile ringtone.
We’d love to get your thoughts on these games in the comment section below. But if you’d like to discuss how we can help your brand or agency to create strategic Augmented Reality executions, please don’t hesitate to email us at info (at) Zugara (dot) com.
If you’ve been in the tech industry for a while, then I’m sure you know the rich history of DEMO, “the launchpad for emerging technology”. Well, the whole Zugara team is proud to have been chosen to present, and launch, our newest e-commerce technology at this year’s Spring conference. It’s a huge opportunity for us, and we’d love to see you there: The JW Marriott, Palm Desert, CA (2/27 – 3/1).
Here’s a bit of information on DEMO for those of you who might be unfamiliar: The DEMO experience has helped introduce new products and services that have become well-known brands in both the business and consumer markets including:
• Adobe Acrobat
• Sun’s Java
• Netscape Navigator
• Palm Computing
• WebEx
• TiVo
• E-Trade
• Google’s first venture into mobile search
• GarageBand.com
• Leapfrog
• Shopping.com
• Skype’s first implementation for mobile handsets
• salesforce.com
• Shazam Entertainment
• And many more…
Mobile augmented reality (AR) apps get a ton of press. There seems to be a love affair with them. And while we definitely believe that mobile AR will be absolutely gigantic one day, we think the current fascination is premature. Sure mobile AR seems amazing on the surface, when you first read about it or see it, but over time we don’t think it provides the every day utility/experience it currently promises. I mean, are you continually using an AR app over competitive services (e.g. google maps)? That said, we’ve been wrong before, so we thought we would set up a little informal poll to see if people are actually using Mobile AR applications (repeatedly, not just reading about them in the trades and thinking they sound cool), or if they are just checking them out because of the novelty (and their ability to impress one’s colleagues)… a one and done type scenario.
Now, let’s be clear about what I mean when I say “Mobile AR”. I mean these applications that layer information on top of your smartphone’s video screen. They use your phone’s GPS and Compass to (allegedly) tell you what direction the nearest McDonalds is, or the like. Yelp’s Monacle would be a good example.
Please fill out the poll below, and let us know your thoughts in the comments. I’d love to get some dialogue going on this issue (or you can hit me up on twitter https://twitter.com/jack_benoff).
As we hope you know, we try not to use this blog solely as a vehicle to promote our work. In our thinking, that typically makes for a pretty boring blog. Our content has always focused on our passion, emerging media and technology. And that will never change. That said we know that a fair number of you “follow us” because of our work with Augmented Reality, so we recently made the decision to create a blog post when we launch relevant Augmented Reality executions.
Based on that last paragraph, I bet that you can guess what happened today. Yup, we launched a new execution. It’s an Augmented Reality Soccer Game that is currently running within a banner ad (in a rotation, which means you may need to click around to find it) at the top (size: 728×90) of ESPN.com. Working as a team with BBDO and Zoic Studios we concepted and created a game for AT&T that uses our proprietary motion capture technology (ZugMO) to allow people with a webcam to “head in” corner kicks. Do you have what it takes to get all 5 headers past the goalie? Check it out and please let us know your thoughts (oh, and please don’t be afraid to spread the word either ). If you’re pressed for time though, here’s a video (and below that a few screenshots) to showcase the gameplay:
UPDATE: EyeWonder is hosting a version of the ad here, so you no longer need to go hunting around on ESPN.com for it.
We Are Organized Chaos (WAOC) is Zugara’s (www.zugara.com) interactive marketing and advertising blog where we’ll be featuring some great projects and discussing upcoming trends in the digital world. Work — good and bad — will be critiqued. Hope you’ll enjoy reading our insights and thoughts on interactive.
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