A presentation for entry of Adstuck Co. in the US market of augmented reality!

1. Harvard Consulting Project
(The most robust Augmented Reality
Platform company)
Adstuck US Inc.
‘Making the visual experience magical’

2. Idea, Innovation,
Transition & Evolution
• We are surrounded by millions of images/texts everywhere. An image literally says a thousand words, Adstuck
helps you get more information from these images/text/Objects.
• We provide a platform which integrates rich multimedia with printed content, making the stale print come alive.
Mobile devices with inbuilt camera or any other hardware with camera help us recognize the physical world.
• AR is nothing but integrating physical world with layers of rich information online
• Augmented Reality- is a process by which digital images are overlaid upon real world spaces combines real and
virtual images into one 3D display and lets people interact and manipulate these digital images as if they were in
real space
Newspapers/Catalogues Online news
This led to a decrease in
the circulation of
newspapers
Thus came the concept
of AR
Connecting physical
printing with online
content
Making print media
more informative and
attractive so that it can
sustain for the coming 2
decades.

3. Adstuck Platform
• Alive is a copyrighted software product of Adstuck Inc. It’s a robust
augmented reality software which has multiple capabilities.
• Adstuck is an augmented reality company based out of Delhi. We
have a team of 40 engineers.
• Adstuck has developed award winning platform as a JV with TOI
(Bennet & Coleman group) called ‘Alive’.
• http://www.alivear.com/index.aspx
• http://en.wikipedia.org/wiki/Alive_app
• http://techcircle.vccircle.com/2012/12/20/times-internet-claims-
250k-downloads-of-augmented-reality-app-alive-on-day-1/
• http://yourstory.in/2012/12/times-of-india-sees-250000-
downloads-on-day-1-for-its-ar-app-alive/
Alive
Image Recognition Location integration
3D Object AR
Text AR

4. Alive
Areal iReality
Golive
ADSTUCK US Inc.
ADSTUCK EUROPE

5. GOLIVE APP Middle East
Bahrain

6. Size of the app
5MB-15MB
Platforms
Products
Technology
Compressed Histogram of
Gradients (CHOG)
Technology
Specifications
http://www.fityour.com/example1/

7. Let’s see
http://www.youtube.com/w
atch?feature=player_embed
ded&v=5zmzOsRbT3g
http://www.youtube.com/w
atch?feature=player_embed
ded&v=dkYC1kBPR6o

9. AURASMA MODEL
• Aurasma sells its SDK platform.
• Licensing fees $6000+$250 for 1
augmentation.
• Scanning charges extra.
VS
We sell our Areal/Alive platform at a
nominal $2000 for
augmentation+scanning+liscensing (upto 35
augmentations per week)

10. Usually images are 100 KB. We
have developed a software
code which converts this into
3KB.
Thus this 3KB image
size is transferred to
our server and a
particular video link is
entitled to the image.
This video link is streamed
on the mobile of the
consumer.
Usually this process takes a lot of
time for detection of the image;
because of CHOG we have
decreased image recognition time
from 12s to 2s.
All are servers are cloud
based (AMAZON) & data
center is in Singapore.
Thus we can operate
beyond borders. Backup
data center is in Delhi
Technology Process
(Consumer-Server-
Data bank-Server-
Consumer)

11. Image and Video sent to
Adstuck by B/F/C/M on a
secure server platform
provided by us.
The image and video are
passed through series of
refractions through our
software code to reduce the
size.
Testing of the image and
video by teasting team
on all the platforms and
hardware devices.
Content posted on
server
LIVE
Used by the consumers
Process takes less
than 1 minute.
Value Chain
OUTSOURCED to India
Used by American consumer
(As we use CLOUD
COMPUTING it doesn’t
matter where the
augmentation is processed.

12. Director Business
Development
(Washington)
PM 1 (B2B) PM 2(B2M) PM 3 (B2F)
Technical
coordinator
Social Media
manager (Media
Campaigns+B2C)
Marketing team in US
Get contracts and
develop business
opportunities
Strong network with
Indian technical team
Testing team in US
Mega marketing
campaigns for educating
the masses of America
VERTICAL
INTEGRATION
Value Chain &
Vertical Integration

13. Hitting the US market
B2C
We have launched a platform where
consumers can use our patented technology;
that means that they can integrate images
and videos themselves. We plan to charge
1$ for 24 hours. This can be useful for
authors etc
B2F
(Govt. of America has grants for information
enrichment platforms. Getting contracts from
different departments, specially PCORI, DHS,
FDA, Prevention of communicable diseases
etc.)
B2M
-newspapers
-magazines
-journals
B2B
-Retail stores
-Greeting Cards
- Visting cards
-Billboards
-Entertainment
-Libraries
- Education
-Book retailers
-Universities/schools
Marketing
Strategy

14. What kind of Innovation are we looking at?
(Architectural + Regular)
What kind of a diffusion process are we looking
at? (Centralized Diffusion)

15. Analyzing Completion
AUR
ASMA BLIPPAR
LAYAR JUNAIO
Qualcomm DAQRI
Competitive Advantage
• Presence on any phone with a camera, whether or
not a smartphone.
• iOS
• Android
• Blackberry
• Windows
• Symbian
• There is no AR company which has such a platform
agnostic presence.
• Performance time is at par with multinational AR
companies such as HP (Aurasma). 3G time 2s
recognition
• Continuation of video after the camera is
removed.(NOT AVAILABLE WITH AURASMA).
• Cost Advantage-As our technical team develops
augmentations back in India, a significant cost
advantage is our USP because of the lower labour
costs.
• Network advantage-As AR is based on the network
speed; so US is the ideal market for Adstuck as India
has predominant 2G. So Adstuck US will be having an
edge over Adstuck in developing countries like India.
• Integration of AR with location based analysis for
marketers.
Cost Leadership

16. Porters 5 forces
PORTERS 5
FORCES

17. Core competency (Prahlad)
Powerful Technology
Marketing/Business
development
Success in
Augmented Reality
Robust
technology is
the CORE
COMPETENCE of
Adstuck. If we
focus on
marketing then
the technology
side suffers.
For this reason we partner with marketing
firms who know the pulse of a nation.
• Middle East-Media Mantra
• Malaysia-Wayne&Wayne
• India-Bennet&Coleman
• Srilanka-
• Singapore-SPG
But as America is a huge market we
wanted to enter this market on our own
and didn't want to share profits.
Even now we would
focus on our skill set
that is technology.
So for the Business
Development part
we have appointed
a Director for the US
market so that
marketing does not
steal our focus.

18. SWOT
Strengths
-Platform agnostic
-Robust Platform
-Cost effective
-Secure server (Patented secure server
for sensitive information)
-Cloud computing
Weaknesses
-Weak link in Value Chain is the
communication between marketing and
technical teams
-Design of the app is not at par with the
competitors in America
Threats
-Increase in number of competitors
-Large players entering the market
- Acceptability of AR by masses
-Security issues
-Server issues?
SWOT
Opportunities

19. Substitute (QRCODE)
http://www.kooaba.com/en/how_it_works/image
recognition_vs_qr

20. Diffusion & Adoption of AR (BASS)
• Adstuck envisions that Augmented Reality should be embedded in the general routine
of Americans, so that they can have access to more and detailed information at all
times. This will help them make better decisions.
• As it is fairly a new technology; rigorous marketing campaigns and mass educational
campaigns should be promoted.
• Population-316386146 (USA)
• Mobile phone users-327577529(Total/104%)
• Aurasma(120m/Adstuck220m)
For AR 2013 it’s a SPECIFIC PHASE.
Abernathy/Utterback Dynamics of
Innovation. OLIGOPOLY > MONOPOLY

22. The innovation journey (Van De Venn)
What kind of innovation journey are we
looking at?
SUSTAINING INNOVATION!
The technology will mature more with time
and there will be a time that we can integrate
physical space with AR in a fraction of a
millisecond.
Director Innovator Mentor HR
Coordinator/M
onitor
SYSTEMS DOCUMENTATION AND TRAINING SESSIONS!

23. Teese’s profiting from Technological
innovations
1. Appropriate Regimen: Protecting the patent and innovating further on it. Copyrighting all
the technologies. Back in India you cannot patent a software; in US we can.
2. Legal instruments-patents/copyrights/trade secrets.
3. Dominant design has emerged, we should focus on improving the infrastructure (Internet)
4. Process documentation (So that the company becomes Human independent and the
labor depends on the systems and integrates their thinking with the system).
5. Product documentation, and employee trainings.
6. Customer Relationships management.
7. Social media.
8. Contractual mode of working for the US Adstuck.
Marketing:

24. Competitive strategy & Value Chain
MIS management and
documentation
(ATTACH AN MIS)
Strong media information
channel
Testing of the
augmentations on all
platforms and hardwares
Robust integration of the
technology
Primary
Activities
VALUE CHAIN
Marketing & Joint Ventures
Human Resouce
management Vertical
Integration
REDMINE PROJECT
MANAGEMENT
Operations streaming R&D
Support
activities
Organization
• Productivity
• Benchmarking
• TQM protocols
• R&D
• Systems protocol and
integration of chain of systems
into the organization for robust
product and services.
Financials:
Our target is to attain a mark of $100 million
valuation in a span of 3 years by extensive
marketing in all the areas(F/B/M/C).

25. Future
• Augmented City-We have plans to partner with the Govt. of
America and augment a city fully; and include its data into
adstucks data base; so that 3D augmentation can we achieved
for the entire city.
• Google glass.
• Enter the hardware industry.
• WEARABLE.
• 3D Holography
• CMMI+ Level 5
• R&D/Acquisition of patents.
• R&D in AR to disseminate the need of a data bank for
augmentation; direct scanning and image finger printing and
connection via the data base of google images. But this requires
really fast internet speeds.

26. A presentation for Management
of Technology & Innovation
By Prof. Thachenkary
Ritesh Malik
Akshara Ravilla
Sonal Kotecha
Eesha Palkar