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Page 1: Magic Leap

First Person Augmented Reality

ARt of MagicLim Kang HongGyula KimpanJane Wang

Chia Lye Peng

Page 2: Magic Leap

Scope of Presentation

• Types of Virtual Technology

• Why Magic Leap

• Various Applications and Market Segments

• Value Network

• Scope of Activities

• Methods of Strategic Control

• Conclusion

Gaming Entertainment Education Commerce

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Types of Virtual Technology

Image from www.magicleap.com

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Technology Definition

• Virtual Reality (VR) : Replaces the real world with a simulated/digital world experience

• Augmented Reality (AR): Real world experience enhanced with digital overlays (text, audio, graphics, 3D objects etc)

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Evolution of AR Technology

And soon…first person experience

Data 3D objects

Games

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Who is in the game?

http://www.fastcompany.com/3052209/tech-forecast/vr-and-augmented-reality-will-soon-be-worth-150-billion-here-are-the-major-pla#6

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By 2020, AR hardware is biggest revenue generator

http://www.fastcompany.com/3052209/tech-forecast/vr-and-augmented-reality-will-soon-be-worth-150-billion-here-are-the-major-pla#6

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AR Hardware - Wearable Smart Glass

A wearable computer • adds visual information to wearer • overlays augmented reality with digital images• allows wearer to see through it

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Wearable Smart Glass

• Not natural to eyes– L & R eye see different

superimposed images

– Near 3D effect

– Causes headache/nausea

• Limited field of view– In front of eyes only

• Not interactive

Issues

• Natural to eyes– Correct focus within

virtual scene

– ‘Reality’ resolution

– No headache/nausea

• Wider field of view

• Richer interactive experiences

What’s needed

http://www.zappar.com/blog/google-glass-magic-leap-and-the-ideal-ar-wearable-display/

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Who is Magic Leap?

www.magicleap.com

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https://engtechmag.wordpress.com/2014/11/27/magic-leaps-tech-vision-explained-as-google-invests-542-million-an-annotated-infographic/

How Technology Works

“Reverse engineer" what we see in real life and make it virtual

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Why Magic Leap?

Magic Leap elephant video

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http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

Patents filed by Magic Leap

Cloud is KEY - System detects user’s location

- It constantly adjusts

- Virtual content fits and interacts with user’s environment

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http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

A haptic glove • Provides vibration feedback • Gives touch sensation to

physical objects in mid-air

A screen is always at your fingertips

Patents filed by Magic Leap

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Patents filed by Magic Leap

Hand gestures • Pull up menus • Issue commands

Magic Leap can remap a keyboard on the fly

http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

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http://www.cnet.com/news/magic-leap-what-we-know-so-far/

Magic Leap’s Value Proposition

• Neurological effects as real-life objects

• Different depths of focus

Provides Cinematic Reality

• 3D objects interact with real world

• Eye tracking capabilities

• Natural hand gestures input

Enables Real-time Interaction

• Device worn all day (non nausea)

• Interactive augmented experiencesPromotes Social

Interaction

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Main Competitors in AR Market

• Smart Phones and Tablets– Basic AR game experience

• Microsoft Hololens– Key differences : Focuses on

hologram features

– Limitations: narrow FOV in front of your eyes

• Technology Illusion CastAR– Key differences : Able to project both in

Augmented Reality form and Virtual Reality form.

– Limitations: User input is via a wand instead of hand gestures

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Comparison against Competitors

Magic Leap Glasses

Microsoft Hololens

Technology Illusion CastAR

3D images Interaction –real world and eye contact

Tracks head and body motion only

Tracks head and body motion only

Effects as real life objects

Focus on hologram images with high resolution

Focus on hologram images with high resolution

Eye tracking Capability Tracks head and body motion only

Tracks head and body motion only

Virtual objects have different levels of focus

Limited FOV and focus Limited FOV and focus

Natural hand gestures

input

Only accepts input via a tethered wand

Natural virtual

experience

Not stated

http://www.tomshardware.com/reviews/ar-vr-technology-discussion,3811-9.html

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Magic Leap’s Value Proposition

14 Oct 2015 video from Magic Leap with no special effects – robot under table and solar system

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Various Applications and

Market Segments

Image from www.magicleap.com

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Technology Adoption – Key Application Segments

Including Gaming

Augmented Reality--Technology Penetration and Road-mapping (Technical Insights) – Frost & Sullivan

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Gaming

Image from www.magicleap.com

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Types of platforms in Gaming

1980s 2007 Fall of 2015 onwards

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Current state of AR Gaming

• Mainly uses smart phone/tablet camera to capture real world scenes but just as a form of backdrop

• Lack of realistic integration between the game graphics and the real world

• Lack of interaction between the player, game and real world surroundings

http://www.makeuseof.com/tag/ar-games-is-this-the-future-of-gaming/

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Value Proposition for Magic Leap in AR Gaming

• Creates a new dimension to games

A truly immersive first person action game

Image from www.magicleap.com

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Value Proposition for Magic Leap in AR Gaming

• Allows gamers to interact with their physical surroundings in real time

Play it anywhere anytime

http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

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Value Proposition for Magic Leap in AR Gaming

• Promotes physical social interaction and networking through multiplayer network games at a coordinated environment.

Let’s celebrate with a drink after the game

http://www.macrumors.com/2015/09/10/pokemon-go-app-real-world/

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Value Proposition for Magic Leap in AR Gaming

Magic Leap video – A Day in the office

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Target Market for AR Gaming

Hard Core Power Gamers

(11%)

Age: 15 – 40,

Gender: 95% M, 5% F

Platforms: PC, Xbox, PS, Wii, Smart phone,

Tablet

Demographics: Teenage kid, Young Professionals, dads

Plays everything, all the time

Social, Leisure Gamers

(27%)

Age: 8 - 50,

Gender: 50% M, 50% F

Platform: PC, Xbox, PS, Wii, Smart phone,

Tablet

Demographics: All walks of life

Will try anything but sticks to what is easy to

learn or has large community & support

Dormant, Incidental, Occasional Gamers

(62%)

Age: All ages,

Gender: 30% M, 70% F

Dormant, Incidental, Occasional Gamers

Platform: Smart Phone, Tablet

Mainly social network gaming

Target Market

http://www.consulgamer.com/features/video-game-market-segmentation-data/2142/

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Entertainment

Image from www.magicleap.com

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Current state

•Simple apps for smartphones using picture from camera to overlay simple content.

https://informationstrategyrsm.files.wordpress.com/2015/10/snapchat.png

http://www.circuitstoday.com/wp-content/uploads/2011/01/Augmented-Reality.jpg

http://1.bp.blogspot.com/-LZdS0mfoKo0/T4b-sh8zsrI/AAAAAAAAAV4/pnijo6UI9eM/s1600/augmented-reality-4.jpg

http://www.tccommunications.co.uk/wp-content/uploads/2015/09/Snapchat.png

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Customer Value Proposition - Entertainment

Customer Value

Proposition - General

Customer Value

Proposition- Consumers

3D images Interaction – real

world and eye contact

Virtual objects have different

levels of focus

Natural virtual experience

Immersive cinemaexperience

Effects as real life objects Theatre performance on a coffee table

Eye tracking capability Turn room into interactive museum/gallery

Natural hand gestures input Interactive content to magazines, TV shows and ads.

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Customer selection for entertainment

Target first customers

18 – 30 aged male technology

enthusiasts

Families with children under

18 years

Mainstream customers

http://www.census.gov/popest/data/national/asrh/2014/index.html

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Magic Leap and Entertainment

http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

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Education

Image from www.magicleap.com

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Digital Whiteboard

AR Book Magic Leap

Value Proposition

• Creates learning experience with students’ imagination

• Creates 3D learning experience with augments specific to each book

• Creates new 3D learning experiences that are too complex, costly or dangerous in real life

Classroomexperience

• One dimensional

• Mix usage ofvideos, images, graphs, texts

• Fixed to wall

• View augments relevant to books

• Videos, images & graphs

• In or out of classroom

• Tracks presence• Interactivity• Provides additional

context• Anywhere

Comparison - Other Digital Tools

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Bacca, J., Baldiris, S., Fabregat, R., Graf, S., & Kinshuk. (2014). Augmented Reality Trends in Education: A Systematic Review of Research and Applications. Educational Technology & Society, 17 (4), 133–149.

Customer Selection

Science, Humanities

& Arts

Early Childhood

Vocational Training

Special Needs

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Commerce

Image from www.magicleap.com

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Current Players in This Market

Goldrun

Augmented Reality--Technology Penetration and Road-mapping (Technical Insights) – Frost & Sullivan

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Magic Leap and Commerce

Place your goods any

where, with customization!

http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

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Magic Leap and Commerce

� Description� Menu� Avertisement� Reviews Etc.

http://www.fastcodesign.com/3041174/48-crazy-ui-ideas-coming-from-the-500-million-stealth-startup-magic-leap

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Customer Value Proposition - Commerce

Customer Value

Proposition - General

Customer Value

Proposition- Retailers

Customer Value

Proposition- Consumers

3D images Interaction – real

world and eye contact

Virtual objects have different

levels of focus

Natural virtual experience

Better Consumer experience Better Shopping experience

Effects as real life objects Better Sales & Promotion,

Branding

Better Decision Making

Eye tracking Capability Identify Consumers’ choices

- Data

Easy goods identification

Natural hand gestures input Easy Consumer adaption Easy control

Augmented Reality--Technology Penetration and Road-mapping (Technical Insights) – Frost & Sullivan

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Customer Selection

Companies

• Advertising

• Branding

• Selling

Consumers

▪ Tech Savvy

▪ Curious

▪ Want exciting shopping experience

Market Research

Companies

• Consumer Data

Advertising Firms

• Partnership for Commercial Design

Page 44: Magic Leap

Scope of Presentation

• Types of Virtual Technology

• Why Magic Leap

• Various Applications and Market Segments

• Value Network

• Scope of Activities

• Methods of Strategic Control

• Conclusion

Gaming Entertainment Education Commerce

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Third Party AppDevelopers and

Content Providers

Content ProvidersE.g. Marvel, Disney,

Movie Company

Tools and Middleware Providers

Value Network for Magic Leap

Consumers

Hardware Manufacturing

Distribution Channelsi.e. Retailers, Dealers

Assembly Firm

Mobile Internet Service Provider

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Scope of Activities for Magic Leap

Internal R&DHardware

and Architectural

Design

OS and Software

Development

Marketing, Publishing and Sales

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Method of Value Capture

Main Source of Revenue

• Hardware sales

• Software content & application through app store

• Software Development Kits

• Licensing

• Non Recurring Engineering services, e.g. app integration

• Pay to upgrade

For Commerce Sector

• Commission from retailers

• Advertising for retailers

• Subscription from users

• Fee for service (effects for advertising firm and retailers)s

Other Possibilities

• Data

• Key components sales

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Methods of Strategic Control

Intellectual Property

Network Effects

Economies of Scale

Establish Standards

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Strategic Control - IP Protection

• Overlapping patents and combination of patents and trademark

• Protects the key enabling technology from copying.

120 patents filed

Protection on Operating System and in house developed software apps

Slogans, Logo and branding

Industrial Design

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Strategic Control - Network Effect

• Provide games with good contents/story line, good graphics and with key differentiation to other games in the market.

• Network Effect through networking and social games

• Make use of the existing user base of investor Google’s platforms.

Number of Users

Drive

Depend

Quality of the Game

Application

Quantity of the Game

Application

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Strategic Control - Economies of Scale

Higher Market Share

Economies of Scale

Network

Effects

Economies of Scale

Lower Cost

Higher Profit

Margin

Continuous R&D

Improved Products

Higher Market Share

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* http://bgr.com/2015/10/21/magic-leap-demo-video-augmented-reality/

• Manufacturing millions of devicesControl Install Base

• 120 patents filed

• Hiring top talents in diverse fields

Ability To Innovate

• Buzz around first person ARFirst Mover Advantage

IP Rights

Strategic Control – Establishing Standard

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* http://bgr.com/2015/10/21/magic-leap-demo-video-augmented-reality/

• Old Motorola factory to develop manufacturing processes

Manufacturing Ability

• Create content, develop hardware, platform & delivery services

Complementary products

• Google investments provide credibility

• Highly regarded talents recruited

Brand Name & Reputation

Strategic Control – Establishing Standard

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Conclusion

Image from www.magicleap.com

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Vertical Integration of Value Chain

Methods of Strategic Control

Establishing a Standard

Game-changing Innovation

Magic Leap - Potential to Dominate AR

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Whale video from www.magicleap.com

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Image from www.magicleap.com

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