This document provides an overview of augmented reality (AR) and Catchoom's image recognition technologies. It defines AR as adding digital information to a real-world view in real-time. Trends discussed include wearable AR, cloud-based apps, and 3D tracking without markers. Case studies show how AR enhances print advertising. QR codes are compared as being less aesthetic and only working on flat surfaces. Catchoom is introduced as an image recognition platform that powers AR apps and increases user engagement with printed content.

1. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
AR 2.0 Overview
July 2013
Richard Ferraro – CMO
richard@catchoom.com | +34 627 037 515
catchoom.com | Twitter@catchoom
IBM SmartCamp Finalist 2012

2. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Contents
• What is Augmented Reality?
• Trends in AR
• Case Studies – AR in Print & Advertising
• AR versus QR Codes
• Image Recognition and Catchoom

3. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is AR?

4. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is Augmented Reality?
“AR is something that maps to my
intuition”
Will Wright, Creator of the SIMS, Augmented World Expo,
June 2013
“AR is the next big thing in tech”
CNET, June 2013
“AR is set to surpass 1bn users by
2020”
Tomi Ahonen

5. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
What is Augmented Reality?
“ A real view of the world seen by a
user with additional digital information
added in real time”
“AR ≠ VR”
AR can be location-based or image-
based
We are now in AR 2.0

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AR Markers
AR Markers are 2D printed (flat)
objects over which typically a 3D
model is super-imposed
It requires 2D tracking, content
authoring and content rendering

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Marker-less AR
Any object can act as a marker –
whether 2D (flat) or 3D (with depth)

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Mobile to Cloud Continuum
AR-enabled App
Content Rendering
Tracking Engine
Image Recognition
(offline – limited)
Content Authoring
Tracking Data
Image Recognition
(cloud – unlimited)
Cloud Platform

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Trends in AR

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Trends in AR
Wearable AR: enhances the
user experience by adding an
additional layer of information
to the user’s environment

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Trends in AR
Cloud Based Apps
AR apps now use the power
of Cloud to make Image
Recognition faster, and
empower Mobile Devices

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Trends in AR
3D Tracking
Allows applications to detect
recognizable objects without
the user having to click the
capture button – “Clicks Kill”
via 2D markers

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Case Studies

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Mini Cooper
This popular print campaign
allowed users to see a 3D
model of the Cabrio super-
imposed over a print ad

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IKEA
IKEA used AR to complement
its catalogue with digital
content, making the 210M+
circulation document more
interactive

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Los Angeles Times
The use of AR allows LA
Times to add interactive
media to conventional news
clips

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Virtual Butterflies
Location-based AR plots
butterflies and allows users to
“catch” specific promotions

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QR Codes vs AR

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Bi-directional or two-dimensional barcodes

21. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
McDonald’ AR v/s QR code campaigns
Latest McDonalds QR campaign leads
customers to a static website with
nutritional information
• Aesthetically Jarring
• Only works for flat surfaces
• Typically serves as a pointer to a
webpage, video or CTAs such as
initiating a text message
• Country: USA
McDonalds used AR to develop a
campaign that allows consumers to
track source of ingredients
• Blends in with the campaign
• Works for real-life 3D objects as
well
• Offers an interactive and
immersive experience – products
springing to life
• Country: Australia

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Intro to Catchoom

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Available at: http://youtube.com/catchoom

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What is Image Recognition?
Markerless AR

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Bridging Print
Increase interaction and engagement by linking
printed materials to social media.
Increase conversion of product brochures and
promotional banners.
Smarter Commerce
Give end users access to services like try-before-
buying, 3D brochures, mobile coupons, and
add-to-cart straight from their smartphones.
Catchoom gives offline content a digital life

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Licensees
SaaS clients
Our Line up
Top 100 Healthcare Multinational
(Drug package recognition)
1000+ global
customers since
Nov’12.
30M global app downloads US, EU and AsiaAustralia and Asia

27. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
And some more app campaigns powered by Catchoom:

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41% of all “taps” on interactive media ads were on images*
+65% Nissan test drives with interactive print ads*
10-30%** conversion rates for digital ads with image recognition
(0.2% is the average for web banners)
+500% web traffic boost for author David Baldacci in CBS
Outdoor campaign by using interactive print*
* Layar 30M report, April 2013 http://static.layar.com/content_media/174/Layar30MReport.pdf
** Layar Whitepaper May 2012
Image Recognition Leads to Results

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Advantages of Catchoom´s Technology
false positives
reduction
false positives for UGC
true positives increase
+15%
<1%
5x
low resolution
dark reflections
different instance
at an angle

30. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Top matching results and shortest response times in
the market
Cloud-friendly and scalable modular design reduces
deployment costs
Replaces ugly QR codes and works even in low light
conditions and on uneven surfaces
Some benefits of our solution

31. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Web-based panel for easy upload and management
Stable and documented APIs
24/7 online support service and support community
Built-in analytics for account usage metrics
A) Cloud-based Image Recognition (Saas)
Create a free account, upload a collection in under one minute and scale
as you grow from as little as $39/month .

32. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Store millions of reference images in custom databases
Perform sub-group search while supporting sharding,
load-balancing, failover and auto-scaling
Available on both Linux 32- and Linux 64-bit
B) Catchoom Image Recognition License (CRE)
Total control, scalability and advanced capabilities to run AR services and AR
enterprises with a full service, image recognition platform. Prices upon request.

33. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
Pre-installed and optimised image recognition SDK
AR apps links brands to 3D animations, video, digital
coupons and more…
Fast and effective image recognition guaranteed by
Catchoom
C) Catchoom App Development Service
Customized AR mobile apps for specific campaigns or AR browser apps linked to
specific content powered by Catchoom´s image recognition.

34. Copyright © 2013, Catchoom Technologies., S.L. catchoom.com | @catchoom
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richard@catchoom.com
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