Product and Brand Management class in Rochester Institute of Technology

1. Emerging Technologies for
Product and Brand
Managers:
Augmented Reality and
Amazon Flow
Presented by: Lisa BarberRoberto Castillo Stacy Hirst
Varzan Patel Jamie Post
Christina Vullo

2. What is Augmented Reality (AR)?
Basic idea: superimpose graphics, audio and other sensory
enhancements over a real world environment in real time.
AR blurs the line between what is real and what is
computer generated by enhancing what we see, hear, feel
and smell.
Video games and cell phones are driving the development.

3. Technology Trends
As technology trends emerge, Augmented Reality is primarily
used on multiple platforms:
Computers/Tablets:
Enhancing one's perception of items that have traditionally been two-dimensional
Example: Esquire Magazine
http://www.youtube.com/watch?v=LGwHQwgBzSI
Mobile App Devices:
Used to simulate an environment through virtual reality and digital manipulation
http://www.youtube.com/watch?feature=player_embedded&v=R6c1STmvNJc

4. Current Uses
Tissot:
Using augmented reality to allow customers to try on items from their own
home
http://www.youtube.com/watch?v=m9oeAlOY4Vs&feature=endscreen
Lego:
Allows children to view their possible
new toy up close and in 3D

5. Current Uses
De Beers:
Allows consumers to virtually try on
jewelry that feature its Forevermark
diamond brand.
IKEA:
In 2013, the Swedish retailer developed a free app called IKEA Now to feature
3D models of various furniture pieces.
Users can use the app to determine if the furniture’s dimensions, style and fit are
suitable in real space with their smartphones.
Was the most downloaded branded app of 2012.

6. Psychological Benefits
•Create an emotional attachment with the product
• Enrich customer shopping experience
• Increase consumer satisfaction
• Reduce search costs for "cognitive misers"
"AR makes it easier for retailers to be matched with
relevant customers. By combining AR technology and
local SEO, companies can reach consumers that were once
beyond their grasp."
-The Retailigence Blog

7. What is Amazon Flow?
Flow is a new
augmented reality app
that makes it easy to
explore and discover
tens of millions of
products in a real
world setting

8. How it works...
1. Aim smartphone camera at
product
2. App shows info for that product
including customer reviews,
multimedia content, sharing and
purchasing options
3. Purchase item(s) direct through
app with Amazon account

9. Marketing Process
• Market segmentation
• In-store, online, hybrid
• Target Market
• Smartphone & Amazon user
• Positioning
• Gets users a better price
• Impact of brand culture

10. Marketing Process Cont.
• Promise
• Amazon's Reputation Value -> Experiential
Value
• Product
• Demonstration
• Place
• Mobile platforms
• Promotion
• Leverage Amazon's existing web presence
• Popular Culture & Influencers (via Social Media)
• Price
• Free

11. Marketing Recommendations
• Purchasing Process
Comparison -> Purchase -> Service
• Customer Base
Tech-Savvy -> Mass Market -> Verb Creation
• Amazon Model
One-Time User -> Prime Subscription

12. 2013 AR Expectations/Predictions
AR glasses are coming!
-Vuzix introduced a monocular AR prototype for
industrial use.
-Innovega is seeking FDA approval for their AR contact
lens prototype.
-Google's project glass; AR glasses that
can take pictures, give directions, check-in
to locations and perform video chats

13. Expectations and Predictions
● Smartphones will be AR-equipped
● GPS-based experiences incorporating data from on-
board sensors like gyroscope and camera and other
niche mobile technologies.
● Expect more AR apps

14. Benefits of AR Marketing
1. Unique/Different
2. Personalization: concept of uploading your own media
makes it relate specifically to the user. Users become more
engaged.
3.Virality: Novelty factor and the personalization capability
enhance user's desires to share with extended networks.
4.Content: apps allow less tech-savy users create quality
content.
5. Interactivity maintains a viral loop

15. References
http://www.forbes.com/sites/anthonydemarco/2011/10/12/de-beers-turns-to-
augmented-reality-to-market-its-branded-diamond/
http://www.geek.com/articles/geek-cetera/lego-augmented-reality-kiosks-heading-to-
shops-worldwide-20100419/
http://mashable.com/2012/07/19/ikea-augmented-reality-catalog/
http://www.presentation-pointers.com/showarticle/articleid/377/
"Flow Powered by Amazon App, Now Available for the iPhone." Business WireNov 02
2011. ABI/INFORM Complete. Web. 5 Feb. 2013 .
Amazon's Flow Augmented Reality App Comes to Android, Makes Shopping More
Entertaining. Chatham, United States, Chatham: Newstex, 2012. ProQuest Research
Library. Web. 5 Feb. 2013.
http://venturebeat.com/2012/12/23/augmented-reality/
http://www.businessinsider.com/augmented-reality-contact-lenses-2012-7
http://socialmediatoday.com/alex-smith/242184/5-benefits-augmented-reality-
marketing