A New Business Methodology -

Capitalize on Better Communication

Framework developed by: Sean Lee Copyright of SWIS inc. sean.7787@gmail.com | Partner Business number: 1+416+278+7230

C O N T E N T S

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

AR3.0 is

A framework A business methodology A designed scenario The goal is to enhance communication opportunities creating endless benefits.

Introduction

0 5

Vision What we know is limited by what we can see and observe. Therefore, visual communication is likely the closest thing to a universal language that humans have. This ability to communicate visually directly influences our thinking, and even dictates our understanding of the world. We can only familiarize with the unfamiliar. Because we are constantly encountered with different instances of a certain context, the gap between knowledge and context will always exist. Therefore, communication can never fully flourish due to the barrier of changing contexts, situations and environments.

My thesis is about answering any curiosities one might have, the moment they arise. I believe this can be accomplished with a service by transforming business methodology. Know what you are getting in life. Perhaps, the next time you open your eyes, the world will be a little bit easier to understand.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

VALUES ARE BUILT ON TOP OF YOUR OWN FRAMEWORK

Background

0 7

Knowledge is a highly adaptive attribute that stays with the person who possesses it, unless they communicate. Knowledge can be seen as ones experience with facts and principles, experiences with people and places, or more generally ones experience with the world they are constantly interacting with. Context, on the other hand, is more like a construct of knowledge that is shared between people about specific places or situations at specific times. Thus, context can be viewed as a set of fixed conditions into which a person may be fitted.

In any act of communication, the person communicating is always expressing his or her ideas within a certain context. At any given time the communicator will be present in a location with a set of fixed local attributes. They will also have some sort of shared knowledge, or mutual understanding with the person they are communicating with. For example, the communicator may be talking to a single person or giving a speech to a group of people. Wherever they are at that moment will come with fixed knowledge or associations about the context of the situation. The audience should also share a similar sense of knowledge about the context of the situation, merely because they are in the same place at the same time. If they chose to partake in some sort of information exchange or conversation with the individual it is assumed that both parties will have a mutual understanding of the context or situation they are in. The outcome of communication is often in the form of associative meanings, translations or connotations. Thus, when delivered in the wrong manner or by inefficient means, the message or knowledge may be lost in translation.

The process of communication must begin with an aim, purpose or goal. Which tools of expression one chooses to use to reach this goal is dependent on the individual. One may communicate an idea verbally, visually, or through touch and physical gestures. It is clear that to accomplish the aim of any communicative act you are often dealing with at least one sensory modality if not more. But the crucial question is which sensory modality would lend itself to a new form of universal communication. The only modality that seems applicable is the visual domain; our best chance of creating a parsimonious form of universal communication lies in visual perception. Audition and touch both have limits to how universal they could truly be. Language barriers would limit audition, and touch would be limited by abstract ideas and concepts. Vision can be seen as the most predominant sense, it is so strong that it has the ability to alter what we hear, alter what we taste, and alter our entire perceptual experience.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

0 9

Every time we communicate we learn through associations. We associate new knowledge with the different contexts we are faced with, and we make associations between past and current experiences and contexts. Our thought process is constantly being shaped by context and knowledge. We can conclude that the knowledge one possesses and the aims that they seek to achieve when communicating are unique, flexible variables. Context and associations we make in different situations are often similar or shared between individuals and thus can be view as fixed variables. Association is more of a portal or a tool that occurs between knowledge and context, much like a calculator, it is dependant on how the user engages it. The end translation or result is very important in communication, but it is not nearly as important as the interaction itself and the ability for both communicators to associate their knowledge and make relevant connections. Thus, the main design opportunity for universal communication lies not only in the translation of knowledge into unfamiliar contexts and vice versa, but also in creating ways and platforms of association to derive a new knowledge.

Based on the latter points about communication. I have

My thesis should then be summarized by: How to design a personal context-adapting platform How to answer curiosities / provide optimal assistance and guidance quickly and effectively, in the form of a friendly service

narrowed down the scope of my research to study existing information and communication technologies, as well as global trends that have emerged recently regarding location based information management. I am also working hard to analyze difficulties in foreign scenarios and general communication gaps in daily social interactions. As a result, I have found many interesting developments in digital and cross-media platforms that serve to enhance the function of services and information delivery systems, which are now applied in many different industries. Some general questions include: How does one bridge the gap between context and knowledge? How can one fit a person into context? Context to business? Web 2.0 to Context? Context to web 2.0? Business to context? And how can Context be used to assist individuals?

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

INDUSTRY OVERVIEW

Industry Overview

Innovation graph
For most people, being active customers of the telecom industry gives us a strong sense that mobile communication will continue to be at the forefront of our daily lives. Several key assumptions can be made in regards to what makes up the product and service landscape within this movement.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

Disruptive Innovation Breakout Innovation

Wikitude Skype

High Yield Med Yield Low Yield

Sustaining Innovation
TwitARound Smart Phones

SREngine

HeyWAY

Flight Tracker

iphone Layar

Palm

BEHAVIOUR ( Mobile Communication) DISRUPTION 1

RedLaser Android Phone TwitDeck Blackberry

Tactical Innovation
Junaio

Exploration Applications Observation

TAT Augmented ID

NearestTube

Yelp

DISRUPTION 2
AR3.0

Strategic InnovationU

tilization

Level 1 Web based mobile devices and applications; including smart phones and platforms allow people to connect using Internet almost anywhere on the go.

Level 2 The evolution of location based technology and services as an attempt to lessen the gap between context and usage (e.g. heyWay, Flight Tracker); new potential ways to share information (introduction of location based social media, TwitARound, TwitDeck ); new explorations to augment specific context sensitive information (introduction of mobile Augmented Reality). Applications such as Skype to allow free wi-fi calling and chatting also brings another competitive advantage in terms of a cost-saving alternative.

Level 3 Mobile apps are starting to combine cutting edge advancements in tracking, image recognition, augmented reality, cloud computing and web 2.0 methodologies to provide complex usage layers to different users. This opens up the opportunity to seek information about virtually anything and anyone, while being able to self-publish many of that same information to the community. It is also at this level of innovation where we start to notice greater applications which in turn creates versatile business models for apps such as yelp (Yelps has reached $50 million and received acquisition interest from Google); Layar (received more than $1 million in funding and several large company awards, press, and corporate layers); Wikitude (another award winning example, with clients such as Redbull, IBM/Ogilvy, Lonely Planet, and ING). One of the main reasons these applications have been successful is because they are all integrated with self-publishing social media/ local listings which make their business structures more adaptive than others.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

GAMECHANGER

Another direction that the web/communication industry is moving towards is called cloud computing. What this allows people to do can be summarized through 5 major distinguishing characteristics defined on Wikipedia as on-demand self-service, broad network access, resource pooling, rapid elasticity, and measured service. Meaning that the user can actually store and access all their files on virtual resources that are maintained by a third party, and have security in files that are constantly backed up by third party. This grants the user instant access anytime, anywhere as long as they have the basic technical hardware for work and file management on universal and self-serve basis.

Cloud computing has improved the accessibility of information. Another emerging breakthrough is meta data which is stored for various purposes to display virtual information about specific items or locations; this has evolved to be a major part of a larger technology breakthrough better known as Augmented Reality. Listed as TIME magazines 10 tech trends of 2010, Augmented Reality is hugely integrative and has the potential to fundamentally change the way people perceive things.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

lens
2 6

world

platform
Robert Rice and Ori Inbar are both inuential AR techpreneurs, with many years of experience in the industry as CEOs and keynote speakers. At the International Symposium on Mixed and Augmented Reality 2009, they have presented a general framework of

people places things

watch & interact

sense & track

user

deliver content

what Augmented Reality is today. Basically, the user looks through the lens (a device) where virtual information gets overlayed on top of the users
publish content

3.0
AR3.0

1
1 low 9 high
3.0

content providers
General Augmented Reality Framework by Robert Rice and Ori Inbar at ISMAR 2009

vision. Thus, enhancing the users perception of the real physical world. The device acts as an extension of the users vision, and lters information based on the tracking of relative locations in the world. Content on the other hand is retrieved from cloud computing, which is the massive collection of internet data that is stored virtually, and accessible anywhere. All of the information within the cloud is generated, and organized by internet users and content providers from around the world. Robert and Ori also analyzed the development of each individual component of this framework by different maturity levels. As you can see the current AR platform itself, as well as the content provider and lter device all have very good opportunities for future development.

maturity level

cloud
This alternative platform is intended for the population tribe who know the information they are looking for, or the ones who need reliable help and suggestions. AR3.0 is about getting credible information, sourced from independent cloud system owned by an organization. An operator then orchestrates everything that appears on your screen depending on your needs. Since AR requires camera, therefore it would make sense to feed the camera view back into the system to optimize assistance.

new platform

AR3.0 is an alternative platform aimed to improve those aspects of AR. It is represented on this graph here by a red striped straw. The straw is a visual metaphor of a focused channel for draining specic information, provided by corporations/organization and their independent mini clouds. It is an alternative information delivery system that is more trusted (word-of-mouth), and also more efcient, since it cuts down on the overall process.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

Time to market

Supply Chain

PROCESS

Key Research Findings

Other than making sense of statistics on Google trends (analyzing shifts in universal human behaviour from the individual and business standpoint), I have attended the International Symposium on Mixed and Augmented Reality in Orlando. This gave me the opportunity to network with a multitude of working professionals in the field lending me insight into my thesis research. I made upwards of 50 personal connections at the conference, followed by many more connections made through online resources such as linkedin. I was fortunate to attend the AR development camp in Toronto (held at OCAD), through a recommendation. This was a successful experience as it allowed me to network not only with individuals interested in my field, but individuals that are based in the local community.

Watching the technology demos, communicating with experts in the field and attending various different keynote presentations and talks all confirmed that augmented reality is one of the fastest growing developments in terms of overall advancement and global coverage in potential usage. Augmented Reality is currently the closest solution for displaying contextual information and has already matured into popular smart phone applications for many users. The development of these virtual technologies has received so much attention that it has generated potential applications for both the military and surgeons for use during procedures.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

@ ISMAR 2009

2 3

Fascinating as it all may seem. I was told that venture capitalists are still afraid to back the technology and that most of the hype is seen as no more than just a fancy feature that might not necessarily be practical in daily functions. This topic was highly debated at the conference, and it appears as though technology companies are jumping into virtual realities because it is a new territory but actually dont have much sense about real business applications. Even the infamous sixth sense device as seen on TED.com has been discounted by many experts from around the world for its difficulty adapting to scenarios that do not allow for projections. Moreover, some experts have pointed out that although we are moving rapidly towards cloud computing, the infrastructure of the content and information being generated is still too enormous and complicated for anyone to handle well. After speaking to

a professor who is trying to apply AR technologies in preserving national historical landmarks and artifacts, we realized that there are many political issues with placing digital markings all over the country. Brazil for example, is trying to ban this kind of abusive use of technology even though the operation is based entirely on virtual spaces. This points to the sensitivity surrounding the Augmented Reality industry. Like the Internet and advertising, virtual spaces too can be easily corrupted by corporatism, it is without doubt that everyone has experienced the annoyance of popup advertising infiltrating various websites.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

@ ISMAR 2009

2 5

Realization: Augmented Reality is currently the simplest way to bridge local context and understanding through visual communication. However, problems persist and it faces many challenges validating information and becoming accepted by the global community. Then perhaps the opportunity lies in re-designing the framework of Augmented Reality applications to implement aspects like digital word-of-mouth, self-discovery, and help giving. All of these aspects will work together and affect the new knowledge derived from each interaction with contextual information. In other words, mobile devices combined with social AR softwares is the closest answer to my thesis question. However, it is not currently at the level it could be at and must be improved before it is the optimal solution.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

@ ISMAR 2009

@ ISMAR 2009

OPPORTUNITIES

2 9

Opportunities
Today, the most competitive industries and consumer products in the world evolve around communication tools. As a result of technological advancements in telecommunication and the Internet, the fundamental ways we communicate have been transformed. Value is now placed on mobile devices, applications and an explosion of related services. In fact, communication technology has become such an integral part of our daily lives that the introduction of a new product or service has the potential to create a huge ripple effect. New products are changing industries, changing business operations and even changing personal lifestyle. Such an evolution can be easily noticed by the introduction of terms such as web 2.0, and is becoming an essential piece of knowledge that younger generations not only acknowledge but, embrace as an organic part of society and culture. Similarly, technology companies are not ignoring the progression in the telecommunication sector, and in some instances are quick to jump into creating new technologies at the expensive of feasibility and applicability for the general public. It seems

logical for companies to find specific usages through new innovations. However, this type of competitive or tactical innovation only protects a competitive position in an existing market. Therefore, although the usage may be unique, it is unlikely that it will become a breakthrough technology as the scope of the target market narrows. Developers are more worried about answering common problems, and selling these specific answers to the world. Realistically, there are always many solutions to a given problem, but not enough of the right questions are being asked. This makes businesses less versatile and adaptive to the fast changing world where scenarios and applications vary depending on context. Rather than creating new niches in communication that cater to a specific need. My thesis question asks: what have people failed to do in their attempts to solve the problems that arise when context changes your ability to communicate?

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

Exploration
Misunderstandings: In most conversations, the greatest gap in mutual understanding often comes from not speaking in the right context. Therefore, there is a real opportunity in trying to get both parties communicating in the proper context. Communication can become more intuitive by providing a shared vision/ visual aid to one of the parties, or by involving new emerging technologies such as Augmented Reality, location based tracking, etc.

Clutter: Some of the current challenges that face businesses are media clutter and tech clutter. Media clutter is described as the lost value in the original message when communicated to consumers through countless different channels. Smart consumers are also getting adept at blocking out messages, and because of the endless amount of information received vs. posted everyday the original message loses credibility. Tech clutter on the other hand, describes the overly complicated procedures involved in interfaces and technologies, which confuse the user and fail to become an integral part of the everyday, regardless how helpful the application may be.

Trust / Security: Instead of relying on cloud computing, by incorporating a human element in the system, it re-introduces the concept of word-of-mouth. Thus creating an entry point for businesses to gain mindshare, this is a good opportunity to gain service equity as well as potential wallet-share. It would also be a more credible system since consumers can easily connect to people with the most updated contextual knowledge. Businesses can also trust the operators to perform various security checks to ensure liability issues in transaction or service procedure, allowing for remote control over the situation without being present.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

3 3

Portability / Accessibility: If the core business model takes on a portable form, it would allow the system to quickly adapt to infinite changes in time and context. When the infrastructure is built on temporary and strategic associations by location, it becomes more accessible for local partners and local consumers to adopt and rely on the system.

Reductions: With the above opportunities fully explored businesses can replace many less effective functions such as regular call support lines in CRM, save on many irrelevant marketing/advertising budgets, or maybe even reduce the need for as many physical locations. Businesses can embrace a new structure and promote their products and services in the form of events or pop-ups

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

TECHNOLOGY

3 5

Challenges to be solved by developers

(once again proving that the described concept is yet to exist).

From Lester Madden: Firstly youll need everyone to create an account with your service where youll store all the information. Using the photos is a good way to validate a user, but youll need some way to confirm that the photo is really that person. In your scenario, a person calls a company for help and they use the camera to validate the user, since the person at that company may never have seen that person before youll need to host the photo for comparison to ensure that they havent just found the phone. The challenge will be to ensure that the user uploads a real picture when they create an account, and that the picture is really them. Will you have some identity check? The technology for controlling what appears on the screen will be a challenge. Apple for example doesnt allow for files to be transferred to the device outside of iTunes. (Even attachments to emails you cant save). Perhaps one way of doing this is to adopt a WebEx style model where everything is web based. When a user sees documents they are not actually stored on their device but in the cloud (under their account). The next time they login they have access to their docs.

Other devices such as Symbian OS probably have better solutions (I can point you at people at Symbian if needed) but for a solution like this you probably want to have mass adoption and appeal to all the devices. The integration between a user making a call, showing their face via the camera and interacting via the UI will also be problematic as its a mixture of web/native so not sure how you could do that seamlessly without the user having to switch between different applications. For the augmented reality recognition, there are several companies that have technology that would be able to recognize products. Everything from a chair to a boxed product. http://visualcentury.com/ has technology that will do this. From Robert Rice: Depending on the platform you are targeting (iPhone, android, etc.) you may have some additional challenges. The iPhone SDK for example, does not allow for video streaming or accessing the camera in certain ways that are necessary for some of the functionality you describe.

Technical Feedbacks (Expert):

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

Design Criteria

3 7

What distinguishes AR3.0: One aspect that makes this concept so unique is the fact that it allows a real person to augment your reality. Meaning that anyone (who is relevant to your needs) can in a sense be brought into the situation by sharing your camera view. They then can proceed to assist you, and thus positively augment to the reality you are faced with, or any other reality you might encounter. The core business structure also embraces the chaos model, which allows for high levels of adaptability for various business or individual needs. It can be seen as the next step to better current communication services by adding a vision-sharing layer. Furthermore, the vision sharing is an interactive on screen experience, thus it is different from

3G video calling. Users may point anywhere on the screen to send stills or visual indicators while, the organization may share-screen and add visual tips and instructions based on your questions. This interactive experience does not yet exist in any industry and especially in the form of a service. The individual elements of this experience are achievable through existing wireless technologies. The highly anticipated launch of 4G streaming capabilities on mobile devices will further improve the speed and performance of the connection required for this service.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

SOURCING THE RIGHT INFORMATION

3 9

AR3.0 is built around 4 main ideas:

1. Sourcing the right information: In any communicative act both persons are always exchanging thoughts and reference points under a certain shared context. Much of our daily lives are spent being physically present in a location with a set of fixed local attributes. Along with this comes the need for shared knowledge about the situations and those who you are communicating with. Without this shared or mutual knowledge they would not be communicating in the first place, because they would not have any associations with the elements of that conversation. Due to this principal, the AR3.0 framework is designed around enhancing focused communications to boost efficiency and intuitiveness, as an effort to reduce the lost in translation effect in the core message.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

SELF-GENERATED REFERENCE POINTS

2. Self-generated reference points: As a result of the previous point, is it important to find or talk to the right people. A very big part of what defines AR3.0 as the next level of communication is that it closes the gap between different contexts. It provides a way for people to construct new reference points in a conversation through the use of real-time camera/screen sharing and platforms for visual guidance. This service will undoubtedly break down a vast array of communication barriers, for visual communication is universal.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

REVERSED ROLE OF THE MAVENS

4 3

3. Reversed role of the mavens: In todays world, individuals are getting very adept at blocking out media clutters, and push marketing messages. Therefore, by establishing a better communication method, and a quality service that is readily accessible, mavens can be put into a major role, since they can effectively provide guidance with their knowledge as well as suggest products and services through a word-of-mouth entry point that is completely non-invasive, because they were the ones being called upon by needy customers.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

CHAOS INFRASTRUCTURE

4 5

4. Chaos business Infrastructure: The business model embraces an open number of variables at both ends. Because it is a new methodology this framework can be just as much a springboard for creativity on the business side as the consumer side. Since an infinite amount of individuals can seek help from an infinite amount of experts(of their own choosing), there is no restraint to the quality of the communication process. Anyone can develop their own visual guidance system within this framework and they can choose from unlimited applications to cater to their different needs. Therefore, any negative outcome will not be judged against the framework itself, but the developers of each individual guidance system, because the end interface or service will only be as good as the operators or owners themselves.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

Individuals

Law / Insurance / Banking Service Inquiries, Serviece on demand Digital Agreements Company Vs. Individual Liabilities

Education Galleries, Museums, Interactive self-learning experience

Real Estate: Buying and Leasing, Remote Accessibility, Purchase Inquiries

Digital Copyright/ Laws & Regulations

Government / Organizations / Functional Beneficiary

B2B Network/ B2B Purchases + Development Content Providers Cloud Computing

CRM/XRM Service Arhitecture (SOA) Mobile Service Carriers Database Management

Event Planning Party Promotion, Sports Events, Concerts, Shows

Shopping: Product purchases, Customer support (e.g. Technical guidance, furniture assembly, etc)

Strategic Parnership Sponsors/ Investors Consultants/ Developers

Crowd-Sourcing Operational Support Operating Platform (Business) Interface Tech. System Maintenance Tracking Tech.

Digital Camera Mobile Device (Users) Mobile Apps (Users) Sensor Tech. Telecommunications Tech.

Telecom. Infrastructure

Wayfinding Maps, Directions, Locator, Tracking Business Equity + Crediting

Potentials for word-of-mouth advertising

Political Beneficiaries/ Official Applications

Self-Publishing

AR3.0

Information Architecture Account Management Software Developers

Local Business Partners

Database Architecture.

Display Tech. (head mount, handheld, spatial)

Possible Military applications Brand Dvelopment/ Associations

Location Based Tech. Information Management

Virtual Domains Medical Industry/ Doctors, Paramedics B2C Systems/ Individual Access + Support

Software Developers

Business Development User Experience Design/Development

Technical Advisor/ Collaborators Sales & Marketing/ Consumer Applications

Travel Industry Tourism, Adventure Travel, Planning Trips

Financial Beneficiaries/ Emerging Businesses Hospitality Industry/ Hotel, Resorts

Group Sales + Early Adopters

Emergency Support: On Star, Car/ Vehicle Problems, Anything else that require immediate guidance

Target Market

Ideally this system will be sold to businesses and organizations, but also allow an individual layer for personal usage dependent on which service provider customers choose to sign with. Designed for optimized adaptability to target various industries and consumers (see stakeholder analysis for in-depth analysis).

Stakeholder Analysis:
Center: Product/ Service Layers: The system the containing system the business infrastructure the wilder environment applicable industries individual consumers

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

SCENARIOS

Scenarios

4 9

New shopping experiences: What if the conveniences of real-life shopping and online shopping can be combined? The AR3.0 concept further explores this idea by allowing users to maintain all the joys of interacting with a tangible product or demo, while being able to make purchases virally, check reviews and have it delivered. This would be similar to how it would be done online, but could allow for subsidized rates because companies would have many reduced costs if they adapt to this business model.

Medical: Time is critical for emergency situations especially for instances where someone requires medical aid or advice. Doctors and paramedics can instantly connect with patients to provide first-aid assistance, given the ability and convenience of vision sharing; this would allow for more accurate assessment f the patients condition compared to verbal communication alone. Real Estate:

Vehicle sales or emergency help: Similarly, prospective buyers can be connected with sellers for purchasing or leasing cars. They will be granted with the convenience of self-served access (for users) and remote control permission (seller) to the cars for test-driving while getting instant feedback for any inquiries. Furthermore, the popular existing on-star service can be improved with better visual communication. Navigation/Locomotion: Even with the help of maps we can get lost easily in unfamiliar places. But what if all this can be avoided simply by dialing a person (or person in charge of the area) that you are visiting to get directions instantaneously? Sounds like a fast and easy fix to the problem and it is as easy as sharing the camera view and getting walked through the environment.

New learning experiences: AR3.0 introduces a new form of self-discovery. It allows users to seek additional information about virtually anything they see. Therefore, possible applications can be easily integrated with learning programs, museums, galleries, convention or tradeshows.

An example of this platforms benefit can include the freedom of remote buying/leasing. Through this system, a person can instantly be authorized to a set of keys for an open house after signing a digital agreement for liability and insurance purposes. One could also connect in real time and ask any questions regarding the property since the owner(s) or agent(s) will have the knowledge to answer them.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

AR3.0: Contextual, web-based SOA (Service-Oriented Architecture) Matrix Enterprise VS Customer

Poin t an yw here on the scree n. Commun icate. Let someone walk y ou through .

TIP

Domain

VS

Application

Service Layers

nd a reference point. .. seek g uidance

SUGG EST

HELP
to a _______ _ releva nt to your need s
cingular 12:00PM

Call Mode

Buddy List

Quick List

Instructions

SUGGE ST
cingular 12:00PM

SOLUTION

YOU

IMAGINE

on scree n visual tip s

Tech Support: Tired of useless technical support conversations over the phone? What is most frustrating is that half the time the customer and support technicians are speaking in different contexts. If there is a way to visually share your current situation to the CRM, they will be able to provide you with much more accurate and understandable instructions, which will save both parties plenty of time, as well as improving the product and support experience. Tourism / Hospitality / Event: How many times have you wondered what is going on at an event while deciding where to go? With AR3.0 you could literally get a glimpse of what is happening prior to attending; and seconds later make related bookings all by simply clicking on the relevant point on your map. If the individuals travel experience can be enhanced without worrying about getting lost, it would make traveling more enjoyable for many tourists. Hotels, transportation arrangements, tickets, points of interest and other necessities will be accessible and convenient and suited to your preferences.

Advertising: The creative field of advertising is about finding new ways to get promotional messages across. To inject brand ideologies as well as to entice or inspire consumers curiosities towards certain companies, products, services in order to alter their behaviour. Therefore, strategies can always formulate around a new form of word of mouth advertising or the setup of key ambient elements that might bait or lead consumers into seeking more information about something. This would indirectly open up the potential for inquiries taking into account the principles of pull-marketing in day-to-day scenarios. Law/Insurance/Banking/Services: In essence, the concept of AR3.0 opens up the possibility to have service on demand anytime, anywhere. It connects people visually to deal with the issue of miscommunication. This eliminates the need for face-to-face communication. An activity such as banking, or an inquiry into legal or insurance issues can now be easily dealt with by speaking directly to a representative on the phone vis--vis AR3.0. At any point in time there will be someone ready to oversee and consult on any problem that might arise, always with the individuals best interest in mind. This form of communication allows the individual to actively participate facilitating the solution of the issue in question, and the acquisition of knowledge.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

BRANDING

Branding

Possible brand associations:

Google (Android platform), Hua-Wei: Leading telecom solutions provider (infrastructure) listed as top 3 most influential companies in the world (after Google and apple by BusinessWeek). Skype: Video calling application company

Key Activities:
1. Create a video pitch demo 2. Find an investor to generate $250,000 or privately fund this by patenting the business framework at Blakes. communication and technology companies as strategic partners on the venture. This will pool research funding, as well as technological resources.

Brand Essence / Taglines:

See eye to eye Values are built on top of your own framework Let someone augment your reality

3. Start an open sourced collaboration between major

4. Fund a tech demo + development of SOA framework. After the SOA structure and tech demo is complete, it will be far easier to convince major corporations in varying industries to try the system and bring it to the publics attention.

05 INTRODUCTION

07 BACKGROUND

11 INDUSTRY OVERVIEW

21 KEY RESEARCH FINDINGS

37 DESIGN CRITERIA

47 TARGET MARKET

49 SCENARIOS

53 BRANDING

55 MARKETABILITY

57 POTENIAL PARTNERS

MARKETABILITY

Sample Business Model

Infrastructure
Partner Network
Core Investors: Angel Investors / VCs
Research & Development fundings

Dear Sean, Thank you for writing to me on this matter. I am on vacation, hence the delay in my response.

Offer
Value Proposition
Intuitive Communication
(Efficiency/Effectiveness) *note: connectivity = productivity so what does sight sharing bring to the table?

Customer
Customer Relationship
Events
Businesses can take the form of a temporary, and adaptable event instead of a set physical space

It was my understanding the Start Me Up process is open to everyone, not just Ryerson Students. Certainly the Canadian Youth Business Foundation (CYBF) $25,000 loan and matching Business Development Bank of Canada $25,000 loan are available to http://www.cybf.ca/about-us/

Key Activities
Training Seminars Marketing / B2B Lead Generation Business / Brand Evaluation Tech. Maintenance Outsourcing Events / Campaigns

Customer Segments
Consumer Business Tourist
I know that the Ryerson Angel Network welcomes pitches for funding from everyone, not just Ryerson Students. opened. I do understand that the DMZ is limited to Ryerson Students. However if you should be introduced to a Ryerson Student who is interested in working with you on your very creative, very interesting idea, then as a team that includes a Ryerson Student you would (I trust) be considered for involvement in the DMZ. This whole process is all new, the DMZ is new and it is growing very, very quickly. There are bound to be circumstances where there is some confusion. I take the view that Prof Sean Wise and I were most impressed with your creativity and the innovative nature of your proposal. We took the view that you needed to develop a good management team and that your

Client Program
Think of Mastercard or Visa, Just a platform for both customers and businesses, or think of other telecommunications platform

Tutorials / Help Line

Quick potential mindshare

Service Equity
(ideally: dependability)

Partnerships / Joint Ventures

Leveraged Financing, Shareholders

Key Resources
payment from system clients

Adaptability
Contextual source, quality information Flexibility Growth Mindset (self-improved, self learn)

Distribution Channel
Direct Connection
from Individuals / company / organization

Learning Victims / Patients

*always through wireless / 3G network

Partnership signup

Strategic / Technical Partnership

Leveraged skillsets SOA

Developers / Tech. Funding Set Up: Gambling / Event Fund

Convenience
Instant access / Help on demand Remote permission, usability

Yours sincerely, Ray Brooks

Digital PR firms Info Management Domains

SEAN WISE

Cost Reduction
retail spaces, representative distribution, packaging, advertising

Host of CBC Television Dragons Den

10 years in Venture e Capital Former D irector a t Ernst & Youngs Venture Capital advisory group Chair, Canadian Venture Forum National Columnist for the Globe and Mail Author of Wise Words: Lessons in Entrepreneurship Trained more than 3300 entrepreneurs who have gone to collectively raise more than $2.1B in capital

Finance
Cost Structure
Partnership signup / Investment or Reinvestment Funding

Revenue Streams
System Access Fee / Potential Leads / Event Referrals

NDA SIGNED BY: MADHU LAKSHMANAN VICE PRESIDENT, SALES

NDA SIGNED BY: YOHAN BAILLOT DIRECTOR, ITT

CURRENT INTERESTS & POTENTIAL PARTNERS

Fro m JORDI GONZ A LEZ SEGU R A :

C R M S p a i n D i r e c t o r @ Av a n a d e Interesting videos, can I share it in my blogs and internally in my company?

Fro m A N TONEL L A STELL ACCI:

H e a d o f D i g i t a l Re t a i l - M e d i a a t N o k i a Sean I apologize for the late reply but I have been swamped with a few projects (all with similar deadlines :( Your concept is fascinating and I'd be honored to be part of it and contribute. The core of my expertise is mobile "marketing": dening the value proposition of new services and products for mobile users and coming up with go-to market strategies for them, which include branding, PR, customer acquisition/advertising, product features. What drove my initial interest in AR were the vast implications that it can have on each of this aspects. comes to AR I am a learner, eager to nd new sources of information and ideas. If this prole seems a t to you and your colleagues in this project, it would be an honor to be part of it. Kind regards, Antonella

Seen on award winning marke ting g roup in Ital y

Fro m DON ALBERT:

H e a d o f D i g i t a l Re t a i l - M e d i a a t N o k i a Sean-please send me an email about what you'd like to discuss, and I will try to connect you to the right person at Skype. Don don.albert@skype.net

P r esid e n t /C r e a t i v e D i r e c t o r @ O O O i i European Business Awards 2010 -> Shortlist NomiHey Sean, n/Details/315 Final position is Nr 6. Gerson Lehrman Group, a leading Consulting Management platform. LinkedIn Q&A

FROM K EN T DEMAINE :

COLL A B O R ATOR FOR N E W W EBSITE :

ar3p0.com

Very nice presentation. I completely agree that the power lies in the ability to harness the power of the mentor. It's goal ultimately is to observe rather than search. I look forward to participating in the upcoming AR 3.0 events. Take care, Kent

DISTINGUISH

VALUES ARE BUILT ON TOP OF YOUR OWN FRAMEWORK